Grlswirl
GRLSWIRL is a women-founded, self-funded skate collective and direct-to-consumer lifestyle brand offering Carver-co-designed surfskate boards, Triple Eight protective gear, digital tutorials, in-person lessons, and international retreats. It serves women, queer, non-binary, beginner, and youth skaters through 11 global volunteer-led chapters, a mobile app, and a 501c3 foundation.
- Company typePrivate
- Founded2018
- HeadquartersVenice, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Grlswirl does
GRLSWIRL is a women-founded skate collective headquartered at 3752 Maplewood Avenue, Los Angeles, CA, with its community origin in Venice Beach, California where it was established in February 2018 by nine women. The organization builds and curates a vertically integrated skate lifestyle brand and community platform targeting women, queer, and non-binary skaters as well as beginners and youth, addressing the historical lack of welcoming spaces in male-dominated skate culture. The product portfolio centers on proprietary surfskate completes co-developed with Carver Skateboards (boards priced $245–$392, made in El Segundo, CA with lifetime truck guarantees), protective gear co-developed with Triple Eight (the Padded Skate Skort at $111.99 with Dual Zone Foam, the Deep Cover Helmet at $109.99, the Retro Pad Pack at $59.99), and a balance-training bundle with Indo Board at $199. Digital offerings include the Swirl School online tutorial series (5 episodes, $44 one-time purchase, 100% recommend rate from 50 reviews) and iOS and Android mobile apps connecting members worldwide to events and tutorials.
The revenue model is multi-stream and direct-to-consumer: Shopify-powered e-commerce at grlswirl.com with global shipping, $100/hour in-person lessons in five cities (Venice CA, Copenhagen, Lisbon, New York, Austin) taught by Team Riders and Chapter Leaders, high-margin week-long international surf and skate retreats priced $2,950–$3,750 delivered through a channel partnership with A Week Awake across Portugal, Costa Rica, Morocco, Philippines, and Mexico, plus donations to the affiliated Swirl Skate Foundation 501c3. A volunteer-led chapter network across 11 global cities (Venice, San Diego, Orange County, NYC, Austin, Tampa, Copenhagen, Lisbon, Paris, Mexico City, Okinawa) drives community-led go-to-market, supplemented by signature events like the annual Swirl Surf Skate Fest in Venice, signature marketing/earned-media (CNN Heroes, LA Times, ESPN, Sports Illustrated, Teen Vogue, Hypebae, Gear Patrol), and partnerships with mission-aligned nonprofits (Love Activists, Boys & Girls Club Venice, Girlpowerful Inc., Think Lab, YMCA) for the youth Skate Mentorship Program that has reached 600+ kids across 70+ sessions. The company states it is fully self-funded with 1–10 employees, deriving the majority of commercial revenue from DTC product sales, lessons, retreats, and digital content rather than third-party retail.
Grlswirl firmographics
Firmographics- Name
- Grlswirl
- Legal name
- GRLSWIRL
- Website
- https://www.grlswirl.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- GRLSWIRL is a women-founded, self-funded skate collective and direct-to-consumer lifestyle brand offering Carver-co-designed surfskate boards, Triple Eight protective gear, digital tutorials, in-person lessons, and international retreats. It serves women, queer, non-binary, beginner, and youth skaters through 11 global volunteer-led chapters, a mobile app, and a 501c3 foundation.
- Ownership category
- akta.pro rank
Grlswirl industry classification
Industry- Product category
- Skateboarding Apparel and Equipment
- akta.pro primary industry
- Electric Skateboards & Longboards (CRACASAC)
- akta.pro secondary industry
- Surf Schools & Surf Camps (THAAAKAC)
Keywords
Where Grlswirl is headquartered
LocationHeadquarters
- HQ city
- Venice
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Grlswirl business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Marketing or Sales, Personnel, Supply Chain, Technology or R&D, Infrastructure, Others
Revenue model
- Product Sales: E-commerce sales of skateboards (Carver collaboration surfskates $245-$392), clothing (tees $28, hoodies $50, skorts $25-$111.99), accessories (hats $28-$36, helmets $49-$109.99, pads $59.99, stickers $7), and surfboards ($392). Products include proprietary GRLSWIRL designs and licensed collaborations.
- In-Person Skate Lessons: Private one-hour skate lessons priced at $100, offered in select cities (Venice CA, Copenhagen, Lisbon, New York, Austin). Lessons are tailored to individual goals and skill levels, taught by GRLSWIRL Team Riders and Chapter Leaders. All revenue goes to instructors and mission support.
- Digital Tutorial Content: Swirl School online tutorial series - 5 full episodes of surfskate instruction available for $44. One-time digital purchase providing lifetime access to all video lessons.
- Travel Retreats: Week-long surf and skate retreats in international destinations (Portugal $2,950-$3,750, Costa Rica, Morocco, Philippines, Mexico) including accommodation, meals, daily skate lessons, surf lessons, and wellness activities. Revenue supports local operations and GRLSWIRL mission.
- Foundation Donations: Swirl Skate Foundation (501c3 non-profit) accepts donations to support global skate mentorships, free access to skate clinics and gear for youth, chapter expansion, and free skate events worldwide. Event ticket sales (e.g., $20 early bird) fund foundation operations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Surfskate Skateboards |
| Unit Pricing | Pay-as-you-go | Clothing and Accessories |
| Unit Pricing | Pay-as-you-go | In-Person Skate Lessons |
| One time/ perpetual license | Pay-as-you-go | Swirl School Online Tutorials |
| One time/ perpetual license | Pay-as-you-go | Portugal Retreat Package |
| Unit Pricing | Pay-as-you-go | Bundle Discounts |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels10 records
Grlswirl product offering
Product offeringCore offering
GRLSWIRL is a women-founded skate collective that designs, sells, and distributes surfskate skateboards (co-developed with Carver Skateboards), protective gear (collaboration with Triple 8), apparel, and accessories through its direct-to-consumer e-commerce store. The organization also delivers in-person skate lessons, digital surfskate tutorials (Swirl School), international surf and skate retreats, and operates a mobile community app. Beyond products, GRLSWIRL runs a global network of volunteer-led Swirl Chapters, a youth Skate Mentorship Program, and the Swirl Skate Foundation (501c3 non-profit) supporting free skate clinics and youth access to the sport.
Product overview
GRLSWIRL is a women-founded global skate collective and lifestyle brand offering a diverse product portfolio centered on surfskateboards and skateboarding community. The core product line includes proprietary surfskate completes co-designed with Carver Skateboards (featuring models like the 28" Daydream Mini Swirl, 31" Val Pro Model Sunflower, and 38" Longswirl longboard), protective gear collaborations with Triple 8 (helmets, pad packs), and innovative apparel like the Padded Skate Skort. Digital offerings include the Swirl School online tutorial series and in-person skate lessons through certified instructors. The company operates the GRLSWIRL mobile app connecting a global community of skaters, manages local chapter networks worldwide, and runs surf/skate retreats in international destinations. The business model combines e-commerce sales of physical products with community-building programs, mentorship initiatives, and a non-profit foundation supporting youth skate education.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 600+ youth taught through Skate Mentorship Program globally
- +3 more outcomes
Companies that use Grlswirl
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles3 records
Grlswirl technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration15 records
Feature4 records
Grlswirl partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered flagship, core and minor.
- Carver SkateboardsflagshipLong-standing strategic partnership with Carver Skateboards, the original surfskate manufacturer. GRLSWIRL x Carver collaboration produces signature surfskate boards including Original GRLSWIRL x Carver, Daydream MINI SWIRL, Val Pro Model Sunflower, Longswirl, FlowerSwirl, Yang Yin, and CheckerSWIRL. Boards are made in El Segundo, CA with Carver's proprietary CX and C7 truck systems. Carver provides lifetime guarantees on trucks for all GRLSWIRL boards. Both companies share roots in capturing the flow and joy of skateboarding/surfing.
- Indo BoardcorePartnership to bring Indo Board's balance training products to GRLSWIRL community. GRLSWIRL x Indo Board Deck + Roller Bundle ($199, 16% off) designed with GRLSWIRL graphics by Naomi Falto. The collaboration targets skill progression between skating sessions, helping members improve balance, stability, and board control.
- Triple EightcoreProtective gear collaboration creating signature GRLSWIRL-branded safety products. Products include GRLSWIRL Signature Deep Cover Helmet with Deep Cover Technology, Signature Retro Pad Pack (knee, elbow, wrist pads), and GRLSWIRL Padded Skate Skort featuring Triple Eight's proven protection tech. Triple Eight brings 30+ years of skate protection expertise.
- A Week Awake (AWA)corePartnership with A Week Awake retreat company to deliver surf and skate retreats at international destinations. GRLSWIRL-branded retreats offered in Costa Rica, Mexico, Morocco, Philippines, and Portugal (Ericeira). AWA handles accommodation, logistics, and local operations while GRLSWIRL provides skate curriculum, coaching, and brand.
- SkatieminorSwimwear collaboration - Skatie x GRLSWIRL Swim Collab products sold through both brands. Cross-promotional partnership targeting overlapping audiences of active, style-conscious women.
- Swirl Skate Foundationflagship501c3 non-profit foundation arm of GRLSWIRL. Supports global skate mentorships, free access to skate clinics and gear for youth/members, chapter expansion worldwide, paid jobs for employees driving the mission, and free skate events globally. All event ticket sales (e.g., $20 Swirl Surf Skate Fest early bird) support foundation operations. Fully self-funded entity accepting donations.
- Love ActivistsminorOngoing skate mentorship partnership hosting regular sessions. Collaboration brings skate programming to underserved communities through Love Activists' network.
- Boys & Girls ClubminorPartnership with Boys & Girls Club Venice at The Waterfront for skate mentorship programming. Brings GRLSWIRL's teaching methodology and community approach to youth organization members.
- Girlpowerful Inc.minorCollaborative skate mentorship partner focused on empowering girls through skateboarding and community connection.
- Think LabminorSkate mentorship partner at Daniel Webster Middle School. Educational partnership bringing structured skate programming to middle school students.
- YMCAminorPartnership for skate mentorship programming with YMCA locations, expanding access to GRLSWIRL's teaching approach and community through established youth organizations.
- Bloom, Cariuma, ElectrolitminorBrand partners providing gifts and activations at Swirl Surf Skate Fest. Cariuma provides free domestic and international shipping on shoes. Cross-promotional relationships supporting events and community gatherings.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Grlswirl competitors and assessment
Company assessmentDirect peers
- Carver Skateboards: The original surfskate manufacturer and GRLSWIRL's flagship strategic partner. Both brands share the surf-to-skate crossover DNA and serve overlapping communities, with Carver providing the truck systems and manufacturing expertise behind GRLSWIRL's signature board line.
- Meow Skateboards: Women-founded skateboard brand with graphics and decks targeting female and non-binary riders. Comparable mission of expanding representation in skateboarding culture and creating welcoming entry points for newcomers.
- Skate Like a Girl: Nonprofit organization dedicated to empowering women, girls, and trans/non-binary people through skateboarding. Operates similar mentorship programs, community events, and beginner-focused curriculum as GRLSWIRL's foundation arm.
- Brujas Skate Club: NYC-based skate collective centering women of color and queer skaters. Comparable community-led model with grassroots chapter expansion, events, and cultural storytelling aimed at underrepresented skateboarding demographics.
- Skateistan: International nonprofit using skateboarding as a tool for youth empowerment in underserved communities across multiple countries. Comparable model combining skate education, mentorship programming, and youth impact metrics.
Regional players
- Pantsula Skate Club: South African skate collective building a community-focused movement in Johannesburg and beyond. Operates a similar volunteer-chapter model and grassroots event programming serving underrepresented skaters in a different geography.
- Venice Boardroom: Venice Beach-based skateboarding community and cultural hub. Operates in GRLSWIRL's home market with comparable grassroots skate community programming, though with a different demographic focus.
Emerging players
- Skatie: Women's swimwear and surf-adjacent activewear brand that has an active Skatie x GRLSWIRL Swim collaboration. Targets overlapping audience of style-conscious, sport-active women with beach and water-lifestyle products.
- Cariuma: Skate-inspired footwear brand that supports GRLSWIRL's Swirl Surf Skate Fest and provides shipping partnerships. Targets similar lifestyle-conscious, surf-and-skate-adjacent consumer with premium casual footwear.
Broad incumbents
- Roxy: Established women's surf and skate lifestyle brand under Quiksilver. Targets overlapping female surf/skate demographic with broader product portfolio across apparel, footwear, and accessories across global retail channels.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Grlswirl social profiles
Digital presenceGrlswirl financial estimates
Financial estimateRevenue estimate
Valuation estimate
Grlswirl leadership team
Management profileNumber of profiles
Profiles3 records
Grlswirl funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Grlswirl 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 Grlswirl
What does Grlswirl do?
GRLSWIRL is a women-founded skate collective that designs, sells, and distributes surfskate skateboards (co-developed with Carver Skateboards), protective gear (collaboration with Triple 8), apparel, and accessories through its direct-to-consumer e-commerce store. The organization also delivers in-person skate lessons, digital surfskate tutorials (Swirl School), international surf and skate retreats, and operates a mobile community app. Beyond products, GRLSWIRL runs a global network of volunteer-led Swirl Chapters, a youth Skate Mentorship Program, and the Swirl Skate Foundation (501c3 non-profit) supporting free skate clinics and youth access to the sport.
Is Grlswirl a public or private company?
Grlswirl is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Grlswirl founded?
Grlswirl was founded in 2018. It employs 1 to 10 people.
Where is Grlswirl based?
Grlswirl is headquartered in Venice, United States, in the North America region.
How does Grlswirl make money?
Five revenue lines are on record. Product Sales are the primary driver. The others are in-Person Skate Lessons, digital Tutorial Content, travel Retreats and foundation Donations.
Who are Grlswirl's main competitors?
Direct peers on record are Carver Skateboards, Meow Skateboards, Skate Like a Girl, Brujas Skate Club and Skateistan. Regional players are Pantsula Skate Club and Venice Boardroom. Emerging players are Skatie and Cariuma. Roxy is listed as a broad incumbent.
Does Grlswirl have an API?
No public API is recorded for Grlswirl.
What industry is Grlswirl in?
Grlswirl's product category is Skateboarding Apparel and Equipment. Its primary akta.pro industry code is CRACASAC, Electric Skateboards & Longboards, with a secondary code of THAAAKAC, Surf Schools & Surf Camps.