Traeger Pellet Grills

What Traeger Pellet Grills does

Traeger Pellet Grills, Inc. (NYSE: COOK) is a publicly traded outdoor cooking company founded in 1985 in Oregon that invented and remains the world's #1 selling wood pellet grill brand. The company manufactures WiFIRE-connected wood pellet grills across multiple price tiers (Westwood at $699, Woodridge, Ironwood, and premium Timberline at $1,000+), portable grills (Tailgater, Ranger), griddles (Flatrock, Irontop), Meater wireless thermometers (acquired 2021), wood pellet consumables, rubs/sauces, and accessories. Its core technology centers on a 6-in-1 wood-fired cooking system driven by digital temperature control, app-based remote monitoring, and AI-driven recipe features integrated through the Traeger App.

The company's business model is hardware-led with a recurring consumables tail: 70% of Traeger grill owners purchase branded wood pellets annually, generating ongoing revenue beyond the initial grill sale. Traeger distributes through a hybrid model combining direct-to-consumer e-commerce (traeger.com), an authorized dealer network including Platinum Retailers, and major retail partnerships with Amazon and Home Depot. The U.S. accounts for 85% of revenue, with international expansion concentrated in the DACH region (Germany, Austria, Switzerland), which grew 50% in 2025.

Traeger serves predominantly consumer segments—backyard BBQers, weeknight cooks, pitmasters, portable/on-the-go users, and griddle cooking enthusiasts—rather than enterprise customers. The company has 501-1,000 employees and reported Q4 2025 revenue of $145.4 million, with FY 2026 guidance of $465-485 million and EBITDA of $50-60 million. Traeger has faced significant headwinds since its 2021 IPO, with share price declining 96%+ and a 1-for-50 reverse stock split implemented in March 2026 to maintain NYSE listing compliance. The company is currently executing Project Gravity, targeting $50 million in annualized cost savings, with $20 million achieved in 2025.

Name

Traeger Pellet Grills

Legal name

Traeger Pellet Grills LLC

Website

https://traegergrills.com

Company type

Public

Founded year

1985

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Traeger Pellet Grills (NYSE: COOK) is a publicly traded outdoor cooking company that manufactures WiFIRE-connected wood pellet grills, griddles, Meater wireless thermometers, and consumables, selling direct-to-consumer, through dealers, and via Amazon and Home Depot to backyard cooking enthusiasts.

Ownership category

akta.pro rank

Product category

Outdoor Cooking Equipment

NAICS

Major Household Appliance Manufacturing (33522), Wood Product Manufacturing (321)

SIC

Air-Cond & Warm Air Heatg Equip & Comm & Indl Refrig Equip (3585)

akta.pro primary industry

Grills, Smokers & Outdoor Cooking Retail (Fuel, Accessories) (CRAIAIAH)

akta.pro secondary industries

Pellet & Wood Fuel Manufacturing (IMAMABAH), Wood Pellet Manufacturing (EUAAAJAA), Outdoor & Specialty Major Appliance Retail (Outdoor Kitchens, Grills, Ice Makers) (CRACACAG)

Keywords

• Wood pellet grills
• Outdoor cooking equipment
• Pellet grill accessories
• Connected grilling technology
• Barbecue consumables

Headquarters

HQ city

Salt Lake City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Hardware Sales (Grills and Griddles): Traeger generates the majority of revenue from selling wood pellet grills, griddles, and portable grills across multiple product tiers (Westwood entry-level at $699 to Timberline premium). Products are sold direct-to-consumer via traeger.com, through dealer networks, and major retail partners.
2. Consumables (Wood Pellets): Recurring revenue from branded wood pellets. 70% of Traeger grill owners purchase branded pellets annually, creating a recurring consumables revenue stream. Pellets are sold in standard and limited edition varieties.
3. Accessories and App Subscriptions: Revenue from accessories including covers, grill shelves, liners, ModiFIRE attachments, and Meater wireless thermometers. Traeger App provides connected services and recipe features. Accessories sold through direct and retail channels.
4. Griddle Expansion: Traeger launched the Irontop Series griddle line (2-burner at $499, 4-burner at $599) to expand into a new outdoor cooking category, broadening the addressable market beyond pellet grills.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels9 records

Core offering

Traeger manufactures and sells wood pellet grills, griddles, wireless thermometers, and related outdoor cooking equipment powered by WiFIRE connectivity and digital temperature control. Its flagship product line uses 100% natural hardwood pellets as fuel to deliver wood-fired flavor through a 6-in-1 cooking system (grill, smoke, bake, roast, braise, BBQ), with grills available at price points from $699 entry-level to $1,000+ premium. The company also generates recurring revenue through branded wood pellets, rubs, sauces, and accessories sold direct-to-consumer and through retail partners.

Product overview

Traeger Pellet Grills operates as a multi-product outdoor cooking platform built around its core wood pellet grill technology. The portfolio centers on wood pellet grills (Westwood™, Woodridge®, Ironwood®, Timberline®, and portable Tailgater™/Ranger® lines) complemented by the Irontop™ and Flatrock® griddle products, Meater® wireless thermometers (acquired 2021), proprietary Traeger thermometers, wood pellet consumables, rubs & sauces, and a full accessories ecosystem. WiFIRE-enabled connectivity and the Traeger App provide software integration across the product line, creating a connected grilling ecosystem. The company emphasizes its 6-in-1 versatility (grill, smoke, bake, roast, braise, BBQ) and positions products across price tiers from entry-level ($699 Westwood) to premium (Timberline series).

Differentiator

Problem solved

Functional benefit

Brands

• Meater: Wireless meat thermometer brand acquired by Traeger in 2021, offering smart temperature monitoring devices including Meater Pro, Meater Pro Duo, Meater Pro XL, and Meater Plus.

Products and services

• Westwood Series Pellet Grill Entry-level full-sized wood pellet grill with WiFIRE connectivity and digital temperature control, available in standard and XL models. Positions Traeger's core 6-in-1 wood-fired cooking technology at the most accessible price point.
• Woodridge Series Pellet Grill Mid-range wood pellet grill offering wood-fired flavor and ease of use, positioned between the entry-level Westwood and the premium Ironwood and Timberline lines.
• Ironwood Series Pellet Grill Premium pellet grill with advanced WiFIRE connectivity, AI-driven recipe features, and customizable options. Holds 25% of the premium pellet grill segment.
• Timberline Series Pellet Grill Most advanced and customizable wood pellet grill in the Traeger lineup, designed for serious pitmasters and competition-level cooking.
• Tailgater Portable Pellet Grill Portable wood pellet grill designed for tailgating, camping, and outdoor activities, bringing wood-fired flavor to on-the-go use.
• Ranger Portable Pellet Grill Compact, portable wood pellet grill designed for balconies, small outdoor spaces, and travel, delivering Traeger wood-fired quality in a portable format.
• Irontop Series Griddle Outdoor griddle available in 2-burner ($499) and 4-burner ($599) models, offering even full-coverage heat for frying, steaming, sautéing, and breakfast cooking at accessible price points.
• Flatrock Series Griddle Premium outdoor griddle line launched in 2023, delivering innovative features and even heat for flat-top grilling of breakfast foods, smash burgers, and more.
• Meater Wireless Meat Thermometers Wireless meat thermometer line (Meater Pro, Meater Pro Duo, Meater Pro XL, Meater Plus Honey) acquired by Traeger in 2021, enabling precise temperature monitoring and alerts integrated with the Traeger app.
• Traeger Wood Pellets Branded 100% natural, food-grade hardwood pellets made in the USA that fuel Traeger grills and deliver consistent wood-fired flavor. 70% of Traeger grill owners purchase branded pellets annually, creating a recurring consumables revenue stream.
• Traeger Rubs and Sauces Seasoning rubs, BBQ sauces, and hot sauces designed to complement wood-fired grilling with various flavor profiles.

Quantifiable outcome

• 92% of Traeger wood pellet grill users report better flavor than gas and charcoal grills (based on March 2025 survey of 182 Traeger grill owners)
• +5 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature6 records

Partnerships

One partnership is on record.

• MeatercoreStrategic or Co-development Partner · 6 July 2021Traeger acquired Meater, a wireless thermometer company, in 2021 as part of its strategy to develop a 'connected grilling experience.' The acquisition aimed to enhance Traeger's product portfolio with technology-enabled accessories and streamline integration into its existing ecosystem. Meater products (Meater Pro, Meater Pro Duo, Meater Pro XL, Meater Plus) are now sold through Traeger's website and integrated with the Traeger app and WiFIRE connectivity, allowing temperature monitoring and alerts during cooking sessions.

Scale indicators20 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Blackstone Products: Blackstone is the leading outdoor flat-top griddle brand and directly competes with Traeger's Flatrock and Irontop griddle product lines for the same flat-top cooking enthusiast segment.
• Weber (Weber-Stephen Products): Weber is the global leader in outdoor grills (~4% global share) and the most direct competitor to Traeger across gas, charcoal, and increasingly pellet grills. Both brands compete for the same backyard BBQ enthusiast customer with premium hardware at similar price points.
• Camp Chef: Camp Chef makes pellet grills, outdoor griddles, and camp cooking equipment overlapping directly with Traeger's pellet grill and griddle product lines, particularly in the tailgating and outdoor enthusiast segment.
• Green Mountain Grills: Green Mountain Grills specializes in WiFi-enabled wood pellet grills, directly competing with Traeger's connected grilling ecosystem and overlapping on WiFIRE-style app features.
• Pit Boss Grills (Dansons): Pit Boss is a direct competitor in the wood pellet grill category, offering value-priced pellet grills and smokers to the same DIY backyard BBQ demographic. It competes head-to-head on pellet cook technology at lower price points.
• Napoleon (Wolf Steel / Napoleon Products): Napoleon is one of the top three outdoor cooking brands globally (collectively ~53% share with Traeger and Weber). It offers gas, charcoal, and pellet grills targeting the same premium backyard cooking segment as Traeger.
• Z Grills: Z Grills is a direct pellet grill competitor focused on affordable wood pellet smokers and grills. It targets budget-conscious consumers in the same primary segment as Traeger's Westwood line.

Broad incumbents

• Broil King (Onward Manufacturing): Broil King is an established premium gas and charcoal grill maker with growing pellet grill offerings, competing with Traeger at the premium end of the outdoor cooking market through similar retail channels.
• Char-Broil: Char-Broil is a large established outdoor cooking brand focused primarily on gas grills, with broader retail distribution and lower price points than Traeger. It represents a competitive threat across the entry-level outdoor cooking market.

Emerging players

• Yoder Smokers: Yoder Smokers makes premium wood pellet smokers and grills targeting the pitmaster and competition cooking segment that Traeger serves with its Timberline and Ironwood premium lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/traegergrills
• YouTubeyoutube.com/user/TraegerGrills
• Facebookfacebook.com/traegerpelletgrills
• LinkedInlinkedin.com/company/611257
• Instagraminstagram.com/traegergrills
• Pinterestpinterest.com/traegergrills

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Traeger Pellet Grills