Genesis Shocks, Llc

What Genesis Shocks, Llc does

Genesis Shocks, LLC is a privately held motorsports parts manufacturer founded in March 2006 by Mike Farr and Mike Lutz, headquartered in Roswell, Georgia (5020 Old Ellis Point, Suite 200, 30 miles north of Atlanta). The company designs, manufactures, and sells racing shock absorbers and related suspension components to professional and amateur racing teams and individual competitors across multiple disciplines including Late Models, Modifieds, Stock Cars, Sprint Cars, and Quarter Midgets. Its product portfolio is built around three core shock lines — the G Series, GX Series Extreme, and TCX Series — distinguished by bore material (aluminum vs. steel), adjustability (adjustable vs. non-adjustable), valving configuration (base valve vs. non-base valve), and remote canister options, with double-adjustable shock technology and comprehensive valving options including custom dyno-tuned valving. The company also distributes HYPERCO springs and revamped spring covers as accessories, and distributes Genesis-branded racing suits manufactured by Simpson across four tiers priced $725-$1,155 with free shipping and optional customization upcharges.

Genesis operates a direct-sales, community-led go-to-market model headquartered in Roswell, Georgia, with all major shock and component orders transacted via phone or email contact rather than e-commerce. Revenue is generated through hardware sales (shock absorbers, spring components, and apparel) to a fragmented base of individual racers and small racing teams primarily in the United States, with documented customers in Canada, Australia, and New Zealand. Marketing is community-driven rather than traditional: the company invests in documenting and publicizing racing winners and track champions running Genesis products (hundreds of championships and thousands of race wins accumulated since 2006), supported by a Facebook presence and technical content such as shock assembly guides, valve codes, and dyno target values. The business is bootstrapped, with no disclosed equity funding, no parent company, no subsidiaries, and operational control retained by the two co-founders. Key strategic partnerships include Hyperco (springs), Simpson (suits), and B&GR Services (integrated suspension services), giving Genesis a narrow but coherent motorsports suspension ecosystem.

Name

Genesis Shocks, Llc

Legal name

Genesis Shocks, LLC

Website

https://genesisshocks.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Genesis Shocks, LLC, founded in 2006 in Roswell, Georgia, designs and manufactures racing shock absorbers and suspension components for professional and amateur motorsports teams and individual racers across multiple disciplines in the United States, Canada, Australia, and New Zealand.

Ownership category

akta.pro rank

Product category

Motorsports Suspension Components

NAICS

Motor Vehicle Steering and Suspension Components (except Spring) Manufacturing (336330), Spring and Wire Product Manufacturing (33261)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Suspension Systems & Components (Springs/Shocks/Struts/Air Suspension) (IMACAIAA)

Keywords

• Racing shock absorbers
• Motorsports suspension components
• Performance racing springs
• Stock car shocks
• Racing safety suits

Headquarters

HQ city

Roswell

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, Marketing or Sales

Revenue model

1. Shock Absorber Sales: Primary revenue from manufacturing and selling shock absorbers and related components to racing teams and individual racers. Products include G Series, GX Series, TCX Series with various configurations (adjustable, non-adjustable, base valve, remote canister).
2. Racing Suits Sales: Genesis-branded racing suits manufactured by Simpson, ranging from $725 to $1,155 with free shipping. Additional charges for customizations like FIS 2-piece suits, arm restraints, and custom materials.
3. Spring Covers and Components: Sale of spring covers (revamped in 2019) and HYPERCO springs as accessories and replacement parts for existing customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Genesis Shocks designs, manufactures, and distributes racing shock absorbers for motorsports applications across multiple racing disciplines including Late Models, Modifieds, Stock Cars, Sprint Cars, and Quarter Midgets. Its product portfolio centers on three shock lines (G Series, GX Series Extreme, TCX Series) offered in adjustable and non-adjustable configurations with aluminum or steel bodies, complemented by HYPERCO performance springs and Genesis-branded Simpson racing suits. The company also provides B&GR (Bolt-on and Go Race) assembly services integrating Hypercoil, Speedthane, and RE Suspension components.

Product overview

Genesis Shocks is a manufacturer of racing shock absorbers and related equipment. Their product portfolio centers on three shock absorber lines (G Series, GX Series Extreme, and TCX Series) complemented by HYPERCO Springs accessories and Genesis-branded Simpson racing suits. They provide B&GR (Bolt-on and Go Race) services incorporating Hypercoil, Speedthane, and RE Suspension components. The company operates as a traditional product manufacturer without a platform-based architecture.

Differentiator

Problem solved

Functional benefit

Brands

• G Series: Shock absorber product line for racing applications
• GX Series Extreme
• TCX Series
• Genesis Spring Covers
• TCX Series

Products and services

• G Series Shock Absorbers Core Genesis shock absorber line designed for racing applications, offering adjustable performance characteristics for various racing conditions.
• GX Series Extreme Shock Absorbers High-performance shock absorber line for extreme racing conditions, featuring advanced valving and adjustability options, used by Wissota Modified and Super Late Model competitors.
• TCX Series Shock Absorbers Right front shock absorbers engineered for turn entry and exit handling, available in 48mm bore aluminum and steel, adjustable and non-adjustable, base valve and non-base valve, remote canister and standard top configurations.
• HYPERCO Springs and Spring Covers High-performance HYPERCO springs for racing applications plus USA-manufactured Genesis Spring Covers, available in five cover options for single springs and stacks. Sold as accessories and replacement parts to existing shock customers.
• Genesis Racing Suits by Simpson Branded racing suits manufactured by Simpson and sold under the Genesis name, available in four tiered models (Suit A through D, $725-$1,155) with optional customizations such as FIS 2-piece suit ($35), arm restraint ($50), back gusset ($50), sateen material ($150), and custom 2-layer black satin ($1,104). Features lighter weight and increased breathability; ships free.
• B&GR (Bolt-on and Go Race) Assembly Services Assembly service provided through partner B&GR that integrates Hypercoil, Speedthane, and RE Suspension components with Genesis TCX shock products for a turn-key installation.

Quantifiable outcome

• Thousands of documented race wins across multiple racing disciplines
• +1 more outcomes

Named customers7 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• HypercocoreTechnology or IntegrationGenesis Shocks offers a full line of Hyperco springs as part of their product offering. Hyperco is a manufacturer of performance springs for racing applications.
• B&GR (Bolt-on and Go Race) ServicesminorStrategic or Co-development PartnerB&GR provides 'smash' services including Hypercoil, Speedthane and RE Suspension components integrated with Genesis TCX shock products.
• SimpsoncoreTechnology or IntegrationGenesis Racing Suits are manufactured by Simpson, a trusted brand in racing safety equipment. Genesis serves as a brand partner/distributor for Simpson racing suits under the Genesis name.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Fox Factory (Fox Racing Shox): Fox Factory owns Fox Racing Shox and related motorsport suspension brands serving off-road, truck, and circle-track racing; it is a much larger incumbent whose racing shock products overlap Genesis's adjustable shock lines in Late Model and Modified touring customers.
• Bilstein (thyssenkrupp Bilstein): Bilstein is a major OE and motorsport shock manufacturer with a dedicated racing line, supplying NASCAR, rally, and other high-level series; it competes indirectly with Genesis where series use spec or open shock packages and sets pricing benchmarks for performance shocks.
• Ohlins Racing: Ohlins is a premium Swedish motorsport suspension manufacturer with a strong presence in NASCAR, rally, and high-end motorsport; it competes at the upper end of the adjustable-racing-shock segment where Genesis's high-tier TCX products also compete.

Direct peers

• AFCO Racing Shocks: AFCO is a long-established US manufacturer of racing shock absorbers and chassis components for dirt-track, asphalt, and drag racing - directly overlapping Genesis's core short-track / dirt-track shock business across Late Models, Modifieds, and Stock Cars.
• Strange Engineering: Strange is a US motorsport-parts manufacturer covering brakes, rear ends, axles, and suspension including its own double-adjustable shock line, competing for the same dirt-track and oval-racing customers as Genesis.
• Velocita Shock Technology: Velocita is a niche manufacturer of racing shock absorbers (inline and coilover) targeting dirt-track and short-track racers, closely paralleling Genesis's product positioning and customer base.
• Impact Racing Products: Impact is a short-track racing parts manufacturer producing seats, safety equipment, and chassis/suspension components, marketing through the same direct and trackside dealer channel as Genesis.
• Integra Shock Technology: Integra is a manufacturer of adjustable racing shocks primarily for dirt and short-track racing, with overlapping product architectures (single- and double-adjustable bodies, remote canisters, base valves). It competes head-to-head with Genesis GX- and TCX-series shocks for the same racer customers.
• QA1 Motorsports: QA1 is a broad racing-aftermarket manufacturer producing shocks, springs, rod ends, and chassis components targeted at short-track, drag, and street-performance racers, placing it in the same value-priced, direct-to-racer channel as Genesis.

Regional players

• Sweet Manufacturing (Quarter Midget): Sweet is a US-based chassis and component maker with deep roots in Quarter Midget racing (one of the segments Genesis serves via its QMX shocks), making it a relevant peer in that specific entry-level racing format.

Market position

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/genesis.shocks
• LinkedInlinkedin.com/company/genesis-shocks-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Genesis Shocks, Llc