What Vexilar does

Vexilar, LLC is a privately held Minneapolis-based designer and manufacturer specializing in ice fishing electronics. Founded in 1960 and headquartered at 6667 West Old Shakopee Rd in Minneapolis, Minnesota, the company operates with an 11-50 employee workforce focused on a narrow vertical of cold-weather sonar and underwater imaging technology. Its product portfolio spans a tiered line of FLX-series ice fishing flashers (FLX-8 through FLX-38, ranging $259.99-$569.99 head units), the newly launching Vision X10 Live View System (the company's first live-imaging sonar with proprietary Stealth Sonar technology, priced $1,699.99-$2,399.99 in bundles), the patent-pending Sidekick Wi-Fi Sonar ecosystem, and the Fish Scout underwater camera line (Predator and Base Camp models). Supporting accessories include Ice-Ducer transducers in multiple angles, K-Drill ice augers, Vision Shuttle carrying cases, batteries, chargers, and the Vexilar App for mobile connectivity.

The company's core technology revolves around sonar engineering: Stealth Sonar (exclusive low-power mode designed to avoid spooking fish), a dual-cone transducer that produces two frequency-steered 36-degree cones from a single bar, broadband adjustable-frequency transducers, auto-ranging depth detection, and patent-pending wireless sonar connectivity with up to 300-foot range. The Vision X10's 10-inch touchscreen integrates live sonar (down and forward views), customizable charts, classic flasher mode, and 2D sonar with A-scope into a single winter-rated unit. Underwater camera products use 1080p Sony CMOS sensors with five adjustable viewing angles.

Revenue is generated entirely through one-time hardware sales (no subscriptions), priced as standalone units or as bundled packages. Distribution combines direct-to-consumer e-commerce via a Shopify storefront (with US/Canada currency support and free shipping over $300) and a dealer network spanning major US sporting goods retailers (Cabela's, Dunhams Sports, Meijer) and local independent sporting goods stores. Customer segments are horizontal within ice fishing, spanning entry-level hobbyists through advanced anglers and fish-house users, with no enterprise or institutional accounts. The company is privately held with no disclosed investors, funding rounds, or parent company.

Name

Vexilar

Legal name

Vexilar, LLC

Website

https://vexilar.com

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

11–50 employees

Short description

Vexilar is a privately held Minneapolis-based manufacturer of ice fishing electronics, designing sonar flashers, live-imaging sonar systems, underwater cameras, and wireless transducer accessories sold direct-to-consumer and through US sporting goods retailers serving recreational ice anglers.

Ownership category

akta.pro rank

Product category

Ice Fishing Electronics

NAICS

Search, Detection, Navigation, Guidance, Aeronautical, and Nautical System and Instrument Manufacturing (334511)

SIC

Search, Detection, Navagation, Guidance, Aeronautical Sys (3812)

akta.pro primary industry

Fishing Electronics & Marine Tech Retail (Fishfinders, GPS, Sonar) (CRAMALAH)

akta.pro secondary industry

Ice Fishing Specialty Retail (CRAMALAE)

Keywords

• Ice fishing sonar
• Fish finder electronics
• Underwater viewing cameras
• Wireless fishing sonar
• Ice augers

Headquarters

HQ city

Minneapolis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales - Fish Finders: One-time purchase of ice fishing sonar systems and flashers, ranging from entry-level FLX-8 ($259.99 head unit) to flagship Vision X10 ($1,699.99-$2,399.99 for bundles).
2. Accessories & Replacement Parts: Ongoing sales of accessories including transducers, batteries, chargers, carrying cases, and replacement parts for existing product lines.
3. Underwater Cameras: Fish Scout product line including Predator ($449.99) and Base Camp ($349.99) underwater viewing systems.
4. Ice Augers & Equipment: K-Drill ice augers and related drilling equipment for ice fishing.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Vexilar designs, manufactures, and sells specialized ice fishing electronics, including ice fishing sonar flashers (FLX series), live imaging sonar systems (Vision X10), patent-pending wireless sonar transducers (Sidekick), and underwater viewing cameras (Fish Scout Predator and Base Camp). The portfolio also extends to K-Drill ice augers, Ice-Ducer transducers, batteries and chargers, carrying shuttles, and apparel accessories sold direct and through dealers.

Product overview

Vexilar offers a comprehensive ice fishing electronics portfolio centered on sonar fish-finding technology. The core product lines include the new Vision X10 Live View System (flagship live-imaging sonar with 10" touchscreen and Stealth Sonar), the FLX series flashers (FLX-8 through FLX-38) ranging from entry to elite levels, Sidekick Wi-Fi Sonar (wireless transducer with mobile app connectivity), Fish Scout underwater cameras (Predator and Base Camp), and Vision Shuttle carrying cases. The ecosystem extends through flasher shuttles (Genz Pack, Pro Pack II, Pro Pack Elite), K-Drill ice augers, transducers (Ice-Ducers in multiple angles), and batteries/chargers. The product architecture follows a modular approach where base units can be customized with various bundles, carrying cases, and accessories.

Differentiator

Problem solved

Functional benefit

Brands

• Fish Scout: Underwater camera systems for ice fishing including Predator and Base Camp models
• K-Drill

Products and services

• Vision X10 Live View System Flagship live imaging sonar for ice fishing, featuring five display modes including live sonar with down and forward view, 2D sonar with A-scope, classic flasher mode, and built-in lake charts on a 10-inch touchscreen. Targeted at serious ice anglers seeking premium real-time underwater imaging.
• Vision X10 Bundle Configurations (System, Ice Bundle, Pro Bundle) Pre-packaged configurations of the Vision X10 Live View System: System (head unit, transducer, cable, maps, hardware), Ice Bundle (adds Vision Shuttle, 16Ah battery, transducer pole), and Pro Bundle (adds 30Ah battery, Sidekick, Thermal Tip-Up, Glo Ring).
• Sidekick Wi-Fi Sonar Patent-pending wireless sonar transducer delivering real-time 2D scrolling or flasher view from up to 300 feet away, with Ice-Ducer and float included. Connects to Vision X10 (up to 4 units) or directly to a smartphone via the Vexilar App for ice anglers who need remote monitoring of multiple holes.
• FLX-8 Ice Fishing Flasher Entry-level flasher with 3-color LED display, 20 interference rejection settings, low power mode, and 120ft depth range. Targeted at beginners or occasional ice anglers seeking a simple affordable fish finding solution.

Quantifiable outcome

• Live sonar with down and forward view from single transducer
• +3 more outcomes

Segments4 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature7 records

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

Market position

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCBK4HjBTgOf8l6N3rDsk5JA
• Facebookfacebook.com/vexilarinc
• Instagraminstagram.com/vexilarllc
• Xx.com/vexilar
• LinkedInlinkedin.com/company/vexilar-inc

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 Vexilar