Grit
GRIT Inc. is a Canadian specialty sporting goods company that designs and sells proprietary equipment carrier bags — hockey towers, goalie bags, golf cart bags, dance wardrobes, and cheer backpacks — direct-to-consumer via Shopify to athletes in North America and Europe.
- Company typePrivate
- Founded2003
- HeadquartersTottenham, Canada
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Grit does
GRIT Inc. is a privately held Canadian sporting goods company founded in 2003 and headquartered in Tottenham, Ontario. The company designs, manufactures, and sells equipment carrier bags and accessories for athletes across multiple sports — principally hockey (carry bags, wheeled towers, goalie bags, hockey gloves), golf (cart bags, towels), competitive dance (portable wardrobe towers, garment bags, LED mirrors, charms), cheerleading (backpacks with magnetic compartments), and baseball. The product portfolio is differentiated by several proprietary innovations: a Torsion Technology composite folding frame (used in hockey tower bags since 2014), AIRBOX 360° air-dry ventilation built with crossover nylon-mesh and webbing construction, Coil Tech glove ergonomics, and sport-specific shelf/divider organization systems.
GRIT operates as a direct-to-consumer e-commerce business through a Shopify storefront at gritinc.net, which ships to Canada, the United States, and 14 European countries. Distribution is supplemented by a retail store locator, a dedicated team sales function for bulk/team orders (hockey teams, branded bags), an affiliate program, and a network of sales representatives and European distributors. Pricing is unit-based across SKUs ranging from $9.99 accessories to $419.99 premium dance towers, plus digital gift cards in $50-$250 denominations. The business has no disclosed institutional funding, no M&A activity, and operates with 1-10 employees under founder and CEO Greg Collins, positioning it as an independent specialty brand in a market otherwise dominated by large sporting goods conglomerates.
Grit firmographics
Firmographics- Name
- Grit
- Legal name
- GRIT Inc.
- Website
- https://gritinc.net
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- GRIT Inc. is a Canadian specialty sporting goods company that designs and sells proprietary equipment carrier bags — hockey towers, goalie bags, golf cart bags, dance wardrobes, and cheer backpacks — direct-to-consumer via Shopify to athletes in North America and Europe.
- Ownership category
- akta.pro rank
Grit industry classification
Industry- Product category
- Sporting Goods - Sports Equipment Bags
- NAICS
- Sporting and Athletic Goods Manufacturing (339920), Sporting Goods Retailers (45911)
- SIC
- Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Sports, Outdoor & Adventure Packs Manufacturing (Backpacks/Duffels) (IMAOAHAE)
- akta.pro secondary industries
- Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail (CRAMAAAI), Golf Bags, Carts & Travel Gear Retail (CRAMAGAC), Team Sports Protective Gear & Sports Medicine Retail (CRAMAEAJ)
Keywords
Where Grit is headquartered
LocationHeadquarters
- HQ city
- Tottenham
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Grit business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure
Revenue model
- Product Sales: One-time hardware sales of sports equipment carrier bags, apparel, and accessories through direct e-commerce. Revenue generated from hockey bags (carry, wheeled, goalie), golf bags, dance towers, cheer products, and apparel.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Hockey Gloves - GRIT Python G900.1 |
| Unit Pricing | Pay-as-you-go | Hockey Carry Bags |
| Unit Pricing | Pay-as-you-go | Hockey Goalie Bags |
| Unit Pricing | Pay-as-you-go | Hockey Wheeled Bags |
| Unit Pricing | Pay-as-you-go | Golf Bags |
| Unit Pricing | Pay-as-you-go | Dance Products |
| Unit Pricing | Pay-as-you-go | Cheer Products |
| Unit Pricing | Pay-as-you-go | Apparel |
| Unit Pricing | Pay-as-you-go | Accessories |
| Unit Pricing | Pay-as-you-go | Gift Cards |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Grit product offering
Product offeringCore offering
GRIT Inc. designs, manufactures, and sells sports equipment carrier bags, apparel, and accessories for athletes across hockey, golf, dance, and cheer. Flagship products are wheeled and carry hockey bags featuring proprietary AIRBOX 360° air-dry ventilation and Torsion Technology composite frames, supplemented by golf cart bags, Dance Tower portable wardrobes, cheer backpacks, and branded apparel.
Product overview
Grit Inc. is a Canadian sporting goods company (headquartered in rural Ontario) that designs and manufactures high-quality carrier bags and equipment for athletes across multiple sports. The product portfolio centers on innovative bag designs featuring proprietary technologies: Hockey Tower bags (wheeled and carry styles with Torsion Technology frames, ventilation systems like AIRBOX 360-degree air-dry), Goalie-specific bags (SUMO series with equipment shelves and mask covers), Golf Tower Cart Bags (with front-facing storage lockers and integrated coolers), Dance Towers (portable wardrobes with garment racks and multi-tiered storage), and Cheer backpacks (with magnetic compartments for bows and shoes). The company also offers apparel (trucker caps, t-shirts), accessories (coolers, charms, mirrors), and replacement parts. All products are designed with emphasis on organization, ventilation, durability, and customization features.
Differentiator
Problem solved
Functional benefit
Products and services
- GRIT Python G900.1 Hockey Glove Men's hockey glove featuring Coil Tech framework for wrist protection with ergonomic contoured design, dual density XLPE foam with PE inserts, and moisture-wicking fabric with GRIT anti-bacterial treatment.
- AIRBOX Hockey Carry Bag
Companies that use Grit
Customer profileNamed customers2 records
Segments5 records
Ideal customer profiles5 records
Grit technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Grit partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Europe DistributorsregionalGRIT maintains a network of distributors for the European market, enabling regional sales and distribution across Europe alongside direct-to-consumer shipping.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
Grit competitors and assessment
Company assessmentDirect peers
- Datrek: Datrek is known for golf bags, travel covers, and related golf equipment organization products. Grit's Golf Tower cart bags target a similar golfer and equipment-transport need.
- OGIO: OGIO designs golf, sports, and active-lifestyle bags with organization, mobility, and equipment-storage features. It is a close product/category peer, especially in golf and structured sports bags.
- Sun Mountain: Sun Mountain specializes in golf bags, golf travel bags, and related equipment organization products. Its golf-bag focus makes it a direct category peer for Grit's Golf Tower line.
- Athletico: Athletico makes sports equipment bags, duffels, backpacks, and sport-specific transport products, including hockey and other athletic use cases. Its multi-sport bag assortment directly overlaps Grit's core equipment-carrier proposition.
Broad incumbents
- PING: PING manufactures golf clubs, golf bags, and related equipment for golfers. It shares Grit's golf customer and premium equipment-organization use case, while operating at substantially greater scale.
- Franklin Sports: Franklin Sports makes multi-sport equipment and accessories for recreational and team play, including hockey-adjacent products. It is a broad incumbent that competes for similar youth and family sporting-goods customers and distribution.
- CCM: CCM is a major hockey equipment brand that offers player gear and related hockey accessories, including bags. Grit competes for the same hockey customer and team-purchasing occasions, but CCM is broader and much larger.
- Bauer: Bauer supplies hockey equipment, protective gear, and accessories to players and teams worldwide. It is a broad incumbent comparable in hockey target market and team-sales motion, although Grit is more specialized in carrier systems.
- Warrior: Warrior offers hockey sticks, protective equipment, and hockey accessories and serves players and teams. The overlap is in the hockey customer base, sport-specific equipment, and team procurement rather than Grit's bag-first specialization.
Emerging players
- Zuca: Zuca offers structured sport and activity bags with frames, wheels, and organization-oriented designs. Its niche bag systems overlap Grit's sport-specific, portable equipment-carrier products, though not its hockey heritage.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Grit social profiles
Digital presenceGrit financial estimates
Financial estimateRevenue estimate
Valuation estimate
Grit leadership team
Management profileNumber of profiles
Profiles1 record
Grit funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Grit M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Grit
What does Grit do?
GRIT Inc. designs, manufactures, and sells sports equipment carrier bags, apparel, and accessories for athletes across hockey, golf, dance, and cheer. Flagship products are wheeled and carry hockey bags featuring proprietary AIRBOX 360° air-dry ventilation and Torsion Technology composite frames, supplemented by golf cart bags, Dance Tower portable wardrobes, cheer backpacks, and branded apparel.
Is Grit a public or private company?
Grit is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Grit founded?
Grit was founded in 2003. It employs 1 to 10 people.
Where is Grit based?
Grit is headquartered in Tottenham, Canada, in the North America region.
How does Grit make money?
One revenue line is on record: product Sales.
Who are Grit's main competitors?
Direct peers on record are Datrek, OGIO, Sun Mountain and Athletico. Broad incumbents are PING, Franklin Sports, CCM, Bauer and Warrior. Zuca is listed as an emerging player.
Does Grit have an API?
No public API is recorded for Grit.
What industry is Grit in?
Grit's product category is Sporting Goods - Sports Equipment Bags. Its primary akta.pro industry code is IMAOAHAE, Sports, Outdoor & Adventure Packs Manufacturing (Backpacks/Duffels), with a secondary code of CRAMAAAI, Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail. Its NAICS code is 339920 and its SIC code is 3949.