What Handup Gloves does

Handup is a privately held, Chattanooga-based manufacturer and direct-to-consumer brand of mountain bike gloves and performance cycling apparel, operating under the trade name HANDUP from its headquarters at 1112 McCallie Ave. The company sells primarily through its owned e-commerce storefront at handupco.com, supplemented by a wholesale and dealer network accessible via a "Find a Dealer" page and a wholesale quick-order system, with free domestic shipping offered on orders over $89. The product portfolio is anchored by a tiered glove system — Most Days (everyday), Vented LITE and SunDura (hot weather), Cold/ColdER/ColdER+/ColdEST (cold weather), Pro and Pro-tection, Youth, and Foundation — and has expanded into a full apparel line including ActiviTEEs (4-way stretch, moisture-wicking, 50+ UPF), FlexGRID button-ups (25 UPF), MTB VenTop jerseys, Flextop Flannels, technical shorts (A.T. Plus, Trail Rambler, WorkHorse Stretch Canvas, Cargo Bib), Stretch Jorts and Jeans, Outerwear with the Hydrosend Shell, technical socks, and cycling caps.

The business model rests on three revenue streams: direct e-commerce (consumer unit pricing), wholesale distribution (one-time license-style buys by dealers), and a custom/private label program for teams, events, and organizations. Unit pricing is consistent across categories — gloves at $30-$32, shorts at $39-$69, tops at $34-$49, and accessories like socks at $14 — and a 20% women-focused discount code (WMN20) plus a retired-styles sale section indicate standard DTC promotional mechanics. Go-to-market is community-led: an ambassador and Pit Crew athlete program, collaborations with cycling nonprofits (IMBA, High Fives Foundation, Austin Hatcher Foundation) and lifestyle brands (Marin Bikes, Pabst Blue Ribbon, GPUNO), and earned media in publications including Bicycling Magazine (2023 Gear of the Year), Pinkbike, Vital MTB, Wall Street Journal, CyclingTips, VeloNews, and GearJunkie.

The primary customer is the mountain biker across trail, enduro, and recreational riding, with secondary segments in youth cyclists and cycling advocacy organizations. No revenue, headcount, funding history, or leadership team details are disclosed; the company shows no identified parent entity, institutional investor, or M&A activity, and operates as an independent private business shipping internationally via a global country/currency selector.

Name

Handup Gloves

Legal name

Handup

Website

https://handupgloves.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Handup is a privately held, Chattanooga-based direct-to-consumer brand designing mountain bike gloves and performance cycling apparel, selling through its e-commerce storefront and dealer network to mountain bikers, cycling enthusiasts, and nonprofit organizations across multiple global markets.

Ownership category

akta.pro rank

Product category

Cycling Apparel & Mountain Bike Gloves

NAICS

Sporting Goods Retailers (45911), Apparel Accessories and Other Apparel Manufacturing (3159), Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Apparel & Accessory Stores (5600), Wholesale-Apparel, Piece Goods & Notions (5130), Motorcycles, Bicycles & Parts (3751)

akta.pro primary industry

Bike Apparel, Helmets & Protective Gear Retail (CRAMAHAC)

akta.pro secondary industries

Cycling & Bike Retail (Sales, Service & Accessories) (CRAMABAH), Bike Accessories Retail (Lights, Locks, Racks, Bags) (CRAMAHAD), Gloves & Mittens (CRAAAJAG)

Keywords

• Mountain bike gloves
• Cycling apparel
• Performance jerseys
• Custom cycling gear
• Outdoor sportswear

Headquarters

HQ city

Chattanooga

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. Direct E-commerce Sales: Primary revenue stream through direct online sales of gloves and apparel to consumers via handupco.com
2. Wholesale Distribution: B2B wholesale channel through dealer network and Find a Dealer program
3. Custom/Private Label: Custom gloves and apparel program for teams, events, and organizations

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Handup designs, sources, and sells mountain bike gloves and cycling apparel directly to consumers via its handupco.com e-commerce store and through a dealer network. Core offerings include a multi-line glove portfolio (Most Days, Shorties, SunDura, Vented LITE, Cold through ColdEST, Pro, Youth, and Foundation collab gloves) plus performance apparel such as ActiviTEEs, FlexGRID button-ups, MTB VenTop jerseys, shorts, jorts, jeans, pants, flannels, hoodies, socks, caps, knee pads, and outerwear. The company also offers a custom design service for teams, events, and organizations.

Product overview

Handup Gloves is a mountain bike and golf apparel company offering a comprehensive product portfolio centered around gloves and performance cycling apparel. The core product lineup includes multiple glove families: the Original Not Boring Gloves (Most Days) for everyday use, SunDura premium gloves with touchscreen technology, Shorties fingerless gloves, Vented LITE for hot weather, and a graduated Cold/ColdER/ColdER+/ColdEST cold weather lineup, plus Pro-level gloves. Apparel includes the ActiviTEEs performance t-shirts (50+ UPF), FlexGRID button-up shirts (25 UPF), MTB VenTop jerseys, Flextop Flannels, various shorts (A.T. Plus, Trail Rambler, WorkHorse Stretch Canvas, Cargo Bib, Stretch Jorts), Stretch Jeans, Outerwear with Hydrosend Shell, technical socks, cycling caps, and full zip jerseys. The company also offers accessories including knee pads, fenders, headwear, and swag. Gear category includes protection, accessories, and gift cards. A custom design program allows teams and individuals to create personalized products. Collaborations include partnerships with Marin Bikes, IMBA, Pabst Blue Ribbon, and various foundations.

Differentiator

Problem solved

Functional benefit

Products and services

• Original Not Boring Gloves (Most Days) The original everyday mountain bike glove designed for most riding conditions, offering touchscreen compatibility and a comfortable fit. Targeted at mountain bikers for trail riding and recreational cycling.
• SunDura Gloves Premium mountain bike gloves featuring Full Touch touchscreen technology and distinctive pattern designs, priced at $30. Targeted at mountain bikers who want touchscreen-compatible fingertips.
• Shorties Gloves Fingerless mountain bike gloves providing grip and palm protection while maintaining dexterity. Targeted at riders who prefer minimal coverage in warm weather.
• Vented LITE Gloves Lightweight, ventilated gloves designed for hot weather riding with breathable materials, priced at $32. Targeted at mountain bikers riding in summer heat.
• Cold Weather Gloves (Cold, ColdER, ColdER+, ColdEST) Cold weather glove lineup with graduated warmth levels from Cold to ColdEST for varying winter riding conditions. Targeted at year-round mountain bikers.
• Pro Gloves & Pro-tection Gloves Professional-grade mountain bike gloves designed for advanced riders with enhanced protection features. Targeted at enduro racers and aggressive trail riders.
• Youth Gloves Mountain bike gloves sized and designed for younger riders. Targeted at children and youth riders in family cycling programs.
• Foundation Gloves (High Fives, IMBA, Austin Hatcher) Special edition gloves that support charitable foundations including High Fives Foundation, IMBA, and Austin Hatcher Foundation through the Gloves that Give program. Targeted at mission-driven consumers.
• ActiviTEEs Performance t-shirts with 4-way stretch, moisture-wicking fabric, and 50+ UPF sun protection, priced $34-$49. Targeted at mountain bikers who want jersey performance in a casual tee style.
• FlexGRID Button Ups Breathable button-up shirts made from super stretch jersey material that wicks sweat, offers 25 UPF sun protection, and works for both riding and casual wear. Targeted at cyclists who want performance and casual style.
• MTB VenTop Jerseys Mountain bike jerseys with vented top panel design for enhanced airflow during rides. Targeted at trail and enduro riders needing maximum ventilation.
• Flextop Flannels Flannel shirts made with stretch fabric for a comfortable, functional alternative to traditional flannels. Targeted at cyclists wanting style and mobility.
• A.T. Plus Short Versatile shorts with phone pocket and functional features for trail riding and everyday use, priced at $49. Targeted at mountain bikers and casual riders.
• Trail Rambler Shorts Technical mountain bike shorts with stretch waistband, multiple zip-pockets, and 12-inch inseam, priced at $69. Targeted at serious trail riders.
• WorkHorse Stretch Canvas Shorts Durable canvas work shorts with stretch for comfort, featuring multiple pockets and functional design, priced from $39 (sale). Targeted at riders and outdoor workers.
• Cargo Bib Shorts Cycling bib shorts with integrated cargo pockets and mesh detailing. Targeted at mountain bikers needing storage and chamois support.
• Stretch Jorts Stretch denim shorts combining casual style with cycling-friendly functionality. Targeted at cyclists wanting bike-friendly casual shorts.
• Stretch Jeans Jeans with stretch fabric for comfortable cycling and everyday wear. Targeted at commuters and casual cyclists.
• Trail Rambler Pants Technical pants designed for mountain biking with stretch fabric and functional features. Targeted at trail riders needing cooler-weather coverage.
• Outerwear & Hydrosend Shell Weather-resistant outerwear including the Hydrosend shell jacket for protection during rides. Targeted at mountain bikers riding in wet and cold conditions.
• Socks (Tech Socks & Wool Socks) Technical cycling socks available in synthetic and wool variants for different riding conditions, priced at $14. Targeted at cyclists needing performance socks.
• Cycling Caps Traditional-style cycling caps that fit under helmets and add style to any ride, priced at $25. Targeted at cyclists and casual wearers.
• Full Zip Cycling Jerseys Full zip cycling jerseys with performance fabric and distinctive patterns. Targeted at road and trail cyclists wanting full-zip versatility.
• Protection (Knee Pads) Protective knee pads for mountain biking to prevent injuries on the trail. Targeted at downhill and aggressive trail riders.
• Fenders Bike fenders to protect riders from mud and water spray. Targeted at mountain bikers riding in wet and muddy conditions.
• Custom Gloves & Apparel Custom design service allowing teams, events, or individuals to create personalized gloves and apparel with custom colors, patterns, and branding. Targeted at teams, events, and organizations.

Quantifiable outcome

• Products featured in 2023 Gear of the Year by Bicycling Magazine

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• IMBA (International Mountain Biking Association)coreStrategic or Co-development PartnerCollaboration on IMBA-branded gloves and apparel through Gloves that Give program. Products include IMBA Mountainscape Summer LITE gloves. Partnership supports IMBA's trail advocacy mission.
• High Fives FoundationcoreStrategic or Co-development PartnerCharitable partnership through Gloves that Give program supporting injured outdoor athletes. High Fives Foundation speckle pattern gloves sold to raise funds.
• Austin Hatcher FoundationcoreStrategic or Co-development PartnerRide Resilient collaboration supporting pediatric cancer survivors through therapeutic programs. Partnership through Gloves that Give program.
• Marin BikesminorGTM or Marketing PartnerCollaboration on Marin Paint Splatter branded apparel and gloves. Co-marketing through shared brand aesthetics targeting mountain biking community.
• Girls Pull Up Not Out (GPUNO)coreGTM or Marketing PartnerOngoing collaboration with GPUNO for women's cycling apparel featuring cream floral and green floral patterns. Dedicated product line with coordinated marketing campaigns.
• Pabst Blue RibbonminorGTM or Marketing PartnerLifestyle collaboration featuring Pabst Blue Ribbon x Handup collection with Pabst Blue Wave and Western Ways branded gloves and apparel.
• Heather Munive ScoopsminorGTM or Marketing PartnerArtist/influencer collaboration featuring limited edition designs.
• King IzminorGTM or Marketing PartnerCollaboration featuring King Iz Orange Camo SunDura gloves with unique flame design.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Race Face: MTB components and apparel brand with gloves and technical riding wear. Comparable on mountain bike customer base, performance positioning, and dealer channel distribution.
• Troy Lee Designs: Heritage MTB and motorsports apparel brand specializing in gloves, helmets, jerseys, and protective gear. Directly comparable to Handup's glove-anchored MTB apparel portfolio and similar premium DTC and dealer distribution.
• Fox Racing: Largest MTB-focused apparel and protective gear brand with deep glove and jersey lines. Directly competes across Handup's core categories with much broader scale and pro team sponsorship presence.
• Ride Concepts: Mountain bike glove specialist brand offering performance gloves across weather conditions, closely mirroring Handup's glove-first product strategy and DTC channel orientation.
• POC Sports: Premium cycling and mountain bike protective gear brand covering gloves, helmets, and apparel. Comparable on premium positioning, technical fabrics, and lifestyle crossover appeal to Handup.
• 100% (100 Percent): MTB-focused brand best known for goggles and gloves with expanding apparel line. Directly comparable on glove core, premium MTB positioning, and community-driven marketing.
• Dakine: Action sports glove, bag, and apparel brand with strong MTB and cycling presence. Comparable on glove-anchored product strategy, lifestyle crossover, and multi-sport consumer base.

Broad incumbents

• Giro Sport Design: Major cycling brand offering gloves, helmets, apparel, and footwear across road, MTB, and gravel. Wider portfolio than Handup but directly overlapping in MTB gloves and lifestyle apparel.
• Pearl Izumi: Large cycling apparel specialist with strong mountain bike jersey, short, and glove offerings. Comparable cycling-focused apparel portfolio with broader scale and dealer penetration.

Emerging players

• Leatt: Mountain bike protective gear brand offering gloves, knee braces, and body protection. Comparable in MTB protective focus and community-driven brand building, though more centered on impact protection than Handup's apparel emphasis.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/handupgloves
• YouTubeyoutube.com/channel/UC9lczcrDiZxOzx9miAJgoMA
• Facebookfacebook.com/handupgloves
• LinkedInlinkedin.com/company/handup-gloves
• Instagraminstagram.com/handupco
• Pinterestpinterest.com/handupglovesofficial

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 Handup Gloves