AXIL
AXIL Brands Inc. designs and manufactures electronic hearing protection and enhancement products - earbuds, earmuffs, and earplugs - using SonicShieldX and HearPRO technologies, serving shooters, hunters, industrial workers, motorsports fans, and military customers via Walmart, Costco, Home Depot, Sportsman's Warehouse, MCX, and direct-to-consumer e-commerce.
- Company typePublic
- Founded2015
- HeadquartersDraper, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What AXIL does
AXIL Brands Inc. (NYSE American: AXIL) is a Delaware-incorporated consumer products company that designs and manufactures hearing protection and enhancement devices, including electronic earbuds, over-ear earmuffs, and earplugs. The company's core technology combines digital noise compression (above 85 dB), ambient sound amplification (up to 5-6x) through the proprietary SonicShieldX and HearPRO platforms, and Bluetooth audio integration across its product lines. Its product portfolio spans the GS Extreme and XCOR/CRX earbud families, the MX and MXII PRO over-ear earmuff families, and the X20/X30i earplug families, supported by international certifications (FCC, CE, EN352, ANSI, AS/NZ). Sub-brands include SIG SAUER, NASCAR, and Monster Jam licensed products, alongside the Reviv3 hair and skin care line.
The company monetizes primarily through one-time hardware sales priced between roughly $25 and $200 per SKU, supplemented by extended warranty subscriptions ($24.95-$29.95) and brand licensing royalties. Revenue is generated via a multi-channel go-to-market combining direct-to-consumer e-commerce (goaxil.com, Amazon), large-format retail distribution (Walmart, Costco, Home Depot, Sportsman's Warehouse, Marine Corps Exchange), and licensed co-branded distribution through SIG SAUER and motorsports channels. Target end-use segments include shooting and hunting, industrial and construction, military and law enforcement, motorsports and aviation, and fitness and everyday wear.
AXIL was led since June 2015 by CEO and Chairman Jeff Toghraie, with Jeff Brown serving as CFO/COO. As of June 2026, trailing twelve-month revenue stood at approximately $28 million with management guiding to 15-23% revenue growth for FY2026; the company is publicly traded on NYSE American with a market capitalization of approximately $42.6 million.
AXIL firmographics
Firmographics- Name
- AXIL
- Legal name
- AXIL Brands Inc.
- Website
- https://goaxil.com
- Company type
- Public
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- AXIL Brands Inc. designs and manufactures electronic hearing protection and enhancement products - earbuds, earmuffs, and earplugs - using SonicShieldX and HearPRO technologies, serving shooters, hunters, industrial workers, motorsports fans, and military customers via Walmart, Costco, Home Depot, Sportsman's Warehouse, MCX, and direct-to-consumer e-commerce.
- Ownership category
- akta.pro rank
AXIL industry classification
Industry- Product category
- Hearing Protection Devices
- NAICS
- Navigational, Measuring, Electromedical, and Control Instruments Manufacturing (33451)
- SIC
- Household Audio & Video Equipment (3651)
- akta.pro primary industry
- Hearing Enhancement / Assistive Listening Audio Devices (CRACANAL)
- akta.pro secondary industries
- Hearables (True Wireless Earbuds & Smart Headphones) (CRACAIAD), True Wireless Earbuds (TWS) (CRACANAA), Wireless Headphones (Over‑Ear & On‑Ear) (CRACANAB), Microphones, Headsets & Audio Input Devices (HDACAFAH)
Keywords
Where AXIL is headquartered
LocationHeadquarters
- HQ city
- Draper
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
AXIL business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain
Revenue model
- Direct-to-Consumer E-commerce: The company sells its hearing protection and enhancement products directly to consumers through its goaxil.com e-commerce platform, offering free shipping on orders over $50, 30-day money-back guarantees, and a range of bundle deals. This is the primary direct revenue channel.
- Retail Distribution: Revenue generated through major retail partnerships including Walmart (3,700+ stores), Costco (300+ stores), Home Depot (online), Sportsman's Warehouse, and Marine Corps Exchange. Products are sold through these channels at standard retail price points.
- Brand Licensing (SIG SAUER, NASCAR, Monster Jam): Revenue from licensing agreements allowing SIG SAUER to brand and sell co-branded hearing protection products, NASCAR-themed products, and Monster Jam products, generating royalties and expanding brand reach through established sports and tactical brand channels.
- Extended Warranty: The company offers 2-year extended warranty plans on select products (XCOR 2-year warranty at $29.95, GSX 3.0 2-year warranty at $24.95) providing additional revenue and customer retention.
- Third-party Brand Marketing Services: AXIL provides marketing services for third-party brands alongside its own product lines, diversifying revenue streams beyond proprietary hardware sales.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | GS Extreme 3.0 Tactical Earbuds - $184.60 |
| One time/ perpetual license | Pay-as-you-go | XCOR PRO Earbuds - Bundled at $199.99 |
| One time/ perpetual license | Pay-as-you-go | MXII PRO Earmuffs - $153.99 ($99.99 launch) |
| One time/ perpetual license | Pay-as-you-go | MX PRO Earmuffs - $79.99 |
| One time/ perpetual license | Pay-as-you-go | MX ELECTRONIC - $92.99 ($59.99 sale) |
| One time/ perpetual license | Pay-as-you-go | MX PASSIVE - $38.99 ($24.99 sale) |
| One time/ perpetual license | Pay-as-you-go | X30i Earplugs - Price varies by color |
| One time/ perpetual license | Pay-as-you-go | X20 Earplugs - $24.99 |
| Unit Pricing | Pay-as-you-go | Foam Ear Plugs 20-Pair Travel Pack - $7.99 |
| One time/ perpetual license | Pay-as-you-go | SIG SAUER Branded Products - 50% off |
| One time/ perpetual license | Pay-as-you-go | CRX Earbuds - $123.06 |
| One time/ perpetual license | Pay-as-you-go | XCOR SE at Costco - 300+ stores |
Go-to-market motion3 records
Distribution channels8 records
Marketing channels7 records
AXIL product offering
Product offeringCore offering
AXIL designs, manufactures, and sells electronic hearing protection and enhancement products including earbuds, earmuffs, and earplugs under proprietary technologies such as SonicShieldX and HearPRO. Products simultaneously compress harmful noise above 85 dB while amplifying safe sounds up to 6x, with integrated Bluetooth audio across flagship models. The portfolio is sold through major retail channels (Walmart, Costco, Home Depot, Sportsman's Warehouse, Marine Corps Exchange), direct e-commerce, and co-branded licenses (SIG SAUER, NASCAR, Monster Jam).
Product overview
AXIL is a hearing protection and enhancement technology company offering a comprehensive portfolio of audio/safety products. The core product lineup includes earbuds (GS Extreme 3.0, GS Extreme 2.0, XCOR PRO, CRX), earmuffs (MXII PRO, MX PRO, MX ELECTRONIC, MX PASSIVE), and earplugs (X30i, X20, Foam Plugs). Key enabling technologies include SonicShieldX for impact sound filtering and HearPRO for simultaneous hearing protection and enhancement. Products are offered through sub-brands including SIG SAUER licensed products and NASCAR licensed products. The company also offers the XPHERE outdoor speaker system. All products emphasize dual functionality: protecting hearing from harmful noise while amplifying safe sounds for situational awareness.
Differentiator
Problem solved
Functional benefit
Brands
- Reviv3: Hair and skin care products line
- HearPro
Products and services
- GS Extreme 3.0 Tactical Earbuds Third-generation tactical earbuds featuring SonicShieldX filter-on-microphone technology, Bluetooth 5.3 audio, up to 26 dB SNR hearing protection, 5x hearing enhancement, IP65 water/dust resistance, and Lock-n-Loaded Fit retention system for shooters, hunters, and industrial users.
- GS Extreme 2.0 Tactical Earbuds
Quantifiable outcome
- 26 dB SNR / 21 dB NRR maximum hearing protection with foam tips on GSX 3.0
- +5 more outcomes
Companies that use AXIL
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles4 records
AXIL technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability4 records
Feature7 records
AXIL partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Marine Corps Exchange (MCX)coreAXIL's full range of hearing protection and enhancement products will be available at selected Marine Corps Exchange (MCX) locations across the United States starting July 2026. Products include XCOR and XCOR Pro wireless earbuds, MX II series earmuffs, GS Extreme 3.0, and X series earplugs, providing U.S. Marines, their families, and authorized patrons with access to AXIL's hearing protection technology.
- Sportsman's WarehousecoreAXIL announced the introduction of GSX 3.0 and XCOR Pro hearing protection products at Sportsman's Warehouse stores nationwide, with rollout beginning in the coming weeks and both products available in-store and online at Sportsmans.com. This partnership diversifies AXIL's retail presence in the outdoor and sporting goods channel.
- Home DepotcoreNew online distribution partnership with Home Depot to sell hearing protection products on HomeDepot.com, beginning April 2026. The deal includes MX Series Earmuffs with HearPRO technology, X Series Ear Plugs, and the GS Extreme 3.0 Bluetooth-enabled in-ear hearing protection, expanding the company's retail footprint to DIY enthusiasts and professionals.
- WalmartcoreNational retail distribution agreement with Walmart to feature AXIL's hearing protection and enhancement products in over 3,700 Walmart stores starting February 2026. This is AXIL's largest retail placement, broadening consumer access to its technology nationwide. The agreement was later expanded to include MX PRO and MX Passive models across approximately 1,250 Walmart stores in Q1 FY26.
- CostcocoreXCOR SE hearing protection and enhancement earbuds launched in over 300 Costco stores across the United States. CEO Jeff Toghraie called the Costco partnership a landmark expansion that amplifies market presence and unlocks substantial annual sales potential. The XCOR SE features 26 dB SNR hearing protection, up to 4x hearing enhancement, and Bluetooth 5.2 connectivity.
- SIG SAUERcoreStrategic brand licensing partnership where AXIL manufactures and supplies SIG SAUER branded hearing protection products including SIG SAUER GS Extreme, XCOR PRO, TRACKR Blu, TRACKR Electronic, and TRACKR Passive. Products offer superior noise reduction and clear sound amplification with ergonomic design for shooting sports, sold through SIG SAUER's established firearms and tactical distribution channels.
- Monster JamminorLicense extension with Monster Jam for co-branded hearing protection products. AXIL and Monster Jam partnership provides AXIL with access to the motorsports fanbase through Monster Jam branded products.
- NASCARcoreAXIL is the official licensed NASCAR hearing protection partner, bringing purpose-built hearing protection directly to race fans nationwide. NASCAR-themed products include NASCAR GS Extreme 2.0, NASCAR XCOR, and NASCAR XCOR PRO earbuds designed specifically for motorsports noise environments.
- USA Shooting TeamcoreAXIL is the exclusive supplier of hearing protection products for the USA Shooting Team, providing elite athletes with AXIL's hearing protection technology for training and competition environments.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
AXIL competitors and assessment
Company assessmentBroad incumbents
- 3M (Peltor brand): 3M's Peltor is the dominant incumbent in electronic hearing protection earmuffs and headsets for industrial, shooting, and military use. Directly comparable as a hearing-protection specialist with broader portfolio reach and far larger R&D and distribution budget than AXIL.
- Howard Leight (Honeywell): Honeywell's Howard Leight brand is a leading passive and electronic hearing protection line sold through mass retail, industrial supply, and sporting goods channels. Direct overlap with AXIL on earplugs, earmuffs, and Bluetooth-enabled hearing protection targeting shooters, industrial workers, and DIY consumers.
- Sordin (MSA Safety): Sordin, distributed under MSA Safety, is a leading European electronic hearing protection brand for military, law enforcement, and shooting markets. Overlaps with AXIL's tactical and military/Law Enforcement segments with comparable electronic earmuff technology and premium positioning.
- Bose (Hearphones / SoundSport): Bose produces true wireless earbuds and Hearphones-style hearing enhancement/awareness devices with comparable hear-through technology and consumer audio branding. Adjacent competitor rather than direct — Bose's focus is broader consumer audio with hearing-aid-style awareness as a feature, not as the primary use case.
Direct peers
- Walker's (GSM Outdoors): Walker's is a shooting-and-hunting-focused hearing protection and enhancement brand offering electronic earmuffs and earbuds with similar hear-through features to AXIL's GS Extreme and XCOR lines. Most directly comparable on shooting sports positioning, target customer, and feature set.
- ISOtunes: ISOtunes makes Bluetooth-enabled hearing protection earbuds and earmuffs certified for industrial and construction work, overlapping directly with AXIL's industrial/construction segment and Bluetooth audio + hearing protection feature set. Comparable price points and channel mix (online + industrial supply).
- Etymotic Research: Etymotic manufactures high-fidelity earphones and hearing protection earplugs with deep roots in audiology and noise isolation. Comparable to AXIL's electronic earplug and earbud lines for audiophile-leaning and tactical users seeking premium sound quality plus protection.
Emerging players
- Decibullz: Decibullz offers custom-molded and electronic hearing protection earplugs with Bluetooth variants, competing in the shooting, industrial, and consumer hearing protection categories. Smaller, niche player overlapping with AXIL on electronic earbuds and earplugs rather than over-ear muffs.
- Jabra (GN Audio): Jabra's Elite true wireless earbuds include hear-through and noise-adjustment features used in industrial and consumer settings, overlapping with AXIL's Bluetooth hearing enhancement functionality. Jabra is broader in consumer/professional headsets with comparable Bluetooth + situational awareness feature set.
Others
- Sig Sauer (Electro-Optics / Hearing): SIG SAUER is both a licensing partner and an adjacent player in shooting sports accessories and electronic hearing protection. Their tactical customer base overlaps 100% with AXIL's shooting sports segment, but as a firearms brand they are a customer/distributor of AXIL rather than a true peer in product manufacturing.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
AXIL social profiles
Digital presenceAXIL compliance and trust
Trust signalCompliance9 records
AXIL financial estimates
Financial estimateRevenue estimate
Valuation estimate
AXIL leadership team
Management profileNumber of profiles
Profiles5 records
AXIL funding detail
Funding detailFunding overview
Funding rounds2 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AXIL M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AXIL
What does AXIL do?
AXIL designs, manufactures, and sells electronic hearing protection and enhancement products including earbuds, earmuffs, and earplugs under proprietary technologies such as SonicShieldX and HearPRO. Products simultaneously compress harmful noise above 85 dB while amplifying safe sounds up to 6x, with integrated Bluetooth audio across flagship models. The portfolio is sold through major retail channels (Walmart, Costco, Home Depot, Sportsman's Warehouse, Marine Corps Exchange), direct e-commerce, and co-branded licenses (SIG SAUER, NASCAR, Monster Jam).
Is AXIL a public or private company?
AXIL is a public company. It is classified as public and is currently operating.
When was AXIL founded?
AXIL was founded in 2015. It employs 11 to 50 people.
Where is AXIL based?
AXIL is headquartered in Draper, United States, in the North America region.
How does AXIL make money?
Five revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are retail Distribution, brand Licensing (SIG SAUER, NASCAR, Monster Jam), extended Warranty and third-party Brand Marketing Services.
Who are AXIL's main competitors?
Broad incumbents on record are 3M (Peltor brand), Howard Leight (Honeywell), Sordin (MSA Safety) and Bose (Hearphones / SoundSport). Direct peers are Walker's (GSM Outdoors), ISOtunes and Etymotic Research. Emerging players are Decibullz and Jabra (GN Audio). Sig Sauer (Electro-Optics / Hearing) is listed as an others.
Does AXIL have an API?
No public API is recorded for AXIL.
What industry is AXIL in?
AXIL's product category is Hearing Protection Devices. Its primary akta.pro industry code is CRACANAL, Hearing Enhancement / Assistive Listening Audio Devices, with a secondary code of CRACAIAD, Hearables (True Wireless Earbuds & Smart Headphones). Its NAICS code is 33451 and its SIC code is 3651.