COOKNYSEHousehold AppliancesUS GAAP · USD

Traeger, Inc.

Traeger, Inc. designs and sells wood pellet grills and related outdoor cooking products under the Traeger brand. The company also offers consumables such as wood pellets, rubs, sauces, and accessories, and sells through retail partners and direct-to-consumer channels in North America and selected international markets.

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Revenue560m USD
−7.4 %y/y
Operating profit (EBIT)-97.7m USD
−3,219.5 %y/y
EBIT margin-17.5%
−17.0 ppy/y
Net income-115m USD
−238.7 %y/y
Free cash flow13.6m USD
+14.2 %y/y

Fiscal year 2025 · change from previous year

Development 2020–2025

-500-25002505007501,000m USD2020: 546 m USD2020: EBIT 59 m USD20202021: 786 m USD2021: EBIT -61 m USD20212022: 656 m USD2022: EBIT -346 m USD20222023: 606 m USD2023: EBIT -55 m USD20232024: 604 m USD2024: EBIT -2.9 m USD20242025: 560 m USD2025: EBIT -98 m USD2025560-98
RevenueOperating profit (EBIT)

Business

Share of revenue
Wood pellet grills55 %

Outdoor cooking systems that grill, smoke, bake, roast, braise, and barbecue with hardwood pellets.

Consumables20 %

Recurring-use products including wood pellets, rubs, sauces, and seasonings.

Accessories15 %

Add-on products such as grill accessories and smart thermometers, including MEATER.

Direct-to-consumer and digital10 %

Sales and engagement through Traeger.com, the Traeger app, and digital content.

Products

Reported · share of revenue
53.3%24.0%22.8%FY2025100 %
  • Grills53.3 %
  • Accessories24.0 %
  • Consumables22.8 %

Source: 10-K FY2025, revenue the company reports per product line (SEC XBRL). Shares are of the lines shown and add up to 100 %.

Customers

Traeger sells to household consumers who buy premium outdoor cooking equipment for home use, from casual grillers to serious barbecue enthusiasts. It also serves retailers and e-commerce partners that resell the products to end customers, while the brand community and app users support repeat purchases of consumables and accessories.

Retail consumers

Household buyers purchasing grills and accessories through retail partners for home outdoor cooking.

Direct-to-consumer buyers

Consumers purchasing through Traeger.com, the app, or brand-owned digital channels.

Consumables repeat buyers

Existing grill owners who repurchase pellets, rubs, sauces, and related supplies.

Retail and e-commerce partners

Hardware, home improvement, mass retail, and online channels that stock and resell Traeger products.

Enthusiast and professional users

Competition pitmasters and chefs who use the brand for performance, authenticity, and community.

Strategy

Traeger’s strategy centers on its premium brand, product innovation, and an omnichannel distribution model that reaches consumers through major retailers and digital channels. The company is also emphasizing channel simplification, supply-chain efficiency, and broader use of consumables and accessories to deepen customer engagement and repeat purchases.

Brand-led product innovationMedium term

The brand differentiates Traeger in a category where product experience and loyalty matter.

Omnichannel retail executionShort term

Retail partners provide scale and consumer reach across major home and outdoor channels.

Consumables and accessory attachMedium term

Recurring purchases help extend the customer relationship beyond the initial grill sale.

Operational simplificationShort term

A simpler channel and cost structure can improve execution and reduce overhead.

Geography

Q1/2026

Traeger derives substantially all of its revenue from North America, especially the United States and Canada. The company also sells through certain European markets and uses third-party logistics and distribution infrastructure in the U.S. and Europe to support retail and direct fulfillment.

North America100 %

Risks

Traeger is exposed to demand swings in discretionary outdoor cooking products, channel concentration, and execution risk in its retail and supply-chain network. The business also faces tariff, import, product safety, brand, and intellectual-property risks, while goodwill and intangible assets require ongoing impairment assessment.

Sorted by severity
LowMediumHighLowMediumHighImpact →Likelihood →Tariffs and import cost inflation1Execution risk in restructuring and channel changes2Channel concentration and partner dependence3Product safety and quality issues4Supply-chain and logistics disruption5
Impact is the risk’s severity and likelihood how probable it is over the next few years, both assessed from the company’s reports. Numbers match the list.
  1. Tariffs and import cost inflationImpact: HighLikelihood: High

    Traeger imports products and components, so trade policy can affect landed costs and margins.

    Exposure: Imported grills and accessories

  2. Execution risk in restructuring and channel changesImpact: HighLikelihood: High

    Operational changes can disrupt sales, culture, and customer access if not implemented well.

    Exposure: Project Gravity and channel optimization

  3. Channel concentration and partner dependenceImpact: HighLikelihood: Medium

    A large share of sales flows through a limited set of retailers and e-commerce partners.

    Exposure: Retail and e-commerce channels

  4. Product safety and quality issuesImpact: HighLikelihood: Medium

    Defects, including fire or explosion risks, could harm consumers and damage the brand.

    Exposure: Grills and connected cooking devices

  5. Supply-chain and logistics disruptionImpact: MediumLikelihood: Medium

    Third-party manufacturing and limited distribution centers create fulfillment vulnerability.

    ExposureManufacturingWarehousingTransportation

Accounting

Judgemental items
Revenue recognition and variable consideration

Returns, volume rebates, and channel timing affect reported sales and comparability.

Impact: Net revenue

Seasonality

Grill demand is typically higher in warmer-weather quarters and accessories in Q4.

Impact: Quarterly revenue and margin patterns

Goodwill impairment

The company performs annual and triggering-event tests on its single reporting unit.

Impact: Potential non-cash impairment charges

Acquired intangible asset amortization

Customer relationships, trademarks, and distributor relationships create ongoing amortization expense.

Impact: Operating income and net income

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Last updated: 24/09/2026

Traeger, Inc. (COOK) Revenue, Earnings & Financials 2025 – Clarifo