What Demon United does

Demon United (legal entity: Demon International LC) is a direct-to-consumer e-commerce company that designs and sells protective gear for action sports, primarily snowboarding, skiing, mountain biking, BMX, and electric vehicle riding. Founded in 1999 and headquartered in Orem, Utah, the company offers a focused product portfolio centered on impact protection: padded shorts and tops, knee and elbow pads, wrist guards, tailbone protectors, MIPS-equipped helmets, snow goggles, and complementary tuning and safety accessories. The brand has been operating for over 25 years and ships from the United States to most countries worldwide.

The company's core technology is built around D3O® smart foam, a materials science partnership that hardens on impact to absorb and dissipate force, integrated across body armor, joint protection, and helmets. Select products also incorporate MIPS® (Multi-directional Impact Protection System) for rotational impact mitigation, and a sustainability-oriented "Zero RF" line uses recycled D3O foam. Product engineering is layered around proprietary sub-systems such as the C.B.I.S. (Custom Bounce Interlock System) strap, T.P.S. padding system, and a three-layer tailbone protection design.

Demon United operates a pure DTC, hardware-sales model with no subscription component, generating revenue through one-time product purchases priced from $44.99 to $419.99. Average order value is supported by bundle pricing (e.g., the Apex Predator Loadout at $419.99 versus $489.97 individual value) and free shipping at $99.99+ domestic. Customer acquisition is driven by organic social media (Instagram, Facebook, YouTube, TikTok) and a community UGC campaign, #DEMONSAVES, which features rider-submitted crash footage. The company is privately held, founder-owned, reports no outside funding, and supports global shipping through its own storefront at demon-united.com.

Name

Demon United

Legal name

Demon International LC

Website

https://demon-united.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Demon United is a US-based direct-to-consumer e-commerce brand, founded in 1999, selling D3O® and MIPS®-equipped protective gear for snowboarding, skiing, MTB/BMX, and electric vehicle riders via its own storefront with global shipping.

Ownership category

akta.pro rank

Product category

Action Sports Protective Gear

NAICS

Sporting Goods Retailers (45911), Sporting and Athletic Goods Manufacturing (33992)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Ski & Snowboard Protective Gear Retail (Helmets, Goggles, Pads, Back Protectors) (CRAMAJAC)

akta.pro secondary industries

Helmets & Protective Headgear Retail (Motorcycle/ATV/Snow) (CRAMANAB), Protective Armor & Impact Protection Retail (Body/Back/Chest) (CRAMANAC), Ski Touring / Backcountry & Avalanche Safety Retail (AT Gear, Skins, Beacons, Probes, Shovels, Airbags) (CRAMAJAD)

Keywords

• Impact protection gear
• Snowboard protective apparel
• Ski safety equipment
• D3O impact padding
• Action sports body armor

Headquarters

HQ city

Orem

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Direct-to-consumer e-commerce sales of protective gear including impact padded apparel (shorts, tops, pants), joint protection (knee pads, elbow pads, wrist guards), helmets, goggles, and tune/wax products. Revenue is generated through one-time product purchases with no subscription component. Bundle deals offer discounted pricing compared to individual item purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Demon United designs, manufactures, and sells direct-to-consumer protective gear for action sports—snowboarding, alpine skiing, mountain biking/BMX, and electric-vehicle riding. Its portfolio centers on impact-padded apparel (shorts, tops, pants), joint protection (knee pads, elbow pads, wrist guards), tailbone protectors, MIPS®-equipped helmets, snow goggles, avalanche probes, and ski/snowboard tune-shop accessories, with D3O® smart-foam impact technology integrated across the product line.

Product overview

Demon United is a direct-to-consumer snow sports protective gear company offering a comprehensive portfolio of impact protection products for skiing, snowboarding, and mountain biking. The product lineup centers on D3O smart foam technology integrated into body armor (impact padded tops and shorts/bottoms), joint protection (knee pads, elbow pads, wrist guards), tailbone protectors, and helmets. Key product lines include the X V7 D3O A.I. series (flagship with advanced impact padding), Zero RF D3O series (recycled foam variant), Zero PLUS RF D3O (enhanced coverage), and Flexmeter wrist guards. The company also offers tune shop accessories (wax, irons, vises, tools), snow goggles with magnetic lens swap, avalanche safety equipment (snow probes), and curated bundles like the Apex Predator Loadout combining top, shorts, and knee pads. All products feature D3O impact technology and are designed in Utah with MIPS-equipped helmet options available.

Differentiator

Problem solved

Functional benefit

Products and services

• Demon United X V7 D3O A.I. Men's Impact Padded Shorts Impact padded shorts for snowboarding featuring ventilated Lycra/mesh construction, D3O A.I. impact technology, and C.B.I.S. strap system for tailbone, hip, and seat protection.
• Demon United X V7 D3O A.I. Women's Impact Padded Shorts Women's-specific impact padded shorts for snowboarding with D3O tailbone pad and adjustable T.P.S. padding system.
• Demon United X V7 D3O Men's Impact Padded Top Impact padded top with D3O armor for torso protection in a race-fit, breathable design.
• Demon United Zero RF D3O Unisex Ski & Snowboard Padded Shorts Zero RF padded shorts with D3O smart foam and ESPRO tailbone shell for ski and snowboard use.
• Demon United Zero RF D3O Unisex Ski and Snowboard Padded Pants Padded pants with D3O protection at knees, hips, and tailbone, featuring Velcro knee pads.
• Demon United Zero RF D3O Ski & Snowboard Knee Pads Knee pads with recycled D3O smart foam, neoprene body, and silicone grip bands.
• Demon United Zero PLUS RF D3O Unisex Ski/Snowboard Padded Top Zero Plus RF padded top with D3O technology and A.I. insert pad for enhanced torso protection.
• Demon Flexmeter Double Sided Wrist Guards with D3O Double-sided wrist guards integrated with D3O impact technology, featuring a removable plate design.
• Demon AZZPADZ D3O Tailbone Protector High-coverage tailbone protector featuring D3O T5 impact plate with flexible plastic shell and 3-layer shock-absorbing system.
• Demon AZZPADZ Jr. Tailbone Protector Youth-sized tailbone protector with three-layer padding system and adjustable straps for young snowboarders and skiers; priced at $44.99.
• Demon AZZPADZ Tailbone Protector (Standard) Dedicated tailbone and coccyx padding with three-layer foam system and adjustable harness, designed to be worn under snow pants.
• Demon Podium X MIPS Helmet MTB helmet with MIPS safety technology, weighing 710g with four certifications.
• Demon Arctic Blue Snow Goggle Magnetic swap-lens snow goggle with interchangeable straps, UV protection, anti-fog, and wide field of view.
• Demon All Season Ski & Snowboard Speed Wax Pack Five-bar wax pack including Demon Orange Crush Warm Wax, Blue Blur Cold Wax, Snow Lightning Universal Wax, Modified HydroCarbon Universal Wax, and Black Gold Graphite Universal Wax.
• Apex Predator Loadout — X V7 Top, Shorts & Knee Pads Bundle Flagship bundle combining X V7 D3O Impact Top, X V7 D3O A.I. Impact Shorts, and Hyper X V7 D3O A.I. Knee Pads at a discounted bundle price of $419.99 (vs. $489.97 individual value).
• Bend & Send Kit — Knee + Elbow Pads Bundle Bundle of Zero RF Knee Pads and Zero RF Elbow Pads priced at $84.99 (vs. $94.98 individual value) for protecting the two joints that meet the ground first.
• Demon Avalanche Snow Probe 270 cm collapsible aluminum avalanche probe with carry sack for backcountry safety testing snow depth or locating buried persons.
• Tune Shop Products (Wax, Irons, Vises, Tools, Stomp Pads, Tune Kit Bundles) Complete tuning equipment line including Tune Kit Bundles, Wax, Irons, Vises, Tools & Hardware, and Stomp Pads for ski and snowboard maintenance.

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• D3O®coreTechnology or IntegrationD3O® is a materials science company providing smart foam technology that hardens on impact. Demon United integrates D3O® impact protection technology into their protective gear including body armor, padded shorts, tops, knee pads, elbow pads, and tailbone protectors. D3O® certifications (CHEST, EVO, T6, T5) demonstrate compliance with impact protection standards.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• POC: Swedish premium protective gear and helmet brand for skiing, snowboarding, and cycling. Directly comparable to Demon United in target customer (action sports riders needing impact protection) and in leveraging advanced safety technologies (MIPS, SPIN) in helmets and body armor.
• Dainese: Italian maker of protective gear spanning motorcycle, ski, and mountain bike. Highly comparable to Demon United across ski/snowboard body armor and impact protection, with a broader motorsports catalog that includes similar D3O-equipped apparel.
• G-Form: US-based impact protection brand using RPT (Reactive Protection Technology) foam in protective apparel, knee/elbow pads, and back protectors for snow, mountain biking, and action sports. Closely comparable product portfolio and channel mix to Demon United.
• EVS Sports: Specialist in impact protection apparel (knee braces, chest protectors, elbow guards) for motocross, mountain biking, and snow sports. Comparable to Demon United in core body armor and joint protection categories, with a heavier motocross lean.
• Fox Racing: Iconic MTB/BMX protective gear brand with body armor, knee/elbow pads, helmets, and full kits. Direct peer to Demon United in the MTB/BMX segment and in the body armor and pads category, though with broader scale and brand recognition.
• 509: Snowmobile and snow sport apparel/helmet brand with impact protection gear aimed at aggressive riders. Comparable to Demon United on snow action sports protection and helmet range, with snowmobile rather than pure ski/snowboard focus.

Broad incumbents

• Dakine: Established action sports accessories and apparel brand serving snowboarding, skiing, surfing, and mountain biking. Overlaps with Demon United on snow and mountain bike customers, though focuses on bags, gloves, and apparel rather than dedicated impact protection.
• Giro: Major helmet and goggle brand for skiing, snowboarding, and cycling. Comparable to Demon United in ski/snowboard helmets and goggles but operates as a larger, broader incumbent rather than a dedicated impact apparel specialist.
• Smith Optics: Established goggles and helmet brand (with MIPS-equipped helmets) for skiing, snowboarding, and mountain biking. Overlaps with Demon United in the helmet and goggle category, though as a broader optics-led incumbent.

Emerging players

• Sweet Protection: Norwegian action sports brand offering helmets, body armor, and protective gear for skiing, snowboarding, and biking. Comparable to Demon United in ski/snowboard protective apparel and helmets, with a similar premium/niche positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCAOwwGZt_Zee2x-NQdiZwyA
• Facebookfacebook.com/demonunited
• Instagraminstagram.com/demonunited
• TikToktiktok.com/@demon.united
• Xx.com/demon_dirt

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 Demon United