SunFire

What SunFire does

SunFire, a brand of Rock Energy Systems LLC, manufactures commercial-grade portable radiant heaters using diesel, kerosene, or #2 fuel oil at its Janesville, Wisconsin facility. The company is positioned as the only U.S.-made manufacturer of diesel/kerosene portable radiant heaters in its category, with a four-model lineup spanning 80,000 to 160,000 BTU (SF80, SF120, SF150, SF160). Its core technology is infrared radiant heating combined with the proprietary Xtreme Clean burner, which the company claims burns fuel completely for odorless, fume-free, and zero-CO operation; newer SF-series units include Frigid QuickFire, an integrated nozzle-line heater that maintains fuel viscosity in freezing temperatures. Additional OEM consumables include the Frigid Fix diesel anti-gel additive and model-specific tune-up kits and replacement parts.

SunFire sells primarily through a multi-channel model: direct e-commerce on sunfireheaters.com, national retail placements with Home Depot, Lowe's, Amazon, Tractor Supply, Northern Tool, Menards, Costco, and O'Reilly Auto Parts, plus a tiered authorized dealer network offering stocking, reseller, and drop-ship programs. Unit pricing ranges from $1,795 (SF80) to $3,495 (SF160), with refurbished units discounted approximately 25-30%; a 12-24 month dealer financing program is offered. Revenue streams split across new unit sales, certified refurbished units, and a recurring aftermarket of tune-up kits ($83-$88), model-specific nozzles/filters/parts, and consumable Frigid Fix inventory.

End customers span auto repair shops, agricultural operations and pole barns, construction contractors, residential garages and workshops, and outdoor event organizers who require odorless indoor-safe heat. SunFire supports buyers with a 2-year warranty on new and refurbished units, free lifetime phone-based technical support, and U.S.-based parts and sales contact centers. As a privately held LLC with no disclosed funding rounds or external investment, the company is funded organically from operations.

Name

SunFire

Legal name

Rock Energy Systems LLC

Website

https://sunfireheaters.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

SunFire, a Rock Energy Systems LLC brand, manufactures U.S.-made commercial-grade portable diesel and kerosene radiant heaters (80,000 to 160,000 BTU) for auto shops, farms, contractors, and workshops, selling through national retailers, an authorized dealer network, and direct e-commerce.

Ownership category

akta.pro rank

Headquarters

HQ city

Janesville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Heater Sales: Primary revenue from manufacturing and selling commercial-grade portable radiant heaters (SF80, SF120, SF150, SF160 models) ranging from $1,795 to $3,495 for new units. Refurbished units available at reduced prices.
2. Parts and Accessories: Replacement parts including tune-up kits, nozzles, fuel filters, flame sensors, pumps, electrodes, and control panels. Consumable products including Frigid Fix diesel anti-gel additive ($11.95-$99.95).
3. Dealer/Reseller Sales: Revenue through authorized dealer and reseller network with various partnership tiers including stocking dealer, reseller, and drop ship partners.

Pricing tiers

Go-to-market motion3 records

Distribution channels10 records

Marketing channels7 records

Core offering

SunFire manufactures and sells commercial-grade portable diesel and kerosene radiant heaters (SF80, SF120, SF150, SF160) ranging from 80,000 to 160,000 BTU, marketed as odorless, fume-free, low-noise indoor heating equipment for shops, garages, construction sites, pole barns, and agricultural facilities. The company also sells supporting consumables including the Frigid Fix diesel anti-gel additive, tune-up kits, and a full line of OEM replacement parts.

Product overview

SunFire is a manufacturer of commercial-grade portable diesel and kerosene radiant heaters, the only US-made brand in this category. The product line centers on four radiant heater models (SF80, SF120, SF150, SF160) ranging from 80,000 to 160,000 BTU, designed for odorless, fume-free indoor heating in shops, garages, warehouses, pole barns, and construction sites. The SF160 is the flagship and most powerful model. The SF150 has been discontinued but remains available refurbished. Supporting the heater line is Frigid Fix diesel anti-gel additive, tune-up kits, and a comprehensive range of OEM replacement parts. All heaters use infrared radiant heating technology with Xtreme Clean burner technology for complete fuel combustion. Products are manufactured in Janesville, Wisconsin and backed by a 2-year bumper-to-bumper warranty with free lifetime technical support.

Differentiator

Problem solved

Functional benefit

Brands

• Frigid Fix: Diesel anti-gel and fuel fixer additive specifically formulated for use in SunFire diesel-fired radiant heaters. The only additive tested and approved by SunFire for cold-temperature performance improvement.

Products and services

• SF80 Radiant Heater Portable diesel/kerosene radiant heater delivering 80,000 BTU of odorless, low-noise indoor heat for spaces up to 1,900 sq ft. Features a 6-gallon tank providing up to 10 hours of run time, thermostat-ready wiring, and ETL safety certification for US and Canada. Targeted at smaller shops, home garages, and light commercial use.
• SF120 Radiant Heater Portable diesel/kerosene radiant heater delivering 120,000 BTU for spaces up to 2,800 sq ft. Includes a 14.2-gallon tank with up to 16–18 hours of run time, multi-lift bracket for crane/sling/forklift transport, comfort grip frame, folding handle, and thermostat-ready wiring (thermostat not included). Designed for auto shops, construction sites, pole barns, and similar commercial settings.
• SF160 Radiant Heater SunFire's flagship and most powerful portable radiant heater at 160,000 BTU, heating up to 3,700 sq ft. Runs on diesel, kerosene, or #2 fuel oil with a 19-gallon tank delivering up to 16 hours of run time. Standard Frigid QuickFire anti-gel nozzle heater, programmable wall thermostat included, multi-lift bracket, and heavy-duty steel construction. Targeted at large commercial and industrial spaces including construction sites, large auto shops, and agricultural buildings.
• SF150 Radiant Heater (Refurbished) Discontinued 150,000 BTU (high) / 130,000 BTU (low) radiant heater with dual fuel capability, currently sold only in refurbished form. Heats up to 3,600 sq ft, features a 19-gallon tank with up to 19 hours of run time, high/low settings, multi-lift bracket, and flat-free rubber wheels.
• SF80 Radiant Heater (Refurbished) Certified refurbished SF80 radiant heater (80,000 BTU, 6-gallon tank, up to 10-hour run time) sold at a reduced price with the same 2-year bumper-to-bumper warranty as new units. Thoroughly tested, may show minor cosmetic wear, UL listed for US and Canada.
• Frigid Fix Diesel Anti-Gel Additive Diesel fuel anti-gel additive specifically formulated for SunFire heaters. Improves cold-weather startup, fuel atomization, and nozzle spray; removes water and lubricates fuel lines and seals. Sold in 8oz bottles ($11.95) or 9-pack cases ($99.95). Winter dose 1oz per 5 gallons; summer storage dose 1oz per 10 gallons. Only SunFire-approved additive covered under heater warranty.
• SunFire Tune-Up Kits Genuine OEM maintenance kits for SF80 ($83, includes spin-on fuel filter), SF120 ($83, includes nozzle and fuel filter element), SF150 ($88, includes filter element), and SF160 models. Kits contain SunFire-approved components and Frigid Fix additive to keep heaters running reliably.
• OEM Replacement Parts Full range of genuine OEM replacement parts for SF80, SF120, SF150, and SF160 heaters, including nozzles (0.50gph, 0.75gph, 0.85gph depending on model), fuel filters, flame sensors, pump assemblies, electrode assemblies, primary control panels, blowers, power switches, amber power lights, and thermostat kits. Available via online store or through authorized dealers.

Quantifiable outcome

• Zero carbon monoxide emissions when properly maintained
• +3 more outcomes

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Joey Gase RacingcoreGTM or Marketing Partner · 17 April 2026NASCAR sponsorship partnership with Joey Gase Motorsports competing in the O' Reilly Auto Parts Series. SunFire branding appears on Gase's car at Talladega Superspeedway (April 25, 2026) and Texas Motor Speedway (May 2, 2026). Partnership positions SunFire within one of the most visible and competitive racing environments with national broadcast exposure on The CW Network.
• Muscle Tractor NationalsminorGTM or Marketing PartnerSponsorship of Muscle Tractor Nationals event in Morehead, KY supporting the agricultural community. SunFire gave away two radiant heaters - one to a registered puller and one to a lucky spectator during the event.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Mr. Heater (Enerco Group): Mr. Heater is a major portable heater brand selling propane, natural gas, and diesel/kerosene heating products into construction sites, garages, and outdoor spaces - directly overlapping with SunFire's core customer base and retail channels (Home Depot, Tractor Supply, Northern Tool).
• Detroit Radiant Products: Detroit Radiant Products manufactures infrared radiant heating equipment (low- and high-intensity tube heaters) for commercial and industrial spaces. Addresses similar end-use cases as SunFire but with higher-capacity, stationary products rather than portable units.
• L.B. White Company: L.B. White is a U.S. manufacturer of industrial and commercial heating equipment, including radiant and forced-air heaters for construction, agriculture, and commercial spaces. Serves the same end markets as SunFire with broader product depth and longer operating history.
• Val6 (Kalglo Electronics): Val6 is a leading infrared radiant heater brand for commercial and industrial applications that SunFire explicitly names as a competitor in its own SF160 marketing. Both target commercial garages, shops, and workshops with comparable infrared/radiant heating technologies at similar BTU ranges.
• Reddy Heater (DESA Industries): Reddy Heater is a long-standing brand of construction-site portable forced-air heaters (torpedo-style) commonly sold through the same big-box and farm supply retailers as SunFire, with overlapping construction, DIY, and garage heating customers.
• HeatStar (Enerco Group): HeatStar, an Enerco Group brand, makes portable radiant and forced-air construction heaters sold through the same home improvement and farm supply retailers that carry SunFire, targeting overlapping workshops, garages, and construction site customers.
• DuraHeat / World Marketing of America: DuraHeat, marketed by World Marketing of America, manufactures portable indoor-safe kerosene and propane convection heaters serving shops, garages, and supplemental heating use cases that overlap with SunFire's residential garage and small commercial segments.

Broad incumbents

• Modine Manufacturing: Modine is an established commercial and industrial HVAC/heating manufacturer with a broad portfolio (unit heaters, radiant heating, make-up air) overlapping with SunFire's commercial shop, agriculture, and construction customer base.
• Roberts Gordon: Roberts Gordon is an established manufacturer of infrared radiant tube heater systems for warehouses, garages, and commercial buildings - an adjacent radiant-heat category with mostly stationary, larger-output solutions versus SunFire's portable focus.
• Reznor (Nortek Air Solutions): Reznor, part of Nortek Air Solutions, manufactures gas-fired unit heaters and HVAC equipment for commercial and industrial buildings. Serves overlapping facility customers but with stationary installed solutions rather than portable heaters.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/sunfireheaters

Compliance2 records

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 SunFire