What BrandTek does

BrandTek is a privately held Madison, Wisconsin-based company founded circa 1994 that operates an online apparel customization and athletic wellness business through a Shopify-powered direct-to-consumer storefront and a B2B team store program. The company serves three primary segments — sports teams and athletes, corporations and businesses, and nonprofits — via horizontal segmentation across customization, wellness, and business service lines.

Its core offerings span three divisions. The customization division provides embroidery, screen printing, and Tekfuse sublimation services for team apparel, corporate merchandise, and promotional products, supported by an exclusive partnership with Dome Headwear. The wellness division markets Sport Fresh (an EPA-registered hospital-grade disinfectant spray with a semi-permanent antimicrobial coating providing up to 7 days of protection), Phyz Boost energy shots (built on proprietary physics-based extraction technology producing nano-sized molecules without solvents), Neuroguard+ brain protection devices (a Q-Collar/Q30 Innovations FDA-cleared product), and Defender Bar custom-fit mouthguards (a Guard partnership product at approximately one-fourth the cost of dentist-made equivalents). The business services division operates a no-cost-setup online team store program and the Loose Change fundraising initiative that rounds up purchases for nonprofit causes.

BrandTek generates revenue through unit-priced product sales ($24-$49.97 retail), quote-based B2B customization services, and recurring team store relationships. Distribution is US-only (with Phyz Boost restricted to the lower 48 states), go-to-market combines D2C e-commerce with sales-led B2B outreach, and the company employs 11-50 staff across its Madison headquarters and warehouse facility. There is no disclosed funding history, institutional ownership, or financial reporting.

Name

BrandTek

Legal name

Brandtek

Website

https://brandtek.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

BrandTek is a privately held Madison, Wisconsin-based apparel customization and athletic wellness company offering embroidery, screen printing, and sublimation services alongside branded athlete products (Sport Fresh, Phyz Boost, Neuroguard+, Defender Bar) to sports teams, corporations, and nonprofits via a Shopify D2C storefront and B2B team store program.

Ownership category

akta.pro rank

Product category

Custom Apparel and Athletic Wellness Services

NAICS

Sporting Goods Retailers (45911), Sporting Goods Retailers (459110), Sporting and Athletic Goods Manufacturing (33992), Food (Health) Supplement Retailers (456191)

SIC

Retail-Apparel & Accessory Stores (5600), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Customized & Personalized Fan Gear Retail (CRAMAOAJ)

akta.pro secondary industries

Fan Apparel & Wearables Retail (Licensed) (CRAMAOAE), Team Sports Protective Gear & Sports Medicine Retail (CRAMAEAJ), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

Keywords

• Custom apparel services
• Team store solutions
• Athletic wellness products
• Promotional merchandise
• Embroidery screenprinting sublimation

Headquarters

HQ city

Middleton

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Product sales: Direct sales of branded wellness and athletic products including Sport Fresh disinfectant spray, Phyz Boost energy shots, Neuroguard+ mouthguards, and other athletic gear through e-commerce storefront.
2. Custom apparel services: Embroidery, screenprint, and sublimation services for apparel customization serving teams, corporations, and individuals.
3. Online team stores: Team store provider offering customized online stores for teams and businesses with no-cost setup, including replica jerseys, accessories, and customizable templates.
4. Loose Change fundraising program: Rounding up purchases to support causes. Customer cards are tokenized and stored in PCI-compliant vault. Monthly aggregated donations charged to registered cards.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

BrandTek sells customized apparel through embroidery, screenprint, and Tekfuse sublimation services, and offers a line of athletic wellness products including Sport Fresh EPA-registered disinfectant spray, Phyz Boost energy shots, Neuroguard+ brain protection Q-Collars, and Defender Bar custom-fit mouthguards. The company also provides no-cost setup online team stores for teams and corporations, promotional merchandise, and a Loose Change rounding-up donation fundraising program. Sales occur through a Shopify-powered e-commerce storefront for individual consumers and a sales-led B2B channel for organizations.

Product overview

BrandTek is a Madison, Wisconsin-based company offering a comprehensive suite of custom apparel and athletic products and services. The company operates three core divisions: (1) Apparel Customization services including embroidery, screen printing, and sublimation (Tekfuse); (2) Athlete Health & Wellness products including Sport Fresh disinfectant spray, Phyz Boost energy supplements, Neuroguard+ brain protection Q-Collars, and custom-fit Defender Bar mouthguards; and (3) Business Services including team online stores, promotional items, and the Loose Change fundraising program. BrandTek also partners with Kula Sports for athletic training services. The company serves teams, organizations, and corporations seeking custom apparel and athlete safety solutions.

Differentiator

Problem solved

Functional benefit

Brands

• Sport Fresh: EPA-registered disinfectant spray designed for athletic programs to kill viruses, bacteria, and fungi including MRSA, Impetigo, and COVID.
• Phyz Boost
• Neuroguard+
• Defender Bar
• Tekfuse
• Loose Change
• Kula Sports

Products and services

• Sport Fresh EPA-registered, hospital-grade disinfectant spray for athletic programs that provides long-lasting antimicrobial protection (up to 7 days) against viruses, bacteria, and fungi including MRSA, Impetigo, and COVID. Applied weekly, it creates an invisible barrier that continuously inhibits harmful microorganism growth. Targeted at sports teams and athletic programs needing equipment hygiene solutions.
• Phyz Boost All-natural energy shot engineered using physics-based extraction technology rather than chemical processing, creating nano-sized, highly bioavailable ingredients for fast, clean, sustained energy without jitters or crashes. Available in Orange and Berry flavors. For athletes and individuals seeking performance and focus enhancement.
• Neuroguard+ Non-invasive brain protection device worn around the neck that applies light pressure to increase blood volume in the brain's venous structures, reducing harmful internal brain movement caused by head impacts and lowering concussion risk. FDA-cleared. For athletes in contact sports.
• Defender Bar Custom-fit mouthguard designed from a scan of the user's teeth, eliminating the need for boil-and-bite fitting. Offers full customization of team colors, logos, names, and jersey numbers at a fraction of dentist-made guard costs (400% cheaper). For athletes in contact sports.
• Tekfuse Sublimation Sublimation service offering 100% customizable, comfortable quality products at a single all-in cost. Produces long-lasting designs that will not fade, with no design expertise required from customers. For teams, corporations, and individuals needing decorated apparel.
• Screenprint Screen printing services for creating spirit wear, team shirts, championship shirts, event gear, and other custom apparel. Offers an extensive product catalog across multiple brand partnerships. For teams, schools, and organizations.
• Embroidery Embroidery services for apparel customization including shirts, jackets, and hats through an exclusive partnership with Dome Headwear for their hat program. For teams, corporations, and individual apparel buyers.
• Online Team Stores Team store creation service allowing teams and businesses to create custom apparel stores with no-cost setup. Offers replica jerseys, accessories, customizable templates, and pack/bundle options for uniform packs and corporate gear. For sports teams, schools, and corporate clients.
• Loose Change Fundraising Donation program that rounds up customer purchases to the nearest dollar amount to support causes. Enrolled Visa or Mastercard cards accumulate rounded donations monthly, with cash back offers from participating merchants automatically credited to the donation total. For nonprofits and cause-based organizations.
• Promotional Products Customizable promotional items for companies and teams including a wide array of product options to make a lasting impression on clients, teammates, and staff. For corporate buyers and team managers.
• Kula Sports Performance Athletic training partnership providing sport-specific programs for speed development, strength training, agility drills, and efficient mechanics. Includes access to the Kula Sports Performance workout logging app and weekly Zoom calls for team training. For athletes and teams seeking performance training.

Quantifiable outcome

• Trusted by 500,000+ athletes worldwide
• +4 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Dome HeadwearcoreStrategic or Co-development PartnerExclusive partnership providing an unbeatable hat program. BrandTek offers Dome Headwear products as part of their apparel customization services, allowing customers to complete their look with exclusive hat options.
• GuardcoreStrategic or Co-development PartnerPartnership with Guard for custom-fit mouthguards. Guard products are designed to fit teeth like a glove, ensuring maximum comfort and protection with 100% customization of team colors and logos.
• Q-Collar / Q30 InnovationscoreStrategic or Co-development PartnerPartnership with Q-Collar (Q30 Innovations) for brain protection products. Q-Collar uses jugular vein compression technology to reduce brain movement during impacts, reducing injury indicators by over 80%. FDA-cleared, non-invasive solution.
• Kula SportsminorStrategic or Co-development PartnerPartnership with Kula Sports Performance for athletic training services. Kula Sports provides speed performance training, explosive power development, and joint health maintenance through their app and global training programs.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• BSN Sports: BSN Sports is a major team sports equipment and apparel retailer supplying uniforms, protective gear, and team merchandise to schools and organizations. Overlaps with BrandTek's team apparel, mouthguard, and protective equipment offerings but operates at national distribution scale.
• Riddell: Riddell is a leading manufacturer of football helmets and protective athletic equipment. Comparable to BrandTek's Neuroguard+ and Defender Bar positioning in athlete safety/protective gear, but as a much larger incumbent with proprietary hardware.
• 4imprint: 4imprint is a large established promotional products distributor offering branded merchandise, apparel, and corporate gifts. Comparable to BrandTek's 'Promotional' product line for corporate and team merchandise, but at significantly larger scale and broader catalog.

Direct peers

• CustomInk: CustomInk is a direct-to-consumer custom apparel platform specializing in team uniforms, group apparel, and embroidery/screen-print services — the same core business as BrandTek's customization services. Both serve sports teams, corporations, and organizations with online design and ordering tools.
• SquadLocker: SquadLocker provides customized online team stores for schools, clubs, and youth sports organizations with no upfront cost — directly comparable to BrandTek's team store program. Both platforms offer branded storefronts, custom apparel, and recurring team-based ordering workflows.
• RushOrderTees: RushOrderTees specializes in custom screen-printed and embroidered apparel with fast turnaround for teams, events, and businesses. Closely comparable to BrandTek's screenprint and embroidery service offerings for the same SMB and team customer base.
• Booster (formerly Booster Spirit Wear): Booster is a fundraising-focused custom apparel platform serving schools and youth sports teams, providing online stores and spirit wear campaigns. Overlaps with BrandTek's team stores and Loose Change fundraising program.

Emerging players

• Guard Sports (Under Armour): Guard makes custom-fit mouthguards — the underlying product BrandTek resells as Defender Bar. Listed because it is both a direct partner and a potential competitive channel if Guard pursues direct sales.

Others

• Q30 Innovations (Q-Collar): Q30 Innovations manufactures the FDA-cleared Q-Collar brain protection device — the exact product BrandTek distributes as Neuroguard+. Listed as a partner/supplier, with relevance as BrandTek's exclusive go-to-market channel for this differentiated safety product.
• Carhartt (workwear brand partner): Carhartt is a workwear and apparel brand referenced as a BrandTek catalog partner for custom orders. Relevant as a brand-supplying relationship that extends BrandTek's custom catalog breadth.

Market position

Strengths4 records

Weaknesses1 record

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/Brandtekusa
• Facebookfacebook.com/bandtekusa
• LinkedInlinkedin.com/company/brandtekusa

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 BrandTek