What Fitment Industries does

Fitment Industries is a US-based e-commerce retailer specializing in aftermarket automotive parts, primarily serving individual car enthusiasts and performance hobbyists who want to upgrade their vehicles with aftermarket wheels, tires, suspension, and performance components. Its core offering is vehicle-specific fitment matching: customers shop by make/model/year and are guided through compatible wheels, tires, and suspension via a proprietary fitment database. The platform is differentiated by step-by-step fitment video guides for specific vehicles (Honda Civic, Subaru WRX, Ford Mustang, VW GTI, Honda Accord, BMW 335i), a community Wheel Offset Gallery of over 60,000 user-generated custom car builds, and a suite of fitment calculators covering offsets, clearance, tire size comparison, metric/imperial conversion, and bolt pattern conversion.

The business operates as a division of Enthusiast Enterprises, Inc., a privately held diversified e-commerce group that also owns Custom Offsets, Anovia Wheels, ARKON Off-Road, Anthem Off-Road, TrailBuilt Off-Road, MAPerformance, SD Wheel, Only Tires, and Function Powersports. Revenue is generated through one-time direct-to-consumer sales of individual components and bundled wheel & tire packages (which include free mounting, balancing, and shipping to the lower 48 US states), supplemented by a wholesale program for dealers/installers and revenue share from third-party financing partnerships with Affirm (0% APR available) and Katapult (lease-to-own). Pricing ranges from approximately $137 to $345 per wheel depending on brand and size, with financing monthly payments starting at $45-$87. The headquarters and fulfillment warehouse are in Wrightstown, WI; orders are supported by phone sales staff and online checkout.

Go-to-market is DTC-first with an educational content engine: calculators and vehicle-specific videos drive organic/SEO traffic at the top of funnel, the gallery and street-team ambassador program build mid-funnel community engagement, and phone sales plus financing drive conversion at the bottom of funnel. Marketing presence spans Facebook, Instagram, YouTube, TikTok, Snapchat, and Twitter. The company aggregates a 4.9/5 rating from 16,494 Facebook and Google reviews and holds CCPA compliance certification. No public revenue, headcount, or external funding data are available.

Name

Fitment Industries

Legal name

Enthusiast Enterprises, Inc.

Website

https://fitmentindustries.com

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

Fitment Industries is a US-based e-commerce retailer of aftermarket wheels, tires, suspension, and performance parts, serving car enthusiasts with a vehicle-specific fitment matching platform, fitment video guides, a 60,000+ build community gallery, and bundled wheel-and-tire packages with free mounting and shipping.

Ownership category

akta.pro rank

Product category

Aftermarket Automotive Parts

NAICS

Automotive Parts, Accessories, and Tire Retailers (4413), Automotive Parts and Accessories Retailers (441330), Tire Dealers (441340)

SIC

Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010), Motor Vehicle Parts & Accessories (3714)

akta.pro primary industry

Automotive Parts, Tires & Workshop Supplies Marketplaces (CRAFAHAD)

akta.pro secondary industries

Aftermarket Wheels, Tires & TPMS Accessories Manufacturing (Rims/Spacers/Valve Stems/TPMS Sensors) (IMACANAF), Tires, wheels & related supplies distribution (CRAOANAD)

Headquarters

HQ city

Appleton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Wheel & Tire Package Sales: Primary revenue from direct sales of aftermarket wheels, tires, suspension, and performance parts to consumers. Sells individual components as well as bundled wheel & tire packages with added value services.
2. Financing Revenue Share: Revenue generated through financing partnerships with Affirm (0% APR available) and Katapult, earning a share on financed transactions.
3. Wholesale Program: B2B wholesale program for dealers and installers to purchase wheels and parts at bulk pricing.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Fitment Industries operates a direct-to-consumer e-commerce platform selling aftermarket automotive wheels, tires, suspension components, and performance parts to car enthusiasts. Its flagship offering is pre-configured Wheel & Tire Packages matched to specific vehicle fitments, bundled with free mounting, balancing, and shipping, and supported by a proprietary fitment database, an online Wheel Offset Gallery of 60,000+ builds, model-specific fitment video guides, and calculator tools that help customers determine compatible wheel and tire sizes for their vehicles.

Product overview

Fitment Industries is an aftermarket automotive parts e-commerce retailer offering a comprehensive platform for car enthusiasts to purchase wheels, tires, suspension components, and performance parts. The core product consists of Wheel & Tire Packages—pre-configured bundles with wheels from multiple brands (including Anovia, MST, Touren, Fifteen52, and others) and tires in various categories (all-season, performance, competition, winter, summer), with free mounting and balancing. The platform operates as a marketplace-plus-tools model, where the core products (wheels, tires, suspension) are complemented by related categories (performance parts, lighting, exterior/interior accessories, wheel accessories) and supported by proprietary tools including the Wheel Offset Gallery (60,000+ user-generated builds), Offset Video Guides for specific vehicles, and various calculators (offset/backspacing, tire size comparison, bolt pattern conversion). The company also offers B2B services through a Wholesale Program and consumer financing options via third-party partners. The product ecosystem is designed to serve the automotive customization community with fitment guidance throughout the purchase journey.

Differentiator

Problem solved

Functional benefit

Products and services

• Wheel & Tire Packages Pre-configured bundles combining aftermarket wheels and tires matched for specific vehicle fitments, with free mounting and balancing included. Targeted at car enthusiasts seeking a single-solution upgrade for their specific vehicle.
• Aftermarket Wheels Aftermarket wheels from multiple brands including Vors, Aodhan, Anovia, AVID1, Enkei, MST, Fifteen52, Touren, Kansei, and Konig, available in various sizes, finishes, and bolt patterns for individual purchase.
• Aftermarket Tires Aftermarket tires available in all-season, performance, competition, winter, and summer categories from multiple brands, sold individually or alongside wheels.
• Suspension Components Vehicle suspension components including air suspension systems, coilovers, shocks, springs, and struts from brands such as H&R Suspension, Tein, Air Lift Performance, Fortune Auto, BC Racing, Eibach, KW Suspension, Silvers, and D2 Racing.
• Performance Parts Automotive performance components including cooling systems, exhaust systems, brakes, intake systems, forced induction, fuel and ignition upgrades, tuners and gauges, and driveline components.
• Vehicle Lighting Vehicle lighting products including headlights, tail lights, exterior lighting, wheel rings, underglow kits, rock lights, light bars, fog lights, and interior lighting accessories.
• Exterior Accessories Vehicle exterior modifications including armor and protection components, body parts, and bumpers with accessories.
• Interior Accessories Vehicle interior products including audio systems, floor mats and liners, interior styling components, seats, and interior protection and storage solutions.
• Wheel Accessories Wheel-related accessories including center caps, lug nuts, wheel spacers, and wheel adapters sold as standalone products for fitment finishing and customization.
• Car & Wheel Care Cleaning and maintenance products for vehicles and wheels sold as standalone items.
• Gear and Apparel Brand merchandise including hats, apparel, and branded gear featuring the Fitment Industries logo.
• Gift Cards Digital gift cards available for purchase to give the gift of aftermarket automotive parts and accessories from the Fitment Industries store.
• Wholesale Program B2B wholesale program for dealers, installers, and resellers to purchase wheels, tires, and accessories at bulk/discounted pricing for resale or installation to end customers.
• Consumer Financing Installment payment options offered at checkout through third-party financing partners Affirm (rates as low as 0% APR) and Katapult (lease-to-own with no credit check required).

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature3 records

Partnerships

One partnership is on record.

• Custom OffsetscoreStrategic or Co-development PartnerParent company and primary division. Fitment Industries operates as a division of Custom Offsets, sharing operational infrastructure, distribution, and brand portfolio including Anovia Wheels, Arkon Off-Road, Anthem Wheels, TrailBuilt Off-Road, Function Powersports, MAPerformance, Only Tires, and other automotive aftermarket brands.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Custom Offsets: Direct peer and parent brand within Enthusiast Enterprises; operates the same wheel/tire e-commerce model with shared operations, fulfillment, and supplier relationships. Highly comparable in product mix and target customer.
• Tire Rack: Largest online-direct retailer of tires and wheels in the US, offering vehicle-specific fitment guidance, package deals, and consumer delivery — the benchmark DTC competitor in the same product category.
• Discount Tire / America's Tire: National omnichannel tire and wheel retailer with extensive physical footprint plus e-commerce; competes directly for the same consumer upgrade purchase and offers similar wheel/tire packages.
• SD Wheel: Sister brand under Enthusiast Enterprises selling aftermarket wheels and tires online; same corporate parent, overlapping supplier base, similar enthusiast target customer.
• MAPerformance: Sister brand under Enthusiast Enterprises focused on performance parts; shares fulfillment infrastructure and overlaps on enthusiast buyer, particularly for performance/suspension categories.
• RealTruck: Vertical e-commerce platform for truck and off-road aftermarket parts including wheels, tires, suspension, and lighting; comparable marketplace-plus-tools model with strong content and fitment support.
• CarID.com: Online retailer of aftermarket automotive parts including wheels, tires, suspension, and accessories; comparable broad catalog DTC model targeting the same enthusiast upgrade purchase.

Broad incumbents

• Summit Racing Equipment: Established mail-order and online retailer of performance aftermarket parts including wheels, tires, and suspension; broader portfolio than Fitment Industries but serves overlapping enthusiast buyer with similar technical content depth.
• Turn5: Owner of ExtremeTerrain and AmericanMuscle — vertical e-commerce brands targeting enthusiast segments; similar fitment-led content strategy and adjacent product categories.
• Enkei International: Major aftermarket wheel manufacturer carried by Fitment Industries; broader industry incumbent on the supply side of the same value chain, with competing brand strategy and direct-to-consumer sales.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/Fitmentind
• YouTubeyoutube.com/channel/UC3eJhn91qyf_4H4f0wfsw3w
• Facebookfacebook.com/FitmentIndustries
• Instagraminstagram.com/fitmentindustries
• TikToktiktok.com/@fitmentind
• LinkedInlinkedin.com/company/fitment-industries

Compliance1 record

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&A

Investments

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

Frequently asked questions about Fitment Industries