What Pit Viper does

Pit Viper is a Salt Lake City-based, privately held performance eyewear brand that designs, manufactures, and sells sunglasses, snow goggles, moto/dirt goggles, helmets, and related apparel and accessories. The company's catalog spans more than 20 sunglass models across shield, aviator, round, square, cat-eye, and heart-shaped frames, with pricing on its US storefront ranging from approximately $63 for entry-level models to $250 USD ($350 CAD) for premium snow goggles such as the BN5000. Differentiation rests on distinctive physical features — Worldwide Vision Technology, magnetic lens interchange, dual-layer anti-fog lenses, HDPV polarization, 100% UVA/UVB protection, and Z87+ impact certification — paired with an irreverent brand voice and cult-style positioning rooted in 1990s action sports culture.

The business operates almost entirely through direct-to-consumer e-commerce on Shopify-backed storefronts, with country-dedicated sites in the United States, Australia, New Zealand, the United Kingdom, Spain, Canada, and Switzerland, complemented by a dealer-locator network for in-person purchase. Revenue is generated from one-time unit sales of eyewear, goggles, helmets, apparel, and accessories, supplemented by the Pitcoin™ loyalty currency (powered by Rivo), which functions as a recurring engagement and retention mechanism rather than as a separate subscription line. Customer segments span motorsports and dirt-bike riders, snow sports participants, general active-lifestyle consumers, safety-conscious professionals (via ExpertVoice), and a kids/youth line.

The go-to-market is product- and community-led: an aggressive organic social presence across Instagram, TikTok, YouTube, Snapchat, Facebook, X, and Pit Viper Radio on Spotify; an athlete Sponsor Me program; user-generated content features ('Videos Ur Mom Sent'); and co-branded collaborations such as the Mountain Dew and Sport Beer editions. The firm has 11-50 employees, no disclosed external institutional investors, and reports over 10,000 verified 5-star reviews as a credibility signal. Financial scale, including revenue, is not publicly disclosed.

Name

Pit Viper

Website

https://pitvipersunglasses.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

Pit Viper is a privately held Salt Lake City performance eyewear brand designing and selling sunglasses, snow and moto goggles, helmets, and apparel direct-to-consumer via e-commerce storefronts in seven countries.

Ownership category

akta.pro rank

Product category

Performance Eyewear

NAICS

Optical Goods Retailers (45613), Apparel Accessories and Other Apparel Manufacturing (3159), Clothing and Clothing Accessories Retailers (45811)

SIC

Ophthalmic Goods (3851), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Sport & Performance Eyewear (CRAAAKAC)

akta.pro secondary industries

Sunglasses (Non-Prescription) (CRAAAKAB), Eye Protection & Goggles Retail (CRAMANAJ), Ski & Snowboard Protective Gear Retail (Helmets, Goggles, Pads, Back Protectors) (CRAMAJAC), Helmets & Protective Headgear Retail (Motorcycle/ATV/Snow) (CRAMANAB)

Keywords

• Performance sunglasses
• Sports eyewear
• Snow goggles
• Safety eyewear
• Outdoor apparel

Headquarters

HQ city

Salt Lake City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Eyewear Product Sales: Primary revenue stream from direct sales of sunglasses, snow goggles, and moto/dirt goggles. Products sold at various price points with seasonal promotions such as 'Internet Fair Sale' offering 20% discounts.
2. Apparel and Accessories Sales: Secondary revenue from apparel including tees, button-downs, headwear, and accessories such as cases, parts, and RIGs (sunglass retainers).
3. Pitcoin™ Loyalty Program: Proprietary loyalty currency program where customers earn Pitcoin rewards for purchases and engagement, redeemable for discounts on future purchases.

Pricing tiers

Go-to-market motion3 records

Distribution channels9 records

Marketing channels10 records

Core offering

Pit Viper designs, manufactures, and sells performance sunglasses, snow goggles, dirt/moto goggles, helmets, and safety-rated eyewear under its own brand. The company also offers branded apparel, accessories, cases, and replacement parts. Sales are conducted primarily direct-to-consumer through its own e-commerce storefronts in the US, Australia, New Zealand, the UK, Spain, Canada, and Switzerland.

Product overview

Pit Viper is a performance eyewear company offering sunglasses, goggles, helmets, and accessories. The core product portfolio centers on multiple sunglass styles (The Original 2.0, The Flip-Offs 2.0, The Revlock, The Admirer, The Mooner, The Slammer, The Turboshaft, The Highball, The Skysurfer, The Try-Hard, The Jethawk, The Altimeter, The Low Bones, The Somox, The Junior, Baby Vipes, The Clawdia, The Flight Optics, The Synthesizer, The Exciters, The Fondue) across various shapes (Shield, Aviator, Round, Square, Cat Eye, Heart Shaped). Goggle offerings include snow goggles (BN5000), dirt/moto goggles (Brapstrap, World Champion), helmets, and safety-rated eyewear. The Merika sub-brand offers patriotic-themed products. Additional offerings include apparel, accessories, and the Pitcoin™ loyalty program. The company sells directly through pitviper.com and international storefronts in Australia, New Zealand, UK, Spain, Canada, and Switzerland.

Differentiator

Problem solved

Functional benefit

Brands

• Merika: A patriotic-themed sub-brand featuring red, white, and blue themed eyewear and merchandise
• Pitcoin™

Products and services

• Sunglasses Performance sunglasses available in multiple styles including Shield, Aviator, Round, Square, Cat Eye, and Heart Shaped frames, offered in polarized and Z87+ safety-rated versions, with sport-specific models for baseball, motorsports, biking, and running. Sold direct to consumers at price points typically ranging from $63.20 to $129.
• Snow Goggles Snow sports goggles designed for skiing and snowboarding, with the flagship BN5000 model featuring Worldwide Vision Technology, magnetic lens interchange, dual-layer anti-fog lenses, and 100% UVA/UVB protection. Priced at $250 USD / $350 CAD.
• Dirt and Moto Goggles Goggles designed for motocross, dirt biking, ATV riding, and off-road motorsports, including The Brapstrap and The World Champion models, built for impact resistance and clear vision in dusty, high-vibration conditions.
• Helmets Protective helmets designed for motorsports and outdoor activities, sold as a complement to the company's goggle and sunglass lines.
• Safety Eyewear Z87+ certified safety-rated sunglasses and goggles designed for workplace, industrial, and tactical use where impact-resistant eye protection is required. Distributed to professional buyers through the ExpertVoice program.
• Apparel and Accessories Lifestyle apparel and accessories including tear-away shirts, bucket hats, shorts, headwear, and brand collaboration merchandise, sold as standalone items to complement the eyewear lines.
• Cases and Replacement Parts Replacement lenses, carrying cases, sunglass retainers (RIGs), and parts sold as standalone accessories to support the company's eyewear and goggle products.
• Gift Cards Gift cards redeemable across the Pit Viper e-commerce storefronts for the company's products.

Quantifiable outcome

• Over 10,000 verified 5-star reviews demonstrating customer satisfaction
• +1 more outcomes

Named customers2 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

Integration2 records

Feature6 records

Partnerships

Three partnerships are on record, tiered minor.

• Mountain DewminorGTM or Marketing PartnerSpecial edition collaboration featuring Mountain Dew-branded sunglasses and lifestyle content. Mountain Dew athletes featured wearing Pit Viper eyewear in promotional video content titled 'Mountain Dew x Pit Viper'.
• Sport BeerminorGTM or Marketing PartnerCollaboration featuring Sport Beer-branded apparel and accessories, including tear-away button-down shirts and bucket hats. Sport Beer athletes featured in lifestyle photography and content.
• ExpertVoiceminorChannel Partner/ Reseller/ DistributorB2B discount platform partnership enabling military, law enforcement, and first responders to access professional pricing on Pit Viper products through the ExpertVoice marketplace.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• VonZipper: Action-sports lifestyle eyewear brand offering sunglasses and goggles with irreverent styling and youth-culture positioning. Direct category overlap with Pit Viper's sunglasses and goggle lines.
• Electric Visual: California-based performance and lifestyle sunglasses brand rooted in action sports (surf, skate, snow). Closely comparable heritage and product positioning to Pit Viper's action-sports DNA, with similar goggle and sunglass SKUs.
• Dragon Alliance: Performance sunglasses and goggles brand with deep roots in surf, snow, and moto sports. Comparable across product mix (sunglasses plus snow/moto goggles) and target consumer.
• Blenders Eyewear: DTC lifestyle sunglasses brand selling polarized and performance eyewear direct to consumers with strong social-media-led marketing and athlete/influencer sponsorships. Comparable in channel mix, customer profile, and growth playbook.
• Goodr: Direct-to-consumer sunglasses brand with a similarly irreverent, meme-driven brand voice, focused on running and active lifestyle consumers at accessible price points. Closely comparable in go-to-market, target demographic, and tone.

Broad incumbents

• Bollé Safety: Performance and protective eyewear brand with significant share in safety glasses and sports goggles. Comparable across Pit Viper's safety and moto/snow goggle categories.
• Wiley X: Safety-rated and performance eyewear brand with strong military, law enforcement, and tactical customer bases. Direct overlap with Pit Viper's Z87+ safety line and ExpertVoice distribution strategy.
• Oakley: Dominant global performance eyewear brand owned by EssilorLuxottica, competing across Pit Viper's categories (sunglasses, snow goggles, moto goggles, helmets) with massive marketing and distribution scale.
• Ray-Ban: Mass-market sunglasses leader (EssilorLuxottica) competing in the broader non-prescription sunglasses category Pit Viper plays in, though at a much more mainstream fashion positioning.
• Smith Optics: Established performance eyewear and goggle brand (part of Safilo) with a strong position in snow sports goggles and cycling/running sunglasses. Closely comparable goggle technology and target use cases.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/pitvipershades
• YouTubeyoutube.com/user/pitvipershades
• Facebookfacebook.com/pitviperlifestyle
• Instagraminstagram.com/pitviper
• TikToktiktok.com/@pitvipersunglasses?lang=en

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 Pit Viper