ROKA
ROKA is an Austin-based direct-to-consumer performance eyewear brand selling sunglasses, prescription eyewear, snow goggles, and blue-light products built on proprietary FloatFit, GEKO, and C3 Optics technologies for athletes and wellness consumers.
- Company typePrivate
- Founded2011
- HeadquartersAustin, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What ROKA does
ROKA, operating as ROKA Sports, Inc., is a privately held Austin, Texas-based performance eyewear company founded in 2011 by Rob Canales and Kurt Spenser. The company designs and sells sunglasses, prescription sunglasses, eyeglasses, readers, blue light blocking glasses, and snow goggles for active and wellness-oriented consumers. Its product portfolio is anchored by three proprietary technology platforms: FloatFit™ (fit/comfort), GEKO™ (patented non-slip temple retention), and C3™ Optics (color, contrast, and clarity lens technology), with ultralight titanium frames in the 13–17g range forming a premium Rimwire sub-brand.
The business runs on a direct-to-consumer model primarily through its own Shopify storefront (roka.com), supplemented by wholesale, group/corporate, government, and Industry Pro channels. Pricing is one-time transactional, ranging from approximately $135 at the outlet floor to $285 for premium titanium and prescription configurations, with the Wind Down line (co-developed with neuroscientist Andrew Huberman) priced at $125–$300. The Home Tryout program, Klaviyo email automation, Meta and Google paid acquisition, and a Strava-based athlete community support the GTM motion, while the company holds registered trademarks across its core technology brands and lists a dedicated patents page on its site.
ROKA firmographics
Firmographics- Name
- ROKA
- Legal name
- ROKA Sports, Inc.
- Website
- https://roka.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- ROKA is an Austin-based direct-to-consumer performance eyewear brand selling sunglasses, prescription eyewear, snow goggles, and blue-light products built on proprietary FloatFit, GEKO, and C3 Optics technologies for athletes and wellness consumers.
- Ownership category
- akta.pro rank
ROKA industry classification
Industry- Product category
- Performance Eyewear
- NAICS
- Optical Goods Retailers (456130)
- SIC
- Ophthalmic Goods (3851)
- akta.pro primary industry
- Sport & Performance Eyewear (CRAAAKAC)
- akta.pro secondary industries
- Sunglasses (Non-Prescription) (CRAAAKAB), Eye Protection & Goggles Retail (CRAMANAJ)
Keywords
Where ROKA is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
ROKA business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales: ROKA generates revenue primarily through direct-to-consumer sales of performance sunglasses, eyeglasses, prescription eyewear, and accessories through their e-commerce platform. Products include titanium frame collections, polarized lenses, and specialty lines like Wind Down blue light blocking glasses.
- Prescription Eyewear: ROKA offers prescription sunglasses and eyeglasses with their proprietary lens technology, allowing customers to order custom prescription eyewear for an additional premium.
- Accessories and Replacement Parts: Revenue from replacement lenses, cases, nose and temple pads, and accessory lenses for existing customers.
- Wholesale and B2B: ROKA sells through wholesale channels including Group & Corporate Sales, Government Sales, and Industry Pro Program for professional athletes and organizations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standard Sunglasses |
| One time/ perpetual license | Pay-as-you-go | Titanium Collection (Rimwire) |
| One time/ perpetual license | Pay-as-you-go | Prescription Eyewear |
| One time/ perpetual license | Pay-as-you-go | Wind Down Glasses |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels11 records
ROKA product offering
Product offeringCore offering
ROKA designs, manufactures, and sells performance sunglasses, prescription sunglasses, eyeglasses, readers, blue light blocking glasses, and snow goggles under proprietary technologies (FloatFit™, GEKO™, C3™ Optics). The portfolio spans ultralight titanium frames (13-17g) to mixed-material constructions, sold primarily through a direct-to-consumer Shopify storefront and complemented by wholesale, corporate, government, and professional-athlete channels.
Product overview
ROKA is a performance eyewear company based in Austin, Texas, offering a comprehensive portfolio of active lifestyle products. The core offering centers on Performance Sunglasses and Prescription Sunglasses featuring proprietary FloatFit, GEKO, and C3 Optics technologies, with frames ranging from ultralight titanium (13-17g) to mixed-material constructions. The portfolio extends to Eyeglasses, Readers, and Blue Light solutions (Wind Down and Amber collections), Snow Goggles (R1 Goggle), and Accessories. ROKA offers Custom Sunglasses built to order through an online customizer, complemented by sub-brands including the Titanium Collection (Rimwire), APEX Shield Frames, Protective Collection, and LTD Limited Edition drops. The company markets through a direct-to-consumer Shopify platform with services including Home Tryout virtual try-on.
Differentiator
Problem solved
Functional benefit
Brands
- Wind Down: Blue light blocking glasses developed in partnership with neuroscientist Andrew Huberman, designed to improve sleep and reduce stress. Priced at $125-$300 depending on prescription needs.
Products and services
- Performance Sunglasses All-day performance sunglasses featuring proprietary FloatFit, GEKO, and C3 Optics technologies. Available in titanium and mixed-material frames with polarized and standard lenses for running, cycling, golf, outdoor, and triathlon use.
- Prescription Sunglasses Prescription-ready performance sunglasses combining custom vision correction with sport-optimized frames and lenses from the ROKA performance portfolio.
- Eyeglasses Non-sun performance eyeglasses including progressives and readers designed for everyday active lifestyles.
- Readers Reading eyeglasses designed for active individuals, with blue light filtering options available.
- Wind Down Blue Light Glasses Red-tinted glasses that block blue and green light to improve sleep, lower stress, and improve mood. Co-developed with neuroscientist Andrew Huberman and available in prescription and non-prescription options.
- Amber Collection Blue light filtering eyeglasses with amber-tinted lenses for daytime screen use and digital eye strain relief.
- Snow Goggles (R1 Goggle) High-performance snow goggles designed for skiing and snowboarding, with advanced lens technology for winter conditions.
- Titanium Collection (Rimwire) Premium sunglass and eyeglass line featuring ultralight titanium wire frames, including the Lyno (17g), Alto (16g), and Vapor (13g) models, priced at $220-$285.
- APEX Shield Frames Performance frames with enhanced protection features designed for active and tactical use cases.
- Protective Collection Durable eyewear designed for work environments and high-impact activities.
- LTD (Limited Edition) Limited-edition colorways and designs released as exclusive drops within the ROKA performance eyewear portfolio.
- Accessories & Apparel Supporting accessories and apparel including replacement lenses, cases, clip-ons, replacement nose and temple pads, and logo gear.
Quantifiable outcome
- Products sold out within three days of Wind Down launch
- +1 more outcomes
Companies that use ROKA
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles4 records
ROKA technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
ROKA partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor and flagship.
- SPRECOminorSPRECO serves as the recycling partner for ROKA's dry waste collection drive events in Chennai, India. This environmental initiative demonstrates corporate social responsibility and community engagement in sustainability.
- Andrew HubermanflagshipNeuroscientist Andrew Huberman partnered with ROKA to develop the Wind Down lens, a red-tinted glass designed to block blue and green light for improved sleep, lower stress, and better mood. The partnership resulted in a co-branded product line priced at $125-$300, which sold out within three days of launch, indicating strong consumer demand and successful product-market fit.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
ROKA competitors and assessment
Company assessmentBroad incumbents
- Oakley: Owned by EssilorLuxottica, Oakley is the dominant performance eyewear brand for sports including cycling, running, and snow. Comparable as a premium athletic sunglasses competitor with broader retail distribution and category leadership.
- Smith Optics: Owned by Safilo, Smith produces performance sunglasses and snow goggles (including the R1-style categories where ROKA competes). Comparable in product portfolio breadth across sports and goggles, with broader retail distribution.
- Bollé: Performance eyewear and goggle brand with European heritage. Comparable as a competitor in cycling, running, and snow sports eyewear with established wholesale channels.
- Costa Del Mar: EssilorLuxottica-owned performance sunglasses brand focused on fishing and outdoor sports. Comparable as a premium polarized performance eyewear brand with similar lens-technology marketing approach.
Direct peers
- Goodr: DTC performance sunglasses brand targeting runners and active consumers. Comparable as a direct competitor in the no-slip athletic sunglasses category, though positioned at a lower price point ($25–$40) than ROKA.
- Pit Viper: Performance sunglasses brand with irreverent branding, strong social media presence, and direct-to-consumer distribution. Comparable as a DTC peer competing for the same active-lifestyle consumer with a similar community-led growth approach.
- Sunski: DTC sunglasses brand offering affordable performance and lifestyle sunglasses. Comparable as a digital-native peer using direct-to-consumer model to compete in the everyday and active eyewear segment.
- Knockaround: Affordable DTC sunglasses brand with sport and lifestyle lines. Comparable as a digitally-native competitor in the affordable performance and lifestyle sunglasses segment.
Emerging players
- District Vision: Athletic eyewear and apparel brand with strong wellness/performance positioning, including running-specific frames. Comparable as a niche player at the intersection of performance eyewear, wellness, and community-led marketing.
- Vuarnet: French heritage eyewear brand with polarized mineral glass lens technology. Comparable as a premium performance eyewear brand emphasizing proprietary lens technology and craftsmanship.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
ROKA social profiles
Digital presenceROKA financial estimates
Financial estimateRevenue estimate
Valuation estimate
ROKA leadership team
Management profileNumber of profiles
Profiles2 records
ROKA funding detail
Funding detailFunding overview
Funding rounds8 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ROKA 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 ROKA
What does ROKA do?
ROKA designs, manufactures, and sells performance sunglasses, prescription sunglasses, eyeglasses, readers, blue light blocking glasses, and snow goggles under proprietary technologies (FloatFit™, GEKO™, C3™ Optics). The portfolio spans ultralight titanium frames (13-17g) to mixed-material constructions, sold primarily through a direct-to-consumer Shopify storefront and complemented by wholesale, corporate, government, and professional-athlete channels.
Is ROKA a public or private company?
ROKA is a private company. It is classified as venture growth investor backed and is currently operating.
When was ROKA founded?
ROKA was founded in 2011. It employs 51 to 100 people.
Where is ROKA based?
ROKA is headquartered in Austin, United States, in the North America region.
How does ROKA make money?
Four revenue lines are on record. Direct Product Sales are the primary driver. The others are prescription Eyewear, accessories and Replacement Parts and wholesale and B2B.
Who are ROKA's main competitors?
Broad incumbents on record are Oakley, Smith Optics, Bollé and Costa Del Mar. Direct peers are Goodr, Pit Viper, Sunski and Knockaround. Emerging players are District Vision and Vuarnet.
Does ROKA have an API?
No public API is recorded for ROKA.
What industry is ROKA in?
ROKA's product category is Performance Eyewear. Its primary akta.pro industry code is CRAAAKAC, Sport & Performance Eyewear, with a secondary code of CRAAAKAB, Sunglasses (Non-Prescription). Its NAICS code is 456130 and its SIC code is 3851.