What Impact Gel does

Impact Gel (legal entity IG HOLDINGS LLC) is a Wisconsin-based manufacturer of shock-absorbing equestrian and protective products, founded in 2002 by Matthew Kriesel in Ettrick, Wisconsin. The company originated from NASCAR safety technology development: Kriesel previously co-founded Mattec Corporation with racing team owner Richard Childress to build the Hutchens Device, and the company's patented semi-solid gel — soybean-derived, cross-linked molecules that dissipate impact energy horizontally — was used by Geoff Bodine during a serious 2000 Daytona 500 incident. The portfolio centers on saddle pads (Classic Contour, Legend Elite, Denim by Impact Gel, Woven 100% New Zealand Wool patterns, English discipline pads) priced $200-$415, plus specialty pads for hard-to-fit horses (Set-Back, Wither Relief, Build Up, Barrel, Trail Endurance), protective leg care (Bell Boots, Splint Boots), rider seat cushions, human insoles, and the IG Pet Bed which extends the gel technology into household pets.

The business operates a direct-to-consumer e-commerce storefront at impactgel.com with an integrated custom saddle pad design tool (Contour, Barrel, Wither Relief, Legend Elite, Trail Endurance styles, up to 3 weeks production, final sale), an authorized US dealer network searchable via store locator and supplied through a dealer catalog, and an Amazon marketplace channel. Marketing is conducted via organic social (Facebook, Instagram), email (15% signup discount), a Smile.io-powered points rewards program, a brand ambassador initiative, dealer relationships, and the IG Blog. Materials are premium: 70/30 wool blend linings, S.B. Foot Tanning wear leathers engineered for 50+ year durability, and XT Lite Gel perforations for breathability in extreme conditions (-40°F to 250°F).

Customers are primarily western-style equestrian riders — barrel racers, ropers, ranch workers, trail and endurance riders — with secondary segments in English riding, hard-to-fit horses, pony riders, and human/pet applications of the gel technology. Distribution is concentrated in the United States with a recent expansion into Canadian shipping. The company self-identifies as a small, founder-led operation handcrafting products in Wisconsin and is endorsed publicly by country music artist George Strait; a library of individual rider testimonials anchors the brand's marketing. No external institutional investors, parent company, or significant M&A activity is disclosed.

Name

Impact Gel

Legal name

IG HOLDINGS LLC

Website

https://impactgel.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

Impact Gel is a Wisconsin-based manufacturer of patented semi-solid gel saddle pads and equine protective gear, founded in 2002. The company sells premium shock-absorbing products directly to equestrian riders via e-commerce, a US dealer network, and Amazon, and recently expanded shipping into Canada.

Ownership category

akta.pro rank

Headquarters

HQ city

Ettrick

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Revenue model

1. Direct E-commerce Sales: Products sold directly to consumers through impactgel.com e-commerce platform. Customers can purchase stock items and design custom saddle pads online.
2. Authorized Dealer Sales: Products sold through authorized dealers who purchase from the dealer catalog. Dealers have physical retail locations throughout the United States.
3. Amazon Marketplace Sales: Products sold through Amazon marketplace as an additional sales channel.
4. Custom Saddle Pad Orders: Custom-designed saddle pads ordered through online design tool with pricing dependent on selections. Final sale items with up to 3 weeks production time.
5. Gift Cards: Digital gift cards available in variable amounts starting at $25 for gifting to other riders.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Impact Gel manufactures patented shock-absorbing saddle pads and protective gear for horses and riders using its proprietary semi-solid gel technology made from soybeans. The handcrafted pads encase the gel in wool blends and premium leathers, with companion lines covering insoles, seat cushions, leg care boots, and pet beds. Core revenue comes from direct e-commerce, an authorized dealer network, and Amazon, with custom design-to-order options available online.

Product overview

Impact Gel is a manufacturer of shock-absorbing saddle pads and protective gear for horses and riders, founded in 2002 and headquartered in Ettrick, Wisconsin. The product portfolio centers on patented Impact Gel technology—a soybean-based, semi-solid gel material encased in polyurethane bladders that dissipates energy horizontally through its molecular structure. The core product lines include: Classic Contour (the original and most versatile pad with 15+ years of refinement), Legend Elite (premium close-contact design), Denim by Impact Gel (western-fashion denim-styled pads), Woven Saddle Pads (hand-woven 100% New Zealand Wool patterns), and English Saddle Pads (for English riding disciplines). Specialty pads address specific needs: Set-Back (for broad-shouldered or sway-backed horses), Wither Relief, Build Up, Barrel, and Trail Endurance. The company offers extensive customization through online design tools for Contour, Barrel, Legend Elite, Wither Relief, and Trail Endurance styles. Accessories extend the brand to pet beds (IG Pet Bed), rider comfort (Saddle Seat Cushions, Mile Buster), human foot comfort (World's Greatest Insoles), and equine leg protection (Bell Boots, Splint Boots, Horse Trax, Bridge Pads). Collections include Americana (patriotic patterns), Voltage (Spring 2026 neon brights), and Previously Loved (discounted returned items). Products are handcrafted in Wisconsin with materials including 70/30 wool blend, S.B. Foot Tanning leather, and XT Lite Gel options with perforations for breathability.

Differentiator

Problem solved

Functional benefit

Products and services

• Classic Contour Saddle Pad

Quantifiable outcome

• Temperature resistance from -40°F to 250°F without losing energy absorbing properties
• +4 more outcomes

Named customers4 records

Segments6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Four partnerships are on record, tiered minor and core.

• Geoff BodineminorOthers · 1 January 2000NASCAR driver who in 2000 was involved in a serious accident at Daytona 500 and credited the Impact Gel (inserted in his seat) for saving him from severe injury. This incident helped validate the gel technology.
• S.B. Foot TanningcoreOthersSupplier of heavy duty wear leathers using fresh-prepared hides called Wet Blues. Their leather can maintain properties in excess of 50 years, ensuring product durability.
• Richard ChildressminorOthersRacing team owner with whom Matthew Kriesel formed Mattec Corporation, which developed the Hutchens Device head and neck restraint system. Historical partnership from pre-Impact Gel founding.
• Mattec CorporationminorOthersFormer company co-founded by Matthew Kriesel and Richard Childress that developed and sold the Hutchens Device head and neck restraint system, now well-known in racing. Historical entity predating Impact Gel.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Weaver Leather: Diversified equestrian equipment manufacturer with extensive leather tack, saddle pads, and accessories portfolio. Comparable premium materials sourcing (leather goods) and US-based manufacturing.
• Classic Equine: Manufacturer of equestrian leg protection, saddle pads, and performance gear. Directly competes with Impact Gel across multiple product lines including leg boots and saddle pads.
• Cashel Company: Manufacturer of equestrian saddle pads and accessories including western and english disciplines. Directly competes in saddle pad category with similar distribution through dealers and online.
• Toklat: Equestrian equipment manufacturer and distributor of saddle pads, tack, and accessories. Comparable product portfolio and multi-channel distribution strategy.
• Professional's Choice: Sports medicine-inspired equestrian equipment manufacturer specializing in protective boots and saddle pads. Similar premium positioning and product portfolio overlap with Impact Gel's leg care line.
• 5 Star Equine Products: Premium saddle pad manufacturer serving western performance and barrel racing markets. Directly competes with Impact Gel in the high-end western saddle pad category with comparable price points and dealer distribution.
• Tough1: Broad equestrian equipment manufacturer offering saddle pads, blankets, leg protection, and tack at varied price points. Overlaps with Impact Gel across multiple categories including leg care products.

Emerging players

• Derby Originals: Equestrian accessories and equipment brand offering saddle pads, tack, and horse care products at value price points. Indirect competition through lower-priced alternatives to Impact Gel's premium positioning.
• Best Friend Equine: Equestrian supplies and equipment retailer offering saddle pads, leg protection, and accessories. Partial overlap with Impact Gel in protective equipment and saddle pad categories.

Broad incumbents

• Horseware Ireland: Global equestrian equipment manufacturer known for blankets and rugs. Larger scale incumbent with broader product portfolio but overlaps with Impact Gel in performance-oriented equestrian gear.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ImpactGel
• Instagraminstagram.com/impact_gel
• Xx.com/impact_gel
• LinkedInlinkedin.com/company/impact-gel

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 Impact Gel