72.31
+7.76%
Close of 9 Nov 2026, in USD
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About Traeger
From its filings with the US Securities and Exchange Commission
Traeger is based in Salt Lake City, Utah and is incorporated in Delaware. Its shares trade on NYSE under the ticker COOK. The SEC classifies its business as household appliances. In the fiscal year to 31 December 2025, it reported revenue of $559.5m and a net loss of $115.2m. At that date it held total assets of $676.0m and shareholders' equity of $170.8m. By business, Grills brought in 53.3% of revenue, followed by Accessories at 24.0% and Consumables at 22.8%. By region, North America accounted for 92.0%, followed by Rest of world at 8.0%.
Traeger is the creator and category leader of the wood pellet grill, an outdoor cooking system that ignites all-natural hardwoods to grill, smoke, bake, roast, braise, and barbecue. Our Traeger grills are versatile and easy to use, empowering cooks of all skill sets to create delicious meals with a wood-fired flavor that cannot be replicated with gas, charcoal, or electric grills.
At the heart of our brand is a passionate and engaged community called the Traegerhood, which includes everyone from casual grillers to competition pitmasters and professional chefs. Our flagship wood pellet grills are internet of things (“IoT”) devices that allow owners to program, monitor, and control their grill through our Traeger app, which engaged 2.8 million active users for the fiscal year ended December 31, 2025. We complement our innovative cooking technologies with an extensive digital library of original recipes and Traeger cooking classes. In addition, we offer consumable products, such as wood pellets, rubs, and sauces, that drive recurring revenue.
Today, we estimate that 78 million households in the United States own a grill, representing the total addressable market. With approximately 2.7 million Traeger grills sold in the United States from 2020 to 2025, we estimate that our U.S. household penetration is only 3.4% of this total addressable market. As a result, we believe our potential market opportunity is massive and that our ability to grow within and beyond the outdoor grill market is unrivaled.
Quoted from its 10-K, filed 6 Mar 2026. Read the filing on SEC.gov ↗
Company facts
- Sector
- Consumer Discretionary
- Industry
- Household Durables
- Listed since
- 29 Jul 2021
- Employees
- 685
- Website
- traeger.com ↗
- Head office
- 533 SOUTH 400 WEST, SALT LAKE CITY, UT, 84101
- Incorporated in
- DE
- Classification
- Household Appliances
- Filer status
- <br>Emerging growth company
Leadership
Pay as last reported
- Mr. Jeremy AndrusChairman of the Board, Chief Executive Officer, since 2014$4.5m
- Mr. Michael HordChief Financial Officer
- Mr. Raul AlvarezLead Independent Director$357,498
- Ms. Wendy BeckIndependent Director$267,498
- Mr. Martin EltrichIndependent Director
- Mr. James HoIndependent Director
- Mr. Daniel JamesIndependent Director
- Ms. Elizabeth LempresIndependent Director$277,498
- Mr. Steven RichmanIndependent Director$267,498
- Mr. Nick BacchusInvestor Relations, since 2023
Environmental, social and governance
Scores out of 100, from our data supplier
- Overall
- 27
- Environment
- 10
- Social
- 59
- Governance
- 13
- Carbon reduction policy
- No
- Human rights policy
- Yes
SWOT analysis
AI-generated by our data supplier. Not written or checked by our editors.
Strengths
- Traeger grills offer unique wood-fired flavor unmatched by gas or electric alternatives.
- Traegerhood community connects casual grillers to professional chefs globally.
- Traeger app enables IoT control for programming and monitoring grills remotely.
Weaknesses
- Traeger pellets are a necessary consumable product for grill operation.
- Traeger's product range is limited to wood pellet grills and related accessories.
- Traeger's IPO in 2021 may indicate early-stage market challenges.
Opportunities
- Traeger's frozen meal kits could expand into new retail partnerships in the US.
- Traeger app IoT features could attract more tech-savvy consumers in Europe.
- Traeger's community engagement could grow through international events.
Threats
- Traeger's reliance on wood pellets may face supply chain disruptions.
- Competition from gas grill manufacturers in the US market is increasing.
- Traeger's limited product line could struggle against diversified brands.
Sources and methodology
- Data on this tab
- Our data supplier
- Chart on the Overview
- TradingView
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