Directional Force
Directional Force is a US-based, founder-led DTC e-commerce brand selling American-made weight vests, ruck packs, apparel, and fitness accessories to fitness enthusiasts and the tactical/military community through a Shopify storefront serving 35+ countries.
- Company typePrivate
- Founded2015
- HeadquartersLos Angeles, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Directional Force does
Directional Force is a privately held, founder-led direct-to-consumer e-commerce brand headquartered in the United States that designs and sells fitness, tactical, and lifestyle gear. Its core products are American-made weight vests (Centurion and Domina), ruck packs (Trooper, Overwatch, Motivator, Dominator), weight plates, and apparel for men and women, supported by eyewear, hats, bags, fitness equipment, accessories, and patches across roughly 428 SKUs. Distribution is exclusively through a Shopify storefront with multi-currency and multi-language support spanning 35+ countries; there is no retail, wholesale, or third-party marketplace presence.
The brand is built around a 'Force Multiplier' and 'Culture of Perseverance' positioning with a tactical/military-inspired aesthetic, and uses a Shopify-based technology stack for catalog, checkout, and international localization. Go-to-market is content-led: Force Multiplier Magazine, a multi-channel social presence (Facebook, Instagram, TikTok, YouTube), an email newsletter (WELCOME15), the Ruck Club community, the DF Network member-benefit program, and a GovX partnership for military and first-responder discounts. Pricing follows a unit-purchase model with accessories from $9.99, apparel $25-$65, weight vests $149-$179, ruck packs $99-$269, and larger fitness equipment up to $4,599; a high-touch Centurion Elite 8-Week Immersion coaching program is offered at $9,997, representing the only disclosed services revenue stream.
Directional Force firmographics
Firmographics- Name
- Directional Force
- Legal name
- Directional Force
- Website
- https://directionalforce.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Directional Force is a US-based, founder-led DTC e-commerce brand selling American-made weight vests, ruck packs, apparel, and fitness accessories to fitness enthusiasts and the tactical/military community through a Shopify storefront serving 35+ countries.
- Ownership category
- akta.pro rank
Where Directional Force is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Markets served
Directional Force business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Infrastructure
Revenue model
- Direct E-commerce Sales: Revenue generated through direct online sales of physical fitness and lifestyle products including weight vests, ruck packs, apparel, accessories, and sporting goods. The company operates a standard retail e-commerce model with per-transaction pricing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | One-time purchase model for all products |
| One time/ perpetual license | Multi-year contract | Elite mentoring package |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels9 records
Directional Force product offering
Product offeringCore offering
Directional Force designs and sells weighted vests, ruck packs, weight plates, and a broad line of men's and women's athletic apparel and lifestyle gear through a direct-to-consumer Shopify storefront. The brand emphasizes American-made construction for its core training gear and positions its products around rucking, functional fitness, and tactical-inspired aesthetics. It also publishes editorial content via Force Multiplier Magazine and operates community programs such as Ruck Club and DF Network.
Product overview
Directional Force is a lifestyle and performance gear company offering a unified e-commerce platform with multiple product lines. The core portfolio includes weighted vests (Centurion and Domina), ruck packs (Trooper, Overwatch, Motivator, Dominator), weight plates, and apparel. Additional offerings include eyewear, hats, bags, fitness equipment, accessories, patches, and Force Multiplier Magazine blog content. The company positions itself around a 'Force Multiplier' mindset combining fitness, mindset cultivation, and tactical/military-inspired aesthetics. All products are available through the Shopify-based online store with category-based navigation.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 15% first-order discount for newsletter subscribers
- +1 more outcomes
Companies that use Directional Force
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles3 records
Directional Force technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Directional Force partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights6 records
Directional Force competitors and assessment
Company assessmentDirect peers
- GORUCK: GORUCK is the dominant direct-to-consumer rucking brand, selling weight vests, ruck packs, plates, and apparel alongside the GORUCK Challenge event series. It is the closest head-to-head competitor to Directional Force in rucking-specific equipment and community programming.
- Born Primitive: Born Primitive is a DTC tactical-fitness apparel brand blending military aesthetics with CrossFit/functional fitness apparel. Direct competitor in the male and female tactical-athletic apparel segment where Directional Force competes.
- HYLETE: HYLETE is a premium DTC athletic apparel brand for men and women focused on performance training and lifestyle wear. Comparable business model (Shopify DTC, premium positioning, multi-product apparel + accessories catalog) and overlapping target customer with Directional Force.
- Ten Thousand: Ten Thousand is a men's premium athletic apparel DTC brand built around training and performance. Similar Shopify-first DTC model, premium pricing, and athlete-driven brand building overlap meaningfully with Directional Force's apparel business.
- Black Clover: Black Clover is a lifestyle apparel and hat brand with strong direct-to-consumer distribution and affiliate/influencer marketing. Overlaps with Directional Force on lifestyle apparel, headwear, and patch/accessory merch targeting a similarly values-driven community.
Broad incumbents
- 5.11 Tactical: 5.11 Tactical is an established tactical apparel and gear brand serving military, law enforcement, and tactical fitness consumers. Overlaps with Directional Force on tactical-aesthetic apparel and ruck-compatible packs, but at much broader scale and with retail distribution.
- Rogue Fitness: Rogue Fitness is the leading direct-to-consumer strength and functional fitness equipment manufacturer. It competes with Directional Force's weight plates, sandbags, and strength training equipment but at much larger scale and across a far broader equipment catalog.
- CamelBak: CamelBak is the established leader in hydration packs and outdoor gear with broad retail distribution. Comparable on rucking/ hydration and backpack category overlap with Directional Force's ruck pack and accessory lines, though at far greater scale.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Directional Force social profiles
Digital presenceDirectional Force financial estimates
Financial estimateRevenue estimate
Valuation estimate
Directional Force leadership team
Management profileNumber of profiles
Profiles1 record
Directional Force funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Directional Force 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 Directional Force
What does Directional Force do?
Directional Force designs and sells weighted vests, ruck packs, weight plates, and a broad line of men's and women's athletic apparel and lifestyle gear through a direct-to-consumer Shopify storefront. The brand emphasizes American-made construction for its core training gear and positions its products around rucking, functional fitness, and tactical-inspired aesthetics. It also publishes editorial content via Force Multiplier Magazine and operates community programs such as Ruck Club and DF Network.
Is Directional Force a public or private company?
Directional Force is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Directional Force founded?
Directional Force was founded in 2015. It employs 1 to 10 people.
Where is Directional Force based?
Directional Force is headquartered in Los Angeles, United States, in the North America region.
How does Directional Force make money?
One revenue line is on record: direct E-commerce Sales.
Who are Directional Force's main competitors?
Direct peers on record are GORUCK, Born Primitive, HYLETE, Ten Thousand and Black Clover. Broad incumbents are 5.11 Tactical, Rogue Fitness and CamelBak.
Does Directional Force have an API?
No public API is recorded for Directional Force.