SUBPAC
SUBPAC develops patented tactile audio hardware and software that delivers physical bass experiences through wearable and seatback devices for music producers, audio professionals, gamers, VR developers, automotive OEMs, and deaf and hard-of-hearing consumers.
- Company typePrivate
- Founded2013
- HeadquartersPalo Alto, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What SUBPAC does
SUBPAC Inc., founded in 2013 and headquartered in Gilroy, California (with a Los Angeles office), develops patented tactile audio technology that transfers deep bass frequencies as physical vibrations to create immersive, full-body audio experiences. The product portfolio centers on the flagship SUBPAC X1 hybrid wearable/seatback system with an adjustable 1-250Hz tactile range and up to eight hours of battery life, complemented by the C1 Pro Wireless I/O control module using Ultra Wideband (UWB) for lossless uncompressed audio at sub-10ms latency, plus earlier-generation M2 wearable and S2 seatback devices. The SUBPAC FLOW platform extends the core technology into a licensing layer, exposing APIs and SDKs so that third-party manufacturers can embed SUBPAC tactile drivers into their own products, while the FEELbeta/FEEL.SUBPAC layer adds creator content and tooling around the hardware.
The business operates a hybrid revenue model: direct-to-consumer hardware sales via shop.subpac.com and reservation-based pre-orders, channel sales through pro-audio retailers such as Scan Pro Audio and DJ Tech Tools, technology licensing and OEM integration through FLOW (automotive partners Jaguar Land Rover and Peugeot, gaming/VR via Beat Games), and professional integration services for enterprise clients. Pricing is quote-based on most SKUs, with discount codes offered for production-run reservations. Customers span music producers and audio professionals (Timbaland, Richie Hawtin/Plastikman, Coldcut, Flying Lotus, Adrian Sherwood), automotive OEMs, VR/gaming developers, cinema and entertainment venues, and deaf and hard-of-hearing consumers.
The company is privately held, founder-controlled (co-founders Todd Chernecki as CEO and John Alexiou; Stuart Mansbridge as CTO; Sean Leonard as EVP), with 11-50 employees, and has raised disclosed institutional capital including a $6,000,000 round on 2016-07-12 led by Azure Capital Partners with Melo7 Tech Partners and UpHonest Capital, plus subsequent participation from Playground Global, Hartmann Capital, and Forvia. Industry recognition includes Fast Company's "Most Innovative Companies in the World" and "Best in Show" at Augmented World Expo, with feature coverage in VICE, WIRED, MIXMAG, and Forbes.
SUBPAC firmographics
Firmographics- Name
- SUBPAC
- Legal name
- SUBPAC Inc.
- Website
- https://subpac.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SUBPAC develops patented tactile audio hardware and software that delivers physical bass experiences through wearable and seatback devices for music producers, audio professionals, gamers, VR developers, automotive OEMs, and deaf and hard-of-hearing consumers.
- Ownership category
- akta.pro rank
SUBPAC industry classification
Industry- Product category
- Tactile Audio Equipment
- NAICS
- Audio and Video Equipment Manufacturing (33431), Sound Recording Studios (51224)
- SIC
- Household Audio & Video Equipment (3651), Electronic Components & Accessories (3670)
- akta.pro primary industry
- Speakers & Subwoofers Retail (Soundbars, Surround, Smart Speakers) (CRACAEAF)
- akta.pro secondary industries
- Hi‑Fi / Audiophile Components (DACs, Amps, Turntables, Streamers) (CRACANAI), AV Receivers, Amplifiers & Hi‑Fi Components Retail (CRACAEAE), Live Sound & Stage Equipment (PA Systems, Amplification, Monitoring) (MPAIAJAD), Audio Encoding & Processing (Surround, Atmos, Normalization) (MPAHAHAI)
Keywords
Where SUBPAC is headquartered
LocationHeadquarters
- HQ city
- Palo Alto
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
SUBPAC business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Technology or R&D, Supply Chain, Operations, Marketing or Sales, Personnel
Revenue model
- Hardware Sales: Direct sales of tactile audio hardware including X1 (wearable/seatback system), C1 Pro Wireless I/O, M2 (wearable), S2 (seatback), and accessories. Products sold via e-commerce, pre-order reservations, and retail partners.
- Technology Licensing: SUBPAC Flow platform enables third-party manufacturers (automotive, cinema, gaming, VR) to embed SUBPAC technologies into their products for a licensed experience.
- Professional Services: Custom integration and deployment services for enterprise clients including automotive manufacturers and entertainment venues.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | SUBPAC X1 - Core wearable/seatback system |
| One time/ perpetual license | Pay-as-you-go | SUBPAC X1 + C1 Bundle |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels7 records
SUBPAC product offering
Product offeringCore offering
SUBPAC designs, manufactures, and sells patented tactile audio hardware (wearable and seatback devices including the X1, M2, and S2) that quietly and accurately transfers deep bass frequencies to create an immersive, physical, full-body audio experience for music producers, gamers, VR users, and consumers. Through the SUBPAC FLOW platform, the company licenses its tactile audio technology and provides APIs/SDKs for third-party manufacturers to embed SUBPAC capabilities into automotive, cinema, gaming, and VR products, complemented by professional integration services and accessories like the C1 wireless I/O module.
Product overview
SUBPAC offers a tactile audio technology platform that provides physical, full-body bass experiences across multiple products and use cases. The core portfolio includes the X1 system (flagship hybrid wearable/seatback unit), C1 Pro Wireless I/O module, M2 wearable, and S2 seatback products. The SUBPAC FLOW platform enables 3rd party integration through APIs and SDKs. The ecosystem also includes SUBPAC Optimized content and the FEELbeta creator platform. Products serve diverse markets including automotive (with Jaguar Land Rover partnership), gaming, cinema, VR simulators, and professional audio studios.
Differentiator
Problem solved
Functional benefit
Brands
- SUBPAC FLOW: Platform for feeling music and sound everywhere, enabling 3rd party partners and manufacturers to implement SUBPAC technologies into their products
- SUBPAC X1
- SUBPAC C1
- FEEL.SUBPAC
Products and services
- SUBPAC X1 Bass System Hybrid wearable/seatback tactile audio hardware that delivers deep bass frequencies as physical vibrations, with adjustable 1–250Hz tactile range, up to 8 hours battery life, USB-C power delivery, and integration with the SUBPAC FLOW platform. Targeted at music producers, audio professionals, and immersive entertainment users.
- SUBPAC C1 Pro Wireless I/O Control Module Professional-grade wireless audio interface using Ultra Wideband (UWB) for lossless uncompressed audio under 10ms latency, supporting 5 simultaneous wireless X1 connections, 2x 1/4" line inputs/outputs with Neutrik connectors, USB Audio Class 2.0, and Sonarworks SoundID Reference integration via onboard SHARC DSP.
- SUBPAC M2 Wearable Tactile Audio System Wearable tactile audio device that transfers deep bass frequencies to the body for an immersive on-the-go music and sound experience.
- SUBPAC S2 Seatback Tactile Audio System Seatback tactile audio system designed for mounting on studio chairs, providing physical bass reproduction for music production, mixing, and immersive listening.
- SUBPAC FLOW Platform OEM licensing platform with APIs and SDKs that lets third-party partners integrate SUBPAC's tactile drivers, modular form factors, creator-powered DSP algorithms, and real-time low-frequency optimization into their own products. Documented integrations include Jaguar Land Rover vehicles and the Peugeot Fractal concept car.
- Beat Saber x SUBPAC Limited Edition Limited edition co-branded SUBPAC hardware bundle designed for Beat Saber VR gameplay, enabling players to feel bass and drums in the music for faster reaction times and higher scores.
Quantifiable outcome
- Beat Saber players achieve faster reaction times and higher scores by feeling bass and drums in the music
- +1 more outcomes
Companies that use SUBPAC
Customer profileNamed customers6 records
Segments6 records
Ideal customer profiles4 records
SUBPAC technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature5 records
SUBPAC partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered major, core and minor.
- Jaguar Land RovermajorAutomotive partnership to integrate SUBPAC tactile audio into vehicles for enhanced music and media experiences, plus unique and intuitive safety alerts to the driver. Press release available documenting the collaboration.
- SonarworkscoreNative support for Sonarworks SoundID Reference in SUBPAC C1, allowing seamless integration of studio monitoring solutions. SHARC DSP processing offloads calibration from computer to SUBPAC C1 for optimized workflow.
- Beat Games (Beat Saber)majorLimited edition Beat Saber x SUBPAC collaboration for enhanced VR gaming. SUBPAC enables players to feel bass and drums, leading to faster reaction times and higher scores.
- PeugeotmajorSUBPAC integrated into Peugeot Fractal concept car for enhanced automotive audio experience. Part of FLOW platform embedded solutions.
- AlienwareminorFeatured as gaming partner with SUBPAC called 'the most powerful and immersive gaming peripheral' for Alienware systems.
- Plastikman (Richie Hawtin) / Mute RecordsmajorFirst-ever album bundle with tactile device - limited edition Plastikman 'EX' album bundled with SUBPAC S1, signed certificate of authenticity.
- Flying Lotus / Warp RecordsmajorLimited edition Flying Lotus SUBPAC S1 released with 'You're Dead' album, combining innovative music with tactile audio.
- Mad DecentminorCollaboration on Scientist limited edition SUBPAC S1 giveaway contest through Mad Decent channels.
- Scan Pro AudiocoreUK-based professional audio retailer stocking SUBPAC products with knowledgeable staff for pro audio customers.
- DJ Tech ToolscoreOnline retailer partnership for SUBPAC product sales, offering free Chroma Cable with purchase at events.
- AIAIAIminorDanish headphone manufacturer partnership for complementary audio equipment with SUBPAC tactile solutions.
- Sonar FestivalminorAnnual presence at Sonar festival in Barcelona to demo SUBPAC products to international audience.
- The Muse Seek ProjectminorNon-profit partnership to open up the world of music to Deaf children, using SUBPAC technology for music accessibility.
- SennheiserminorPartnership for Westfield Blue Lounge events combining Sennheiser audio with SUBPAC tactile experience.
- DubspotminorEducational partnership hosting dub music workshops with SUBPAC demo units integrated into seating.
- StudiofeedminorNon-profit foundation arm of SUBPAC providing support to grassroots music ecosystem through financial, infrastructure, and technology project ownership.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
SUBPAC competitors and assessment
Company assessmentDirect peers
- Woojer: Woojer makes wearable haptic bass vests and straps that translate low frequencies into body vibrations for music, gaming, and VR. It is the closest direct competitor to SUBPAC's wearable/seatback tactile audio devices, targeting the same creator and gaming segments.
- bHaptics: bHaptics produces haptic vests, arm sleeves, and face cushions for VR and gaming, competing directly with SUBPAC in the VR/gaming haptic immersion category. Both companies target Beat Saber-style experiences and developer SDK integrations.
- D-BOX Technologies: D-BOX builds haptic motion systems for cinema seats, sim rigs, and home theater, providing programmable low-frequency vibrations synced to content. It overlaps with SUBPAC's cinema and entertainment-venue use cases and competes for the same immersive-experience budgets.
- Lofelt: Lofelt develops high-fidelity haptic technology and developer tools for consumer devices, gaming peripherals, and automotive applications. It competes with SUBPAC Flow at the SDK/licensing layer for embedding tactile feedback into third-party products.
- Audeze: Audeze makes planar magnetic headphones favored by professional audio producers and gamers for accurate low-frequency reproduction. It addresses the same studio-monitoring pain point SUBPAC targets (hearing sub-bass accurately) using a complementary transducer approach.
Broad incumbents
- Bose Corporation: Bose is a global consumer and professional audio incumbent spanning headphones, soundbars, automotive audio systems, and AR glasses. Its scale in automotive OEM audio and consumer retail channels makes it a broad competitive threat to SUBPAC's licensing and DTC ambitions.
- Sennheiser: Sennheiser is an established pro and consumer audio brand with deep studio, headphone, and live-sound product lines. SUBPAC has an active co-marketing relationship with Sennheiser, but Sennheiser's scale and channel reach position it as a broad incumbent adjacent to SUBPAC's pro audio monitoring use case.
- HyperX: HyperX is a large gaming peripherals brand offering headsets and accessories with mainstream retail distribution. Its reach into the gamer demographic overlaps with SUBPAC's gaming user base and represents scaled competition for immersive gaming audio budgets.
- SteelSeries: SteelSeries is a major gaming peripherals brand with haptic-enabled headsets and controllers that compete for the immersive-gaming audio budget. It overlaps with SUBPAC's gamer segment at the mainstream price points SUBPAC does not serve.
Emerging players
- Syng: Syng (maker of the Cell Alpha triphonic speaker) is an emerging spatial-audio hardware company focused on immersive home and pro listening. Its emphasis on physical, room-filling sound is adjacent to SUBPAC's physical-audio thesis and targets overlapping creator/enthusiast buyers.
Market position
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
SUBPAC social profiles
Digital presenceSUBPAC financial estimates
Financial estimateRevenue estimate
Valuation estimate
SUBPAC leadership team
Management profileNumber of profiles
Profiles4 records
SUBPAC subsidiaries and ownership
Company hierarchySubsidiaries1 record
SUBPAC funding detail
Funding detailFunding overview
Funding rounds3 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SUBPAC 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 SUBPAC
What does SUBPAC do?
SUBPAC designs, manufactures, and sells patented tactile audio hardware (wearable and seatback devices including the X1, M2, and S2) that quietly and accurately transfers deep bass frequencies to create an immersive, physical, full-body audio experience for music producers, gamers, VR users, and consumers. Through the SUBPAC FLOW platform, the company licenses its tactile audio technology and provides APIs/SDKs for third-party manufacturers to embed SUBPAC capabilities into automotive, cinema, gaming, and VR products, complemented by professional integration services and accessories like the C1 wireless I/O module.
Is SUBPAC a public or private company?
SUBPAC is a private company. It is classified as venture growth investor backed and is currently operating.
When was SUBPAC founded?
SUBPAC was founded in 2013. It employs 11 to 50 people.
Where is SUBPAC based?
SUBPAC is headquartered in Palo Alto, United States, in the North America region.
How does SUBPAC make money?
Three revenue lines are on record. Hardware Sales are the primary driver. The others are technology Licensing and professional Services.
Who are SUBPAC's main competitors?
Direct peers on record are Woojer, bHaptics, D-BOX Technologies, Lofelt and Audeze. Broad incumbents are Bose Corporation, Sennheiser, HyperX and SteelSeries. Syng is listed as an emerging player.
Does SUBPAC have an API?
Yes. SUBPAC FLOW platform offers flexible API and SDKs to integrate with 3rd party applications. The platform provides intuitive developer tools to customize audio parameters and tactile output.
What industry is SUBPAC in?
SUBPAC's product category is Tactile Audio Equipment. Its primary akta.pro industry code is CRACAEAF, Speakers & Subwoofers Retail (Soundbars, Surround, Smart Speakers), with a secondary code of CRACANAI, Hi‑Fi / Audiophile Components (DACs, Amps, Turntables, Streamers). Its NAICS code is 33431 and its SIC code is 3651.