Masterbuilt Manufacturing
Masterbuilt Manufacturing designs, manufactures, and markets indoor and outdoor cooking equipment (charcoal grills, smokers, fryers) for residential and small commercial customers across North America, Europe, and Australasia via DTC and major retailers.
- Company typePrivate
- Founded1973
- HeadquartersColumbus, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Masterbuilt Manufacturing does
Masterbuilt Manufacturing, LLC (legal entity Premier Specialty Brands, LLC) is a US-based designer, manufacturer, and marketer of indoor and outdoor cooking equipment founded in 1973, headquartered in Chamblee, Georgia (Atlanta metro). The company serves residential consumers as its primary segment and a secondary small commercial audience (caterers, competition BBQ teams) through a portfolio of charcoal grills, electric and propane smokers, multi-function fryers, and a range of branded accessories and consumables. Its flagship platform is the Gravity Series — vertical charcoal hopper grills that use gravity to automatically feed fuel, paired with a DigitalFan for closed-loop temperature control and a WiFi-connected smartphone app supporting up to four meat probes and remote setpoints from 225°F to 700°F.
The business model is hardware-sales-led across three streams: grills and smokers ($229.99 to $1,799.99 depending on tier), accessories and replacement parts (pizza oven, griddle inserts, rotisserie kits, charcoal, fire starters), and small-volume branded apparel. Distribution is dual-channel: direct-to-consumer e-commerce through a Shopify-powered website with Affirm buy-now-pay-later financing, and broad retail placement across Home Depot, Lowe's, Amazon, Walmart, Ace Hardware, Bass Pro Shops, Academy Sports, and specialty BBQ resellers. Marketing mixes a content-rich website (56+ recipes), organic and paid social under the "United by Flavor" tagline, a Masters of Smoke ambassador program, email, and seasonal promotional campaigns around July 4, Memorial Day, and Father's Day. Geographic coverage includes the US, Canada, UK, Australia, New Zealand, and ten European country markets via localized storefronts.
The company is privately held following its February 2026 divestiture by Middleby Corporation to private investment firm 26North, alongside sister residential outdoor cooking brands Kamado Joe, Char-Griller, EVO, and Viking. Masterbuilt previously acquired Smoke Hollow (Outdoor Leisure Products) in September 2017 to consolidate a complementary smoker brand. Its Gravity Series has received third-party validation in 2024 from USA Today, Fast Company, Fortune, and CBS News for performance, versatility, and automatic temperature maintenance.
Masterbuilt Manufacturing firmographics
Firmographics- Name
- Masterbuilt Manufacturing
- Legal name
- Masterbuilt (Premier Specialty Brands, LLC)
- Website
- http://www.masterbuilt.com
- Company type
- Private
- Founded year
- 1973
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Masterbuilt Manufacturing designs, manufactures, and markets indoor and outdoor cooking equipment (charcoal grills, smokers, fryers) for residential and small commercial customers across North America, Europe, and Australasia via DTC and major retailers.
- Ownership category
- akta.pro rank
Masterbuilt Manufacturing industry classification
Industry- Product category
- Outdoor Cooking Equipment
- NAICS
- Small Electrical Appliance Manufacturing (33521)
- akta.pro primary industry
- Grills, Smokers & Outdoor Cooking Retail (Fuel, Accessories) (CRAIAIAH)
- akta.pro secondary industries
- Outdoor Cooking, Grills & Fuel Retail (CRAMAMAD), Outdoor & Specialty Major Appliance Retail (Outdoor Kitchens, Grills, Ice Makers) (CRACACAG), Specialty Kitchen Appliances Retail (Sous Vide, Dehydrators, Ice Cream) (CRACADAF)
Keywords
Where Masterbuilt Manufacturing is headquartered
LocationHeadquarters
- HQ city
- Columbus
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Masterbuilt Manufacturing business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Hardware Sales - Grills and Smokers: Primary revenue from selling charcoal grills, smokers, and fryers directly to consumers and through retail partners. Products range from entry-level to premium with prices from $229.99 to $1,799.99.
- Accessories and Replacement Parts: Revenue from selling accessories (pizza ovens, griddle inserts, rotisserie kits, charcoal, fire starters) and replacement parts for the product lines.
- Apparel and Merchandise: Sale of branded Masterbuilt apparel including hats and other merchandise through the e-commerce platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Gravity Series 560 - Entry-level Gravity charcoal grill and smoker |
| Unit Pricing | Pay-as-you-go | Gravity Series 600 - Mid-range Gravity charcoal grill and smoker |
| Unit Pricing | Pay-as-you-go | Gravity Series 800 - Includes griddle functionality |
| Unit Pricing | Pay-as-you-go | Gravity Series 900 with Pizza Oven Bundle |
| Unit Pricing | Pay-as-you-go | Gravity Series 1050 - Best seller model |
| Unit Pricing | Pay-as-you-go | Gravity Series 1150 - Large capacity model |
| Unit Pricing | Pay-as-you-go | Gravity Series XT - Premium flagship model |
| Unit Pricing | Pay-as-you-go | 710 WiFi Digital Electric Smoker |
| Unit Pricing | Pay-as-you-go | 40-Inch Digital Electric Smoker |
| Unit Pricing | Pay-as-you-go | 10L XL Electric Fryer, Boiler and Steamer |
| Unit Pricing | Pay-as-you-go | Accessories (Pizza Oven, Rotisserie, Griddle) |
Go-to-market motion2 records
Distribution channels9 records
Marketing channels6 records
Masterbuilt Manufacturing product offering
Product offeringCore offering
Masterbuilt Manufacturing designs, manufactures, and markets indoor and outdoor cooking equipment including charcoal grills, electric and propane smokers, fryers, and related accessories. The company sells its products primarily to residential consumers through its own e-commerce site (Masterbuilt.com), major big-box retailers, and specialty outdoor cooking stores in the United States.
Product overview
Masterbuilt Manufacturing is a outdoor cooking equipment company offering a portfolio of grills, smokers, and culinary appliances. The core product line centers on the Gravity Series® — a proprietary gravity-fed charcoal grill and smoker system that automatically feeds fuel using gravity, paired with digital temperature control and WiFi app connectivity. This line spans multiple sizes from 560 to 1,150 square inches (Gravity Series 560, 600, 800, 900, 1050, 1150, and XT models). Complementing the Gravity Series are vertical electric and propane smokers in 30-inch and 40-inch formats (including the WiFi-enabled 710 model), a portable propane tabletop grill, and a 10L XL Electric Fryer/Boiler/Steamer. Accessories include a Pizza Oven insert, Rotisserie Kit, Griddle Inserts, and proprietary lump charcoal and fire starters. All products share the Masterbuilt app ecosystem for remote monitoring and control.
Differentiator
Problem solved
Functional benefit
Brands
- Gravity Series: Digital charcoal grills and smokers featuring GravityFed charcoal hopper technology with WiFi app control
- AutoIgnite
- GravityFed
- DigitalFan
- ThermoTemp
Products and services
- Gravity Series Charcoal Grills and Smokers
- Electric Smokers
- Propane Smokers
- Portable Stainless Steel Propane Tabletop Grill
- 10L XL Electric Fryer
- Cooking Accessories and Replacement Parts
Quantifiable outcome
- Cooking time to 225°F in 7-9 minutes
- +3 more outcomes
Companies that use Masterbuilt Manufacturing
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles1 record
Masterbuilt Manufacturing technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature5 records
Masterbuilt Manufacturing partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights6 records
Masterbuilt Manufacturing competitors and assessment
Company assessmentDirect peers
- Traeger Grills: Traeger is a leading smart pellet grill brand with WiFIRE app connectivity and a wood-pellet fuel model. It directly competes with Masterbuilt in the connected outdoor cooking category with similar premium positioning and direct-to-consumer plus retail distribution.
- Weber (Weber-Stephen Products): Weber is the iconic mass-market charcoal and gas grill brand and the dominant share leader in residential grilling. Weber Connect also gives it a connected-grill platform, making it a direct competitor across both core grilling and Masterbuilt's smart-cooking expansion.
- Pit Boss Grills (Dansons): Pit Boss manufactures a broad portfolio of pellet, charcoal, and gas grills and smokers at value-to-mid price points with strong big-box retail distribution. It overlaps with Masterbuilt's charcoal smoker and Gravity Series offerings at competitive price bands.
- Big Green Egg: Big Green Egg is the leading premium kamado-style ceramic cooker brand. While it targets a different cooking format, it competes for the same enthusiast grilling/smoking customer and premium price tier that Masterbuilt's Gravity Series addresses.
- Kamado Joe: Kamado Joe is a premium kamado grill brand that was acquired alongside Masterbuilt by 26North. It now sits in the same portfolio as Masterbuilt, sharing the same sponsor and overlapping in the outdoor cooking enthusiast segment.
- Napoleon Grills: Napoleon is a Canadian-based grill and outdoor heating appliance maker with strong North American retail presence. Its gas, charcoal, and infrared grills directly compete with Masterbuilt across multiple fuel types and price points.
- Broil King: Broil King is a Canadian manufacturer of gas, charcoal, and pellet grills sold through major retailers. It competes with Masterbuilt in entry to mid-tier charcoal and gas grills across North American retail channels.
- Rec Tec Grills: Rec Tec is a premium smart pellet grill brand with WiFi/app control, comparable to Masterbuilt's Gravity Series in target customer, premium positioning, and connected-grill technology approach.
Broad incumbents
- Middleby Corporation: Middleby is a large commercial foodservice equipment conglomerate that previously owned Masterbuilt (sold to 26North in Feb 2026). It remains a relevant comparable as a broad incumbent in cooking equipment with portfolio synergies and global scale.
- Spectrum Brands: Spectrum Brands is a diversified CPG/consumer products company with outdoor, home, and small appliance categories (including pet, home & garden, and appliances). It serves as a broader incumbent comparable for a PE-backed branded consumer hardware business like Masterbuilt.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Masterbuilt Manufacturing social profiles
Digital presenceMasterbuilt Manufacturing financial estimates
Financial estimateRevenue estimate
Valuation estimate
Masterbuilt Manufacturing leadership team
Management profileNumber of profiles
Masterbuilt Manufacturing funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Masterbuilt Manufacturing M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Masterbuilt Manufacturing
What does Masterbuilt Manufacturing do?
Masterbuilt Manufacturing designs, manufactures, and markets indoor and outdoor cooking equipment including charcoal grills, electric and propane smokers, fryers, and related accessories. The company sells its products primarily to residential consumers through its own e-commerce site (Masterbuilt.com), major big-box retailers, and specialty outdoor cooking stores in the United States.
Is Masterbuilt Manufacturing a public or private company?
Masterbuilt Manufacturing is a private company. It is classified as venture growth investor backed and is currently operating.
When was Masterbuilt Manufacturing founded?
Masterbuilt Manufacturing was founded in 1973. It employs 101 to 250 people.
Where is Masterbuilt Manufacturing based?
Masterbuilt Manufacturing is headquartered in Columbus, United States, in the North America region.
How does Masterbuilt Manufacturing make money?
Three revenue lines are on record. Hardware Sales - Grills and Smokers are the primary driver. The others are accessories and Replacement Parts and apparel and Merchandise.
Who are Masterbuilt Manufacturing's main competitors?
Direct peers on record are Traeger Grills, Weber (Weber-Stephen Products), Pit Boss Grills (Dansons), Big Green Egg, Kamado Joe, Napoleon Grills, Broil King and Rec Tec Grills. Broad incumbents are Middleby Corporation and Spectrum Brands.
Does Masterbuilt Manufacturing have an API?
No public API is recorded for Masterbuilt Manufacturing.
What industry is Masterbuilt Manufacturing in?
Masterbuilt Manufacturing's product category is Outdoor Cooking Equipment. Its primary akta.pro industry code is CRAIAIAH, Grills, Smokers & Outdoor Cooking Retail (Fuel, Accessories), with a secondary code of CRAMAMAD, Outdoor Cooking, Grills & Fuel Retail. Its NAICS code is 33521.