Softride

Name

Softride

Legal name

Softride Inc.

Website

https://softride.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Pickup Truck Accessories

NAICS

Motor Vehicle Body and Trailer Manufacturing (33621)

SIC

Truck & Bus Bodies (3713), Wholesale-Motor Vehicle Supplies & New Parts (5013), Motorcycles, Bicycles & Parts (3751)

akta.pro primary industry

Trailer Manufacturing (Utility/Enclosed/Flatbed/Car Hauler) (IMACAGAA)

akta.pro secondary industry

Lifting Accessories & Rigging (Slings, Shackles, Hooks, Spreaders) (IMAHAJAI)

Keywords

• Truck bed accessories
• Tailgate bike pads
• Towing hitch pins
• Cargo tie-down straps
• Pickup truck gear

Headquarters

HQ city

Bellingham

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales (E-commerce/Marketplace): Softride generates revenue through direct sales of tailgate pads, hook-and-loop straps, and tightening hitch pins via their e-commerce website and Amazon marketplace. Products are sold in various pack configurations (2-pack, 4-pack, 10-pack) as one-time purchases. The company previously sold bike racks but no longer manufactures them, having pivoted focus to accessories.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Softride designs, patents, and sells pickup truck accessories, including Shuttle Pad tailgate pads that convert truck tailgates into multi-bike racks, SoftWraps everyday carry hook-and-loop straps for securing gear, and QuietRide tightening hitch pins that eliminate rattle and vibration while towing. The company formerly manufactured bike racks but has pivoted to focus on truck-bed and towing accessories for active lifestyle consumers.

Product overview

Softride offers a focused portfolio of three core product lines for active lifestyle enthusiasts: Shuttle Pad tailgate pads (available in 61", 54", and 25" sizes for full-size, mid-size, and compact trucks respectively), SoftWraps Everyday Carry hook-and-loop straps in multiple sizes and colors, and the QuietRide Tightening Hitch Pin anti-rattle accessory. The company no longer manufactures bikes or bike racks but continues to support replacement keys for legacy rack products. All products carry a 1-year limited warranty.

Differentiator

Problem solved

Functional benefit

Brands

• Shuttle Pad: Tailgate pad product line for carrying bikes and gear in truck beds
• Softwraps
• QuietRide

Products and services

• Shuttle Pad 61" Tailgate Pad

Quantifiable outcome

• Shuttle Pad 61 can accommodate up to 6 bikes
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered minor.

• AllsopminorOthersFamily of brands shown on Softride website footer. Allsop is a separate company that makes computer accessories, garden products, and other consumer goods. Softride displays their logo as part of a 'Family of Brands' section, suggesting common ownership or corporate relationship.
• Digital InnovationsminorOthersFamily of brands shown on Softride website footer. Digital Innovations is a separate company. Listed alongside Softride in the brand family section of the website.
• Allsop HomeGardenminorOthersFamily of brands shown on Softride website footer. Allsop HomeGarden is a separate company in the home and garden space. Listed in the same brand family section as Softride.
• IYNStandsminorOthersFamily of brands shown on Softride website footer. IYNStands (likely 'If You Need' Stands) is a separate company. Displayed in the brand family section alongside Softride.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Kuat: Kuat designs premium hitch-mounted bike racks and cargo accessories for pickup trucks and SUVs. Direct competitor to Softride's original bike rack product line with similar premium positioning and active-lifestyle target market.
• Swagman: Swagman is a Canadian-based manufacturer of bike racks, hitch carriers, and truck-bed accessories. Directly comparable product portfolio in tailgate and hitch-mounted transport solutions targeting pickup truck owners and cyclists.
• Bestop: Bestop is a manufacturer of soft tops, truck bed accessories, and cargo management solutions primarily for Jeep and pickup truck owners. Comparable truck accessory categories including bed protection and cargo organization products.
• RockyMounts: RockyMounts manufactures bike racks, hitch accessories, and cargo solutions for trucks and cars. Comparable niche player serving the same cyclist/active-lifestyle customer segment with similar product categories to Softride's tailgate pad and bike transport lines.
• Reese Towpower: Reese Towpower manufactures towing accessories, hitch pins, and trailer components. Directly comparable to Softride's QuietRide tightening hitch pin product category serving the same towing and hitch-accessory consumer segment.
• Rhino-Rack: Rhino-Rack designs and manufactures roof racks, bike carriers, and cargo management accessories for trucks and SUVs. Comparable truck accessory and bike-transport product categories with active-lifestyle consumer focus.
• Yakima: Yakima is a leading manufacturer of bike racks, cargo boxes, and truck-bed accessories for active-lifestyle consumers. Direct overlap with Softride's Shuttle Pad and bike-transport positioning, with comparable target customers (cyclists, outdoor enthusiasts with pickup trucks) and overlapping distribution through retail and online channels.
• Covercraft: Covercraft manufactures custom vehicle covers and protection accessories including truck bed covers and tonneau accessories. Comparable truck accessory and vehicle protection product categories to Softride's truck-bed-focused portfolio.
• Heininger Holdings: Heininger manufactures hitch-mounted accessories, cargo carriers, and bike/sport equipment holders for vehicles. Direct overlap with Softride's hitch-pin and cargo management categories serving the same RV/active-lifestyle consumer segment.

Broad incumbents

• Thule: Thule is a large Swedish-based manufacturer of premium cargo carriers, bike racks, hitch accessories, and outdoor transport solutions. Comparable to Softride in truck and bike cargo-management categories, with significantly broader product portfolio and global dealer network.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/softrideracks
• LinkedInlinkedin.com/company/softride-inc

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Softride