Cushcore

What Cushcore does

CushCore, Inc. is a Bend, Oregon-based designer and brand owner of engineered foam tire inserts and complementary tubeless tire accessories for the mountain biking and gravel cycling markets. The company's flagship technology is a proprietary foam compound installed inside the tire that produces three-stage suspension behavior: low-deflection support for lively feel and reduced rolling resistance, mid-deflection support for cornering and vibration damping, and high-deflection impact absorption for rim protection. Performance claims — including 50% impact force reduction, 35% sidewall stiffness increase, 12% shock reduction, and 3% lower rolling resistance — are validated through third-party labs (Motion Instruments, Wheel Energy, MTS Roehrig) and an internal accelerometer drop-test tower. The product portfolio spans six insert SKUs (Pro, E-MTB, Trail, XC, Gravel, Plus) priced $49.99-$165, a patented HI-FLO 3-hole tubeless Presta valve system at $30, and installation tooling including the $299 Rotary Tire Tool, Bead Bro, and Bead Dropper.

The business operates a hybrid go-to-market model: direct-to-consumer e-commerce through cushcore.com with free U.S. shipping over $150, layered with a multi-tier distribution network of regional distributors (e.g., QBP, BTI, Trek Distribution in the U.S.; Sport Import and Silverfish in Europe; Bike Box in Australia) covering 35+ countries across North America, Europe, Oceania, Asia, the Middle East, South/Central America, and Africa. CushCore also runs dealer and pro purchase programs, holds an OEM spec-in with Rocky Mountain Bicycles, and is the official tire insert partner of Whistler Mountain Bike Park. Brand credibility is anchored by professional athlete endorsements, including 2023 UCI Downhill World Cup champions Loic Bruni, Vali Hoell, and Valentina Roa Sanchez, and a cumulative race record of 56 UCI DH wins, 11 World Cup titles, and 74 EWS wins. The company was founded in 2017 by Adam Krefting and remains privately held with no disclosed institutional funding.

Name

Cushcore

Legal name

CushCore 2026, Inc.

Website

https://cushcore.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

CushCore designs and sells engineered foam tire inserts, patented tubeless valves, and installation tools for mountain bikers and gravel cyclists globally, distributing through DTC e-commerce, 35+ country distributor network, and OEM partnerships with brands such as Rocky Mountain.

Ownership category

akta.pro rank

Product category

Mountain Bike Accessories

NAICS

Motorcycle, Bicycle, and Parts Manufacturing (336991), Tire and Tube Merchant Wholesalers (42313)

SIC

Motorcycles, Bicycles & Parts (3751)

akta.pro primary industry

Bike Parts & Components Retail (CRAMAHAB)

akta.pro secondary industries

Bike Online Retail & Omnichannel Specialists (CRAMAHAL), Bicycle Tires & Tubes Manufacturing (IMANAKAG)

Keywords

• Mountain bike accessories
• Tire insert technology
• Tubeless tire protection
• Rim protection systems
• Cycling performance products

Headquarters

HQ city

Bend

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, Infrastructure

Revenue model

1. Tire Insert Sales: Primary revenue stream from sale of CushCore tire inserts including Pro, Trail, XC, E-MTB, Gravel, and Plus models. Pricing ranges from $49.99 for Plus to $165.00 for E-MTB.
2. Accessories and Tools: Supplementary revenue from HI-FLO valves ($30), tool packs ($35), tire installation tools including Bead Bro ($16), Bead Dropper ($24), and Rotary Tire Tool ($299).
3. Apparel and Accessories: Additional product category including sticker kits ($2) and branded apparel items.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

CushCore designs, manufactures, and sells engineered foam tire inserts for mountain bikes that are placed inside tubeless tires to absorb impacts, support sidewalls, protect rims, and reduce rider fatigue. The company offers a portfolio of discipline-specific insert models (Pro, Trail, XC, E-MTB, Gravel, Plus) priced from $49.99 to $165, complemented by patented HI-FLO 3-hole tubeless Presta valves and proprietary tire installation tools. Products are sold direct-to-consumer online and through a global distributor and dealer network serving mountain bikers worldwide.

Product overview

Cushcore is a mountain biking technology company offering a portfolio of engineered tire inserts and related accessories. The core product line consists of six distinct CushCore insert models (Pro, E-MTB, Trail, XC, Gravel, and Plus), each designed for specific riding disciplines ranging from Cross-Country to Downhill and Electric Mountain Biking. These tire inserts are complemented by the HI-FLO Valves (patented 3-hole tubeless Presta valves available in multiple sizes and colors) and a range of installation/removal tools including the Rotary Tire Tool, Bead Bro, Bead Dropper, and Tool Pack bundle. The inserts work together with tubeless tire sealant and are designed to be compatible with all rim and tire combinations. Performance claims include 16% improved suspension performance, 50% impact force reduction, 35% sidewall stability increase, 12% smoother ride, and 3% less rolling resistance.

Differentiator

Problem solved

Functional benefit

Products and services

• CushCore Pro High-performance foam tire insert designed for downhill mountain biking, providing maximum impact absorption, rim protection, and sidewall stability at aggressive speeds. Priced at $160.00.
• CushCore E-MTB Tire insert specifically engineered for electric mountain bikes, designed to handle the additional weight and torque of e-MTB riding. Priced at $165.00.
• CushCore Trail Versatile foam tire insert for trail and all-mountain riding, offering a balance of impact protection, cornering stability, and reduced rider fatigue.
• CushCore XC Lightweight foam tire insert designed for cross-country riding, providing improved performance while maintaining efficient rolling characteristics.
• CushCore Gravel Foam tire insert designed for gravel biking, offering puncture protection and improved stability on mixed surfaces including roads, dirt paths, and trails.
• CushCore Plus Entry-level tire insert offering core CushCore impact protection and rim benefits at an affordable price point. Priced at $49.99 on sale.
• HI-FLO Valves Tubeless Presta valves featuring CushCore's patented 3-hole Hi-Flo design with anti-clog properties, available in 44mm, 55mm, and 66mm sizes and 13 color options. Priced at $30.00.
• Rotary Tire Tool Revolutionary tire changing tool designed to make tire installation and removal fast and easy. Priced at $299.00.
• Tool Pack (Bead Bro + Bead Dropper) Combination pack containing both the Bead Bro and Bead Dropper tire tools for installation and removal of CushCore inserts. Priced at $35.00.
• Bead Bro Tire lever tool designed to assist with bead installation on tires. Priced at $16.00.
• Bead Dropper Tire lever tool that helps with removal and installation of CushCore tire inserts, especially the critical step of dropping the bead into the rim channel. Priced at $24.00.
• Sticker Kit Decorative sticker kit featuring CushCore branding for personalization. Priced at $2.00.
• Mix & Match CushCore Set Flexible bundled set allowing customers to mix and match different CushCore insert types for customized performance.

Quantifiable outcome

• 50% reduction in impact force from big hits compared to standard tubeless tires
• +5 more outcomes

Named customers8 records

Segments6 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Five partnerships are on record, tiered core and flagship.

• QBP (Quality Bicycle Products)coreChannel Partner/ Reseller/ DistributorPrimary North American distributor for CushCore products in the USA. QBP is a major player in the bicycle parts and accessories distribution space.
• BTIcoreChannel Partner/ Reseller/ DistributorNorth American distributor for CushCore products in the USA.
• Trek DistributioncoreChannel Partner/ Reseller/ DistributorNorth American distributor for CushCore products in the USA through Trek bicycle retail network.
• Whistler Mountain Bike ParkflagshipStrategic or Co-development PartnerOfficial Tire Insert partner starting 2022 season. CushCore is designated as the 'Official Tire Insert of the Whistler Mountain Bike Park', a premier downhill biking destination.
• Rocky MountainflagshipOEM/ Whitelabel/ Licensing PartnerCushCore tire inserts are now included as standard equipment on select Rocky Mountain bike models, representing OEM integration of the product.

Scale indicators13 records

Recent moves6 records

Expansion highlights5 records

Others

• Crankbrothers: Crankbrothers designs premium MTB components (wheels, pedals, dropper posts, tools) and sells through the same bike-shop distribution channels as CushCore, with comparable pro-athlete and enduro/DH sponsorship strategies.
• Park Tool: Park Tool is the dominant bicycle tool brand and competes with CushCore's tire-installation tools (Bead Bro, Bead Dropper, Rotary Tire Tool) at the retail and pro-mechanic end of the same bike-shop channel.

Emerging players

• Renthal: Renthal manufactures premium MTB components (handlebars, stems, chainrings) and has expanded into tire-related accessories, making it a comparable premium-brand cycling component peer targeting the same pro/enduro customer base as CushCore.
• Muc-Off: Muc-Off is a global cycling care and accessories brand selling tubeless sealant, tire repair kits, and tools that compete and complement CushCore's accessory/tire-installation product lines in the same bike retail channels.
• Wolf Tooth Components: Wolf Tooth designs and manufactures premium bicycle components and accessories distributed through bike shops, overlapping with CushCore's premium positioning and bike-shop go-to-market strategy in the MTB aftermarket.
• Peaty's Products: Peaty's is a premium bike-care and accessories brand with tubeless sealant and tire-mounting tools (including a motorized rotary tool similar in spirit to CushCore's Rotary Tire Tool), competing in overlapping bike-shop distribution channels.

Direct peers

• Huck Norris: Huck Norris is a well-known competing foam tire insert brand for downhill and enduro mountain biking, directly competing with CushCore Pro and Trail product lines for the same pro and enthusiast customers.
• Stan's NoTubes: Stan's NoTubes pioneered tubeless sealant and rim tape and sells tire insert and tubeless accessories that overlap with CushCore's wheel/tire ecosystem. Both sell through bike shops and pro-sponsored athletes in overlapping MTB communities.
• Schwalbe (Procore): Schwalbe's Procore is a dual-chamber tubeless tire insert system that competes directly with CushCore's inserts across XC, trail, and enduro riding. Schwalbe is one of the largest tire manufacturers globally and brings significantly greater distribution scale.
• Vittoria (Air-Liner Tire Inserts): Vittoria produces Air-Liner tire inserts as a direct competitor to CushCore, offering foam-based inserts for mountain bikes with similar rim protection and impact absorption claims. Both compete for the same pro/endorsement and OEM relationships in the MTB category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/cushcore
• Xx.com/CushCore
• LinkedInlinkedin.com/company/cushcore-llc

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 Cushcore