Viking Performance
Viking Performance Inc. is a privately held Lakeville, Minnesota manufacturer of patented adjustable shock absorbers, coil-over struts, and springs, sold direct-to-consumer by phone to automotive performance enthusiasts and classic American muscle car owners across the USA.
- Company typePrivate
- Founded2011
- HeadquartersLakeville, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Viking Performance does
Viking Performance Inc. is a privately held, USA-based manufacturer of aftermarket adjustable shock absorbers, coil-over struts, springs, and related suspension components, founded in 2011 and operating from a single facility at 21401 Hemlock Ave, Lakeville, Minnesota. The company's product architecture centers on four patented shock series — Warrior, Voyager, Berserker, and Crusader — offering double, triple, and (forthcoming) quad-adjustable damping, complemented by a 2.5" ID coil-over spring line (with a 2.25" ID line in development), hybrid stock-mount springs, and a broad accessories catalog including spherical bearings, caster/camber plates, revalve kits, and tools. Core technical differentiators include independent compression and rebound adjustment, a patented interchangeable needle-and-seat valving system, triple-adjustable compression that splits low- and high-speed damping, and hand assembly with dyno testing and serialization of every unit. Materials are premium relative to category norms — aluminum twin-tube bodies, PTFE/bronze piston seals, stainless steel bearing races — and all shocks are rebuildable and backed by a two-year warranty.
The business model is a direct-to-consumer hardware sale operation: customers order by phone (952-469-4130) during weekday business hours, and the website supports no online checkout. Pricing is quote-based, with springs ranging $60–$130 and accessories $20–$320 per unit. The company serves three primary use-case segments — performance enthusiasts (drag racing, pro-touring, autocross, time attack, road course), street performance vehicle owners, and the classic/American muscle car restoration market — across a catalog of vehicle applications spanning AMC, Buick, Cadillac, Chevrolet, Dodge, Ford, Mercury, Oldsmobile, Plymouth, and Pontiac models. Brand marketing is conducted through Facebook, Instagram, YouTube, and email, but distribution remains entirely domestic, single-channel, and phone-mediated. The company has no disclosed institutional funding, no parent organization, and no publicly disclosed revenue or headcount beyond the 11–50 range; ownership is inferred to be founder/management-held.
Viking Performance firmographics
Firmographics- Name
- Viking Performance
- Legal name
- Viking Performance Inc.
- Website
- https://vi-king.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Viking Performance Inc. is a privately held Lakeville, Minnesota manufacturer of patented adjustable shock absorbers, coil-over struts, and springs, sold direct-to-consumer by phone to automotive performance enthusiasts and classic American muscle car owners across the USA.
- Ownership category
- akta.pro rank
Viking Performance industry classification
Industry- Product category
- Motorcycle & Powersports Suspension Components
- NAICS
- Motor Vehicle Steering and Suspension Components (except Spring) Manufacturing (33633), Automotive Parts and Accessories Retailers (44133)
- SIC
- Motorcycles, Bicycles & Parts (3751)
- akta.pro primary industry
- Suspension Systems & Components (Springs/Shocks/Struts/Air Suspension) (IMACAIAA)
Keywords
Where Viking Performance is headquartered
LocationHeadquarters
- HQ city
- Lakeville
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Viking Performance business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales, Others
Revenue model
- Suspension Product Sales: Viking Performance generates revenue through the sale of adjustable shock absorbers, coil-over shocks, struts, springs, and related accessories/components. Products are sold directly to consumers via phone orders. The company manufactures custom mount and stock mount shocks for various vehicle applications.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Coil-over Springs (2.5" ID) |
| Unit Pricing | Pay-as-you-go | Accessories and Components |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Viking Performance product offering
Product offeringCore offering
Viking Performance designs, engineers, and manufactures adjustable shock absorbers (including the Warrior, Voyager, Berserker, and Crusader lines) and coil-over springs for motorcycles, ATVs/UTVs, snowmobiles, and other powersports vehicles. The company sells its products directly to riders and vehicle builders through phone orders, providing custom tuning, fitment guidance, and a range of related suspension accessories.
Product overview
Viking Performance is a manufacturer of adjustable shock absorbers and coil-over springs for automotive applications. The product portfolio centers on four distinct shock series (Warrior, Voyager, Berserker, and Crusader) offering double, triple, and quad-adjustable damping control, complemented by a comprehensive range of coil-over springs in multiple configurations (2.25", 2.5", and hybrid stock-mount styles) and an extensive accessories line (bearings, mounting hardware, alignment plates, revalve kits, and tools). The company serves the street, performance, and competition automotive markets with products designed for do-it-yourself enthusiasts through professional racers.
Differentiator
Problem solved
Functional benefit
Products and services
- Warrior Adjustable Shock Absorbers
Quantifiable outcome
- Over 25% weight savings on springs compared to competition
Companies that use Viking Performance
Customer profileSegments3 records
Ideal customer profiles2 records
Viking Performance technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Viking Performance partnerships and signals
Strategic signalScale indicators2 records
Recent moves4 records
Expansion highlights4 records
Viking Performance competitors and assessment
Company assessmentDirect peers
- Strange Engineering: Strange Engineering produces brake, shock, and rear-end components for drag racing and pro-touring muscle cars — overlapping with Viking's Crusader competition-shock line and muscle-car installation base.
- Detroit Speed & Engineering: Detroit Speed & Engineering sells complete performance suspension systems, coil-overs, and chassis components for classic muscle cars (Camaro, Mustang, Chevelle), a direct fitment and channel peer to Viking's muscle-car focus.
- BMR Suspension: BMR Suspension manufactures aftermarket suspension components — control arms, springs, shocks, and chassis bracing — focused specifically on American muscle cars and pro-touring builds, directly overlapping Viking Performance's muscle-car customer base and adjustable-shock positioning.
- Hotchkis Sport Suspension: Hotchkis Sport Suspension manufactures performance coil-overs, sway bars, and handling packages for American muscle cars and classics, competing head-to-head with Viking in the same enthusiast channel and similar price tier.
- AFCO Racing: AFCO Racing designs and builds adjustable shock absorbers, coil-overs, and suspension components specifically for short-track, drag, and dirt racing — competing with Viking's Berserker and Crusader series in the high-adjustability motorsport niche.
- Classic Performance Parts (CPP): Classic Performance Parts sells suspension, brake, and steering components tailored to classic American cars, sharing Viking's customer base, fitment catalog, and direct-to-consumer distribution approach.
- UMI Performance: UMI Performance builds and sells aftermarket suspension, chassis, and drivetrain components for classic and muscle-car applications (Camaro, Mustang, G-body, etc.), making it a near-direct peer to Viking Performance in vehicle fitment and channel model.
- QA1 Motorsports: QA1 Motorsports is a Lakeville, MN-based manufacturer of performance shock absorbers, coil-overs, suspension components, and related hardware — a direct geographic and product peer to Viking Performance, also serving the muscle-car, pro-touring, and racing aftermarket.
Broad incumbents
- Fox Factory (Fox / Fox Racing Shox): Fox Factory is a large, publicly traded manufacturer of high-performance shock absorbers and suspension products spanning off-road, on-road, motorsport, and mountain-bike segments — broader portfolio than Viking but directly overlapping in adjustable shock technology for performance vehicles.
- Bilstein (ThyssenKrupp / BILSTEIN): Bilstein is a global tier-1 OEM and aftermarket supplier of shock absorbers and suspension technology, providing the broadest coverage in the performance and OE space — a broad incumbent whose adaptive and coil-over lines compete with Viking's adjustable shocks in street and track use cases.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Viking Performance social profiles
Digital presenceViking Performance financial estimates
Financial estimateRevenue estimate
Valuation estimate
Viking Performance leadership team
Management profileNumber of profiles
Viking Performance funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Viking Performance 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 Viking Performance
What does Viking Performance do?
Viking Performance designs, engineers, and manufactures adjustable shock absorbers (including the Warrior, Voyager, Berserker, and Crusader lines) and coil-over springs for motorcycles, ATVs/UTVs, snowmobiles, and other powersports vehicles. The company sells its products directly to riders and vehicle builders through phone orders, providing custom tuning, fitment guidance, and a range of related suspension accessories.
Is Viking Performance a public or private company?
Viking Performance is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Viking Performance founded?
Viking Performance was founded in 2011. It employs 11 to 50 people.
Where is Viking Performance based?
Viking Performance is headquartered in Lakeville, United States, in the North America region.
How does Viking Performance make money?
One revenue line is on record: suspension Product Sales.
Who are Viking Performance's main competitors?
Direct peers on record are Strange Engineering, Detroit Speed & Engineering, BMR Suspension, Hotchkis Sport Suspension, AFCO Racing, Classic Performance Parts (CPP), UMI Performance and QA1 Motorsports. Broad incumbents are Fox Factory (Fox / Fox Racing Shox) and Bilstein (ThyssenKrupp / BILSTEIN).
Does Viking Performance have an API?
No public API is recorded for Viking Performance.
What industry is Viking Performance in?
Viking Performance's product category is Motorcycle & Powersports Suspension Components. Its primary akta.pro industry code is IMACAIAA, Suspension Systems & Components (Springs/Shocks/Struts/Air Suspension). Its NAICS code is 33633 and its SIC code is 3751.