Sure-Grip

What Sure-Grip does

Sure-Grip is a US-based manufacturer of roller skates, components, and accessories, founded in 1937 and headquartered in South Gate, California. The company designs and produces a comprehensive 158-product catalog spanning complete skates (Boardwalk Plus, Fame, GT-50, Rebel), plates (Power Trac, LoRide, Snyder Imperial/Deluxe/Advantage/Royal, Avanti/Avenger in aluminum and magnesium, Laser), wheels (Boardwalk, Fame, Wonderland, Grip+Dip, Oasis), bearings (QUBE line), trucks (Huck Truck), toe stops, skate tools, bags, and accessories. Core proprietary technology includes the original phenolic fiber wheel with rubber inlay invented by founder John L Wintz in 1937 and still manufactured today, the Huck Truck (the only true park truck designed for roller skates, descended from the 1990s Supreme truck), the modular LoRide plate system, and the Snyder machined forged aluminum plate series. Most products are manufactured in-house at the California facility using injection molding, CNC machining, and computer-aided design, with sub-brands QUBE Bearings and Huck Skate Supply extending the product line.

The company operates a hybrid direct-to-consumer and wholesale business model. Revenue is generated through one-time hardware sales of complete skates, individual components, tools, and accessories via suregrip.com, supplemented by wholesale accounts sold through authorized US distributors (R.C. Sports in Kansas, Southeastern Skate Supply in Georgia and Virginia) and international distributors (Go 4 Sports in Australia, JustSupreme in the EU, Beadle RollerSkates in the UK), with an extended dealer network of roller rinks and skate shops accessible via store locator. Products are priced across a wide range, from $25 gift cards to approximately $900 for premium complete skates, with the most popular complete skates retailing at $199.99-$259.99. Customer segments span recreational skaters, roller derby and speed athletes, park skaters, artistic and rhythm skaters, wholesale/retail partners, and custom skate builders who purchase individual components. Sure-Grip is a privately held, family-owned company with no disclosed funding rounds, acquisitions, or leadership changes, and markets through its e-commerce site, blog content, social media (Instagram, Facebook, YouTube), email newsletter, and its dealer network.

Name

Sure-Grip

Legal name

Sure-Grip International

Website

https://suregrip.com

Company type

Private

Founded year

1937

Operating status

Operating

Headcount range

11–50 employees

Short description

Sure-Grip is a privately held, US-based roller skate and component manufacturer founded in 1937, producing 158 products including complete skates, plates, wheels, bearings, and trucks from its California facility and selling through direct e-commerce, wholesale distributors, and an international dealer network serving recreational, derby, park, and artistic skaters.

Ownership category

akta.pro rank

Product category

Roller Skate Manufacturing

NAICS

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

SIC

Motorcycles, Bicycles & Parts (3751)

akta.pro primary industry

Cycling & Micromobility Products Distribution (CRAOAJAF)

Keywords

• Roller skate manufacturing
• Skate components
• Roller skate wheels
• Skate plates trucks
• Skate accessories tools

Headquarters

HQ city

South Gate

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Complete Roller Skates: Sale of complete roller skates including Boardwalk Plus, Fame, GT-50, Rebel, and specialized models for artistic, outdoor, rhythm, and derby skating. Prices range from approximately $199 to $900.
2. Skate Components (Plates, Trucks, Wheels): Individual components including plates (Power Trac, LoRide, Snyder series, Avanti, Avenger, Laser, Century), trucks, and wheels sold separately for custom skate builds.
3. Skate Tools and Accessories: Tool products including bearing presses, wrenches, and maintenance equipment along with accessories like bags, laces, toe guards, and socks.
4. QUBE Bearings and Lubricants: Proprietary bearing line including Teal, Juice, 8-Ball models along with bearing oil and cleaner products.
5. Wholesale Accounts: Bulk sales to authorized wholesale distributors and skate shops through dedicated wholesale portal.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Sure-Grip designs, manufactures, and sells complete roller skates and individual skate components including plates, trucks, wheels, bearings, toe stops, tools, and accessories. The company produces most products in-house at its South Gate, California facility, with a comprehensive catalog spanning recreational, outdoor, park, derby, speed, and artistic skating applications. Distribution is conducted through direct e-commerce, a wholesale portal, and an authorized dealer network spanning the US, Australia, EU, and UK.

Product overview

Sure-Grip is a roller skate and component manufacturer offering a comprehensive portfolio of products including complete roller skates, wheels, bearings, plates, trucks, toe stops, tools, bags, and accessories. The company was founded in 1937 and manufactures most products in its California facility. Core skate products include the Boardwalk Plus, Fame, and GT-50 complete skates, with specialized lines like the Boardwalk HUCK Skate (collaboration with Huck Skate Supply and Solar Roller Skate Shop). The plate lineup features Power Trac, LoRide, Snyder series (Imperial, Deluxe, Advantage, Royal), Laser, and Avanti/Avenger lines in both aluminum and magnesium. QUBE Bearings offers a complete bearing line, while various wheel collections cover artistic, outdoor, derby, rhythm, and hybrid skating styles. The company also provides an extensive accessories range including skate tools (bearing presses, wrenches, boot marking tools), skate bags, and replacement parts.

Differentiator

Problem solved

Functional benefit

Brands

• QUBE Bearings: Brand for bearings and bearing accessories including bearing oil, bearing cleaner, and various bearing models (Teal, Juice, 8-Ball).
• Huck Skate Supply

Products and services

• Boardwalk Plus Complete roller skate with all-suede boot, padded liner, Rock Nylon Plate, Boardwalk outdoor wheels 62mm/78A, ABEC-7 bearings, and Carrera toe stop, priced at $259.99. Targeted at recreational outdoor skaters.
• Fame Skate Beginner-friendly complete roller skate with vegan boot, microfiber lining, Rock nylon plates, aluminum trucks, ABEC-7 bearings, and 57mm Fame wheels, priced at $199.99.
• GT-50 Recreational and beginner roller derby complete skate with vegan boot, USA-made Rock Nylon Plates (50% recycled nylon), GT-50 swirl wheels 62mm/95A, ABEC-5 bearings, and Carrera speed toe stops, priced at $199.99.
• Boardwalk HUCK Skate Complete park skate package featuring Boardwalk Plus boot, Rock nylon plate, Huck Grind trucks, Huck Wonderland wheels, ABEC-7 bearings, and Rx toe stop, priced at $399 (retail value over $500).
• Power Trac Plate Speed plate made of 7000 series extruded aluminum alloy, the lightest speed plate on the market, with 7-degree action, 8mm aluminum truck, and five cushion options, priced at $434.
• LoRide Plate Innovative skate plate with three different hanger sizes allowing skaters to customize skate height based on wheel size, designed and produced in California.
• Snyder Imperial Plate Machined forged aluminum plate with 45-degree action, available in Figure, Dance, Imperial, and Lite versions for figure, dance, and general skating.
• Snyder Deluxe Plate Machined forged aluminum plate with 15-degree action, available in Super Deluxe, Dance Deluxe, Figure Deluxe, and Lite versions with polished aluminum or light plates and trucks.
• Avanti Magnesium Plate Next-generation plate with 10-degree double action adjustable pivot design, magnesium construction for lightness and durability, four front mounting holes, and Super Cushions.
• Avenger Magnesium Plate 45-degree double action plate with adjustable pivots originally designed for short track speed skating, featuring lightweight magnesium construction, white powder coated finish, DA45 black aluminum trucks, and Sure Grip Purple 85a Super Cushions.

Quantifiable outcome

• Original phenolic wheel still in production after 85+ years
• +2 more outcomes

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Huck Skate SupplycoreStrategic or Co-development PartnerCollaboration on Huck Skate Supply branded products including Huck Truck (park truck) and Wonderland Wheels. The Huck Truck is described as 'The only true park truck designed for roller skates' and represents a dedicated product line within Sure-Grip's catalog.
• Solar Roller Skate ShopcoreStrategic or Co-development PartnerPartner in the Boardwalk HUCK Skate park package collaboration. Three companies came together to offer a complete park skate package worth over $500 for $399.
• Go 4 Sports (Australia)minorChannel Partner/ Reseller/ DistributorAuthorized international distributor for Australia.
• JustSupreme (EU)minorChannel Partner/ Reseller/ DistributorAuthorized international distributor for European Union markets.
• Beadle RollerSkates (UK)minorChannel Partner/ Reseller/ DistributorAuthorized international distributor for United Kingdom.
• R.C. SportsminorChannel Partner/ Reseller/ DistributorAuthorized US distributor based in Lenexa, Kansas.
• Southeastern Skate SupplyminorChannel Partner/ Reseller/ DistributorAuthorized US distributor with locations in Mableton, Georgia and Roanoke, Virginia.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Riedell Shoes: Riedell is a Red Wing, Minnesota-based manufacturer of roller and ice skates, founded 1947. Closest direct competitor to Sure-Grip in American-made skate boots, plates, and components serving figure, derby, jam, and rhythm skaters.
• Moxi Roller Skates: Moxi is a California-based lifestyle roller skate brand (Lolly, Beach Bunny, Jack Boot lines) that competes head-to-head with Sure-Grip in the recreational and beginner-to-intermediate market with strong DTC social-media presence.
• Impala Rollerskates: Impala is an Australian-founded roller skate brand with strong retail distribution and beginner-friendly product lines (e.g., Star, Aura, Chassis). Directly comparable to Sure-Grip's Boardwalk Plus and Fame for recreational/fashion skating.
• Chaya Skates: Chaya is a Powerslide-owned roller skate brand based in Europe offering complete skates, plates, and components for derby, park, and freestyle. Competitor in the components and custom-build segment.
• Bont Skates: Bont is an Australian speed and derby skate manufacturer focused on carbon and fiberglass plates, heat-moldable boots, and high-performance components. Competes with Sure-Grip in speed, derby, and high-end plate categories.
• Rio Roller: Rio Roller is a UK-based heritage roller skate and quad skate brand with wide retail distribution in Europe. Competes with Sure-Grip's outdoor and recreational lines through strong UK/EU shop-channel presence.
• VNLA Roller Skates: VNLA (Vanilla) is a Los Angeles-based roller skate brand focused on rhythm, jam, and lifestyle skating with strong DTC and influencer-driven marketing. Overlaps with Sure-Grip in artistic/rhythm skater segments.
• Jackson Ultima: Jackson Ultima is a Canadian figure and free-skate specialist with strong boots and plates for synchronized, dance, and figure skating. Closest competitor in artistic and figure-skating components where Sure-Grip's Snyder plate family competes.
• Antik Skate (Antik ARTP): Antik is a derby-focused boot and skate brand leveraging the ARTP/SDO carbon plate platform. Competes with Sure-Grip's Avenger/Avanti and Snyder lines for the high-end roller derby and speed segment.

Broad incumbents

• Rollerblade: Rollerblade is the established global leader in inline (rollerblade-style) skates and a broad sporting-goods incumbent owned by Tecnica Group. Not a direct quad-skate competitor but operates in the same wheeled personal-mobility and skating-participation demand pool.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCqOF8xJnXL-rfzPg9G3Fg6w
• Instagraminstagram.com/suregripskates
• Facebookfacebook.com/SureGripSkates
• Xx.com/suregripint

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 Sure-Grip