Finis

What Finis does

FINIS, Inc. is a privately-held swimming equipment and apparel company founded in 1993 and headquartered in Tracy, California, with co-founder John Mix as CEO. The company designs, manufactures, and distributes a specialized portfolio of swim training gear, goggles, swim caps, training and technical racing swimwear, competitive pool equipment, and learn-to-swim products for children, serving competitive swimmers, fitness and recreational swimmers, learn-to-swim participants, triathletes and open water swimmers, and swim schools. The product line is anchored by proprietary innovations such as the Bracketless Stability Snorkel, FINA-compliant pool equipment (Backstroke Start Wedge, Swim Block Track-Start, Turnmaster Club), and a sizing system for training fins (Zoomers, SlipFin Pro, Edge, Z2 Gold), with a more recent extension into electronic training devices (Tempo Trainer Pro, Duo underwater audio) and replacement smart goggles. The company has steadily broadened its catalog from a competitive-swimmer base into kids' water-confidence products and accessories, supported by partnerships with Dermasport and TRISWIM as distributed partner brands.

The business operates a dual-channel model combining direct-to-consumer e-commerce (finisswim.com for the US, finisswim.eu for Europe) with a B2B wholesale portal (b2b.finisswim.com) and a global authorized retailer and distributor network. Revenue is generated entirely through hardware sales, with a price ladder spanning $5.90 entry-level accessories up to $2,800 competitive pool equipment and tech suits priced between $120 and $450. Operations are supported by three physical facilities: a US distribution center in Tracy, CA (customer service, finance, operations, warehouse); a US Innovation Lab in Livermore, CA (product development, sales, marketing); and an EU distribution center in Sofia, Bulgaria serving European customers.

The go-to-market is built around swim-community ecosystems rather than mass-market advertising, with partnerships spanning US Masters Swimming, SwimSwam, Swimming World Magazine, GoSwim.tv, Swim Across America, SwimAmerica, and major swim school franchises (Goldfish Swim School, Safe Splash, Aqua-Tots, Big Blue Swim School, British Swim School), as well as athlete endorsements such as Olympic swimmer Brent Hayden. Distribution covers North America, Europe, and Asia Pacific, with selective distribution policies and geographic restrictions on marketplace sales. Marketing assets include social channels (X, YouTube, LinkedIn, Pinterest, Instagram, Facebook), an email newsletter, and team sponsorship through #TeamFINIS athletes.

Name

Finis

Legal name

FINIS, Inc.

Website

https://finisswim.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

51–100 employees

Short description

FINIS is a private swim equipment and apparel company founded in 1993 that designs, manufactures, and distributes training gear, goggles, tech suits, pool equipment, and learn-to-swim products globally through DTC e-commerce, B2B wholesale, and authorized retailers, serving competitive, fitness, learn-to-swim, and triathlon customers.

Ownership category

akta.pro rank

Product category

Swimming Training Equipment

NAICS

Sporting and Athletic Goods Manufacturing (33992)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Water Sports & Marine Recreation Retail (Paddle/Surf/Dive/Boat Accessories) (CRAMABAI)

akta.pro secondary industry

Swim & Surf Performance Wear (CRAAAEAG)

Keywords

• Swimming training equipment
• Competitive swimwear
• Training fins paddles
• Learn-to-swim aids
• Aquatic sports gear

Headquarters

HQ city

Tracy

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. Direct Product Sales: FINIS generates revenue through direct-to-consumer e-commerce sales of swim training equipment, accessories, swimwear, and pool equipment. Products are sold at various price points from entry-level accessories ($6-$30) to professional equipment ($100-$2,800). The company also sells to wholesale and retail partners through its B2B portal.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

FINIS designs, manufactures, and sells swimming training equipment, accessories, and competitive pool equipment including snorkels, paddles, training fins, racing goggles, learn-to-swim aids, tech suits, and FINA-compliant pool hardware. The company sells its own manufactured products direct-to-consumer through e-commerce storefronts in the US and EU and to dealers and swim schools through a dedicated wholesale B2B portal.

Product overview

FINIS is a swimming equipment and apparel company offering a comprehensive portfolio of training gear, goggles, swimwear, and pool equipment. The product line centers on training equipment including snorkels (Stability Snorkel, Glide Snorkel), training fins (SlipFin Pro, Zoomers Gold, Edge Fins, Z2 Gold Zoomers), paddles (Manta, Agility Floating, Freestyler, Bolster), and monofins (Foil Monofin, Evo Monofin, Luna Eclipse). The goggles portfolio includes racing goggles (Mach 1 Racing Goggles, Bolt Goggles, Hayden Goggles, Circuit 2 Goggles), fitness goggles, and kids' goggles. Swimwear includes training swimwear, tech suits (HydroX, R3 Ascent), and competitive racing suits. Pool equipment encompasses backstroke training tools (Backstroke Start Wedge, Swim Block Track-Start, Turnmaster Club, Swim Teaching Platform). The kids' line includes water confidence products (Floatie Friends, Floating Island), training fins, goggles, and swim diapers. Accessories include electronics (Tempo Trainer Pro, Duo), bags, apparel, and partner brands (Dermasport skincare, TRISWIM triathlon care, GoSwim.tv video platform, Quikblox training platform).

Differentiator

Problem solved

Functional benefit

Products and services

• Stability Snorkel

Quantifiable outcome

• Stability Snorkel enables neutral head position and optimized body alignment for hip-driven freestyle technique
• +1 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

13 partnerships are on record, tiered minor.

• GoSwim.tvminorGTM or Marketing PartnerFINIS partners with GoSwim.tv, a swimming video content platform, as part of its marketing and content strategy to reach swimming audiences.
• Swim Across AmericaminorGTM or Marketing PartnerNon-profit organization fighting cancer through swimming. FINIS supports the organization as a partner brand.
• British Swim SchoolminorGTM or Marketing PartnerInternational swim school franchise. FINIS provides equipment partnership for swim instruction.
• SwimSwamminorGTM or Marketing PartnerLeading swim news and media outlet. FINIS is a partner brand on the SwimSwam platform.
• Swimming World MagazineminorGTM or Marketing PartnerMajor swimming publication. FINIS is a partner brand in the swimming media ecosystem.
• US Masters Swimming (USMS)minorGTM or Marketing PartnerOfficial partner of US Masters Swimming organization for adult swimming programs.
• Safe SplashminorChannel Partner/ Reseller/ DistributorSwim school franchise that sells FINIS products as part of their instruction programs.
• Goldfish Swim SchoolminorChannel Partner/ Reseller/ DistributorChildren's swim school franchise offering FINIS products to students.
• Aqua-TotsminorChannel Partner/ Reseller/ DistributorInternational swim school chain providing FINIS equipment for lessons.
• Big Blue Swim SchoolminorChannel Partner/ Reseller/ DistributorSwim school franchise utilizing FINIS products for instruction.
• SwimAmericaminorGTM or Marketing PartnerAmerican Swimming Coaches Association's learn-to-swim program. FINIS is a partner brand.
• DermasportminorOEM/ Whitelabel/ Licensing PartnerFINIS offers Dermasport skincare products (SPF 50 sunscreen, facial cleanser, moisturizer, eye cream) through its accessory category, representing the brand as a partner.
• TRISWIMminorOEM/ Whitelabel/ Licensing PartnerFINIS offers TRISWIM swim care products (shampoo, conditioner, body wash, lotion) as a partner brand, including a kids' line and suit care products.

Scale indicators3 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Arena: Italian swimwear and equipment brand (now owned by Adidas). Direct peer across racing suits, training gear, and goggles with strong presence in European competitive swimming where FINIS also operates.
• Speedo: Global swimwear and equipment leader owned by Pentland Group. Direct competitor across racing goggles, tech suits, training gear, and caps with much larger marketing budget and federation sponsorships.
• TYR Sport: US-based swim equipment and apparel company. Direct competitor in goggles, tech suits, training fins, and swimwear with overlapping customer base across competitive and fitness swimmers.
• Aqua Sphere: Swim goggle and equipment manufacturer that acquired the MP Michael Phelps brand. Directly comparable in training equipment, swim masks, and open water gear targeted at fitness and triathlete swimmers.

Emerging players

• ROKA: Austin-based premium swim and triathlon brand. Competes with FINIS in the triathlon/open water segment and increasingly in technical swimwear, with a younger brand positioning and DTC-led model.
• blueseventy: Open water and triathlon-focused swim brand. Comparable in the triathlon/open water customer segment FINIS targets, with wetsuits and racing suits as their core competitive swimwear offering.
• Orca: Triathlon and open water swim specialist. Adjacent peer in the triathlon segment FINIS serves through its Triathlon category, with overlapping electronics and wetsuit-adjacent product lines.
• FORM Athletica: Smart swim goggle maker with a head-up display for in-swim metrics. Adjacent peer in the swim electronics category where FINIS already plays with the Tempo Trainer Pro and Duo underwater audio.

Broad incumbents

• Nike (Nike Swim): Global athletic apparel giant with a swim-specific line. While Nike's swim category is a sub-brand rather than focus, it competes for the same fitness and recreational swimmers with vastly larger marketing and retail footprint.
• Adidas (Adidas Swim): Global athletic apparel brand and owner of Arena. Competes broadly in swimwear and accessories at the fitness and recreational level, and through Arena in the competitive tier where FINIS operates.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/finisswim
• YouTubeyoutube.com/channel/UCTUwYWz-TjkGp7X36XoyV5g
• Facebookfacebook.com/Finisinc
• LinkedInlinkedin.com/company/142454
• Instagraminstagram.com/finisswim
• Pinterestpinterest.com/finisswim

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Finis