Ashworth Awards

What Ashworth Awards does

Ashworth Awards is a family-owned custom manufacturer of recognition products, founded in 1965 in North Attleboro, Massachusetts, and led since 2001 by second-generation President/CEO Daniel Ashworth alongside Vice President/CFO Kimberly Ashworth. The company designs and produces medals, trophies, plaques, dimensional steel medallions, layered woodallions, challenge coins, lapel pins, keychains, belt buckles, emblems, bottle openers, apparel, and display systems (arches, feather flags, backdrops) for endurance sports events, national sports governing bodies, adaptive sports nonprofits, military and law enforcement, and brewery/beverage customers. Manufacturing is anchored at the Massachusetts headquarters with a second U.S. facility opened in March 2022, supplemented by overseas facilities; the Made-in-USA product line uses recycled steel, recyclable medallions, and plastic-free packaging.

The company's go-to-market is event-driven and quote-based: enterprise relationships include Boston Marathon (40+ years of exclusive finisher medal production), IRONMAN/WTC, USA Triathlon, US Figure Skating, Challenge Family, Running USA, Girls on the Run International (225+ councils), Road Runners Club of America, and Sea Otter Classic. Distribution combines a direct sales/account management motion targeting race directors with an e-commerce storefront that funnels custom orders through a request-a-quote workflow; pricing is not publicly disclosed. The revenue model is primarily one-time project revenue per custom order, with ancillary revenue from event apparel, promotional products, and display systems sold alongside medals.

Key operational milestones include the March 2022 acquisition of Elevation Culture's Medallions & Awards segment, strategic apparel partnerships with CRAFT (November 2021) and Scimitar Custom Sportswear (December 2024), the May 2024 hire of Mike Schmitz as Director of Strategic Development, and the September 2025 appointment of Morgan Ashworth as COO. The company celebrated 60 years in the awards industry in 2025 and has consistently been voted into the Marathon & Beyond Top 25 medals contest, including #1 rankings in 2010, 2013, and 2014.

Name

Ashworth Awards

Legal name

Ashworth Awards

Website

https://ashworthawards.com

Company type

Private

Founded year

1965

Operating status

Operating

Headcount range

11–50 employees

Short description

Ashworth Awards is a family-owned, North Attleboro-based custom manufacturer of medals, trophies, plaques, dimensional steel medallions, and recognition products serving endurance sports events, sports governing bodies, nonprofits, and corporate clients since 1965.

Ownership category

akta.pro rank

Product category

Custom Awards and Recognition Manufacturing

NAICS

Sporting and Athletic Goods Manufacturing (339920), Jewelry and Silverware Manufacturing (33991), Gift, Novelty, and Souvenir Retailers (45942)

SIC

Sporting & Athletic Goods, Nec (3949), Jewelry, Silverware & Plated Ware (3910), Coating, Engraving & Allied Services (3470)

akta.pro industry

PRIMARYCRALAGAI

Sports Memorabilia & Autographs Retail

Consumer Products & Retail/Specialty Retail (Hobby, Books, Office, Pet, Toys)/Collectibles, Trading Cards & Memorabilia Retail

SECONDARYCRAMAOAD

Sports Collectibles (Non-Card) Retail (e.g., coins, pins, figurines)

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Sports Collectibles, Fan Gear & Licensed Merchandise Retail

Keywords

• Custom awards manufacturing
• Finisher medals production
• Recognition products
• Custom trophy design
• Promotional merchandise

Headquarters

HQ city

North Attleboro

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Custom Awards and Medals: Custom manufacturing of finisher medals, trophies, plaques, emblems, and recognition products for endurance events, sports organizations, and corporate clients. Products are sold as one-time custom orders based on client specifications.
2. Promotional Products and Apparel: Custom branded apparel (t-shirts, hoodies, hats), promotional items (keychains, bottle openers, lapel pins), and event merchandise sold alongside awards.
3. Display Systems: Custom event display systems including feather flags, arches, backdrops, and banners for branded event experiences.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Ashworth Awards is a custom manufacturer of medals, awards, trophies, plaques, emblems, challenge coins, belt buckles, lapel pins, and promotional products primarily serving endurance sports events and organizations. The company designs and produces custom recognition products domestically in Massachusetts using materials such as steel, wood, acrylic, crystal, and slate, offering plating, color fill, engraving, and 4-color process printing as customization options. It positions itself as a one-stop solution for virtual and in-person event recognition, branded apparel, and event display systems.

Product overview

Ashworth Awards is a custom awards and recognition products manufacturer offering a comprehensive portfolio of awards, medals, coins, and promotional items. The core product line includes Awards & Trophies (acrylic, wood, metal, crystal), Medallions, Dimensional Steel Medallions (100% Made in USA), Challenge Coins, Belt Buckles, Bottle Openers & Brewery Items, Emblems, Lapel Pins, Keychains/Jewelry/Zipper Pulls, Plaques, Ribbons & Lanyards, Layered Woodallions & Awards, Slate Awards & Decor, Gifts & Home Decor, Apparel & Promotional Items, and Made in USA Products. The company also offers specialized Display Systems for events including arches, feather flags, and banners. Products can be customized through various options including plating, color fills, engraving, 4-color process printing, and attachment accessories. The company operates as a one-stop solution for virtual and in-person events, serving race directors, event coordinators, coaches, and industry leaders.

Differentiator

Problem solved

Functional benefit

Products and services

• Medallions

Named customers10 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

22 partnerships are on record, tiered major, core, minor and flagship.

• Scimitar Custom SportswearmajorStrategic or Co-development Partner · 5 December 2024Strategic partnership to elevate event recognition and sustainability in the endurance and sports industries. Combines Ashworth's awards expertise with Scimitar's custom sportswear capabilities.
• Running USAcoreGTM or Marketing Partner · 14 July 2016Official Awards Partner of Running USA since the organization's inception in 1999. Ashworth Awards provides medals and awards for Running USA events and creates educational content helping race directors understand award design and decision-making processes.
• Alicia Kaye (Athlete)minorGTM or Marketing Partner · 1 February 2016Partnership with multiple IRONMAN 70.3 Champion Alicia Kaye for 2016-2017 racing seasons, supporting elite triathlete in her pursuit of excellence.
• Challenge FamilycoreGTM or Marketing Partner · 26 January 2016Preferred Awards Supplier to Challenge Family, the fastest growing global long distance triathlon series with 48 full and half distance triathlons in 23 countries.
• Challenged Athletes FoundationmajorGTM or Marketing Partner · 21 May 2015Official Awards Sponsor of CAF's signature events including the Celebration of Heroes Gala in NYC, Aspen Medical Products San Diego Triathlon Challenge, and Million Dollar Challenge. Supports athletes with physical challenges.
• TRI-MANIA Summit and Expo SeriesmajorGTM or Marketing Partner · 23 February 2015Official Awards Sponsor for TRI-MANIA, the largest pre-season kick-off event for over 4,500 triathletes in the Mid-Atlantic and New England regions. Created custom awards for Team Challenge competition.
• Sea Otter ClassicmajorGTM or Marketing Partner · 5 February 2015Official Awards Sponsor for the 2015-2016 seasons of the world's largest cycling festival, featuring nearly 10,000 athletes and 65,000 fans.
• Girls on the Run InternationalcoreGTM or Marketing Partner · 6 November 2014Title sponsor for the 2015 Girls on the Run Summit and producer of finisher medallions for Girls on the Run 5K events across 225+ councils in the US and Canada. Supports the organization's mission of empowering girls through running.
• US Figure SkatingcoreGTM or Marketing PartnerLong-standing relationship as preferred supplier of custom awards and recognition products for US Figure Skating events and competitions.
• Boston Marathon (BAA)flagshipGTM or Marketing PartnerExclusive manufacturer of Boston Marathon finisher medals for over 40 years. A flagship reference customer demonstrating Ashworth's premier position in the endurance sports awards industry.
• IRONMAN / World Triathlon CorporationcoreGTM or Marketing PartnerLong-standing partner providing finisher medals and awards for IRONMAN triathlon events worldwide.
• USA Triathlon (USAT)coreGTM or Marketing PartnerUSA Triathlon's Official Awards Partner, providing recognition products for USAT-sanctioned events and competitions.
• Elks LodgeminorGTM or Marketing PartnerPartnership to help Elks clubs create memorable recognition pieces for lodge achievements and events.
• Road Runners Club of America (RRCA)coreGTM or Marketing PartnerOfficial partner providing awards and recognition products for RRCA events and running clubs.
• CRAFT ApparelmajorGTM or Marketing PartnerPartnership announced in November 2021 to provide comprehensive event merchandise solutions combining awards and apparel.
• MYLAPSmajorGTM or Marketing PartnerAmericas Partner Conference exhibitor, connecting with timing and technology partners in the endurance sports industry.
• Baystate MarathonmajorGTM or Marketing PartnerPhotography sponsor and medal provider for Baystate Marathon, with long-standing relationship in the running community.
• Millennium RunningcoreGTM or Marketing PartnerLong-term partnership creating custom medals, awards, and event swag for Millennium Running events across the US.
• NYCRUNSmajorGTM or Marketing PartnerOngoing partnership creating custom medals, pins, and acrylic awards for NYCRUNS events in New York City.
• Elevation CulturemajorTechnology or IntegrationAcquisition of Elevation Culture's Medallions & Awards segment in March 2022, expanding Ashworth's product capabilities and market presence.
• Race Directors HQminorGTM or Marketing PartnerFeatured partner connecting with race directors through Race Directors HQ platform and resources.
• American Trail Running Association (ATRA)majorGTM or Marketing PartnerPartner organization supporting trail running events, featured in ATRA news regarding sustainable business practices.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Jostens: Long-established manufacturer of custom recognition products including championship rings, trophies, and awards for schools, sports, and corporations. Directly comparable to Ashworth in custom awards manufacturing but operates at far greater scale across a much broader portfolio (yearbooks, diplomas, championship rings).
• Herff Jones: Major incumbent in custom recognition products, best known for class rings, yearbooks, and graduation regalia; also produces athletic and corporate awards. Comparable to Ashworth in the awards-manufacturing craft but with a much broader educational channel footprint.

Direct peers

• Crown Trophy (Crown Awards): Operates the largest network of awards and recognition franchises in North America, producing custom trophies, medals, plaques, and engraved products for sports events, schools, and corporate clients. Closest direct competitor to Ashworth in custom recognition manufacturing, especially in the local race and amateur sports segment.
• Awards by Johnny (Marathon Awards): Custom finisher medal and race award specialist serving marathon, triathlon, and running events with similar plating, color fill, and ribbon customization. A direct head-to-head competitor in the endurance sports finisher-medal niche that is Ashworth's stronghold.
• Sport Medals / Marathon Medals Maker: Specialty manufacturer of custom sports medals, race medals, and challenge coins with a strong focus on running, cycling, and triathlon events. Direct peer in the same endurance-event awards niche, competing on price and turnaround.
• Trophy Awards (Awards.com): National custom awards and trophy retailer with e-commerce and B2B channels producing medals, plaques, and recognition items for sports and corporate customers. Directly comparable on product line and target buyer (race directors and HR/recognition teams).
• Recognition Awards: Custom awards manufacturer offering trophies, medals, and recognition products to schools, sports, and corporate clients with quote-based ordering similar to Ashworth. Direct competitor in the custom-manufacturing model and customer mix.
• Bulldog Recognition Group: Provider of custom recognition products including awards, medals, and branded merchandise, serving corporate, athletic, and nonprofit clients. Comparable to Ashworth in the one-stop custom-awards-then-apparel-and-display motion, often integrating engagement programs on top of manufactured goods.
• Universal Recognition: Custom awards, plaques, and engraving manufacturer serving corporate, educational, and sports markets. Direct competitor in plated/engraved recognition products with similar quote-based sales motion and overlap on corporate event awards.

Emerging players

• Challenge Coins Ltd. Specialty custom challenge coin manufacturer serving military, law enforcement, and corporate clients, a product category Ashworth also competes in. Comparable on custom minting and plating processes; an emerging player in the coins niche competing with Ashworth's challenge-coin line.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/ashworthawards
• Facebookfacebook.com/ashworthawards
• Instagraminstagram.com/ashworthawards
• LinkedInlinkedin.com/company/ashworth-awards

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

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 Ashworth Awards