Groundspeak
Groundspeak operates Geocaching.com, the leading community platform for the worldwide geocaching hobby, and Shop Geocaching, its official e-commerce store selling branded trackables, cache containers, GPS devices, and apparel to hobbyists in 30+ countries via direct sales and 50+ authorized distributors.
- Company typePrivate
- Founded2000
- HeadquartersSeattle, United States
- Headcount101–250
- GTM typeB2C
- OfferingDigital Commerce or Content
What Groundspeak does
Groundspeak Inc. is the Seattle-based operator of Geocaching.com, the dominant community platform for the geocaching hobby, and Shop Geocaching (shop.geocaching.com), its official direct-to-consumer e-commerce store. Founded around 2000, the company sells a comprehensive catalog of geocaching-specific merchandise — registered-trademark trackable items (Travel Bugs, geocoins, trackable tags), cache containers including 3D-printed devious designs, Tools of the Trade (TOTT) kits, Rite in the Rain logbooks, apparel and patches, event hosting supplies, and branded specialty collections (CITO, EarthCache, Adventure Lab, Back to Nature). It also resells Garmin GPS hardware (eTrex and GPSMAP lines) with Quick Start Kits optimized for the hobby.
The technology backbone is a Shopify-powered storefront with multi-currency checkout and country/region selection spanning roughly 30+ markets, backed by a Seattle warehouse handling direct fulfillment to the US and Canada. International markets are served through a network of 50+ authorized independent distributors, which carry the same official merchandise and participate in coordinated programs such as the annual Lackey geocoin Premium Perk.
The business model combines transactional e-commerce (one-time product sales at unit prices ranging from $0.50 to $599.99, with free US shipping above $45) with a recurring subscription element via $39.99 12-month Premium Membership gift cards redeemable on Geocaching.com. Revenue is therefore a mix of consumer merchandise sales and a smaller recurring membership leg. Customers are individual hobbyists — from beginners to high-engagement cachers with thousands of finds — supplemented by community event organizers and gift buyers. Six registered trademarks (Travel Bug, Geocoin, Signal the Frog, EarthCache, Adventure Lab, CITO) underpin brand authenticity and the exclusive-retailer positioning versus unauthorized third-party sellers.
Groundspeak firmographics
Firmographics- Name
- Groundspeak
- Legal name
- Groundspeak Inc.
- Website
- https://shop.geocaching.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Groundspeak operates Geocaching.com, the leading community platform for the worldwide geocaching hobby, and Shop Geocaching, its official e-commerce store selling branded trackables, cache containers, GPS devices, and apparel to hobbyists in 30+ countries via direct sales and 50+ authorized distributors.
- Ownership category
- akta.pro rank
Groundspeak industry classification
Industry- Product category
- Outdoor Recreation Merchandise & Geocaching Community Platform
- SIC
- Retail-Nonstore Retailers (5960)
- akta.pro primary industry
- Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ)
- akta.pro secondary industries
- Outdoor Navigation, Safety & Survival Gear Retail (CRAMAAAE), Backpacking & Trekking Gear Retail (CRAMAAAA), Sporting Goods, Outdoor & Fitness Marketplaces (CRAFABAI)
Keywords
Where Groundspeak is headquartered
LocationHeadquarters
- HQ city
- Seattle
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Groundspeak business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- E-commerce Retail Sales: One-time product sales through the official Shop Geocaching online store, selling geocaching hardware, accessories, apparel, trackables, and official merchandise to consumers worldwide through direct e-commerce and international distribution partners
- Premium Membership Gift Cards: Sale of gift cards redeemable for 12-month Premium Membership subscriptions on Geocaching.com, providing recurring revenue for the membership program
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single product purchases with free shipping threshold |
| Subscription | Annual | Premium Membership Gift Cards |
Distribution channels3 records
Marketing channels3 records
Groundspeak product offering
Product offeringCore offering
Groundspeak operates Shop Geocaching, the official e-commerce store for geocaching merchandise, and Geocaching.com, the leading online platform for the global geocaching community. The company sells official branded trackables (Travel Bugs, geocoins), cache containers, Garmin GPS devices, geocaching tools (TOTT), apparel, and event supplies directly to consumers and through a network of authorized international retailers in 30+ countries. It also monetizes the community platform via 12-month Premium Membership gift cards priced at $39.99.
Product overview
Shop Geocaching operates as the official e-commerce platform for Groundspeak, offering a comprehensive portfolio of geocaching merchandise organized across multiple product lines. The core offerings center on trackable collectibles (geocoins, Travel Bugs, trackable tags), cache containers (standard and 3D-printed devious designs), and essential geocaching tools (TOTT kits, maintenance supplies, GPS devices from Garmin). The store also features seasonal and specialty collections including CITO environmental stewardship gear, EarthCache geological items, Adventure Lab branded products, and milestone/challenge commemorative items. Wearables (apparel, patches, accessories), event hosting supplies, and premium membership gift cards round out the offering. The platform sells primarily to retail customers in the United States and Canada, with international distribution through a network of authorized partners.
Differentiator
Problem solved
Functional benefit
Brands
- Shop Geocaching: Official geocaching merchandise store and e-commerce platform
Products and services
- Premium Membership Gift Card
Companies that use Groundspeak
Customer profileSegments3 records
Ideal customer profiles3 records
Groundspeak technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Groundspeak partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core and minor.
- Geostuff (Australia)coreAustralian authorized retailer of official Shop Geocaching merchandise including geocoins, trackables, and apparel. Participates in Premium Perk program for 2026 Lackey geocoin.
- Just Geocaching (Australia)coreAustralian authorized retailer participating in 2026 Lackey geocoin Premium Perk program.
- BP Publishing (Belgium)coreBelgian authorized retailer of official Shop Geocaching products. Participation in Premium Perk for 2026 Lackey geocoin.
- Geo Guru (Czech Republic)coreCzech Republic authorized retailer. Also operates Shop.geo.guru for Slovak Republic.
- Cache Village (France)coreFrench authorized retailer serving Belgium and France markets. Participant in Premium Perk for 2026 Lackey geocoin.
- Cache Boutique (France)coreFrench authorized retailer with operations in France and Spain. Participant in Premium Perk for 2026 Lackey geocoin.
- Geocoinshop (Germany)coreGerman authorized retailer of official geocoins and trackable merchandise.
- Cache-Corner (Germany)coreGerman authorized retailer with Premium Perk participation for 2026 Lackey geocoin.
- Adventure-Caching (Germany)coreGerman authorized retailer participating in 2026 Lackey geocoin Premium Perk program.
- Dutch Woodie Artist (Netherlands)coreDutch authorized retailer participating in Premium Perk for 2026 Lackey geocoin.
- Geocoins NZ (New Zealand)coreNew Zealand authorized retailer participating in 2026 Lackey geocoin Premium Perk.
- Slovenski Geocaching Klub (Slovenia)coreSlovenian authorized retailer with participation in 2026 Lackey geocoin Premium Perk.
- Rainbow Caching (United Kingdom)coreUK authorized retailer participating in Premium Perk for 2026 Lackey geocoin.
- Space Coast Geo-Store (United States)coreUS authorized retailer participating in 2026 Lackey geocoin Premium Perk program.
- Geoswag (United States)coreUS authorized retailer of geocaching merchandise with participation in Premium Perk.
- GarmincoreGPS device manufacturer partnership. Shop Geocaching sells Garmin eTrex and GPSMAP devices optimized for geocaching with pre-loaded geocache data.
- The Geological Society of AmericaminorPartnership for International EarthCache Day, celebrated annually during Earth Science Week. GSA organizes EarthCache events and issues commemorative souvenirs.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
Groundspeak competitors and assessment
Company assessmentDirect peers
- Moosejaw: Online specialty outdoor retailer carrying hiking, camping, climbing, and adventure gear. Comparable as a digital-first outdoor retailer with curated enthusiast-focused assortments similar to Shop Geocaching's specialized outdoor catalog.
- Backcountry.com: Online inventory-led retailer specializing in outdoor gear, hiking equipment, and adventure accessories. Comparable as a DTC e-commerce platform selling curated outdoor merchandise to enthusiast customers, similar to Shop Geocaching's outdoor gear focus.
- Eastern Mountain Sports (EMS): Specialty outdoor retailer focused on hiking, climbing, and adventure gear. Overlaps with Shop Geocaching in hiking gear, packs, GPS-adjacent accessories, and outdoor equipment targeted at enthusiast hikers.
Others
- Garmin: GPS device manufacturer and Shop Geocaching's technology partner. Comparable because Shop Geocaching is an authorized Garmin retailer selling eTrex and GPSMAP devices; Garmin is a supplier/partner rather than a direct competitor.
- Etsy: Online marketplace for handmade, vintage, and custom goods. Comparable as a marketplace where independent makers sell geocoins, custom trackables, and 3D-printed cache containers — competing informally with Shop Geocaching's exclusive merchandise.
Emerging players
- Cotopaxi: Outdoor brand and DTC retailer selling packs, adventure gear, and apparel with a mission-driven brand. Comparable as an enthusiast-focused outdoor brand with curated adventure-themed merchandise and direct-to-consumer e-commerce.
- Huckberry: Curated online retailer of outdoor gear, apparel, and adventure-inspired goods. Comparable as a DTC platform selling curated outdoor and adventure merchandise to enthusiast consumers, overlapping with Shop Geocaching's outdoor/hiking gear categories.
Broad incumbents
- Academy Sports + Outdoors: Large U.S. sporting goods and outdoor retailer with broad assortment of outdoor gear, GPS devices, and apparel. Comparable as a broad incumbent carrying outdoor and GPS equipment that competes for the same outdoor enthusiast customer spending.
- Bass Pro Shops / Cabela's: Largest U.S. outdoor recreation retailer covering hunting, fishing, camping, and outdoor gear. Comparable as a multi-category outdoor retailer carrying GPS devices, outdoor accessories, and apparel, though serving a much broader customer base than geocaching enthusiasts.
- REI Co-op: Large U.S. outdoor recreation retailer with deep assortment of hiking, camping, GPS, and outdoor gear. Overlaps with Shop Geocaching in GPS devices, packs, hiking gear, and outdoor accessories, though REI operates as a broad outdoor retailer with physical stores.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Groundspeak social profiles
Digital presenceGroundspeak financial estimates
Financial estimateRevenue estimate
Valuation estimate
Groundspeak leadership team
Management profileNumber of profiles
Groundspeak funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Groundspeak 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 Groundspeak
What does Groundspeak do?
Groundspeak operates Shop Geocaching, the official e-commerce store for geocaching merchandise, and Geocaching.com, the leading online platform for the global geocaching community. The company sells official branded trackables (Travel Bugs, geocoins), cache containers, Garmin GPS devices, geocaching tools (TOTT), apparel, and event supplies directly to consumers and through a network of authorized international retailers in 30+ countries. It also monetizes the community platform via 12-month Premium Membership gift cards priced at $39.99.
Is Groundspeak a public or private company?
Groundspeak is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Groundspeak founded?
Groundspeak was founded in 2000. It employs 101 to 250 people.
Where is Groundspeak based?
Groundspeak is headquartered in Seattle, United States, in the North America region.
How does Groundspeak make money?
Two revenue lines are on record. E-commerce Retail Sales are the primary driver. The others are premium Membership Gift Cards.
Who are Groundspeak's main competitors?
Direct peers on record are Moosejaw, Backcountry.com and Eastern Mountain Sports (EMS). Others are Garmin and Etsy. Emerging players are Cotopaxi and Huckberry. Broad incumbents are Academy Sports + Outdoors, Bass Pro Shops / Cabela's and REI Co-op.
Does Groundspeak have an API?
No public API is recorded for Groundspeak.
What industry is Groundspeak in?
Groundspeak's product category is Outdoor Recreation Merchandise & Geocaching Community Platform. Its primary akta.pro industry code is CRAFADAJ, Sporting Goods & Outdoor Inventory-led Online Retailers, with a secondary code of CRAMAAAE, Outdoor Navigation, Safety & Survival Gear Retail. Its SIC code is 5960.