FOX40

What FOX40 does

Fox 40 International Inc., founded in 1987 by Ron Foxcroft in Hamilton, Ontario, manufactures and distributes sporting goods, safety, and outdoor/marine products globally. Its core innovation is the original pealess whistle, which uses tuned chambers with no moving parts to produce multi-tone sound (90-120 dB), addressing the reliability failures of traditional pea whistles under moisture, freezing, or panic conditions. The product portfolio has expanded into five categories: pealess whistles, SmartCoach coaching boards, mouthguards (FlexxGuard, GrippGuard, Master, ShokGuard), outdoor/marine safety kits, and Sniper Skin hockey grips, with ultrasonic-welded ABS plastic construction as the manufacturing backbone.

Revenue is generated through three streams: branded direct-to-consumer e-commerce (fox40shop.com for international markets, fox40shopusa.com for the USA), B2B wholesale distribution in 140+ countries, and institutional partnerships with major professional sports leagues (NBA, NHL, NFL, CFL, NCAA, FIFA, FIBA) and safety organizations (U.S. and Canadian Coast Guards, Canadian Red Cross). The company employs 11-50 people across its Canadian headquarters and U.S. subsidiary Tri-Foxco U.S.A. in Niagara Falls, NY. The business remains family-owned across multiple Foxcroft family members in executive roles, with no institutional capital or external shareholders evidenced in the source materials.

Name

FOX40

Legal name

Fox 40 International Inc.

Website

https://fox40world.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

11–50 employees

Short description

Fox 40 International Inc., founded in 1987, manufactures and distributes the original pealess whistle, coaching boards, mouthguards, and marine safety products. The family-owned company serves professional sports officials, water safety organizations, and consumers across 140+ countries.

Ownership category

akta.pro rank

Product category

Sporting Goods Manufacturing (Whistles, Coaching Equipment, Protective Gear)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Free Weights & Kettlebells Retail (Dumbbells, Kettlebells, Weight Sets) (CRAMADAC)

akta.pro secondary industry

Hunting Accessories & Field Gear Retail (Calls, Decoys, Blinds, Game Cameras) (CRAMAKAE)

Keywords

• Pealess whistles
• Sports officiating equipment
• Coaching boards
• Mouthguards protective gear
• Outdoor marine safety

Headquarters

HQ city

Niagara Falls

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Whistle and Sporting Goods Sales: Fox 40 generates revenue through the sale of pealess whistles, whistle attachments (FlexxCoil, breakaway lanyards), coaching boards (SmartCoach Pro series), mouthguards (FlexxGuard, GrippGuard, Master, ShokGuard), Fox 40 Gear (first aid kits, sport pouches, 3-packs), outdoor/marine products, and Sniper Skin hockey grips. Products are sold through e-commerce storefronts, authorized retailers, and B2B wholesale channels.
2. E-commerce Retail: Direct-to-consumer sales through two branded e-commerce storefronts (fox40shop.com for international, fox40shopusa.com for USA) offering the full product catalog including whistles, accessories, coaching equipment, mouthguards, and marine products.
3. B2B Wholesale: Wholesale distribution to authorized retailers, sports organizations, safety programs, and institutional customers. B2B customers access the Media Kit portal for product imagery and sales support materials.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Fox 40 International designs, manufactures, and distributes the original pealess whistle (a patented design invented by Ron Foxcroft in 1987) along with a broader portfolio of sporting goods, safety equipment, and outdoor/marine products. The catalog includes multiple whistle variants (Classic, Pearl, Mini, Micro, Sonik Blast CMG, Epik CMG, Fuziun CMG, Caul CMG, SuperForce CMG), SmartCoach coaching boards, Fox 40 mouthguards, whistle attachments and accessories, first aid kits, and Sniper Skin hockey grip products, sold globally in 140+ countries through e-commerce, authorized retailers, and B2B wholesale channels.

Product overview

Fox 40 International is a sporting goods, safety, and outdoor/marine manufacturing and distribution company built around its core invention: the original pealess whistle, invented by Ron Foxcroft in 1987. The product portfolio is organized into five main categories: (1) Pealess Whistles including the Classic, Pearl, Mini, Micro, Sonik Blast CMG, Epik CMG, Fuziun CMG, and Caul CMG, which use a patented multi-chamber design with no moving parts to produce a loud, reliable vibrato sound; (2) A pea-style whistle line featuring the SuperForce CMG, the official whistle of the NHL; (3) Whistle Attachments and Accessories including Breakaway Neck Lanyards, FlexxCoils, and Whistle 3-Packs; (4) SmartCoach Coaching Boards including Pro Clipboard, Pro Rigid Carry Board, Pro Sideline Carry Board, Pro Locker Room Board, Pro Pocket Board, and Pro Edge Board, each featuring full-color dry erase surfaces for game strategy across multiple sports; and (5) Protective Gear including mouthguards (FlexxGuard, GrippGuard, Master, ShokGuard ProLip), first aid kits (Classic, Mini, Micro), and Sniper Skin hockey grips (ICT Hockey Grips, Goalie Paddle Grip, Goalie Top Grip). Fox 40 sells to referees, coaches, water safety professionals, search and rescue teams, and outdoor enthusiasts, and is the official whistle of the NHL, NBA, NFL, CFL, NCAA, FIFA, and FIBA, with products sold in over 140 countries.

Differentiator

Problem solved

Functional benefit

Brands

• Sniper Skin: Hockey stick grip products including ICT Hockey Grips, Goalie Paddle Grips, and Goalie Top Grips
• SmartCoach
• Fox 40 Gear
• Pink Collection

Products and services

• Fox 40 Classic Pealess Whistle The original pealess whistle (115 dB) and industry standard for referees and coaches at all levels, producing consistent, reliable sound that cannot be overblown and is heard up to a mile away.
• Fox 40 Pearl Pealess Whistle Pealess whistle with a softer 90 dB tone, suitable for indoor venues or smaller facilities.
• Fox 40 Mini Pealess Whistle Compact pealess whistle variant in the Fox 40 lineup.
• Fox 40 Micro Pealess Whistle Smallest pealess whistle variant in the Fox 40 lineup, suited for compact carry and personal safety.
• Fox 40 Sonik Blast CMG Pealess Whistle High-powered 120 dB pealess whistle with a Cushioned Mouth Grip (CMG) for comfort and secure handling.
• Fox 40 Epik CMG Pealess Whistle Pealess whistle with Cushioned Mouth Grip, designed for referees and coaches.
• Fox 40 Fuziun CMG Pealess Whistle Pealess whistle with Cushioned Mouth Grip, identified as the whistle of choice for Fox 40 President Dave Foxcroft.
• Fox 40 Caul CMG Fingergrip Whistle Pealess whistle with fingergrip attachment for secure handling during games.
• Fox 40 SuperForce CMG Pea-Style Whistle Nickel-plated brass non-corrosive metal whistle with traditional pea-style sound ball (110 dB); the official whistle of the NHL.
• Fox 40 Breakaway Neck Lanyard Safety lanyard that releases with tension; 3/16" rope-style woven material with Fox 40 logo, J-hook and adjustable cord lock, 36" length.
• Fox 40 FlexxCoil Flexible plastic coil accessory for wrist or arm, with spring-back memory and a 1" brass ring, available in multiple color combinations.
• Fox 40 Whistle 3-Pack Variety pack containing Fox 40 Sonik Blast CMG (120 dB), Classic (115 dB), and Pearl (90 dB) whistles with a breakaway lanyard, tossing coin, and zipper-style nylon carry case.
• Fox 40 Sport Pouch Multi-compartment nylon pouch with zipper close, interior zippered storage and pencil loops, includes a Classic Pealess Whistle (115 dB) and hand strap.
• SmartCoach Pro Clipboard Game strategy board with full-color write-on/wipe-off dry erase surface and durable clip for paperwork, available in basketball, football, hockey, soccer, lacrosse, rugby, volleyball, handball, and baseball.
• SmartCoach Pro Rigid Carry Board Large format portable coaching board with canvas carry bag, double-sided playing surfaces, pre-drilled for wall mounting, available across multiple sports.
• SmartCoach Pro Sideline Carry Board Double-sided coaching board with carrying handle, 2D full court/field on one side and 3D half court/field on the other; 12" x 19".
• SmartCoach Pro Locker Room Board Extra-large format wall-mountable coaching board for locker rooms; 50" x 32" with 2D full court/field, 3D half court/field, and notes area.
• SmartCoach Pro Pocket Board Compact 4" x 6" coaching board for sideline strategy sessions with double-sided dry erase surfaces, available in multiple sports.
• SmartCoach Pro Edge Coaching Board Dual-sport 16.5" x 12.5" coaching board with rubber edging for durability; 2D full court on one side and 2D half court on the other, available in basketball, football, hockey, and soccer.
• Fox 40 FlexxGuard Mouthguard High-impact advanced EVA mouthguard with built-in breakaway tether helmet clip system, designed for football, hockey, and other helmet sports; latex-free.
• Fox 40 GrippGuard Mouthguard Strapless mouthguard with high-impact EVA technology, bite pads for extra shock absorption, superior grip and protection, and a compact lock-in case.
• Fox 40 Master Mouthguard Mouthguard with custom-fit technology; latex-free.
• Fox 40 ShokGuard ProLip Mouthguard Advanced shock-absorbing poly technology with removable ProLip guard fitting all helmets and facemasks, airflow vents, and boil-and-bite custom fit; latex-free.
• Fox 40 Classic First Aid Kit 71-item first aid kit in a floating, durable, water-resistant lightweight case, suitable for marine use and any size boat.
• Fox 40 Mini First Aid Kit 54-item first aid kit meeting all Health Canada regulations, suitable for boats, cars, classrooms, or home use.
• Fox 40 Micro First Aid Kit Compact 47-item first aid kit in a floating, water-resistant case, designed for hiking backpacks, small watercraft, or glove compartments.
• Sniper Skin ICT Hockey Grips Lightweight hockey stick grips with Innovative Color Technology, superior to hockey tape, with rubber top ring and foam tape for customizable grip profile; made in Canada.
• Sniper Skin Goalie Paddle Grip 7.5" goalie paddle grip with o-ring, more durable than hockey tape, with non-adhesive installation.
• Sniper Skin Goalie Top Grip 11" goalie stick top grip with 2 universal top rings, more durable than hockey tape, non-adhesive, installs in seconds with custom fit.

Quantifiable outcome

• Over $2,000,000 donated to American Cancer Society through Officials versus Cancer program
• +2 more outcomes

Named customers14 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

25 partnerships are on record, tiered core and minor.

• Red PointscoreGTM or Marketing Partner · 12 April 2021Fox 40 partnered with Red Points, a leader in brand protection in the digital environment, to combat counterfeit Fox 40 products being sold online. Red Points has brand protection offices in New York, Barcelona, Salt Lake City, and Beijing working to halt counterfeit sales through global marketplaces.
• Canadian Red CrosscoreStrategic or Co-development PartnerCanadian Red Cross sells Fox 40 whistles to Swimming & Water Safety Instructors to encourage water safety promotion. The program brings swimming skills and water safety education to over 1.1 million Canadians annually. Fox 40 is also part of Red Cross's broader humanitarian mission.
• AdventureSmartminorStrategic or Co-development PartnerAdventureSmart is a national Canadian program encouraging outdoor safety. Fox 40 whistles are featured in multiple programs including Hug-A-Tree and Survive (children's wilderness safety), Snow Safety Education, Survive Outside, Survive Outside Snowmobiling, and PaddleSmart. The whistles serve as signaling devices for emergency situations.
• MADD Canada (Mothers Against Drunk Driving)minorGTM or Marketing PartnerMADD Canada uses Fox 40 whistles as symbols of support for their anti-drunk driving campaign. The whistles are attached to vehicle keychains as reminders not to drink and drive. Dave Foxcroft participated in MADD Canada's 2009-2010 School Assembly Program 'Wasted' as the basketball referee.
• Canadian Rangers and Junior Canadian RangerscoreChannel Partner/ Reseller/ DistributorFox 40 whistles are standard safety equipment for Canadian Rangers and Junior Canadian Rangers in Ontario. The Red Whistle Programme provides bright red whistles for emergency use while out on the land or in wilderness. The program originated from 3 CRPG as a millennium safety awareness initiative.
• National Association of Sports Officials (NASO)coreStrategic or Co-development PartnerNASO and Fox 40 partner on the 'Blow the Whistle on Cancer' campaign. NASO announced the campaign in 2002 with support from Ron Foxcroft and other officials. The campaign has helped raise over $2,000,000 for the American Cancer Society through the Officials versus Cancer program.
• The V Foundation for Cancer ResearchminorGTM or Marketing PartnerThe V Foundation has awarded more than $115 million to over 120 facilities nationwide, awarding 100% of direct donations to cancer research. Fox 40 participates in Blow the Whistle on Cancer campaigns supporting the V Foundation, including partnerships with NASO and various state athletic associations.
• IAABO (International Association of Approved Basketball Officials)coreGTM or Marketing PartnerIAABO's Officials versus Cancer program has generated over $2,000,000 for the American Cancer Society. Officials donate up to 25% of one game fee during designated cancer awareness weeks and use white or pink Fox 40 pealess whistles as symbols of commitment to the cause.
• U-SPORTScoreGTM or Marketing PartnerU-SPORTS and Fox 40 sponsor annual Coach of the Year Awards recognizing coaches across Canadian university sports. Fox 40 provides whistles, clipboards, and custom notebooks at all U SPORTS national championships. The partnership began with the 1987 Pan Am Games and Ron Foxcroft's pioneering officiating career.
• Canadian Elite Basketball League (CEBL)minorGTM or Marketing PartnerCEBL, a professional basketball league created by Canadians for Canadians with 80% Canadian players, presents the Fox 40 Referee of the Year award. The CEBL is the only First Division Professional League partner of Canada Basketball.
• National Hockey League (NHL)coreGTM or Marketing PartnerOfficial whistle of the NHL. The SuperForce CMG GloveGrip and Fingergrip models are specifically designed for hockey officials. Dave Foxcroft is also an NFL referee (#167).
• National Basketball Association (NBA)coreGTM or Marketing PartnerOfficial whistle for NBA referees. Ron Foxcroft's career included officiating at NCAA Division 1 level and Michael Jordan's first college game.
• National Football League (NFL)coreGTM or Marketing PartnerOfficial whistle for NFL officials. Dave Foxcroft serves as an NFL referee (#167) and Steve Foxcroft works on the Buffalo Bills Chain Crew.
• Canadian Football League (CFL)coreGTM or Marketing PartnerOfficial whistle for CFL officials. Dave Foxcroft is also a CFL referee (#30), bringing firsthand product experience to the partnership.
• FIFA (Fédération Internationale de Football Association)coreGTM or Marketing PartnerFox 40 whistles are used at FIFA World Cup tournaments and international soccer competitions. The company's international reach spans 140+ countries.
• FIBA (International Basketball Federation)coreGTM or Marketing PartnerFox 40 is the official whistle for FIBA international basketball competitions including the Olympics. Ron Foxcroft officiated the 1976 Olympic Gold Medal basketball game.
• NCAA (National Collegiate Athletic Association)coreGTM or Marketing PartnerRon Foxcroft was the first and only Canadian referee in NCAA basketball history, officiating the NCAA Sweet 16 among other Division 1 games. Fox 40 is the standard whistle for NCAA officials.
• U.S. Coast GuardcoreGTM or Marketing PartnerFox 40 pealess whistle is an approved and recommended sound-signalling device for the U.S. Coast Guard. The whistles meet SOLAS maritime safety requirements and ISO 12402-8 standards.
• Canadian Coast GuardcoreGTM or Marketing PartnerFox 40 whistles are approved and recommended sound-signalling devices for Coast Guards worldwide, including the Canadian Coast Guard.
• American Red CrosscoreStrategic or Co-development PartnerAmerican Red Cross sells Fox 40 whistles and is listed as an outdoor/marine safety partner. The partnership supports water safety and emergency response programs.
• FINA (International Swimming Federation)coreGTM or Marketing PartnerFox 40 whistles are used for FINA international swimming and water sports competitions.
• USA HockeycoreGTM or Marketing PartnerOfficial whistle partner for USA Hockey officials. Fox 40 supplies whistles and Sniper Skin hockey grip products to the hockey community.
• Scouts CanadaminorGTM or Marketing PartnerFox 40 whistles are used by Scouts Canada for outdoor and safety programming.
• Gerber Gear/Bear Grylls SurvivalminorGTM or Marketing PartnerFox 40 is partnered with Gerber Gear/Bear Grylls Survival products, suggesting inclusion in survival kit offerings.
• Les StroudminorGTM or Marketing PartnerPartnership with Les Stroud (Survivorman) for outdoor survival content and product endorsement.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Rawlings Sporting Goods:
• Riddell: Riddell is a major manufacturer of football helmets and protective equipment, with deep relationships at the NFL, NCAA, and high school levels. It is comparable to FOX40 as an established protective-gear and officiating-adjacent brand serving US football, though it specializes in head protection rather than whistles or coaching equipment.
• Wilson Sporting Goods: Wilson is a large, established sporting goods manufacturer with a portfolio spanning balls, bats, gloves, footballs, basketballs, and team equipment across multiple sports. It is comparable to FOX40 as a multi-sport equipment brand serving referees, coaches, and athletes, though it operates on a much broader scale and does not specialize in whistles or officiating accessories.

Direct peers

• Schutt Sports: Schutt Sports manufactures protective sports equipment including football helmets, facemasks, and mouthguards. It directly overlaps with FOX40's mouthguard line (FlexxGuard, GrippGuard, Master, ShokGuard) and serves a similar customer base of athletes, teams, and league officials.
• Mueller Sports Medicine: Mueller Sports Medicine produces sports safety and recovery products including mouthguards, braces, tapes, and first aid supplies. It overlaps with FOX40 across mouthguards, first aid kits, and sports safety gear targeted at athletes, coaches, and trainers.
• Acme Whistles: Acme Whistles is a UK-based manufacturer of referee, safety, and dog whistles (including the iconic Thunderer). It is the closest direct peer to FOX40 in the professional sports officiating whistle category, competing for the same referees, coaches, and safety customers with a comparable traditional metal-construction whistle product line.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/fox40whistle
• YouTubeyoutube.com/channel/UClH26qaKuevLUccAjinZdaA
• Facebookfacebook.com/fox40world
• Instagraminstagram.com/fox40world

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries1 record

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 FOX40