Gold Eagle

What Gold Eagle does

Gold Eagle Company is a privately held, family-owned specialty-chemicals manufacturer founded in Chicago in 1932 and now in its 93rd year of operations. It formulates, manufactures, and distributes branded consumer chemical products for the automotive aftermarket, marine, outdoor power equipment, and home-care categories, with all manufacturing, R&D, sales, marketing, operations, chemistry, quality assurance, customer service, and distribution kept in-house at its 4400 S Kildare Avenue facility under ISO 9001:2015 certification.

Its brand portfolio spans STA-BIL (America's #1 fuel stabilizer, keeping fuel fresh for up to 24 months), 303 Products (over 40 years of premium protectants and cleaners, including graphene-based exterior coatings), TriNova (home-care and surface-care, acquired 2016), HEET (gas-line antifreeze), 104+ Performance (octane boost), and Hot Shot's Secret (high-performance lubricants, added through the July 2022 acquisition of Lubrication Specialties Inc.). In July 2025 the company entered a licensed collaboration with Valvoline Global Operations under which Gold Eagle manufactures and distributes Valvoline products.

Revenue is generated through three motions: branded consumer-products retail (mass, hardware, automotive aftermarket, marine, and sporting-goods retailers plus Amazon DTC and goldeagle.com e-commerce), private-brand/contract manufacturing for other companies (now staffed by a dedicated Senior Director of Private Brand Sales), and licensing royalties (Valvoline). Products reach end users through Walmart, Home Depot, Lowe's, AutoZone, O'Reilly, Pep Boys, Bass Pro Shops, Cabela's, Academy Sports, Harbor Freight, Menards, ACE Hardware, Camping World, West Marine, and thousands of independent hardware stores across the contiguous United States, with a separate international distribution arm. Customer segments are predominantly automotive enthusiasts, marine/boat owners, and small-engine/power-equipment users, with secondary segments in home-care consumers and powersports/heavy-duty users.

Name

Gold Eagle

Legal name

Gold Eagle Company

Website

https://goldeagle.com

Company type

Private

Founded year

1932

Operating status

Operating

Headcount range

101–250 employees

Short description

Gold Eagle Company is a 93-year-old, family-owned Chicago manufacturer of specialty chemicals and maintenance products for automotive, marine, outdoor power equipment, and home-care markets, sold under brands including STA-BIL, 303, TriNova, HEET, 104+ Performance, Hot Shot's Secret, and Valvoline.

Ownership category

akta.pro rank

Product category

Automotive Aftermarket Chemicals

SIC

Miscellaneous Chemical Products (2890)

akta.pro primary industry

Lubricants, Fluids & Chemical Products Distribution (Oils, Coolants, AdBlue/DEF, Cleaners) (TLAKAOAL)

Keywords

• Fuel stabilizers
• Automotive chemicals
• Surface protectants
• Marine lubricants
• Home care cleaners

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Branded Consumer Products: Gold Eagle generates revenue through the manufacture and sale of branded chemical and cleaning products including STA-BIL fuel stabilizers, 303 protectants and cleaners, TriNova home care products, HEET gas-line antifreeze, and 104+ performance additives. Products are sold through retail distribution partners and direct-to-consumer via Amazon.
2. Private Brands/Contract Manufacturing: Gold Eagle operates a contract packaging division and offers private brand manufacturing services for other companies. The company also acquired Lubrication Specialties Inc. (LSI), makers of Hot Shot's Secret brand, expanding their product portfolio.
3. Licensed Collaborations: Gold Eagle enters into licensing collaborations such as the Valvoline Global Operations partnership announced July 2025, expanding brand reach through licensed product lines.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Gold Eagle Company manufactures and distributes branded chemical maintenance products including fuel stabilizers, fuel system treatments, rust preventers, surface protectants, cleaners, and high-performance lubricants for the automotive, marine, outdoor power equipment, and home care markets. Branded portfolio includes STA-BIL (America's #1 fuel stabilizer), 303 Products (premium protectants and cleaners), TriNova (home care), HEET (gas-line antifreeze), 104+ Performance (octane boost), and Hot Shot's Secret (high-performance lubricants). Products are sold through major retail chains, Amazon, the company's e-commerce site, marine specialty retailers, independent hardware stores, and via private brand/contract manufacturing for business customers.

Product overview

Gold Eagle Company is a manufacturer and distributor of automotive chemicals and maintenance products with a portfolio of distinct branded product lines. The core offerings include STA-BIL fuel stabilizers and treatments (America's #1 fuel stabilizer brand with products for storage, in-season use, and rust protection), 303 premium protectants and cleaners (automotive, marine, and home care products including graphene-based coatings, leather care, and fabric protection), and TriNova home care products (granite/stone care, leather care, and cleaning products). The company also acquired Hot Shot's Secret high-performance lubricant brand through a merger with Lubrication Specialties Inc. and holds a licensed collaboration with Valvoline Global Operations. Products span automotive, marine, home care, and outdoor power equipment categories, sold through major retailers nationwide.

Differentiator

Problem solved

Functional benefit

Brands

• STA-BIL: America's #1 Fuel Stabilizer brand for keeping fuel fresh and preventing gum and varnish buildup during storage.
• 303 Products
• TriNova
• HEET
• 104+ Performance
• Hot Shot's Secret
• Valvoline

Products and services

• STA-BIL Fuel Stabilizer

Quantifiable outcome

• Keeps fuel fresh for up to 24 months
• +3 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Valvoline Global Operations (VGO)coreOEM/ Whitelabel/ Licensing Partner · 1 July 2025Gold Eagle Company announced a new licensed collaboration with Valvoline Global Operations effective July 1, 2025. This represents a strategic expansion of brand offerings through licensing arrangements with the major lubricant company.
• Lubrication Specialties Inc. (LSI)coreStrategic or Co-development Partner · 5 July 2022Gold Eagle Co. acquired LSI, makers of the popular 'Hot Shot's Secret' brand. The merger combined two privately held manufacturers to operate as one entity, expanding Gold Eagle's product portfolio to include high-performance lubricants and additives for racing and heavy-duty applications.
• Mecum AuctionsminorGTM or Marketing PartnerGold Eagle Co. kicked off a partnership with Mecum Auctions, the world's largest collector car auction company, to promote STA-BIL and 303 Products to automotive enthusiasts and collectors.
• GAHH Automotive GroupminorGTM or Marketing Partner303 Products received the prestigious and exclusive endorsement from GAHH Automotive Group as its brand of choice in convertible top care. For over 70 years GAHH has been a leading automotive soft trims supplier.
• Power Distributors and Briggs & StrattonminorStrategic or Co-development PartnerGold Eagle Co. announced support of Power Distributors and Briggs & Stratton's decision to only recommend consumers use alcohol-free fuel stabilizers in small engine equipment, highlighting product safety and formulation expertise.
• U.S. Lawn Mower Racing Association (USLMRA)minorGTM or Marketing PartnerSTA-BIL brand sponsors the U.S. Lawn Mower Racing Association and the annual National Lawn Mower Racing Championships, supporting grassroots motorsports events for 25 years.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• WD-40 Company: WD-40 Company is a specialty chemical manufacturer with iconic consumer brands (WD-40 Multi-Use Product, 3-IN-ONE) sold through the same mass retail, hardware, and automotive aftermarket channels as Gold Eagle. Both companies compete on branded, formulation-driven chemicals distributed nationally to consumers and trade customers.
• Prestone (Honeywell): Prestone is a leading North American antifreeze and automotive chemical brand directly competing with Gold Eagle's HEET gas-line antifreeze and fuel system products. It shares the same mass-market retail, automotive aftermarket, and DIY customer base across Walmart, AutoZone, and O'Reilly.
• Lucas Oil: Lucas Oil manufactures lubricants, fuel additives, and engine treatments sold through automotive and powersports retail with a similar enthusiast and racing-focused brand positioning as Gold Eagle's Hot Shot's Secret and 104+ Performance lines.
• Sea Foam Sales Company: Sea Foam is a privately held manufacturer of fuel additives, motor treatments, and lubricant specialty products directly competing with STA-BIL, HEET, and 104+ Performance in the small engine, marine, and automotive fuel treatment categories.
• CRC Industries: CRC Industries is a specialty chemical manufacturer producing cleaners, lubricants, corrosion inhibitors, and protectants for automotive, marine, industrial, and consumer markets. The portfolio overlap with Gold Eagle spans surface protectants, lubricants, and fuel system chemicals sold through professional and retail channels.
• Bar's Leaks: Bar's Leaks manufactures specialty automotive chemicals including fuel and cooling system treatments, stop leaks, and radiator additives. It is a direct competitor to Gold Eagle's HEET and STA-BIL lines in the fuel and cooling system service categories.

Emerging players

• BG Products: BG Products produces fuel, oil, and coolant system service chemicals primarily for the professional installer channel. It overlaps with Gold Eagle's Hot Shot's Secret and 104+ Performance fuel additive lines but is weighted toward service-dealer B2B rather than retail DIY.

Broad incumbents

• Valvoline Global Operations: Valvoline is a global incumbent in motor oil, lubricants, and automotive chemicals. Gold Eagle's July 2025 licensing agreement with Valvoline makes it both a partner and a broader industry peer in lubricant manufacturing, distribution, and brand management.
• Castrol: Castrol is a global lubricant and automotive chemicals brand owned by BP, with retail distribution through automotive parts stores and mass merchants. Its additive and lubricant portfolio intersects with Gold Eagle's fuel treatment and high-performance lubricant franchises at a broader, more international scale.
• STP (Standard Oil Products): STP is an established automotive additive and oil treatment brand sold in mass retail and automotive aftermarket channels. It competes with Gold Eagle's fuel additives and engine treatment lines and shares the same end-consumer positioning around engine protection and performance.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/CoolRidesOnline
• Facebookfacebook.com/CoolRidesOnline
• LinkedInlinkedin.com/company/gold-eagle-company
• Instagraminstagram.com/goldeagleco
• Xx.com/GoldEagleCo

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

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 Gold Eagle