bones wheels
Bones Wheels manufactures proprietary skateboard wheels, bushings, apparel, and accessories, serving professional and amateur skateboarders globally through DTC e-commerce and a worldwide network of independent skate shops under parent distributor Skate One.
- Company typePrivate
- Founded-
- Headquarters—
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What bones wheels does
Bones Wheels manufactures proprietary skateboard wheels, bushings, branded apparel, and accessories under the BONES WHEELS brand, distributed by parent company Skate One. The company's core technology is a portfolio of trademarked urethane wheel compounds tuned to specific skating conditions: X-Formula (XF) available in 95A/97A/99A durometers, developed over a ten-year R&D cycle to combine soft-wheel vibration absorption with hard-wheel slide behavior; Street Tech Formula (STF) for technical street skating; Skatepark Formula (SPF) in 81B/84B durometers for smooth concrete; and All-Terrain Formulas (Rough Riders, Filmer Wheels) for rough surfaces and filming sessions. The brand markets a '100% Less Flatspots' durability claim as a key technical differentiator.
Bones Wheels serves professional and amateur skateboarders globally through a two-channel distribution model: direct-to-consumer e-commerce at bones.com (with account registration and reward points) and wholesale distribution to a worldwide network of independent skate shops surfaced via the website's dealer locator. Pricing is not publicly disclosed, and revenue is generated primarily through hardware sales across the wheel lineup, with secondary contributions from bushings, grip tape, hardware, wax, banners, t-shirts, caps, and limited signature pro model wheels tied to sponsored riders.
The company's go-to-market is community-driven rather than performance-marketing driven. A deep professional team — historically anchored by Tony Hawk, Rodney Mullen, Steve Caballero, Mike McGill, and Lance Mountain and currently featuring riders such as Paul Rodriguez, Ryan Decenzo, Tory Pudwill, Dakota Servold, and Matt Berger — produces continuous video content through core media partnerships with Thrasher, The Berrics, and Transworld Skateboarding. Co-marketing relationships with complementary hardware brands (Independent Trucks, MOB Grip, Royal Trucks, DVS) and a 'Sponsor Me' amateur recruitment pipeline plus the recurring MO' MONDAYS weekly giveaway reinforce grassroots brand engagement. Bones Wheels operates as a privately held sub-brand of Skate One, a diversified skate products distributor, with no disclosed venture or institutional investment.
bones wheels firmographics
Firmographics- Name
- bones wheels
- Legal name
- BONES WHEELS
- Website
- https://boneswheels.com
- Company type
- Private
- Operating status
- Operating
- Short description
- Bones Wheels manufactures proprietary skateboard wheels, bushings, apparel, and accessories, serving professional and amateur skateboarders globally through DTC e-commerce and a worldwide network of independent skate shops under parent distributor Skate One.
- Ownership category
- akta.pro rank
bones wheels industry classification
Industry- Product category
- Skateboard Wheels
- NAICS
- Rubber Product Manufacturing (3262)
- SIC
- Motorcycles, Bicycles & Parts (3751)
- akta.pro primary industry
- Motorcycle & Scooter Tires Manufacturing (IMANAKAF)
Keywords
bones wheels business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales
Revenue model
- Skateboard Wheels Sales: Primary revenue stream from manufacturing and selling proprietary skateboard wheels in various formulas (X-Formula, STF, SPF, All-Terrain) and durometers. Products sold directly to consumers via e-commerce and through global network of skate shop retailers.
- Accessories and Gear: Secondary revenue from complementary products including bushings, clothing (t-shirts, caps), grip tape, hardware, stickers, wax, and banners.
- Pro Model Wheels: Signature wheel releases for professional team riders such as Kevin Kowalski and Cody Lockwood, creating limited edition premium products.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
bones wheels product offering
Product offeringCore offering
Bones Wheels manufactures and sells proprietary skateboard wheels in multiple specialized urethane formulas (X-Formula, Street Tech Formula, Skatepark Formula, All-Terrain/Rough Riders, and Filmer Wheels), offered in a range of durometers and shapes. The company also produces complementary skate hardware including polyurethane bushings, branded apparel (t-shirts, caps), and accessories (grip tape, hardware, stickers, wax, banners). Products are sold direct-to-consumer through bones.com and through a global wholesale network of independent skate shops distributed by parent company Skate One.
Product overview
BONES WHEELS is a skateboard wheel manufacturer offering multiple specialized wheel formulas. The core product portfolio centers on wheels including X-Formula™ (XF) with three durometer options (95A, 97A, 99A) for all-terrain versatility, Street Tech Formula (STF) for street skating, Skatepark Formula (SPF) for smooth surfaces, Rough Riders for all-terrain cruising, Filmer Wheels for filming, BONES 100™ OG as the heritage formula, and Pro Models as signature offerings. The company also sells complementary products including bushings, clothing (t-shirts, caps), and accessories (grip tape, hardware, stickers, wax).
Differentiator
Problem solved
Functional benefit
Brands
- X-Formula: Industry leading innovation wheel formula that rolls over rough terrain like softer wheels but slides like a harder wheel. Offered in 95A, 97A, and 99A durometers.
- Street Tech Formula (STF)
- Skatepark Formula (SPF)
- Bones 100 OG
- Rough Riders
- Filmer Wheels
Products and services
- X-Formula (XF) Skateboard Wheels High-rebound skateboard wheels offered in 95A, 97A, and 99A durometers, designed to roll over rough terrain like softer wheels while sliding like harder wheels. Absorbs vibration and softens impacts. Targeted at skateboarders seeking an all-terrain versatile wheel.
- Street Tech Formula (STF) Wheels Street-specific urethane formula wheels known for snappy sound and balanced slide/grip characteristics. Designed for technical street skating.
- Skatepark Formula (SPF) Wheels Skatepark-specific urethane formula wheels in 81B and 84B durometers, optimized for smooth concrete surfaces and grip/slide control.
- Rough Riders All-Terrain Wheels All-terrain cruiser wheels designed for rough surfaces, streets, and varied terrain outside traditional skateparks. Absorb vibration and handle debris.
- Filmer Wheels Specialized all-terrain wheels optimized for filming and photography, designed for smooth rolling and reduced noise during video production.
- BONES 100 OG Wheels Original 100mm skateboard wheels honoring the legacy BONES 100 formula that established the brand.
- Pro Model Wheels Signature pro model wheels developed with Bones Wheels professional team riders, offered as limited or signature releases.
- Skateboard Bushings Polyurethane bushings for skateboard trucks, providing rebound and turn response. Sold as a standalone accessory product.
- Bones Wheels Apparel (T-Shirts and Caps) Branded skate apparel including t-shirts and caps featuring Bones Wheels graphics, team logos, and pro rider artwork.
- Skateboard Accessories (Grip Tape, Hardware, Stickers, Wax, Banners) Skateboard accessories including grip tape, mounting hardware, stickers, wax for ledge tricks, and banners, sold for board setup, maintenance, and shop display.
Quantifiable outcome
- 100% less flatspots claimed compared to competitor wheels
Companies that use bones wheels
Customer profileSegments1 record
Ideal customer profiles1 record
bones wheels technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
bones wheels partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- Skate OnecoreParent company and primary distributor of Bones Wheels products. Skate One handles wholesale distribution while Bones Wheels maintains direct-to-consumer e-commerce operations.
- OC RampsminorTeam rider Brad McClain has a signature obstacle at OC Ramps. Partnership involves product placement and co-marketing within skatepark environment.
- Thrasher MagazinecorePrimary skateboarding media partner for video content releases. Team riders regularly featured in Thrasher content including video parts, Hall of Meat, and interviews.
- The BerricscoreMajor skateboarding media outlet featuring Bones team rider video parts and content collaborations.
- Independent TrucksminorCollaborative content with Independent Trucks featuring team riders in joint video projects and demonstrations.
- MOB GripminorTeam rider Brad McClain featured in MOB Grip sponsored content and advertising.
- DVS ShoesminorTeam rider Brad McClain has signature colorway on DVS Aversa shoe model.
- Royal TrucksminorTeam rider Josh Gomez featured in Royal Trucks sponsored content.
- CCSminorSkate retailer carrying Bones Wheels products. Featured in STF wear test content with team riders.
- Transworld SkateboardingminorMedia partner featuring Bones team riders in TWS Park content and video projects.
Scale indicators1 record
Recent moves6 records
Expansion highlights4 records
bones wheels competitors and assessment
Company assessmentDirect peers
- Spitfire Wheels: Spitfire Wheels is the most direct competitor to Bones Wheels, manufacturing premium skateboard wheels and bearings with a similar pro-team-driven marketing model. Both brands target the same core-skating consumer with proprietary urethane formulas and iconic graphics.
- Ricta Wheels: Ricta is a sibling brand under NHS, Inc., producing skateboard wheels across multiple formulas and durometers with strong skateboarder brand recognition. It competes head-to-head with Bones Wheels on skate shop shelves and through similar pro-team marketing.
- OJ Wheels: OJ Wheels is another heritage skateboard wheel manufacturer under NHS, Inc., offering hot juice and mini juice urethane formulas. It targets the same skateboarder demographic with a comparable product line and distribution footprint.
- Powell Peralta: Powell Peralta is a heritage skateboard manufacturer with its own Mini Logo wheels line, competing directly with Bones Wheels in the premium skateboard wheel category. The brand shares Bones' long heritage and pro-team DNA.
Broad incumbents
- Thunder Trucks: Thunder Trucks is a leading skateboard truck manufacturer (also under NHS, Inc.), serving exactly the same pro-skater customer base as Bones Wheels. While not a wheels-only competitor, it represents the same distribution relationship and skate-shop merchandising model.
- Independent Trucks: Independent Trucks is an iconic skateboard hardware brand and direct Bones Wheels marketing partner (joint video projects). It serves the same skateboarding consumer and is sold through the same skate shop channel, but competes in trucks rather than wheels.
- Sector 9: Sector 9 is a longboard and cruiser skateboard manufacturer owned by Bravo Sports, producing complete boards with proprietary wheels. While focused on longboards/cruisers rather than trick skateboarding, it overlaps with Bones' Rough Riders and Filmer Wheel audience.
Emerging players
- Welcome Skateboards: Welcome Skateboards is a boutique skateboard deck brand selling complete setups, with growing wheel and hardware offerings. It targets the same artistic/cultural skateboarder segment as Bones Wheels but with a smaller, niche focus.
Regional players
- Rollerblade: Rollerblade is a leading inline skate manufacturer using urethane wheels similar in material composition to skateboard wheels. While it competes in a different sport (inline skating), it represents an adjacent manufacturer of high-performance urethane wheels for personal wheeled mobility.
Others
- MOB Grip: MOB Grip is a leading skateboard griptape manufacturer and existing Bones Wheels marketing partner (Brad McClain content). It sells complementary skateboarding hardware and accessories to the same customer base, making it a natural cross-merchandising peer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
bones wheels social profiles
Digital presencebones wheels financial estimates
Financial estimateRevenue estimate
Valuation estimate
bones wheels leadership team
Management profileNumber of profiles
bones wheels funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
bones wheels 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 bones wheels
What does bones wheels do?
Bones Wheels manufactures and sells proprietary skateboard wheels in multiple specialized urethane formulas (X-Formula, Street Tech Formula, Skatepark Formula, All-Terrain/Rough Riders, and Filmer Wheels), offered in a range of durometers and shapes. The company also produces complementary skate hardware including polyurethane bushings, branded apparel (t-shirts, caps), and accessories (grip tape, hardware, stickers, wax, banners). Products are sold direct-to-consumer through bones.com and through a global wholesale network of independent skate shops distributed by parent company Skate One.
Is bones wheels a public or private company?
bones wheels is a private company. It is classified as corporate owned and is currently operating.
When was bones wheels founded?
bones wheels was founded in -1.
How does bones wheels make money?
Three revenue lines are on record. Skateboard Wheels Sales are the primary driver. The others are accessories and Gear and pro Model Wheels.
Who are bones wheels's main competitors?
Direct peers on record are Spitfire Wheels, Ricta Wheels, OJ Wheels and Powell Peralta. Broad incumbents are Thunder Trucks, Independent Trucks and Sector 9. Welcome Skateboards is listed as an emerging player. Rollerblade is listed as a regional player. MOB Grip is listed as an others.
Does bones wheels have an API?
No public API is recorded for bones wheels.
What industry is bones wheels in?
bones wheels's product category is Skateboard Wheels. Its primary akta.pro industry code is IMANAKAF, Motorcycle & Scooter Tires Manufacturing. Its NAICS code is 3262 and its SIC code is 3751.