Masterbuilt 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.

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

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

• Outdoor cooking equipment
• Charcoal grills smokers
• Electric smokers
• Propane smokers
• Outdoor kitchen appliances

Headquarters

HQ city

Columbus

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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.
2. Accessories and Replacement Parts: Revenue from selling accessories (pizza ovens, griddle inserts, rotisserie kits, charcoal, fire starters) and replacement parts for the product lines.
3. Apparel and Merchandise: Sale of branded Masterbuilt apparel including hats and other merchandise through the e-commerce platform.

Pricing tiers

Go-to-market motion2 records

Distribution channels9 records

Marketing channels6 records

Core 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

Named customers1 record

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature5 records

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct 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

• Xx.com/masterbuilt
• YouTubeyoutube.com/masterbuilt
• Facebookfacebook.com/masterbuilt
• LinkedInlinkedin.com/company/masterbuilt-manufacturing
• Instagraminstagram.com/masterbuilt
• Pinterestpinterest.com/masterbuilt
• TikToktiktok.com/@masterbuilt

Revenue estimate

Valuation estimate

Number of profiles

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 Masterbuilt Manufacturing