Viking Performance

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.

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

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

• Adjustable shock absorbers
• Coil-over springs
• Motorcycle suspension
• Powersports suspension parts
• Performance suspension components

Headquarters

HQ city

Lakeville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core 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

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Direct 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

• YouTubeyoutube.com/channel/UCphSnn6X6koqdMGPOYDTu0w/videos
• Facebookfacebook.com/VikingPerformance
• Instagraminstagram.com/vikingperformance
• Xx.com/vikingperf
• LinkedInlinkedin.com/company/viking-performance-inc-

Revenue estimate

Valuation estimate

Number of profiles

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 Viking Performance