We Sell Mats

What We Sell Mats does

We Sell Mats is a family-owned e-commerce retailer specializing in foam flooring, gym mats, gymnastics equipment, and martial arts mats. Founded in 2006 by Ken and Missy Richardson and operated through the North Carolina entity Kenmissyr, LLC, the company serves both individual consumers and B2B/wholesale buyers across the 48 contiguous US states; it does not ship to Alaska, Hawaii, US territories, or international destinations. Operations are anchored by a 140,000+ square-foot warehouse in Statesville, North Carolina, and an office in Mooresville, NC, providing the inventory depth to support broad color, thickness, and format variety.

The product line spans interlocking foam tiles, rolled gym flooring, gymnastics landing mats, and martial arts mats, offered in 70+ colors and multiple thicknesses. Unit prices range from roughly $4.79 per foam tile up to several hundred dollars per larger gymnastics or martial arts mat. The Forest Floor® sub-brand (including the 2026 Forest Floor® Farmhouse Collection) targets design-oriented residential flooring applications distinct from the core gym/martial-arts specification buyer. We Sell Mats sells both through a direct-to-consumer storefront and a B2B/wholesale channel that supports tax-exempt ordering for schools and government buyers, and is a member of the USA Gymnastics Supplier Network.

The business is self-funded, has not raised outside capital, has no investors, and describes itself as profitable. The company holds WBENC-certified Women's Business Enterprise (WBE) status, which supports set-aside government and institutional contracting. The operating model is transactional unit pricing with no subscription component, and growth has been pursued through product-line extension (Forest Floor®, 12x12 tile packs), customer-segment expansion (cosplay, trade shows, schools, government), and brand-building content rather than through geographic expansion or capital-intensive channel buildout.

Name

We Sell Mats

Legal name

Kenmissyr, LLC

Website

https://wesellmats.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

We Sell Mats is a family-owned e-commerce retailer selling foam flooring, gym mats, gymnastics equipment, and martial arts mats directly to consumers and B2B buyers across the 48 contiguous US states, operating from a 140,000+ sq ft North Carolina warehouse.

Ownership category

akta.pro rank

Product category

Foam Flooring & Athletic Training Mats

NAICS

Hobby, Toy, and Game Retailers (45912), Building Material and Supplies Dealers (4441)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Yoga, Pilates & Mind-Body Accessories Retail (Mats, Blocks, Reformers, Rings) (CRAMADAE)

akta.pro secondary industry

Physical Education & Athletics Equipment (Gym, Sports Gear, Scoreboards) (EDAEAIAG)

Keywords

• Interlocking foam mats
• Gym flooring
• Gymnastics training equipment
• Martial arts mats
• Home fitness flooring

Headquarters

HQ city

Mooresville

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Product Sales: Primary revenue stream through wesellmats.com where customers purchase foam flooring tiles, folding exercise mats, gymnastics equipment, and martial arts mats directly online. Products are sold as one-time purchases with unit pricing per tile or mat.
2. B2B / Facility Sales: Wholesale and B2B sales to gyms, gymnastics studios, martial arts dojos, schools, and commercial facilities through dedicated B2B partnership inquiries page. Tax-exempt purchasing available for schools and government agencies.
3. Sample Swatches: Sale of 4x4 inch sample swatches for $4.00 shipping fee plus tax, allowing customers to evaluate thickness and color before purchasing full tiles.
4. Digital Gift Cards: Digital gift cards available in denominations starting at $10.00 for gifting to friends and family.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

We Sell Mats is an online direct-to-consumer retailer that sells interlocking foam floor tiles, vinyl-covered folding exercise mats, gymnastics training equipment (tumbling mats, incline wedges, octagons, crash pads, balance beams), tatami-style martial arts mats, and printed decorative foam flooring under the Forest Floor® line. The company sources foam products from third-party manufacturers and resells them through wesellmats.com to homeowners, fitness enthusiasts, gymnasts, martial artists, and commercial facilities, with complementary B2B/wholesale sales for gyms, schools, and government agencies.

Product overview

We Sell Mats is a family-owned e-commerce company offering a comprehensive portfolio of foam flooring and athletic training mats. The core product lines include interlocking EVA foam tiles (Multipurpose Mats) in various thicknesses (3/8" to 1") and over 50 colors, Forest Floor printed foam mats with decorative wood grain and stone patterns including the premium Farmhouse Collection, and vinyl-covered folding exercise mats in multiple sizes. The company also provides specialized gymnastics equipment including tumbling mats with cross-linked polyethylene foam, cheese wedge incline mats, tumbling octagons, crash pads, and balance beams; martial arts tatami-style mats; and commercial flooring solutions including rubber gym tiles and rubber-topped foam mats. Products connect together via interlocking puzzle design or hook-and-loop fasteners, and are designed for home, commercial gym, and institutional use. The company operates from a 140,000+ sq ft warehouse in North Carolina and sells primarily through their e-commerce platform.

Differentiator

Problem solved

Functional benefit

Brands

• Forest Floor®: A printed foam floor tile collection featuring wood-grain and stone patterns. Includes the standard Forest Floor line and the Farmhouse Collection sub-line.
• Forest Floor® Farmhouse Collection

Products and services

• Multipurpose EVA Foam Mats Interlocking 24"x24" EVA foam floor tiles available in multiple thicknesses (3/8", 1/2", 3/4", 1") and over 50 colors, designed for home, gym, playroom, and commercial use with anti-fatigue cushioning.
• Forest Floor® Printed Foam Mats Decorative interlocking foam tiles with printed wood grain and stone patterns (Classic Oak, Marble, Carbon, Cherry finishes). Each 24"x24" tile includes detachable border edges. Sold under the registered Forest Floor® trademark.
• Forest Floor® Farmhouse Collection Printed Foam Mats Premium printed foam mat line under the Forest Floor® sub-brand mimicking vintage farmhouse wood floors, featuring 3/8" thickness with wood-print and marble-print options.
• Folding Exercise Mats Vinyl-covered folding exercise mats with 18 oz. covering and full-perimeter hook and loop fasteners allowing multiple mats to be securely connected together, plus handles for transport. Available in 2'x6', 4'x6', and 4'x8' sizes with 1/2" to 2" thickness.
• Gymnastics Tumbling Mats Firm cross-linked polyethylene foam core tumbling mats wrapped in 18 oz. vinyl, providing a stable practice surface for rolling, cartwheels, and handsprings. Available in 4'x6', 4'x8', and 5'x10' sizes.
• Gymnastics Incline / Cheese Wedge Mats Cheese-wedge style incline training mats for gymnastics skill development, available in Small, Medium, and Large/Professional sizes to accommodate different gymnast heights and skill levels.
• Tumbling Octagons Eight-sided foam tumbling mats wrapped in 18 oz. vinyl cover, designed to safely guide gymnasts through inversions, back handsprings, walkovers, and forward/backward rolls. Available in Small, Medium, Large, and X-Large sizes with Lime Green/Blue and Purple/Pink colors.
• Crash Pads & Landing Mats Heavy-duty landing mats for safe gymnastics practice landings. Medium Crash Pads available in 4" thickness; Large Crash Pads available in 8" or 12" thickness. Excluded from free shipping due to size.
• Foam Balance Beams Foam balance beams for gymnastics training including a 6' Foam Pro Balance Beam with high-density dual foam core and a 9' Foam Balance Beam, designed for younger gymnasts learning balancing skills.
• Martial Arts & Wrestling Mats Tatami-style interlocking 24"x24" foam mats with textured EVA surface for martial arts and wrestling. Available in 3/4" and 1" thicknesses with shock-absorbing foam and detachable borders.
• Carpet-Top Foam Mats Interlocking foam mats with a carpet surface covering, combining cushioning with carpet traction, available in 3/8" thickness.
• Rubber-Topped Foam Fitness Mats (Velotas) Interlocking rubber-topped foam fitness mats that combine a rubber traction surface with foam cushioning. Available in 3/8" thickness with 3 color options.
• Rubber Gym Flooring Tiles Interlocking rubber floor tiles for commercial gym and garage use, with durable rubber construction designed for heavy equipment and high-traffic areas.
• Trade Show Carrying Bags 25"x14" carrying bags designed for transporting foam floor tiles to trade shows and events.
• Sample Swatches 4"x4" sample swatches available for Multipurpose, Martial Arts, Carpet-Top, and Forest Floor mat lines, allowing customers to evaluate thickness and color before purchase. Limited to 3 samples per customer with a $4.00 shipping fee plus applicable sales tax.
• B2B / Wholesale Facility Sales Program Dedicated wholesale and B2B sales channel for gyms, gymnastics studios, martial arts dojos, schools, and commercial facilities, with tax-exempt purchasing available for schools and government agencies.

Quantifiable outcome

• Products tested to ASTM and CPSIA standards for toy safety compliance
• +2 more outcomes

Named customers8 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature5 records

Partnerships

One partnership is on record.

• USA Gymnastics Supplier NetworkcoreStrategic or Co-development PartnerWe Sell Mats is a proud member of the USA Gymnastics Supplier Network, indicating industry recognition and alignment with gymnastics safety standards. This partnership positions the company as an approved supplier within the gymnastics community.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• IncStores: Online retailer of interlocking foam tiles, rubber flooring, and specialty floor mats serving both residential and commercial customers. Overlapping catalog and similar DTC e-commerce model.
• Z-Athletic: Gymnastics and cheerleading equipment retailer selling folding mats, landing mats, and skill training equipment. Closely aligned with We Sell Mats' gymnastics product line and similar distribution approach.
• Gorilla Mats: DTC brand offering interlocking foam gym floor tiles and home gym flooring mats sold online. Highly comparable product mix and go-to-market motion to We Sell Mats.
• ProSource Fit: DTC retailer of fitness mats, foam tiles, and home gym flooring serving the same home fitness consumer as We Sell Mats, with overlapping gymnastics and martial arts offerings.
• Vinyl Pad: Manufacturer and retailer of vinyl-covered gymnastics and cheer mats, including folding mats and skill shapes. Comparable customer base and product category overlap.
• BalanceFrom: Online fitness equipment brand selling exercise mats, gymnastics equipment, yoga accessories, and martial arts gear through DTC and marketplace channels. Comparable target customer and pricing structure.
• Greatmats: Direct competitor selling a comparable portfolio of interlocking foam tiles, gymnastics mats, martial arts mats, and fitness flooring online to both consumer and commercial buyers. Most analogous specialty mat retailer in the US market.
• Tumbl Trak: Gymnastics equipment manufacturer and retailer specializing in training mats, incline mats, and skill development equipment. Comparable gymnastics product line targeting clubs, schools, and home users.

Emerging players

• Rubber Flooring Inc: Specialist retailer of rubber gym flooring tiles and rolls for commercial and home gym applications. Partial overlap with We Sell Mats' rubber-topped and rubber gym flooring product lines.

Broad incumbents

• Rep Fitness: Broader home and commercial gym equipment retailer offering flooring alongside strength equipment, barbells, and accessories. Serves the same end customer but with a wider portfolio that goes beyond flooring.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/wesellmats
• Facebookfacebook.com/wesellmats
• LinkedInlinkedin.com/company/wesellmats
• Instagraminstagram.com/we.sell.mats
• Pinterestpinterest.com/wesellmats
• Xx.com/wesellmats

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 We Sell Mats