Anthem Off-Road
Anthem Off-Road is a U.S. e-commerce retailer (founded 2013, Wrightstown, WI) selling aftermarket off-road wheels, tires, and suspension directly to truck/Jeep and UTV/ATV enthusiasts, with wholesale distribution through SD Wheel Wholesale and financing via Affirm and Katapult.
- Company typePrivate
- Founded2013
- HeadquartersBatavia, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Anthem Off-Road does
Anthem Off-Road is a U.S. e-commerce retailer specializing in aftermarket off-road wheels for trucks, Jeeps, ATVs, and UTVs, founded in 2013 and headquartered in Wrightstown, Wisconsin as a subsidiary of Enthusiast Enterprises, Inc. Its core product is a portfolio of 13 truck/Jeep wheel models (including Revenger, Mercenary, Raider, Valor, Helo, Turbine, Talon, Avenger, Intimidator, Rogue, Liberty, Viper, and Equalizer) and 4 powersports models (Equalizer and Rogue in standard and Beadlock configurations), built as aluminum alloy wheels tested to JWL/VIA standards with lug-centric mounting and optional dual-drilled bolt patterns. The company bundles wheels with tires from 200+ partner brands and suspension components from partners including BDS, Zone, Rough Country, McGaughys, SUPERLIFT, and Kryptonite, offering free mount/balance and free 48-state shipping on packages as a core value proposition.
The business operates a direct-to-consumer model via anthemwheels.com alongside a B2B wholesale channel through SD Wheel Wholesale, distributing Anthem alongside sister brands ARKON OFF-ROAD and Anovia Wheels. Revenue is generated primarily through hardware sales of wheels, tires, suspension, and accessories, with adjacent income from financing partnerships (Affirm at 0-36% APR, Katapult lease-to-own, PayPal Credit), a No Questions Asked Replacement Plan warranty, and a 15% Hero Discount for military and first responders. Marketing relies on organic social (TikTok, Facebook, Instagram, YouTube), content/SEO, an ambassador program, and Google remarketing.
Customer segments are diversified and consumer-skewed: truck/Jeep off-road enthusiasts, UTV/ATV powersports owners, modified-vehicle owners seeking fitment guidance, military/first responders via the Hero Discount, and wholesale dealers. The company targets the U.S. lower 48 as its core market with international shipping as a secondary channel, and uses community-led and influencer-driven demand generation rather than a heavy enterprise sales motion.
Anthem Off-Road firmographics
Firmographics- Name
- Anthem Off-Road
- Legal name
- Enthusiast Enterprises, Inc.
- Website
- https://anthemwheels.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Anthem Off-Road is a U.S. e-commerce retailer (founded 2013, Wrightstown, WI) selling aftermarket off-road wheels, tires, and suspension directly to truck/Jeep and UTV/ATV enthusiasts, with wholesale distribution through SD Wheel Wholesale and financing via Affirm and Katapult.
- Ownership category
- akta.pro rank
Anthem Off-Road industry classification
Industry- Product category
- Aftermarket Off-Road Wheels
- NAICS
- Automotive Parts, Accessories, and Tire Retailers (4413), Automotive Parts and Accessories Retailers (44133), Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227)
- SIC
- Motor Vehicle Parts & Accessories (3714), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)
- akta.pro primary industry
- Aftermarket Wheels, Tires & TPMS Accessories Manufacturing (Rims/Spacers/Valve Stems/TPMS Sensors) (IMACANAF)
- akta.pro secondary industries
- Wheels & Rims Manufacturing (Steel/Alloy) (IMACAIAJ), Tires, wheels & related supplies distribution (CRAOANAD), ATV/UTV (Side-by-Side) Riding Gear Retail (CRAMANAH)
Keywords
Where Anthem Off-Road is headquartered
LocationHeadquarters
- HQ city
- Batavia
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Anthem Off-Road business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure, Technology or R&D
Revenue model
- Wheel Sales: Primary revenue stream from selling Anthem Off-Road branded wheels for trucks, Jeeps, ATVs, and UTVs. Products include 14 wheel models for trucks (Revenger, Mercenary, Raider, Valor, Helo, Turbine, Talon, Avenger, Intimidator, Rogue, Liberty, Viper, Equalizer) and 4 models for powersports (Equalizer, Equalizer Beadlock, Rogue, Rogue Beadlock).
- Tire Sales and Packages: Revenue from tire sales both standalone and as part of wheel/tire packages. Company has access to over 200 tire brand partnerships including Toyo, Nitto, Atturo, Federal, Kanati, Patriot, and many others. Packages include free mounting and balancing.
- Suspension Products: Sales of suspension products and accessories from partnered brands including BDS Suspension, Zone, Rough Country, McGaughys, SUPERLIFT, and Kryptonite.
- Accessories and Add-ons: Revenue from accessories including center caps ($30 shipped US48), chrome lug sets, TPMS sensors, spacers, adapters, and apparel/gear.
- Financing Services: Revenue supported by financing options through Affirm (0-36% APR) and Katapult (lease-to-own). Company earns revenue through these partnerships when customers use financing options at checkout.
- No Questions Asked Replacement Plan: Optional protection plan sold at checkout providing wheel replacement coverage for up to 3 years. First replacement costs $39 S&H, subsequent replacements at 50% of wheel retail price plus S&H.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Monthly | Affirm Financing - 0% APR or 10-36% APR based on credit |
| Transaction based/ take rate | Pay-as-you-go | Katapult Lease-to-Own - No credit required |
| Unit Pricing | One time/ perpetual license | Military/First Responder Hero Discount - 15% off |
| Unit Pricing | One time/ perpetual license | No Questions Asked Replacement Plan - Optional coverage |
| Unit Pricing | One time/ perpetual license | Free Mount and Balance included with packages |
| Unit Pricing | One time/ perpetual license | Center Cap Replacement |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels8 records
Anthem Off-Road product offering
Product offeringCore offering
Anthem Off-Road designs and sells aftermarket aluminum alloy off-road wheels for trucks, Jeeps, ATVs, and UTVs through its own e-commerce site and wholesale dealer channel. The company bundles its wheels with tires from 200+ partner brands and suspension components from brands such as BDS, Zone, Rough Country, McGaughy's, SUPERLIFT, and Kryptonite, and offers Affirm and Katapult financing, an optional No Questions Asked Replacement Plan, and a 15% Hero Discount for military and first responders.
Product overview
Anthem Off-Road is an e-commerce retailer specializing in off-road wheels for trucks, Jeeps, ATVs, and UTVs. The core product portfolio consists of two main wheel lines: 13 truck/Jeep wheel models (Revenger, Mercenary, Raider, Valor, Helo, Turbine, Talon, Avenger, Intimidator, Rogue, Liberty, Viper, Equalizer) and 4 powersports wheel models (Equalizer UTV, Equalizer Beadlock UTV, Rogue UTV, Rogue Beadlock UTV). The company bundles wheels with tires from 200+ partnered tire brands (Toyo, Nitto, Michelin, BFGoodrich, etc.) and offers suspension components from BDS, Zone, Rough Country, McGaughy's, SUPERLIFT, and Kryptonite. Additional offerings include wheel/tire packages with free mount and balance, financing services (Affirm, Katapult), an optional No Questions Asked Replacement Plan, a military Hero Discount program, and a wholesale dealer program. The company was founded in 2013 in Wrightstown, Wisconsin and imports wheels from China.
Differentiator
Problem solved
Functional benefit
Products and services
- Anthem Off-Road Truck and Jeep Wheels Aftermarket aluminum alloy off-road wheels designed for trucks and Jeeps, covering 13 models spanning unique styling options, lug-centric construction, dual-drilled bolt patterns for cross-vehicle fitment, and finish/structural warranties. Each wheel is tested to JWL and VIA standards with rotary bending fatigue, impact, and cornering fatigue testing.
- Anthem Off-Road ATV/UTV Wheels Off-road wheels designed specifically for ATVs and UTVs, available in Equalizer and Rogue models with both standard and Beadlock configurations in 14 and 15 inch diameters. Beadlock versions allow reduced tire inflation for increased tread contact in tougher terrains, with compatibility across Polaris, Can-Am, Yamaha, Kawasaki, and Arctic Cat vehicles.
- Wheel and Tire Packages Bundled wheel and tire packages that pair Anthem Off-Road wheels with tires from over 200 partnered tire brands (Toyo, Nitto, Atturo, Federal, Kanati, Patriot, Yokohama, Michelin, BFGoodrich, Cooper, Falken, and others). Packages ship with free mounting and balancing, standard chrome valve stems, and optional balance beads at checkout.
- Suspension Products and Lift Kits Aftermarket suspension and lift kit products resold from partnered brands including BDS Suspension, Zone Off-Road, Rough Country, McGaughy's, SUPERLIFT, and Kryptonite. Sold alongside Anthem Off-Road wheels to enable complete off-road upgrade builds for trucks and Jeeps.
- Off-Road Lighting Products Off-road lighting accessories available through the anthemwheels.com store as complementary add-ons to wheel and suspension upgrades.
- Anthem Off-Road Apparel and Gear Branded apparel and gear including shirts and decals, plus Anthem Off-Road gift cards, sold through the anthemwheels.com store.
- Affirm Buy-Now-Pay-Later Financing Installment financing option offered at checkout through Affirm with fixed monthly payments and rates of 0% APR or 10-36% APR based on creditworthiness, providing real-time credit decisions and transparent terms for orders placed on anthemwheels.com.
- Katapult Lease-to-Own Financing Lease-to-own financing option available at checkout with no credit required, fast pre-approvals up to $5,000, personalized payment plans, and no late fees for customers who may not qualify for traditional credit.
- No Questions Asked Replacement Plan Optional extended protection plan sold at checkout providing wheel replacement coverage for any reason (curbing, road hazard, abuse) for up to 3 years. First replacement requires $39 S&H, additional replacements at 50% of wheel retail price plus S&H, and 100% credit toward a future wheel purchase if no claims are made.
- Military and First Responder Hero Discount Program 15% discount program for Active Duty Military, Veterans, Disabled Veterans, Retirees, Law Enforcement Officers, Firefighters, EMTs, and Paramedics on regularly priced Anthem wheels (truck or ATV/UTV lineup), custom drilling fees, and the No Questions Asked Replacement Plan, with verification through ID cards, certifications, and DD Form submissions.
- Wheel Spacers and Adapters Wheel spacers and adapters offered through partnered manufacturers including BORA (aluminum spacers rated to 30,000 lbs, steel spacers rated to 40,000 lbs) and MST (one-piece and two-piece adapter configurations), sold to improve clearance or wider stance for modified vehicles.
- SD Wheel Wholesale Dealer Program Wholesale platform at sdwheelwholesale.com enabling retailers and dealers to purchase Anthem Off-Road, ARKON OFF-ROAD, and Anovia Wheels brands for resale, with flexible payment options, exclusive wheel brand access, and real-time inventory visibility.
Quantifiable outcome
- 4.9 out of 5 stars based on 841+ customer reviews
- +4 more outcomes
Companies that use Anthem Off-Road
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles4 records
Anthem Off-Road technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature4 records
Anthem Off-Road partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- Over 200 Tire CompaniescoreAnthem Off-Road has partnered with over 200 tire companies to provide complete wheel and tire package solutions. This includes major brands like Toyo, Nitto, Atturo, Federal, Kanati, Patriot and many others, allowing customers to build complete packages with their wheels.
- BDS SuspensioncorePartnership with BDS Suspension for suspension products and lift kits, allowing Anthem to offer complete off-road upgrade packages combining wheels with suspension modifications.
- Zone Off-RoadcorePartnership with Zone Off-Road for suspension products, complementing the wheel offerings with suspension lift and leveling kit options.
- Rough CountrycorePartnership with Rough Country for suspension products, enabling customers to purchase complete off-road suspension solutions alongside wheels.
- McGaughysminorPartnership with McGaughys for suspension products, providing additional option for customers seeking suspension upgrades.
- SUPERLIFTminorPartnership with SUPERLIFT for suspension products, offering another recognized brand in the suspension category.
- KryptoniteminorPartnership with Kryptonite for suspension products, completing the suspension brand lineup available through Anthem Off-Road.
- ARKON OFF-ROADcoreSister brand within Enthusiast Enterprises available through SD Wheel Wholesale platform. Both brands are distributed through the same wholesale dealer network alongside Anthem Off-Road and Anovia Wheels.
- Anovia WheelscoreSister brand within Enthusiast Enterprises available through SD Wheel Wholesale platform. Distributed through the same wholesale dealer network alongside Anthem Off-Road and ARKON OFF-ROAD.
- BORAminorWheel spacer manufacturer partnered with Anthem to offer high-quality spacers and adapters. BORA products carry high load ratings (up to 30,000 lbs for aluminum, 40,000 lbs for steel) and are available in various sizes.
- MST (Motorsport Tech)minorWheel adapter manufacturer offering one-piece and two-piece adapter configurations. Provides installation instructions and technical support for adapter applications requiring different bolt patterns.
Scale indicators5 records
Recent moves6 records
Expansion highlights7 records
Anthem Off-Road competitors and assessment
Company assessmentDirect peers
- Pro Comp USA: Pro Comp manufactures aftermarket off-road wheels, tires, and suspension kits for trucks, Jeeps, and SUVs. Directly comparable product breadth and off-road enthusiast targeting, with longer market history.
- Fuel Off-Road: Fuel Off-Road is one of the largest aftermarket off-road wheel brands, offering cast and forged truck/SUV wheels. Direct competitor to Anthem across truck wheels with overlapping customer base and similar aluminum-alloy construction, though with a much larger dealer footprint.
- XD Series by KMC: XD Series is a premium off-road wheel brand under KMC Wheels focused on aggressive styling for trucks and SUVs. Competes with Anthem's more aggressive designs (Revenger, Raider) and similar price points in the truck/Jeep segment.
- Vossen Wheels: Vossen specializes in premium aftermarket wheels including off-road and forged lines. Competes with Anthem in the upper end of the styling-driven truck/SUV wheel market with direct-to-consumer sales.
- KMC Wheels: KMC Wheels is a major aftermarket off-road and street wheel brand covering trucks, SUVs, and Jeeps. Competes directly with Anthem's core truck/Jeep line with a similar catalog breadth and pricing strategy.
- Method Race Wheels: Method Race Wheels specializes in off-road and beadlock wheels for trucks, Jeeps, and UTVs/ATVs. Highly comparable to Anthem: beadlock options for powersports, race-tested aluminum construction, and UTV-specific product lines.
- Black Rhino Wheels: Black Rhino Wheels focuses on off-road and military-inspired truck/SUV wheels. Direct competitor to Anthem Off-Road in aluminum off-road truck wheels with comparable styling and pricing tiers.
Broad incumbents
- Rough Country: Rough Country is a broad-based off-road parts brand offering suspension, lighting, wheels, and accessories. Anthem resells Rough Country suspension products but also competes in adjacent categories; broader catalog and deeper dealer presence.
- Tire Rack: Tire Rack is a large multi-brand tire and wheel retailer operating direct-to-consumer. Competes with Anthem's wheel/tire package offering via broader inventory across tire brands, though not a wheel manufacturer.
- Discount Tire / America's Tire: Discount Tire is the largest U.S. tire and wheel retailer with extensive physical and online presence. Competes with Anthem on wheel/tire packages at scale, with much greater geographic coverage and installation infrastructure.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Anthem Off-Road social profiles
Digital presenceAnthem Off-Road financial estimates
Financial estimateRevenue estimate
Valuation estimate
Anthem Off-Road leadership team
Management profileNumber of profiles
Anthem Off-Road funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Anthem Off-Road 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 Anthem Off-Road
What does Anthem Off-Road do?
Anthem Off-Road designs and sells aftermarket aluminum alloy off-road wheels for trucks, Jeeps, ATVs, and UTVs through its own e-commerce site and wholesale dealer channel. The company bundles its wheels with tires from 200+ partner brands and suspension components from brands such as BDS, Zone, Rough Country, McGaughy's, SUPERLIFT, and Kryptonite, and offers Affirm and Katapult financing, an optional No Questions Asked Replacement Plan, and a 15% Hero Discount for military and first responders.
Is Anthem Off-Road a public or private company?
Anthem Off-Road is a private company. It is classified as corporate owned and is currently operating.
When was Anthem Off-Road founded?
Anthem Off-Road was founded in 2013. It employs 51 to 100 people.
Where is Anthem Off-Road based?
Anthem Off-Road is headquartered in Batavia, United States, in the North America region.
How does Anthem Off-Road make money?
Six revenue lines are on record. Wheel Sales are the primary driver. The others are tire Sales and Packages, suspension Products, accessories and Add-ons, financing Services and no Questions Asked Replacement Plan.
Who are Anthem Off-Road's main competitors?
Direct peers on record are Pro Comp USA, Fuel Off-Road, XD Series by KMC, Vossen Wheels, KMC Wheels, Method Race Wheels and Black Rhino Wheels. Broad incumbents are Rough Country, Tire Rack and Discount Tire / America's Tire.
Does Anthem Off-Road have an API?
No public API is recorded for Anthem Off-Road.
What industry is Anthem Off-Road in?
Anthem Off-Road's product category is Aftermarket Off-Road Wheels. Its primary akta.pro industry code is IMACANAF, Aftermarket Wheels, Tires & TPMS Accessories Manufacturing (Rims/Spacers/Valve Stems/TPMS Sensors), with a secondary code of IMACAIAJ, Wheels & Rims Manufacturing (Steel/Alloy). Its NAICS code is 4413 and its SIC code is 3714.