SOFLETE
The following description is omitted from the source data and cannot be authored.
- Company typePrivate
- Founded2012
- HeadquartersPinehurst, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What SOFLETE does
SOFLETE LLC is a privately held tactical fitness company founded in 2012 and headquartered in Pinehurst, North Carolina (legal jurisdiction in Jacksonville, NC), serving military Special Operations personnel, law enforcement officers, firefighters, first responders, and competitive athletes. The company delivers periodized strength and conditioning programming, daily mobility work, and Registered Dietitian-authored nutrition plans through an All Access subscription (priced $34/month to $299/year) accessible via a mobile app on iOS and Android, supplemented by a 12-team program catalog (Strength, Stamina, Bodybuilding, Minimalist, Garage Fitness, Quick, Selection, Garage Health, Apex, Competition, Supplemental, Mobility) and a Selection-prep track for events such as SFAS, BUD/S, MARSOC A&S, and Ranger School.
SOFLETE firmographics
Firmographics- Name
- SOFLETE
- Legal name
- SOFLETE LLC
- Website
- https://soflete.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The following description is omitted from the source data and cannot be authored.
- Ownership category
- akta.pro rank
SOFLETE industry classification
Industry- Product category
- Tactical Fitness Training
- NAICS
- Sports and Recreation Instruction (61162), Sporting Goods Retailers (45911), Food (Health) Supplement Retailers (456191)
- SIC
- Services-Membership Sports & Recreation Clubs (7997), Services-Educational Services (8200)
- akta.pro primary industry
- Online/Remote Personal Training & Programming (HSADAAAM)
- akta.pro secondary industries
- Strength & Conditioning Personal Training (HSADAAAB), General Personal Training (In-Person & Virtual) (HSADAAAA)
Keywords
Where SOFLETE is headquartered
LocationHeadquarters
- HQ city
- Pinehurst
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
SOFLETE business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Supply Chain, Technology or R&D, Operations
Revenue model
- All Access Subscription: Monthly-to-annual subscription providing access to all tactical fitness training teams including Strength, Stamina, Bodybuilding, Minimalist, Garage Fitness, Quick, Selection, Garage Health, Apex, Competition, Supplemental, and Mobility teams, plus nutrition and meal plans
- Protein Supplements: One-time purchase of protein powders including Coffee, Chocolate Peanut Butter, Vanilla Peanut Butter, Mint Chocolate Chip, and Snickerdoodle flavors
- Pre-Workout Supplements: One-time purchase of caffeinated pre-workout products including Octane Fruit Punch and Strawberry Kiwi BattleTribe flavors
- Sleep Aid Supplements: Teddy Bear Night Night (TBNN) sleep-aid and recovery supplement available for one-time purchase or subscribe-and-save monthly subscription
- Apparel and Gear: One-time purchase of shirts, hoodies, jackets, bottoms, hats, and accessories with tactical and branded designs
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | All Access Monthly subscription with full access to all teams and features |
| Subscription | Pay-as-you-go | All Access Quarterly subscription with savings |
| Subscription | Pay-as-you-go | All Access Semi-Annual subscription with better savings |
| Subscription | Annual | All Access Yearly subscription with maximum savings |
| Unit Pricing | Pay-as-you-go | Protein supplements available in multiple flavors |
| Unit Pricing | Pay-as-you-go | Pre-workout supplements |
| Hybrid | Monthly | TBNN Sleep Aid supplement with subscribe option |
| Unit Pricing | Pay-as-you-go | Hoodies and sweatshirts |
| Unit Pricing | Pay-as-you-go | Accessories including duffel bags, patches, stickers, tumblers |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
SOFLETE product offering
Product offeringCore offering
SOFLETE sells an All Access subscription to a tactical fitness training platform delivered through its own iOS and Android mobile app, providing 12 periodized training teams (Strength, Stamina, Bodybuilding, Minimalist, Garage Fitness, Quick, Selection, Garage Health, Apex, Competition, Supplemental, and Mobility) plus a Registered Dietitian-designed nutrition program with workout tracking, leaderboards, and coach interaction. The company also sells proprietary nutritional supplements (protein powders, pre-workouts, sleep aid) and branded tactical apparel and gear through its direct e-commerce storefront.
Product overview
SOFLETE is a tactical fitness company serving military, law enforcement, and fitness enthusiasts through three integrated offerings: (1) subscription-based training programming accessible via mobile app with 12 specialized teams (Strength, Stamina, Bodybuilding, Minimalist, Garage Fitness, Quick, Selection, Garage Health, Apex, Competition, Supplemental, and Mobility) plus Nutrition support; (2) nutritional supplements including protein powders (Coffee, Chocolate Peanut Butter, Vanilla Peanut Butter, Mint Chocolate Chip, Snickerdoodle), pre-workouts (Octane Strawberry Kiwi and Fruit Punch), and sleep-aid recovery (Teddy Bear Night Night); and (3) branded apparel and gear including shirts, hoodies, jackets, bottoms, hats, and accessories. The company also provides free resources including AFT PREP, Navy PT PREP, and a Cognitive Warrior guide.
Differentiator
Problem solved
Functional benefit
Products and services
- All Access Membership Monthly-to-annual subscription providing access to all SOFLETE tactical fitness training teams, periodized 12-week strength and conditioning workouts, daily mobility work, tailored nutrition and meal plans, prehab programs, workout tracking, leaderboard, and coach interaction through the SOFLETE mobile app. Designed for military, first responders, and competitive athletes seeking career-longevity-oriented training.
- SOFLETE Protein Powders Whey protein isolate-based protein powders sold in multiple flavors (Coffee, Chocolate Peanut Butter, Vanilla Peanut Butter, Mint Chocolate Chip, Snickerdoodle, Salted Caramel). Coffee Protein includes 25g protein, 60mg natural caffeine, and 10g MCT oil. Marketed to tactical athletes for muscle synthesis and recovery.
- SOFLETE Pre-Workout Supplements Caffeinated pre-workout supplements in Strawberry Kiwi BattleTribe and Octane Fruit Punch flavors, designed to increase power, performance, exercise capacity, and muscular endurance for tactical training sessions.
- Teddy Bear Night Night (TBNN) Sleep Aid Sleep-aid and recovery supplement designed to help users fall asleep faster, sleep longer, and improve sleep quality while assisting post-workout recovery. Available as one-time purchase or as a monthly Subscribe & Save offering.
- SOFLETE Shirts Tactical fitness apparel including tri-blend and 60/40 polyester-cotton blend shirts in various branded and tactical-inspired designs.
- SOFLETE Hoodies Athletic hoodies and zip-up jackets in various tactical-inspired designs, including the Merkin Dad Sweatshirt and similar branded hoodies.
- SOFLETE Jackets Outdoor jackets including The Zephyr Hooded Windbreaker and The Khyber Hooded Puffy designed for tactical and outdoor use.
- SOFLETE Bottoms Athletic bottoms and board shorts (such as The OG Board Short in Sniper Grey) made with 4-way stretch fabric for tactical and athletic use.
- SOFLETE Hats Tactical-style hats and beanies including dad hats, mesh hats, and branded caps.
- SOFLETE Accessories Lifestyle and tactical accessories including stickers, patches, decals, tumblers, duffel bags, tactical stockings, and workout gear such as the SOFLETE Vault Duffel.
Quantifiable outcome
- 8,455+ verified customer reviews across products and subscriptions
- +2 more outcomes
Companies that use SOFLETE
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
SOFLETE technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
SOFLETE partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor.
- SWK (SoWetKits)minorCo-branded collaboration producing the SOFLETE X SWK Tiger Stripe gear, priced at $425.00 for the tactical stripe pattern products. This represents a limited edition co-development partnership for exclusive branded merchandise.
- Eco DefenseminorCollaboration producing the Eco Defense X SOFLETE Sling tactical accessory, priced at $100.00. This is a product co-development partnership for tactical gear accessories.
- ShipMonkminorThird-party fulfillment partner handling warehouse operations and order shipping from Florida and California warehouse locations.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
SOFLETE competitors and assessment
Company assessmentDirect peers
- GORUCK: GORUCK operates as a tactical-lifestyle brand combining endurance events, training programs, and gear, with a strong SOF/veteran community positioning that directly overlaps SOFLETE's audience and product strategy.
- Stew Smith Fitness: Stew Smith sells military-specific fitness programming and workout plans (similar to SOFLETE's Selection team) targeting the same Navy SEAL, special ops, and tactical career-prep customer base.
- Mountain Tactical Institute: Mountain Tactical Institute (MTI) sells periodized training programs for tactical professionals, military, and first responders via online subscriptions—the most direct head-to-head competitor to SOFLETE's tactical fitness programming model.
Others
- Black Rifle Coffee Company: Black Rifle Coffee is a veteran-founded lifestyle brand with a heavily overlapping customer base (military, veterans, tactical enthusiasts) and similar brand positioning around military culture and authenticity.
- Onnit: Onnit sells supplements, fitness equipment, and training content (including Joe Rogan's programming), with a similar strategy of bundling branded supplements with fitness content—a comparable monetization model to SOFLETE's supplements-plus-training approach.
Broad incumbents
- 5.11 Tactical: 5.11 Tactical is a major tactical apparel and gear retailer serving the same law enforcement, military, and tactical professional customer base that purchases SOFLETE's apparel and supplements.
- Peloton: Peloton operates a subscription-based fitness platform across multiple modalities (strength, cardio, yoga) with an integrated app—the dominant incumbent in the digital fitness subscription category where SOFLETE also competes.
- WHOOP: WHOOP sells a fitness/recovery subscription with hardware and analytics, comparable to SOFLETE in its premium subscription model and focus on performance/recovery for serious athletes—though WHOOP emphasizes wearables while SOFLETE emphasizes training programming.
- Apple Fitness+: Apple Fitness+ is a subscription fitness service bundled with Apple devices, competing for the same discretionary fitness-app spend that SOFLETE's All Access subscription targets.
- CrossFit: CrossFit is a broader fitness programming and community platform with a comparable periodized, strength-and-conditioning methodology and a strong competitive community—though it serves a wider, less tactical-specialized audience.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
SOFLETE social profiles
Digital presenceSOFLETE financial estimates
Financial estimateRevenue estimate
Valuation estimate
SOFLETE leadership team
Management profileNumber of profiles
Profiles2 records
SOFLETE funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SOFLETE 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 SOFLETE
What does SOFLETE do?
SOFLETE sells an All Access subscription to a tactical fitness training platform delivered through its own iOS and Android mobile app, providing 12 periodized training teams (Strength, Stamina, Bodybuilding, Minimalist, Garage Fitness, Quick, Selection, Garage Health, Apex, Competition, Supplemental, and Mobility) plus a Registered Dietitian-designed nutrition program with workout tracking, leaderboards, and coach interaction. The company also sells proprietary nutritional supplements (protein powders, pre-workouts, sleep aid) and branded tactical apparel and gear through its direct e-commerce storefront.
Is SOFLETE a public or private company?
SOFLETE is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was SOFLETE founded?
SOFLETE was founded in 2012. It employs 11 to 50 people.
Where is SOFLETE based?
SOFLETE is headquartered in Pinehurst, United States, in the North America region.
How does SOFLETE make money?
Five revenue lines are on record. All Access Subscription is the primary driver. The others are protein Supplements, pre-Workout Supplements, sleep Aid Supplements and apparel and Gear.
Who are SOFLETE's main competitors?
Direct peers on record are GORUCK, Stew Smith Fitness and Mountain Tactical Institute. Others are Black Rifle Coffee Company and Onnit. Broad incumbents are 5.11 Tactical, Peloton, WHOOP, Apple Fitness+ and CrossFit.
Does SOFLETE have an API?
No public API is recorded for SOFLETE.
What industry is SOFLETE in?
SOFLETE's product category is Tactical Fitness Training. Its primary akta.pro industry code is HSADAAAM, Online/Remote Personal Training & Programming, with a secondary code of HSADAAAB, Strength & Conditioning Personal Training. Its NAICS code is 61162 and its SIC code is 7997.