Badass Outdoor Gear

What Badass Outdoor Gear does

Badass Outdoor Gear is a privately held, direct-to-consumer specialty retailer of hunting and archery equipment founded in 2011 and headquartered in Sandy, Utah, with a secondary retail location in Price, Utah and a Shopify e-commerce storefront. The company sells a broad catalog spanning archery (compound, recurve, and crossbows; 600+ SKUs), hunting apparel (notably an authorized Sitka Gear collection of 106+ products with up to 60% off closeouts), premium optics (Swarovski, Leica, Leupold), hunting gear (backpacks, trail cameras, electronics, survival equipment), electric hunting bikes (Bakcou, Rambo), and a proprietary Badass OG private-label line covering apparel, arrow wraps, fletchings, bow legs, and bow cases.

Its flagship technical offering is an interactive Custom Arrow Builder that lets customers specify shaft brand (Victory, Easton, Gold Tip, Black Eagle, Altra), length, inserts, wrap color and design, fletching type and angle, nock options (including lighted nocks), and field points (85-125 grain), with express (1-3 day) and standard (5-7 day) turnaround and re-fletching services for existing customer arrows. The service is led by an archery department lead (Jayson) with 25+ years of experience and supported by bow technicians available by appointment at both retail locations.

The business operates a dual retail-and-online go-to-market with no third-party resellers, supported by phone-based sales, a price-match guarantee, the Badass Rewards loyalty program, and social/blog/email marketing. Revenue is generated primarily through one-time product sales (with the custom arrow service functioning as a fee-based assembly offering on top of component markup), supplemented by recurring loyalty engagement. The company employs approximately 5 people, has not disclosed financials or taken institutional funding, and serves individual hunting and archery enthusiasts across Utah and broader U.S. e-commerce shipping.

Name

Badass Outdoor Gear

Legal name

Badass Outdoor Gear

Website

https://badassoutdoorgear.com

Company type

Private

Operating status

Operating

Short description

Badass Outdoor Gear is a privately held Utah-based specialty retailer selling hunting, archery, optics, e-bikes, and apparel direct-to-consumer through two retail stores and a Shopify storefront, anchored by a custom arrow building service and an authorized Sitka Gear collection.

Ownership category

akta.pro rank

Product category

Hunting and Archery Equipment Retail

NAICS

Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Archery Equipment & Accessories Retail (CRAMAKAB)

akta.pro secondary industries

Hunting Clothing, Footwear & Camouflage Retail (CRAMAKAD), Hunting & Shooting Specialty Knife/Tool Retail (CRAMAKAH), Outdoor Navigation, Safety & Survival Gear Retail (CRAMAAAE)

Keywords

• Archery equipment retail
• Hunting apparel
• Custom arrow building
• Hunting optics
• Electric hunting bikes

Headquarters

HQ city

Sandy

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. E-commerce Retail Sales: Primary revenue from direct-to-consumer sales through Shopify e-commerce platform and two physical retail stores in Utah. Products include archery equipment (bows, arrows, accessories), hunting apparel (Sitka Gear, own Badass OG line), optics (binoculars, riflescopes, spotting scopes), hunting gear (backpacks, trail cameras, electronics), and electric bikes (Rambo, Bakcou brands).
2. Custom Arrow Building Services: Fee-based custom arrow assembly with markup on components (shafts, fletchings, inserts, nocks, field points). Build options include express service (+$25) and standard 5-7 business day turnaround. Re-fletching services for customer-provided arrows.
3. Badass Rewards Program: Loyalty program likely earning points on purchases redeemable for discounts, driving repeat customer engagement.
4. Closeout/Discount Sales: Active closeout sections for Sitka Gear (up to 60% off), bows, optics, archery, backpacks, e-bikes, and women's products driving inventory turnover.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Badass Outdoor Gear is a specialty outdoor retailer selling archery equipment (compound, recurve, and crossbows), custom-built arrows, hunting apparel (notably Sitka Gear and its own Badass OG line), premium optics, and electric hunting bikes. The company operates two Utah retail stores and a Shopify e-commerce site, offering bow technician services, a custom arrow builder, price matching, and a loyalty rewards program.

Product overview

Badass Outdoor Gear is a multi-channel outdoor and hunting gear retailer operating physical stores in Sandy and Price, Utah, plus an e-commerce platform. The company offers an extensive portfolio of hunting and archery products organized into distinct categories: (1) Archery equipment including customizable arrows, compound/recurve/crossbows, releases, sights, rests, broadheads, and bow cases; (2) Sitka Gear premium hunting apparel sub-line; (3) Hunting optics (binoculars, rifle scopes, spotting scopes, rangefinders, night vision); (4) Electric hunting bikes from Bakcou and Rambo; (5) General hunting gear (backpacks, electronics, trail cameras, survival equipment); (6) Clothing including Badass OG private-label apparel. The flagship product is the Custom Arrows service allowing customers to specify brand, length, wraps, fletching, nocks, and field points. The business also operates a Badass OG bow legs accessory as its own branded product alongside third-party brands. The company positions itself on product expertise, custom arrow building services, and price matching.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Arrows Personalized custom arrows built to customer specifications, including brand selection (Victory, Easton, Gold Tip, Black Eagle, Altra), length, wraps, fletching type and count, nock options, and field points. Includes re-fletching services for existing arrows with express (1-3 days, +$25) and standard (5-7 days) build options.
• Compound Bows
• Recurve Bows
• Crossbows
• Bow Fishing Equipment
• Sitka Gear Hunting Apparel
• Hunting Clothing
• Hunting Optics
• Electric Hunting Bikes
• Hunting Gear
• Badass OG Private-Label Apparel
• Badass 3D Archery League

Quantifiable outcome

• 376+ verified customer reviews on homepage

Named customers1 record

Segments5 records

Ideal customer profiles4 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.

• Sitka GearcoreChannel Partner/ Reseller/ DistributorBadass Outdoor Gear is an authorized reseller of Sitka Gear products, holding a dedicated section with 106+ Sitka products and exclusive access to Sitka closeout/closeout items at discounted prices. They offer up to 60% off on discontinued Sitka items.

Scale indicators4 records

Expansion highlights4 records

Direct peers

• Lancaster Archery Supply: Largest archery specialty retailer in the U.S., offering compound bows, custom arrows, and archery components with national e-commerce reach. Directly comparable to Badass Outdoor Gear in archery product depth and custom build services.
• 3Rivers Archery: Specialty archery retailer focused on traditional and compound archery equipment, including custom arrows and broadheads. Comparable as a direct archery e-commerce and catalog competitor serving hunter-archers.

Broad incumbents

• Bass Pro Shops: Largest U.S. outdoor retail chain (now merged with Cabela's), carrying archery, hunting apparel, optics, and hunting gear across a national store network and e-commerce. Comparable across all major categories Badass Outdoor Gear competes in but at vastly larger scale.
• Sportsman's Warehouse: Multi-store outdoor retailer specializing in hunting, fishing, camping, and archery merchandise. Comparable in product mix (bows, arrows, optics, hunting apparel) but with significantly broader geographic coverage.
• Cabela's: Iconic hunting and outdoor retailer (now operated under Bass Pro) with deep selection of bows, optics, Sitka apparel and hunting gear. Overlaps directly with Badass Outdoor Gear's core categories at national scale.
• Scheels: Large sporting goods and outdoor retail chain with broad hunting, archery and optics assortments plus in-store experiences. Comparable as a multi-category incumbent with physical and online presence.
• REI: Cooperative outdoor retailer carrying archery, hunting optics, and outdoor gear via e-commerce and stores. Comparable in outdoor and optics categories, though with less hunting-specific depth than Badass Outdoor Gear.
• Backcountry: Online outdoor and hunting retailer carrying premium apparel, packs, optics and gear from brands like Sitka and First Lite. Comparable as an e-commerce competitor for hunting apparel and adjacent gear.

Emerging players

• Kuiu: Premium direct-to-consumer hunting apparel brand with technical layering, packs, and gear. Comparable to Badass' Sitka apparel business but with a different go-to-market (DTC vs. multi-brand retailer).
• Stone Glacier: DTC hunting gear company focused on backcountry packs, sleeping systems and hunting clothing. Comparable in serving technical hunters seeking premium gear, though with narrower category focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/BadAssOutdoor
• YouTubeyoutube.com/channel/UC1FAA8PwvLMiLBJjuGHZmnw
• Facebookfacebook.com/BadAssOutdoorGear
• LinkedInlinkedin.com/company/bad-ass-outdoor-gear
• Instagraminstagram.com/badassoutdoorgear
• Pinterestin.pinterest.com/badassoutdoor

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 Badass Outdoor Gear