FUJI Sports

What FUJI Sports does

FUJI Sports is a 56-year-old (founded 1969) privately held manufacturer and direct-to-consumer retailer of martial arts equipment, headquartered in New York with regional operations across North America, Europe, and Australia. The company's product portfolio spans 463 SKUs covering Brazilian Jiu Jitsu Gis, rashguards, grappling shorts, Judo uniforms, MMA and striking gear, FIAS-approved Sambo equipment, and accessories such as sauna suits, mouthguards, and tatami sandals. Core technical features include proprietary ActiveMove Technology (deployed in weight-cutting apparel) and IBJJF, IJF, and FIAS federation approvals that gate sanctioned competition use. The catalog is organized across men's, women's, and kids' categories with extensive size coverage (C0 through A9) and includes premium product lines such as the Heritage Keisho Collection and collaborations with brands like Sig Sauer and Kryptek.

The business operates a hybrid go-to-market combining owned e-commerce storefronts (fujisports.com, fujisports.eu, fujimats.com, fujibjj.com) with a no-minimum wholesale program serving martial arts academies and retailers worldwide. Revenue is generated primarily through direct hardware sales, supplemented by licensing royalties from officially licensed team gear (Alliance Jiu Jitsu, Brazilian Top Team, Renzo Gracie Academy, Royce Gracie, and others) and custom gear design services. Pricing is structured in tiers ranging from entry-level products under $50 to premium bundles around $265, with all transactions on a pay-as-you-go unit-pricing model.

The company has built significant brand equity through endorsements and design collaborations with elite athletes including UFC champion Kayla Harrison, world champion Victor Hugo, and BJJ legend Xande Ribeiro, alongside licensing relationships with foundational BJJ lineages. Marketing is conducted through Instagram, email, content/blog, and athlete ambassador channels. FUJI also operates two wholly owned subsidiaries — FUJI Mats (facility equipment) and FUJI Events (BJJ competition events) — extending its footprint beyond apparel into adjacent martial arts verticals.

Name

FUJI Sports

Website

https://fujisports.com

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

11–50 employees

Short description

FUJI Sports is a privately held, 56-year-old manufacturer and e-commerce retailer of martial arts equipment — including BJJ Gis, Judo uniforms, MMA gear, and Sambo equipment — serving practitioners, academies, and teams across North America, Europe, and Australia through direct-to-consumer and wholesale channels.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Primary revenue stream from selling martial arts gear including BJJ Gis, rashguards, shorts, striking equipment, judo uniforms, and accessories directly to consumers through e-commerce and wholesale channels.
2. Licensed Team Gear: Revenue from officially licensed merchandise for martial arts teams and academies including Alliance Jiu Jitsu, Brazilian Top Team, Renzo Gracie, Royce Gracie, Pedro Sauer, and others.
3. Custom Gear Design: Custom design tool allowing teams and individuals to create personalized Jiu Jitsu Gis, Judo Gis, rashguards, shorts, gloves, and apparel with no experience required.
4. Wholesale Distribution: B2B wholesale channel offering no-minimum orders, wholesale pricing, business support, and same-day shipping to martial arts academies and retailers.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels4 records

Core offering

FUJI Sports designs, manufactures, and sells martial arts apparel and equipment for Brazilian Jiu Jitsu, Judo, MMA, Sambo, and Karate practitioners. The product range includes competition-approved Gis (BJJ and Judo), rashguards, grappling shorts, striking gloves, Sambo Kurtka gear, rank belts, and training accessories (sauna suits, mouth guards, tatami sandals). The company distributes through owned e-commerce storefronts in North America, Europe, and Australia, alongside a no-minimum wholesale program serving academies, gyms, and team stores with custom design capabilities.

Product overview

FUJI Sports is a martial arts equipment manufacturer offering a comprehensive portfolio of grappling, striking, and training gear for Brazilian Jiu Jitsu, Judo, MMA, Sambo, and Karate. The product lineup centers on BJJ Gis (including the flagship All Around Gi, Suparaito lightweight gi, SEKAI 3.0 premium gi, Baseline 2.0 athletic fit gi, and Flow-Tech ventilation gi), Judo uniforms (Single and Double Weave options), rashguards (Baseline 2.0, Shinobi, and collaboration lines), grappling shorts (Baseline Fight Shorts, Shinobi Fight Shorts), striking gear (Precision Boxing Gloves, Hybrid MMA Gloves), and Sambo equipment (FIAS-approved Kurtka jackets, combat gloves, headgear). Specialty collections include the Heritage Keisho Japanese-inspired line, Kryptek and Sig Sauer collaborations, and CholoMMA paisley designs. The company also offers custom gear design services, wholesale programs, and performance accessories like sauna suits, mouth guards, and tatami sandals. Products are distributed across men's, women's, and kids' categories with IBJJF, IJF, and FIAS competition approvals where applicable.

Differentiator

Problem solved

Functional benefit

Brands

• FUJI Mats: Mats and cleaning supplies subsidiary
• FUJI Events

Quantifiable outcome

• 463 products across martial arts disciplines
• +2 more outcomes

Named customers3 records

Segments7 records

Ideal customer profiles2 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

19 partnerships are on record, tiered flagship, core and minor.

• Alliance Jiu JitsuflagshipGTM or Marketing PartnerOfficial gear partnership with Alliance Jiu Jitsu, one of the world's most successful BJJ teams celebrating 30th anniversary. Includes licensed Gis, NOGI apparel, belts, and accessories.
• Brazilian Top Team (BTT)coreGTM or Marketing PartnerLicensed merchandise line for Brazilian Top Team including Gis, NOGI items, belts, and team apparel.
• Renzo Gracie AcademycoreGTM or Marketing PartnerOfficial gear partnership with Renzo Gracie Academy, featuring Gis, NOGI items, belts, apparel, and accessories.
• Royce GraciecoreGTM or Marketing PartnerLicensed gear collection for Royce Gracie, legendary founder of modern BJJ.
• Pedro SauerminorGTM or Marketing PartnerOfficial gear for Pedro Sauer's BJJ system including Gis, rashguards, belts, apparel, and gear.
• Rilion GracieminorGTM or Marketing PartnerLicensed merchandise for Rilion Gracie's Jiu Jitsu system including Gis, NOGI, belts, apparel, bags, and accessories.
• SBG IrelandminorGTM or Marketing PartnerOfficial gear partnership with Straight Blast Gym (SBG) Ireland, home to UFC champions including Conor McGregor.
• Six Blades Jiu JitsuminorGTM or Marketing PartnerLicensed gear for Six Blades Jiu Jitsu academy including Gis and NOGI items.
• Sig SauercoreGTM or Marketing PartnerOfficial Sig Sauer collection featuring licensed firearms manufacturer collaboration on apparel and gear.
• KryptekminorGTM or Marketing PartnerOfficially licensed Kryptek camo pattern collaboration on Flex Lite rashguards and apparel.
• We Defy FoundationminorGTM or Marketing PartnerPartnership with We Defy Foundation supporting veterans through martial arts training. Includes stickers, banners, and apparel.
• World of WarshipsminorGTM or Marketing PartnerLicensed collaboration with World of Warships video game featuring themed apparel and gear.
• CholoMMAminorGTM or Marketing PartnerPaisley pattern licensed collection featuring CholoMMA branded gloves, shin guards, MMA gloves, and pearl weave belts.
• CKO (American Kickboxing)minorGTM or Marketing PartnerGear collection for CKO (Champion Kickboxing Organization) featuring licensed apparel.
• BJJ RevolutionminorGTM or Marketing PartnerLicensed gear for BJJ Revolution academy.
• Brazil 021minorGTM or Marketing PartnerLicensed collection for Brazil 021 academy.
• JJGF (Jiu Jitsu Global Federation)minorGTM or Marketing PartnerOfficial partnership with JJGF for Jiu Jitsu Global Federation merchandise.
• Sheepdog ResponseminorGTM or Marketing PartnerLicensed gear for Sheepdog Response tactical training organization.
• S.O.C.P. (Security Operations Combat Program)minorGTM or Marketing PartnerOfficial gear partnership for Security Operations Combat Program.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Venum: Venum is a global combat sports brand with deep UFC and MMA sponsorship roots; it overlaps FUJI in MMA gloves, BJJ apparel, and academy distribution though it spans a broader combat sports portfolio.
• Hyperfly: Hyperfly is a US-based BJJ and MMA apparel brand with comparable gi and no-gi product lines, lifestyle/competition positioning, and athlete-driven marketing.
• Sanabul: Sanabul is a US-based value-oriented combat sports apparel and equipment brand competing primarily on price across BJJ gis, rashguards, and MMA gear distributed through Amazon and DTC.
• Combat Corner: Combat Corner is a US MMA, BJJ, and boxing equipment retailer/manufacturer with similar academy-channel wholesale and competition-oriented product focus.
• Tatami Fightwear: Tatami is a UK-based direct competitor offering BJJ gis, no-gi apparel, and MMA gear with similar licensed team collaborations and wholesale distribution to academies.
• Scramble: Scramble is a UK-based BJJ-focused apparel and gear brand with a similar design-led, lifestyle-meets-competition positioning and overlapping athlete collaboration model.
• Albino and Preto: Albino and Preto is a premium lifestyle-forward BJJ apparel brand with overlapping gi, rashguard, and belt categories; particularly comparable in the premium-tier, design-driven segment FUJI targets with the Heritage Keisho line.
• Hayabusa Fight: Hayabusa is a leading direct competitor in combat sports apparel and equipment, with strong positions in BJJ, MMA, and boxing gear, athlete endorsements, and a premium DTC brand positioning closely mirroring FUJI's.

Broad incumbents

• Fairtex: Fairtex is a long-established Thai combat sports equipment manufacturer with deep Muay Thai, MMA, and boxing gear catalogs; comparable as a broader incumbent in striking equipment where FUJI competes.

Regional players

• Kwon: Kwon is a long-standing German martial arts equipment manufacturer with comparable Judo, Karate, and BJJ product lines, primarily serving the European market where FUJI also operates via fujisports.eu.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Customer concentration

• Instagraminstagram.com/fujisportsus
• Xx.com/fujisportsus
• Facebookfacebook.com/fujisports
• LinkedInlinkedin.com/company/fuji-sports-co

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

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 FUJI Sports