Primo

What Primo does

Primo Sports Company LLC, operating as Primo Lacrosse, is a direct-to-consumer manufacturer and retailer of lacrosse equipment founded in 2017 by Dave Monroe and headquartered in Milford, Michigan. The company designs, sources, and sells carbon composite lacrosse shafts under the Darkhorse Series (135g-450g weight classes for attack, midfield, defense, goalie, and box positions), Scandium-Titanium alloy premium shafts, and co-designed lacrosse heads including the RC1 and DARKHORSE models developed with Relax Collections and 5Lax. Its underlying technology centers on proprietary materials science: carbon composite construction with proprietary resin systems and PPS fibers for impact resistance, Scandium-Titanium alloy formulations for high strength-to-weight ratios, and a proprietary 3D Raised Checkered Grip with Soft Tack finish designed to balance grip control with glove compatibility. Product specifications include Ergo Grip and Classic Concave shaft shape profiles for differentiated handling characteristics.

The business operates a direct-to-consumer e-commerce model through a Shopify storefront at primosportsco.com, eliminating retail intermediaries and pricing products 28-34% below comparable competitor offerings (e.g., premium shafts starting at $84.99 versus $140+ from competitors). Revenue is generated through three streams: one-time individual product purchases across shafts, heads, mesh, and accessories ($3-$189.99 price points); bundle deals combining shafts, heads, and accessories; and custom team gear orders for lacrosse programs featuring team-specific colors, logos, and branding with revenue sharing (e.g., 20% of sales returned to the Bellevue Wolverines program). Customer segments span individual attackmen and offensive midfielders, defensemen and LSM players, goalies, box lacrosse players, and team/program buyers across high school, collegiate (NAIA and D1), and semi-pro levels.

Primo serves customers globally, with the storefront supporting 25+ countries and multi-currency transactions across North America, Europe, and Asia Pacific. Distribution is exclusively online through the proprietary e-commerce site and dedicated team store pages; there are no retail middlemen. Marketing relies on organic social (Facebook, Instagram), content marketing via the company blog, email newsletter with a 10% subscription discount, customer testimonials, and a referral/affiliate-style team store program. The company maintains brand-aligned partnerships with Relax Collections and 5Lax on product design, Stony Brook University for D1 product testing, and 1% for the Planet on environmental commitments. Operations are founder-led with 1-10 total employees, no external institutional funding, and no disclosed revenue.

Name

Primo

Legal name

Primo Sports Company LLC

Website

https://primosportsco.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Primo Sports Company is a direct-to-consumer lacrosse equipment manufacturer founded in 2017 in Milford, Michigan, selling carbon composite shafts, alloy heads, accessories, and custom team gear through its Shopify storefront to individual players and lacrosse programs across 25+ countries.

Ownership category

akta.pro rank

Product category

Lacrosse Equipment

NAICS

Sporting and Athletic Goods Manufacturing (33992), Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Lacrosse Equipment Retail (CRAMAEAF)

akta.pro secondary industries

Team Sports Equipment & Uniforms Retail (CRAMABAE), Team Sports Training Aids & Coaching Equipment Retail (CRAMAEAL)

Keywords

• Lacrosse equipment
• Lacrosse shafts
• Lacrosse heads
• Custom team gear
• Lacrosse accessories

Headquarters

HQ city

Milford

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Product Sales: One-time purchase model for lacrosse shafts, heads, accessories, and apparel through the company's Shopify e-commerce platform. Products sold at direct-to-consumer prices without retail markup.
2. Custom Team Gear Orders: Custom-designed lacrosse shafts for teams and programs with team-specific colors, logos, and branding. Pre-order model with minimum order quantities and production lead times.
3. Bundle Deals: Pre-configured product bundles combining shafts, heads, mesh, and accessories at discounted package pricing (e.g., RC1 strung head + Power Sleeve + shaft bundles).

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Primo Sports Company designs, manufactures, and sells lacrosse equipment directly to consumers via its Shopify e-commerce site primosportsco.com. The core product lines are carbon composite lacrosse shafts (Darkhorse series) and scandium-titanium alloy shafts, along with lacrosse heads, mesh, training accessories, bundle deals, and branded apparel. The company also runs a custom team gear program producing co-branded shafts for schools, clubs, and semi-pro teams with revenue sharing.

Product overview

Primo Sports Company LLC is a direct-to-consumer lacrosse equipment brand offering affordable, high-performance lacrosse shafts and heads. The core product line includes Darkhorse carbon composite shafts (weights from 135g to 450g for all positions), Sc-Ti Scandium-Titanium alloy premium shafts, and RC1/DARKHORSE lacrosse heads (collaborated with Relax Collections and 5Lax). The portfolio also includes lacrosse mesh, accessories (Power Sleeve, screws, sidewall strings), custom team gear, bundle deals, and branded apparel. The company operates a direct-to-consumer business model to provide premium quality at lower prices than traditional retail.

Differentiator

Problem solved

Functional benefit

Products and services

• Darkhorse Series Lacrosse Shafts

Quantifiable outcome

• Products priced 28-34% below leading competitors
• +3 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Relax CollectionscoreStrategic or Co-development PartnerRelax Collections is the original designer/creator of the RC1 Lacrosse Head. The RC1 was designed in collaboration with Relax Collections and 5Lax, combining Relax's design expertise with Primo's distribution and pricing model.
• 5LaxcoreTechnology or Integration5Lax is a design collaborator on the RC1 Lacrosse Head and handles warranty claims for heads. The RC1 was designed by passionate lacrosse players including designers who previously worked for big-name brands. 5Lax provides lifetime-ish warranty service through 5lax.com/warranty.
• 1% for the PlanetminorOthersPrimo is a member of 1% for the Planet, pledging to donate at least 1% of annual revenue (not profit) to environmental organizations focused on planet preservation.
• Michigan State AthleticsminorGTM or Marketing PartnerMichigan State Athletics is listed among trusted team partners on the custom gear page, representing an educational institution partnership.
• Stony Brook UniversityminorStrategic or Co-development PartnerRC1 Lacrosse Head was tested at Stony Brook University (D1 level), with some players continuing to use the head even when offered free heads from big brands.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• East Coast Dyes: Lacrosse mesh, stringing products, and accessories brand with growing shafts offering. Comparable on DTC model and focus on stringing/accessories category, with partial overlap on lacrosse heads and meshes similar to Primo's Select 10D mesh.
• 5Lax: Lacrosse specialty retailer and design collaborator on Primo's RC1 head; offers lacrosse equipment, stringing services, and warranty handling. Direct overlap on lacrosse heads category and partial DTC overlap; comparable as a niche lacrosse specialist.

Direct peers

• Epoch Lacrosse: Premium lacrosse shaft and head brand known for carbon composite engineering and proprietary alloys (e.g., Element, Dragonfly series). Directly comparable to Primo as a performance-focused lacrosse equipment manufacturer targeting the same high-end player segment.
• Maverik Lacrosse: Established lacrosse equipment brand offering shafts, heads, gloves, and complete sticks. Direct competitor in the lacrosse equipment category with broader product breadth (gloves, pads) than Primo and traditional wholesale distribution.
• StringKing: Direct-to-consumer lacrosse equipment brand offering carbon shafts, heads, mesh, and complete sticks at disruptive pricing. Closely matches Primo's DTC value proposition and product portfolio (shafts, heads, mesh, accessories) across attack, midfield, and defense positions.
• STX Lacrosse: Heritage lacrosse brand with full product line including shafts, heads, gloves, and protective gear. Direct competitor with established NCAA sponsorships and broad retail/wholesale distribution; comparable on product category and target market.
• Warrior Sports: Major lacrosse equipment brand owned by New Balance, offering shafts, heads, gloves, and complete sticks. Direct competitor with significantly larger marketing budget and broader product line; comparable on lacrosse equipment category.

Broad incumbents

• Under Armour: Global athletic apparel and equipment brand with a lacrosse product line (heads, gloves, apparel). Broad incumbent operating in lacrosse as part of a wider multi-sport portfolio; competes indirectly on apparel and team uniform programs.
• Brine Lacrosse: Long-established lacrosse brand under Sportcraft/Warrior umbrella offering complete equipment lines. Broad incumbent with heritage distribution relationships and NCAA presence; comparable on lacrosse category though with broader multi-sport positioning.
• Easton Lacrosse: Heritage sporting goods brand with lacrosse shaft, head, and complete stick offerings under broader baseball/hockey portfolio. Comparable on lacrosse equipment category but as part of a multi-sport brand; partial overlap on shafts and heads.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/primolacrosse
• Instagraminstagram.com/primolacrosse
• Xx.com/primolax

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Primo