Root Industries
Root Industries is a privately held Australian pro scooter brand selling complete scooters and proprietary aftermarket components (wheels, decks, bars) directly to consumers globally, with a vertically integrated wheel factory, North American distribution from Cincinnati, and distribution across Australia, UK, and Europe.
- Company typePrivate
- Founded2009
- HeadquartersHelensvale, Australia
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Root Industries does
Root Industries is a privately held Australian designer, manufacturer, and direct-to-consumer retailer of pro scooters and aftermarket components, founded in 2009 in Queensland and operated through the legal entity RI Distribution PTY Ltd. The company sells five complete pro scooter models spanning ages 4 through adult (Type R Mini, Type R Pro, Type R GT, Invictus v3, AIR RS v3) at price points from $154.95 to $249.95 USD, complemented by a full aftermarket catalog including proprietary wheels (HoneyCore, Lotus, AIR, Liberty), handlebars (ChromoLite, Titanium, HMA), decks, forks, clamps, headsets, ABEC-11 bearings, and accessories. The technology differentiators are material-science based: an exclusive magnesium-rich 6061 aircraft-grade aluminum alloy used in decks, Hi-Modulus Alloy (HMA) handlebars claimed at 50% greater strength than standard aluminum, ChromoLite triple-butted chromoly at 30% weight reduction, honeycomb-core wheel architecture, and proprietary polyurethane formulas (PureGrip, UHR+Speed, UHR+Grip) tuned for different riding surfaces.
The business model is direct-to-consumer e-commerce via rootindustries.com (USD/CAD), fulfilled from a Cincinnati, Ohio warehouse, with parallel regional storefronts in Australia (.com.au) and the UK (.co.uk), and distributor relationships across Australia, North America, UK, and Europe supplying retail outlets globally. Revenue streams are entirely hardware: complete scooters, individual components, and pre-configured bundles (Starter, Value, Mega) offering 25-30% savings versus individual parts. Marketing is community-driven through a team rider sponsorship program (#RITRIBE), branded content across Instagram, TikTok, YouTube, and Facebook, and educational buying guides. The company employs 11-50 people, has served a cumulative base of 10,000+ riders, and reports no institutional funding, M&A activity, or leadership changes in the source data.
Root Industries firmographics
Firmographics- Name
- Root Industries
- Legal name
- RI Distribution PTY Ltd
- Website
- https://rootindustries.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Root Industries is a privately held Australian pro scooter brand selling complete scooters and proprietary aftermarket components (wheels, decks, bars) directly to consumers globally, with a vertically integrated wheel factory, North American distribution from Cincinnati, and distribution across Australia, UK, and Europe.
- Ownership category
- akta.pro rank
Where Root Industries is headquartered
LocationHeadquarters
- HQ city
- Helensvale
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Root Industries business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Complete Pro Scooters: Sale of complete pro scooters across multiple models (Type R Mini, Type R Pro, Type R GT, Invictus v3, AIR RS v3) targeting different age groups and skill levels. Direct-to-consumer e-commerce with regional distribution.
- Pro Scooter Parts and Components: Aftermarket parts including wheels, decks, bars, forks, clamps, headsets, grips, griptape, bearings, brakes, and hardware. Sold individually for upgrades and customization.
- Bundles and Packages: Pre-configured bundle packages (Starter Bundle, Value Bundle, Mega Bundle) offering savings of 25-30% on parts combinations, plus mystery boxes with random popular parts at 65% discount.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Entry-level kids pro scooter (4-8 years) |
| One time/ perpetual license | Pay-as-you-go | Best-selling kids pro scooter (6-12 years) |
| One time/ perpetual license | Pay-as-you-go | Premium intermediate park scooter (8-14 years) |
| One time/ perpetual license | Pay-as-you-go | Elite park performance scooter (12+ years) |
| One time/ perpetual license | Pay-as-you-go | Ultimate street scooter (14+ years) |
| Unit Pricing | Pay-as-you-go | HoneyCore Wheels - Fastest/Lightest (110mm) |
| Unit Pricing | Pay-as-you-go | HoneyCore Wheels - Fastest/Lightest (120mm) |
| Unit Pricing | Pay-as-you-go | ChromoLite Handlebars |
| Unit Pricing | Pay-as-you-go | Pro Scooter Decks |
| Unit Pricing | Pay-as-you-go | Pro Scooter Forks |
| Unit Pricing | Pay-as-you-go | Premium Grips and Accessories |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
Root Industries product offering
Product offeringCore offering
Root Industries designs and manufactures complete professional stunt scooters and a full line of aftermarket pro scooter components (wheels, decks, handlebars, forks, clamps, grips, bearings, headsets). Products are designed in Australia using proprietary materials science (HMA alloy, Chromolite, magnesium-rich aluminum) and proprietary polyurethane wheel formulas, and are sold direct-to-consumer through e-commerce and through global distributors and retail outlets.
Product overview
Root Industries is a direct-to-consumer pro scooter company offering a comprehensive portfolio of freestyle stunt scooters and aftermarket parts. The product lineup centers on five complete pro scooter models spanning ages 4 through adult: Type R Mini (ages 4-8), Type R Pro (ages 6-12), Type R GT (ages 8-14), Invictus v3 (ages 12+), and AIR RS v3 (ages 14+). Complementing the complete scooters is a full range of proprietary aftermarket components including HoneyCore, Lotus, AIR, and Liberty wheels; Chromolite, Titanium, and HMA handlebars; magnesium-rich alloy decks; forks; clamps; headsets; Fractal grips; ABEC 11 bearings; and griptape. The company also offers value-added parts bundles (Starter, Value, and Mega) with tiered savings. All products are designed in Australia and sold primarily through e-commerce channels to North America and globally through retail distributors.
Differentiator
Problem solved
Functional benefit
Products and services
- Type R Mini A scaled-down professional-grade stunt scooter designed for younger riders ages 4-8, featuring a 4.7-inch wide deck, chromoly steel bars, and 110mm PU wheels. Priced at $154.95 USD.
- Type R Pro The gold standard kids pro scooter for riders ages 6-12, featuring a 4.8-inch wide deck, IHC compression, chromoly steel bars, and approximately 3.6kg weight. Priced at $174.95 USD.
- Type R GT The world's lightest pro scooter for its size at 6.6 lbs (3kg), designed for intermediate-advanced riders ages 8-14 with a 5-inch wide GT deck and HMA aluminum bars. Priced at $214.95 USD.
- Invictus v3 The ultimate performance pro scooter for riders 12+, featuring Chromolite handlebars, 120mm Honeycore wheels, HIC compression, and a 5.25-inch magnesium-rich deck weighing 3.4kg. Priced at $229.95 USD.
- AIR RS v3 A dedicated street scooter designed for riders 14+, featuring a 6-inch deck and built for endgame street performance. Priced at $249.95 USD.
- HoneyCore Wheels The world's #1 best-selling scooter wheel featuring Ultra High Rebound + Speed PU formula and honeycomb core design for lightweight durability, available in 110mm and 120mm sizes. Priced from $79.95 USD.
- Lotus Wheels Ultra-light wheels with UHR Grip PU formula for superior balance between speed and grip, ideal for indoor skateparks and smooth concrete surfaces.
- AIR Wheels Strong-core wheels for riders who consistently land heavily or perform big air tricks, using the UHR Speed PU formula.
- Liberty Wheels Hand-poured in the USA using the PureGrip PU formula, providing ultimate grip for landing technical tricks.
- ChromoLite Bars Triple-butted chromoly bars that are as light as titanium at a fraction of the price, featuring 30% weight reduction compared to standard chromoly bars. Priced from $69.95 USD.
- Titanium Bars Ultra-lightweight titanium bars with unique tapering technique for strength where needed and reduced weight elsewhere. Priced up to $219.95 USD.
- HMA Aluminum Bars Hi-Modulus Alloy bars that are 50% stronger than regular aluminum while remaining featherlight, exclusive to Root Industries.
- Type R GT Deck The lightest 5-inch wide pro-level deck ever produced, made from exclusive magnesium-rich aircraft-grade alloy with triple-channel cavity design. Priced at $109.95 USD.
- Invictus v3 Deck A perfectly balanced magnesium-rich alloy deck featuring i-beam technology for all-round performance.
- AIR RS v3 Deck Featuring a perfectly flat bottom and cold-forged magnesium-rich construction that is 25% lighter than the previous version.
- AIR IHC Fork Cold-forged 6061 aluminum forks compatible with IHC compression systems and 100-120mm wheel sizes. Priced from $69.95 USD.
- AIR SCS Clamp Innovative SCS clamp that integrates compression and clamping for a secure, hassle-free setup.
- Fractal Grips Premium grips with AI-designed grooves for sweat dispersal, featuring slow-rebound rubber compound for superior comfort and grip.
- ABEC 11 Bearings Precision bearings rated ABEC-11 for unrivalled smoothness and speed with double-sealed design to protect against dirt and debris.
- AIR Headset High-grade stainless steel precision ball-bearings with full sealing to prevent corrosion or dust ingress, featuring razor-thin spacers for impact protection.
- Starter Bundle Customizable bundle offering wheels, grips, and griptape with 25% savings for scooter upgrades.
- Value Bundle Complete makeover bundle with wheels, fork, clamp, grips, and griptape offering 30% savings.
- Mega Bundle Comprehensive upgrade bundle including decks, forks, clamps, and bars with 30% savings.
Companies that use Root Industries
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles5 records
Root Industries technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature10 records
Root Industries partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- ScooterFlowminorLimited edition collaboration on 110mm Lotus wheels. Products feature ScooterFlow branding and design aesthetic. Joint product development for exclusive colorways.
- KOTAminorLimited edition collaboration on AIR 110mm wheels. Joint branded products featuring KOTA design elements. Available in multiple color options (Orange, Blue, Purple, Black).
- Australia DistributorscoreRegional distribution partners for Australian market, supporting local retail presence and e-commerce (rootindustries.com.au)
- North America DistributorscoreRegional distribution partners for North American market (US and Canada), supporting e-commerce operations from Cincinnati warehouse
- UK and Europe DistributorscoreRegional distribution partners for UK and European markets, supporting retail presence and e-commerce (rootindustries.co.uk)
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Root Industries competitors and assessment
Company assessmentDirect peers
- AO Scooters: Pro scooter brand with completes and aftermarket parts at similar price points. Direct competitor in the mid-to-premium tier with overlapping rider demographics.
- Grit Scooters: Pro scooter manufacturer offering completes and components for kids through adult riders. Comparable product range, age-segmented lineup, and global distribution approach.
- Envy Scooters: One of the largest pro scooter brands globally, offering complete stunt scooters and aftermarket parts across similar age ranges and price points. Direct head-to-head competitor with overlapping rider demographics, premium positioning, and global distribution.
- Sacrifice Scooters: UK-based pro scooter brand with a complete lineup of stunt scooters and replacement parts spanning youth and adult riders. Direct competitor in components (wheels, decks, bars) and complete scooters with comparable price points.
- Lucky Scooters: US-based pro scooter manufacturer with complete scooters, decks, bars, and wheels. Directly comparable product portfolio, similar age segmentation, and overlapping North American distribution channels.
- Madd Gear (MGP): Australian-origin action sports brand offering pro scooters, scooters, and parts with strong global retail presence. Comparable vertically integrated model with wheels, decks, bars, and completes.
- District Scooter Co: Pro scooter manufacturer offering complete scooters, decks, bars, and components with strong presence in the European market. Comparable product range, age segmentation, and channel mix (DTC + distributors).
- Crisp Scooters: Pro scooter brand offering completes and aftermarket components targeted at park and street riders. Comparable in product breadth (scooters, parts, accessories) and youth-skewed demographic.
- Ethic Scooters: Premium French pro scooter brand focused on lightweight decks, aluminum bars, and street/park complete scooters. Closely comparable on premium materials positioning, deck architecture innovation, and target rider (intermediate to pro).
Broad incumbents
- Razor USA: Mass-market wheeled-goods brand covering kick scooters, electric scooters, hoverboards, and ride-ons. Operates broadly across the scooter category rather than specializing in pro/freestyle, serving as a broader incumbent and adjacent retailer for entry-level riders.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Root Industries social profiles
Digital presenceRoot Industries financial estimates
Financial estimateRevenue estimate
Valuation estimate
Root Industries leadership team
Management profileNumber of profiles
Root Industries funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Root Industries 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 Root Industries
What does Root Industries do?
Root Industries designs and manufactures complete professional stunt scooters and a full line of aftermarket pro scooter components (wheels, decks, handlebars, forks, clamps, grips, bearings, headsets). Products are designed in Australia using proprietary materials science (HMA alloy, Chromolite, magnesium-rich aluminum) and proprietary polyurethane wheel formulas, and are sold direct-to-consumer through e-commerce and through global distributors and retail outlets.
Is Root Industries a public or private company?
Root Industries is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Root Industries founded?
Root Industries was founded in 2009. It employs 11 to 50 people.
Where is Root Industries based?
Root Industries is headquartered in Helensvale, Australia, in the Oceania region.
How does Root Industries make money?
Three revenue lines are on record. Complete Pro Scooters are the primary driver. The others are pro Scooter Parts and Components and bundles and Packages.
Who are Root Industries's main competitors?
Direct peers on record are AO Scooters, Grit Scooters, Envy Scooters, Sacrifice Scooters, Lucky Scooters, Madd Gear (MGP), District Scooter Co, Crisp Scooters and Ethic Scooters. Razor USA is listed as a broad incumbent.
Does Root Industries have an API?
No public API is recorded for Root Industries.