Norbert's

What Norbert's does

Norbert's Athletic Products, Inc. is a Gardena, California-based specialty retailer and manufacturer of gymnastics, martial arts, stunt training, fitness, and ninja obstacle course equipment. Founded in 1984 by gymnast Norbert Dill, the company has operated for over four decades and maintains a catalog of more than 500 products, ranging from entry-level accessories priced at approximately $47 to large competition-grade apparatus such as the Xcel Silver/Level 3 Vault System at $3,170. Core product categories include panel and tumbling mats, skill cushions, competition landing mats, incline and vaulting mats, skill builders, carpet bonded foam for spring floors, balance beams, vault training systems, and ninja training equipment; the company also resells products from major brands such as AAI, Spieth America, Tumbl Trak, and Victory Athletics.

The company's underlying capability is custom gymnastics equipment manufacturing with in-house foam fabrication and vinyl coating, supporting a free color customization system (14 colors for coated vinyl, 6 for mesh) and a custom digital printing service for facility logos and branding at no incremental cost. Business model is direct-to-consumer e-commerce via norberts.com, supplemented by toll-free phone sales, a quote request system for larger custom orders, and a multi-channel social media presence. Pricing is unit-based with monthly promotions and financing available. The company holds a single industry association membership (USGSA), has no disclosed subsidiaries, no funding rounds, no M&A activity, and no public-facing leadership team beyond the founder; it is a closely held, founder-owned private corporation with a domestic-only operating footprint.

Name

Norbert's

Legal name

Norbert's Athletic Products, Inc.

Website

https://norberts.net

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

11–50 employees

Short description

Norbert's Athletic Products is a Gardena, California-based specialty retailer and custom manufacturer of gymnastics, martial arts, stunt, and ninja training equipment, serving U.S. gymnastics gyms, training facilities, and individual buyers via a 500+ product e-commerce catalog.

Ownership category

akta.pro rank

Product category

Gymnastics Equipment

NAICS

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

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Strength Training Equipment Retail (Racks, Benches, Barbells, Plates) (CRAMADAB)

Keywords

• Gymnastics equipment supply
• Training mats manufacturing
• Cheerleading equipment
• Ninja obstacle course gear
• Martial arts equipment

Headquarters

HQ city

Gardena

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Equipment and Mats Sales: One-time sale of gymnastics equipment, mats, and training supplies directly to customers including gyms, schools, and individuals. Products range from small accessories ($47) to large apparatus ($3,170+).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Norbert's is a manufacturer and direct-to-consumer retailer of gymnastics, cheer, dance, ninja, stunt, and martial arts equipment. The catalog spans more than 500 SKUs covering panel/tumbling mats, fundamental mats, skill cushions, competition landing mats, incline mats, vaulting mats, spring floor systems, balance beams, blocks, vault training systems, ninja obstacle course gear, and trampolines. The company also offers free color customization across 14 vinyl colors and custom digital printing for gym branding.

Product overview

Norbert's Athletic Products, Inc. is a gymnastics supply store and e-commerce platform offering over 500 products. The portfolio spans multiple product categories including: Mats (Panel Mats/Tumbling Mats, Fundamental Mats featuring the Mello Mat, Skill Cushions & Pits, Competition Landing Mats, Incline Mats, Vaulting Mats, Skill Builders, Carpet Bonded Foam, Home Training, Ninja Obstacle Course, Stuntwork, Divider Walls, Spring Floor Systems, Standing Mats, Vinyl Cleaner); Gym Equipment (Blocks, Vault Training, Chalk, Fundamental Equipment, Gymnastics Resource Books, Pit Edge Padding, Men's Training, Bars, Mounting Blocks, Balance Beams, Trampoline and Tumbling, AAI Equipment, Cleaning & Disinfecting, Spieth America Equipment, Tumbl Trak Equipment); Ninja Training; Cheer & Dance; Martial Arts & Fitness; and Protective Padding. The company also offers custom digital printing services and color customization options (14 colors for coated vinyl products, 6 colors for mesh products) with no extra charge. Founded by a gymnast, Norbert's has been operating for over four decades and stocks products from all major manufacturers alongside their own branded offerings.

Differentiator

Problem solved

Functional benefit

Products and services

• Panel Mats/Tumbling Mats Folding panel-style gymnastics tumbling mats in 1-3/8", 2", and 2-3/8" thicknesses, plus sections, wall mounting strips, covers, and special graphics options for gym and school use.
• Mello Mat Fundamental mat approved for JO competition, sized 4' x 6' x 8", used by gymnastics programs for skill development.
• Skill Cushions & Pits Throw mats, pitch mats, 8" and 12" skill cushions, 16"/24"/32" pits, X-Mats, vaulting mats, round-off X-Mats, and tumble tramp dismount mats for training facilities.
• Competition Landing Mats 12cm and 20cm landing mats, double mini and rod floor mats, and run-up beam mount mats for gymnastics competitions.
• Incline Mats Mat Bank System, Standard, Deluxe, and Jumbo incline mats for vault and tumbling progression.
• Vaulting Mats Beginning Vault Mats and Xcel Silver Vault Mats for vault training at all skill levels.
• Skill Builders Mat Bank System, cartwheel-beam mats, round-off mats, motor development equipment, domino cartwheel block, handspring trainers, Victory Tumblers, goal post sets, mailboxes, and octagons for skill progression.
• Carpet Bonded Foam Quick Flex and Standard Carpet Bonded Foam, 4" Hook Carpet Connector, and floor accessories used as base layers for spring floor systems and training surfaces.
• Spring Floor Systems Carpet bonded foam, plain crosslink rolls, floor skirts, spring floor springs, pre-assembled spring floor kits, floor extension systems, and floor accessories for cheer and gymnastics flooring.
• Balance Beams Sticky beam strips, sectional beams, beam pads, suede beams, non-adjustable beam legs, beam recovery, and Fundamental Beams and Crayon Beams for balance beam training.
• Blocks Wunder Blocks, Sectional Blocks (and 2.0), Grand Canyon Bar Blocks, Parallel Blocks, Spot Blocks, Plyo Blocks, and Panel Blocks for spotting and progression.
• Vault Training Equipment Runways and runway tape, springboards and accessories, Power Incline 2.0, table trainers, Level 3 and Xcel Silver systems, Block & Blast Vault System, trapezoids, and vault anchor mats.
• Ninja Obstacle Course Equipment Ninja obstacles, accessories, rope grabs and cargo net bags, AAI G2N Ninja equipment, AG Ninja, ninja pads, and truss pads/wraps for ninja warrior and obstacle course training facilities.
• Stuntwork Equipment Stunt tumbling mats, 4" stunt mats, 8" landing pads, 24" stunt pits, and Xtreme Sports products for stunt and film training.
• AAI Equipment AAI branded equipment including G2N Ninja, Elite Kids, bars, beams, vaulting, pommel, and accessories distributed by Norbert's.
• Trampoline and Tumbling Equipment
• Arctic Launch Station Standalone product (AL-6) priced at $150.00 used in gymnastics and ninja training programs.
• Fun Cube Motor development equipment (GF-855) priced at $325.00 for early childhood and fundamental gymnastics training.
• Gym Dots - Beginning Bars Set of 6 beginning bars (GD-105) priced at $87.00 used as a training aid for beginner bar work.
• Xcel Silver/Level 3 Vault System with Curved Top 4-piece 48" height curved top vault system (VS-550C) priced at $3,170.00 for competitive vault training.
• Laser Beam PRO 16' long laser beam (TT-DPC-16) priced at $799.99 for balance and tumbling training.
• Workstation Stall Bar Stall bar (SB-100) priced at $599.00 for strength and conditioning training.
• Set of 4 Big Book of Gymnastics Set of 4 gymnastics resource books (BB-400) priced at $95.00 sold as a coaching resource.
• Rubber, Vinyl, and Plastic Conditioner & Cleaner Conditioner and cleaner (RVP-100) priced at $62.00 for maintaining mats and gymnastics surfaces.
• Custom Digital Printing Service Custom digital printing in black, white, or full color applied to gym logos and special characters on vinyl and mesh products at no extra charge.

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• United States Gymnastics Suppliers Association (USGSA)minorOthersIndustry membership association for gymnastics suppliers in the United States. Provides industry networking and standards alignment.

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Resilite: Manufacturer of wrestling and gymnastics mats serving schools, gyms, and martial arts programs — a closely comparable mat-product peer, including carpet-bonded foam technology that overlaps with Norbert's proprietary foam line.
• Tumbl Trak: Direct competitor in gymnastics training equipment (mats, skill builders, trampolines) serving the same gymnastics gym and training facility customers. Highly comparable product overlap with Norbert's own-brand gymnastics line.
• Gill Athletics: Long-established athletic equipment manufacturer serving schools, colleges, and gyms with gymnastics, track, and training equipment. Comparable as a multi-decade brand selling gymnastics apparatus and training surfaces into similar institutional buyers.
• FlagHouse: Catalog-based supplier of physical education, gymnastics, and recreation equipment serving schools and youth programs. Comparable in omni-channel distribution and overlapping gymnastics / mats / foam product lines.
• Gopher Sport: Direct-to-customer physical education and sports equipment retailer (mats, gymnastics, fitness) serving schools, recreation centers, and coaches. Closely comparable distribution model and overlapping gymnastics/mat category.
• Spieth America: Premium gymnastics equipment manufacturer (competition apparatus) that Norbert's distributes. Spieth America sells through dealers to the same gymnastics and competitive training market, making it a directly overlapping brand and product peer.
• American Athletic Inc (AAI): Major gymnastics apparatus manufacturer whose products Norbert's distributes (AAI Bars, Beams, Vaulting, Pommel, Elite Kids, G2N Ninja). Overlap is strong on product line and target buyer (gyms, schools, training facilities), with AAI acting as both supplier and competing brand.

Regional players

• Harrod Sport: UK-based manufacturer and supplier of gymnastics, netball, and athletic equipment. Comparable product line (mats, beams, vaults, training aids) but primarily serves the UK/European market rather than Norbert's US base.

Broad incumbents

• School Specialty: Large, broad-line education and athletics supplier selling gymnastics, physical education, and sports equipment into K–12 institutions. Comparable on the school/gym buyer side though operating at much larger scale and a wider product portfolio.

Others

• NORBERTS competitor — Victory Athletics (Power Bounder): Brand of in-ground trampoline equipment (Power Bounder) carried by Norbert's and sold into gymnastics/cheer programs. Comparable as a niche specialty brand adjacent to Norbert's core offering rather than a direct store competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/gymwheel
• YouTubeyoutube.com/user/norbertsathletic
• Facebookfacebook.com/NorbertsAthletic
• Instagraminstagram.com/norbertsathletic
• Pinterestpinterest.com/gymwheel
• LinkedInlinkedin.com/company/norberts-athletic-products-inc

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 Norbert's