Tenthousand
2 employees on LinkedIn · 7 known investors
Find your way into Tenthousand
Ten Thousand sells digital gift cards, available in $50, $100, $150, and $200 denominations, delivered by email and redeemable on its own site for athletic gear.
Also known as Ten Thousand · Ten Thousand, Inc. · tenthousand.cc
Investors · 7
Also in the syndicate · 4
Company profile
researched Aug 2026Ten Thousand (Ten Thousand, Inc.) is a men's activewear and training apparel brand based in New York. It designs premium training essentials — shorts, shirts, pants, hoodies and sweatshirts, midlayers, outerwear, baselayers, socks and accessories — across training, running, lifting and outdoor use cases, with choices of fit and feature options intended to match different workout needs. Product lines include the Interval Short, Tactical Short, Set Short, Versatile Shirt, Durable Shirt, Distance Tank and Fight Rash Guard, with a designated "Pro Line" offered through its team sales channel.
Product development runs through an ongoing feedback loop with a wear-testing roster made up of elite athletes, outdoor enthusiasts and everyday trainers, whose input shapes design details and fit iterations. The company positions itself as serving a community of athletes, adventurers and high performers who treat training as a means of growth rather than only wellness. It sells primarily online via tenthousand.cc and operates a separate gated team sales site for pro team members and approved accounts.
Founding story
Ten Thousand was launched in early 2017 by Keith Nowak, a former professional soccer player who serves as CEO and co-founder. Before starting the company, Nowak spent three years leading seed and Series A investing for a family office across more than 50 consumer, software, healthcare and digital media companies, including early investments in Everlane, Warby Parker and ClassPass, and had previously founded and co-founded several early-stage technology startups.
Business model
Ten Thousand sells men's training apparel and gear directly to consumers through its own e-commerce site, offering fit and feature options across categories including shorts, shirts, pants, hoodies and sweatshirts, midlayers, outerwear, baselayers, socks and accessories. It also operates a separate team sales channel (team.tenthousand.cc) with account approval by staff, plus a 'TT Pro Team' program through which approved pro team members receive gear credit and discounts. Free shipping is offered on orders above $150 on the main site.
Revenue comes from sales of apparel and gear, principally through direct e-commerce, with a team/pro sales channel offering credits and discounts to approved members.
Traction
The brand reached its first profit during the coronavirus pandemic in 2020 without laying off or furloughing staff. It raised $21.5 million in Series A funding in July 2023 and reported roughly 437,200 monthly website visits, 22,050 likes and 3,500 followers on tracked social profiles as of 2025, with 11-50 employees.
Latest developments
In August 2025 Ten Thousand was reported to have received an undisclosed investment from Forza Capital, intended to fund expanded operations and development. The company remains listed as active with 11-50 employees and roughly 437,000 monthly website visits.
▸Full profile — market position, go-to-market, geography, history, risks & controversies
Market position
Ten Thousand is a direct-to-consumer men's activewear brand competing in a crowded training-apparel market in which Lululemon is the reference incumbent. Commentary accompanying its Series A noted that few new training brands have succeeded in challenging that incumbent.
The brand's stated differentiator is athlete-led design: every product is developed in collaboration with a wear-testing roster of elite athletes, outdoor enthusiasts and regular trainers, whose feedback refines details and fits over successive iterations. Its positioning emphasizes a focused assortment of training essentials with configurable fit and feature options rather than a broad catalog.
Go-to-market
Direct-to-consumer online sales through tenthousand.cc, supplemented by a gated team/pro sales portal, social channels (Instagram, YouTube), a pro athlete team program, and a retail-oriented partnership with Life Time athletic clubs. Series A proceeds were earmarked for team growth and expansion of the retail footprint.
Men who train — athletes, adventurers, outdoor enthusiasts and everyday fitness-focused consumers across training, running, lifting and outdoor activities — plus pro athletes and teams served through a dedicated team sales channel.
Geography
Headquartered in New York, United States, selling through its own online channels; its Life Time partnership covers North America.
History
Keith Nowak launched Ten Thousand in early 2017; one source lists a founding date of 2016. The brand reached its first profit during the coronavirus pandemic period in 2020 without laying off or furloughing staff. In July 2023 it raised a $21.5 million Series A led by Provenance and simultaneously announced a partnership with Life Time. In August 2025 it received an additional, undisclosed investment from Forza Capital.
Risks & controversies
Third-party commentary at the time of the Series A questioned the prospects for another entrant in the crowded training-apparel category, noting that few direct-to-consumer brands have succeeded in challenging established players.
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 3
launches, deals, and filingsTen Thousand received an investment from Forza Capital for an undisclosed amount, with stated plans to expand operations and its development efforts.
The New York-based men's activewear brand announced a $21.5 million Series A round led by Provenance, with participation from Fernbrook and Alfa, joining existing seed investors including Dave Gilboa (co-founder of Warby Parker). The company said it planned to use the capital to grow its team and expand its retail footprint.
$21.5M source ↗
Alongside the Series A announcement, Ten Thousand established a partnership with Life Time, a North American athletic country club and omnichannel health and fitness brand.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 8
primary sources listed
- Tenthousandtenthousand.cc · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Tenthousand do?
- New York-based direct-to-consumer men's activewear brand making training apparel developed with a roster of wear-testing athletes.
- Who are Tenthousand's investors?
- Tenthousand's investors include Elizabeth Street Ventures, Fernbrook Capital Management, Kombo Ventures.