Traeger, Inc.

Traeger, Inc. (NYSE: COOK) operates as the creator and category leader of the wood pellet grill, an outdoor cooking system that uses all-natural hardwoods to grill, smoke, bake, roast, braise, and barbecue. The company's website is www.traeger.com.

Founded in 1987 with the invention of the original wood pellet grill, Traeger has reinvented its core product since 2014 by integrating digital technologies and internet connectivity. The company's grills feature proprietary technologies including WiFIRE cloud-computing capabilities, D2 Direct Drive temperature control, Super Smoke Mode, and smart combustion systems that enable users to monitor and control their grills via smartphone through the Traeger app, which engaged 2.8 million active users in fiscal 2025.

Traeger's integrated platform comprises six product categories: wood pellet grills representing 53.3 percent of revenue, consumables including wood pellets, rubs, and sauces representing 22.8 percent of revenue, accessories and smart thermometers representing 24.0 percent of revenue, and digital content and cooking classes. The company estimates approximately 78 million households in the United States own a grill, with Traeger's penetration at 3.4 percent based on approximately 2.7 million grills sold domestically from 2020 to 2025.

The company operates through omnichannel distribution including major retailers such as The Home Depot, Ace Hardware, Amazon, and Best Buy, complemented by direct-to-consumer sales. Approximately 80 percent of grills are manufactured in China with substantially all consumables produced in the United States. Traeger operates four vertically integrated wood pellet production facilities in the United States and contract manufacturers in the United States and Poland.

As of December 31, 2025, Traeger employed approximately 433 full-time employees located across 35 states and five countries, with 333 based in the United States. The company maintains intellectual property protection through approximately 637 trademark registrations, 85 issued U.S. patents, and 254 issued foreign patents. The Traegerhood community represents the company's brand foundation, encompassing casual grillers through professional chefs and competition pitmasters.