Born Tough
- Company typePrivate
- Founded-
- HeadquartersBrea, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
Born Tough firmographics
Firmographics- Name
- Born Tough
- Legal name
- Born Tough
- Website
- https://borntough.com
- Company type
- Private
- Operating status
- Closed
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Born Tough industry classification
Industry- Product category
- Athletic Apparel
- NAICS
- Clothing and Clothing Accessories Retailers (458110), Sporting Goods Retailers (45911), Apparel Manufacturing (315)
- SIC
- Retail-Apparel & Accessory Stores (5600), Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Athletic / Performance & Activewear Brands (CRAAAAAD)
- akta.pro secondary industries
- Outdoor & Active Lifestyle Apparel Retail (CRAAABAL), Athletic Footwear & Sport Apparel Retail (CRAMABAC)
Keywords
Where Born Tough is headquartered
LocationHeadquarters
- HQ city
- Brea
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Born Tough business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations
Revenue model
- Direct Product Sales: Born Tough generates revenue through direct-to-consumer sales of athletic apparel and accessories via their e-commerce storefront. Products are sold at one-time transaction prices with no subscription model. The company offers 17% storewide discounts during promotional periods and features products across multiple categories including tops, bottoms, accessories, and gear.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Joggers/Pants: $29.99 - $34.99 |
| Unit Pricing | Pay-as-you-go | Shorts: $20.50 - $36.90 |
| Unit Pricing | Pay-as-you-go | Tops (T-shirts/Tanks): $19.99 - $26.24 |
| Unit Pricing | Pay-as-you-go | Hoodies: $41.00 |
| Unit Pricing | Pay-as-you-go | Bags: $32.80 - $41.00 |
| Unit Pricing | Pay-as-you-go | Accessories: $4.10 - $16.40 |
| Unit Pricing | Pay-as-you-go | Compression Gear: $20.50 - $24.60 |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Born Tough product offering
Product offeringCore offering
Born Tough designs, manufactures, and sells men's athletic apparel and workout clothing directly to consumers via its e-commerce storefront. The product line includes joggers, shorts, compression wear, tank tops, t-shirts, hoodies, bags, and fitness accessories, with proprietary fabric technologies (Momentum, AirPro, Prestige, Cordura) incorporated into the garments.
Product overview
Born Tough is an athletic apparel brand selling men's workout clothing and fitness accessories. The product portfolio centers on three main fabric technology lines: AirPro (lightweight, moisture-wicking, four-way stretch), Momentum (stretchable track suit fabric), and Core Fit/Viscose (casual gym wear). Products are organized into bottoms (joggers, shorts, compression pants, track sets), tops (tank tops, t-shirts, hoodies, compression tops), and accessories (bags, water bottles, hats, workout gear). The Momentum TrackSuit series represents a coordinated set of joggers and hoodies designed to be worn together. The company operates as an e-commerce brand using Shopify, shipping within 48 hours with a 1-year warranty and 30-day return policy.
Differentiator
Problem solved
Functional benefit
Products and services
- Joggers Men's performance joggers designed for workouts, gym training, and athletic activity, sold direct-to-consumer as part of Born Tough's activewear line.
- Shorts Men's workout shorts designed for training and athletic use, sold direct-to-consumer.
- Compression Wear Men's compression garments engineered for muscle support and performance during workouts, leveraging Born Tough's proprietary fabric technologies.
- Tank Tops Men's performance tank tops for gym training and athletic activity.
- T-Shirts Men's athletic t-shirts designed for everyday training and activewear use.
- Hoodies Men's performance hoodies for warm-up, cool-down, and casual athletic wear.
- Bags Athletic and gym bags designed to carry training gear, sold as part of the Born Tough fitness accessories range.
- Fitness Accessories Complementary fitness accessories supporting workouts and training, sold alongside apparel in the Born Tough storefront.
Companies that use Born Tough
Customer profileSegments2 records
Ideal customer profiles1 record
Born Tough technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Born Tough partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights3 records
Born Tough competitors and assessment
Company assessmentBroad incumbents
- Nike: Global incumbent in athletic footwear and apparel with massive men's training and activewear lines. Provides the broad incumbent benchmark for category pricing, distribution scale, and brand investment that DTC peers like Born Tough must compete against.
- Lululemon: Premium athletic and lifestyle apparel brand with a significant men's line. Comparable in performance fabric emphasis and activewear positioning, but at far larger scale, with broad retail and DTC distribution that Born Tough cannot match.
- Under Armour: Broad incumbent in men's performance athletic apparel, training gear, and accessories. Comparable in product categories (compression, training shorts, performance tops) and target demographic (male athletes and gym-goers).
Direct peers
- Mack Weldon: Men's basics and activewear DTC brand offering premium underwear, socks, and athletic apparel. Comparable in men's-only focus, DTC-first model, and emphasis on fabric technology and quality construction at accessible price points.
- Public Rec: Men's athletic and everyday apparel DTC brand emphasizing comfort, performance fabrics, and modern fit. Comparable to Born Tough in men's activewear positioning, fabric technology narrative, and direct-to-consumer model.
- Born Primitive: Athletic apparel brand targeting CrossFit, weightlifting, and functional fitness athletes with men's training gear and accessories. Highly comparable to Born Tough in niche target market (functional fitness / lifting), product mix (joggers, shorts, compression, bags), and DTC model.
- Rhone: Men's premium performance apparel brand selling through DTC and selective wholesale. Directly comparable to Born Tough in men's-only focus, premium fabric positioning, and DTC-first go-to-market strategy.
- Vuori: Premium men's athletic and active lifestyle apparel brand with strong DTC e-commerce presence. Comparable to Born Tough in men's performance/lifestyle positioning, premium fabric technology emphasis, and gym-to-everyday wearability thesis.
- Gymshark: Leading DTC fitness apparel brand focused on workout clothing and accessories for gym-goers and athletes. Highly comparable to Born Tough in target customer (fitness enthusiasts), product focus (performance activewear), and pure-DTC distribution model, but operating at vastly larger scale.
- Ten Thousand: Men's athletic apparel brand specializing in training shorts, tops, and accessories with a strong DTC presence. Closely comparable to Born Tough in narrow men's training apparel focus, premium positioning, and reliance on proprietary fabric claims.
Market position
Strengths3 records
Weaknesses3 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Born Tough social profiles
Digital presenceBorn Tough financial estimates
Financial estimateRevenue estimate
Valuation estimate
Born Tough leadership team
Management profileNumber of profiles
Born Tough funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Born Tough M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Born Tough
What does Born Tough do?
Born Tough designs, manufactures, and sells men's athletic apparel and workout clothing directly to consumers via its e-commerce storefront. The product line includes joggers, shorts, compression wear, tank tops, t-shirts, hoodies, bags, and fitness accessories, with proprietary fabric technologies (Momentum, AirPro, Prestige, Cordura) incorporated into the garments.
Is Born Tough a public or private company?
Born Tough is a private company. It is classified as founder individual operated bootstrapped and is currently closed.
When was Born Tough founded?
Born Tough was founded in -1. It employs 11 to 50 people.
Where is Born Tough based?
Born Tough is headquartered in Brea, United States, in the North America region.
How does Born Tough make money?
One revenue line is on record: direct Product Sales.
Who are Born Tough's main competitors?
Broad incumbents on record are Nike, Lululemon and Under Armour. Direct peers are Mack Weldon, Public Rec, Born Primitive, Rhone, Vuori, Gymshark and Ten Thousand.
Does Born Tough have an API?
No public API is recorded for Born Tough.
What industry is Born Tough in?
Born Tough's product category is Athletic Apparel. Its primary akta.pro industry code is CRAAAAAD, Athletic / Performance & Activewear Brands, with a secondary code of CRAAABAL, Outdoor & Active Lifestyle Apparel Retail. Its NAICS code is 458110 and its SIC code is 5600.