ActionGlow Shark Tank Update: The $1M Action Sports Brand

ActionGlow is a premium sporting goods brand that designs and manufactures highly durable, aftermarket LED lighting systems for extreme sports equipment.

The company became a household name for adrenaline junkies when its founders pitched the product on Season 14, Episode 7 of the hit American television show, Shark Tank, in November 2022.

By attaching these innovative, 100% waterproof light strips to snowboards, surfboards, bikes, and skateboards, riders can safely enjoy their favorite sports long after the sun sets.

The bright, color-changing lights add a unique style to the gear while vastly improving visibility in low-light conditions.

But what happened to ActionGlow after the reality TV cameras stopped rolling? From a massive surge in website sales to a nationwide retail expansio, the ActionGlow story is a testament to the American entrepreneurial spirit.

This complete update covers everything from their renegotiated Shark Tank deal to their current net worth, detailed competitor analysis, and overall market success.

Business Information Snapshot

Company Name	45th Parallel Lighting, LLC (ActionGlow)
Founders	Garret Porter and Dakota Porter
Product Category	Premium LED Lighting Systems for Action Sports
Original Shark Tank Ask	$200,000 for 15% equity
On-Air Deal Accepted	$200,000 for 30% equity (Renegotiated off-camera)
Shark Partner	Robert Herjavec
Shark Tank Episode	Season 14, Episode 07 (Aired Nov. 18, 2022)
Current Status	In Business (E-commerce and Retail Distribution)
Estimated Net Worth	$1 Million to $1.5 Million

What Is ActionGlow? The Technology Behind the Lights

ActionGlow is the world’s leading LED sports lighting brand. The kits are built for elite professional athletes and recreational weekend riders alike.

The original concept was born in Traverse City, Michigan, back in 2012. The founders wanted a way to light up their snowboards on a dark ski slope. After more than a decade of constant testing, the brand released its most technologically advanced version: ActionGlow2.

Unlike cheap, generic light strips that easily break or peel off in the freezing cold, ActionGlow systems are engineered specifically to survive the impacts of action sports. The technology features:

• Extreme Durability: The light strips feature a rugged construction with 60 LEDs per meter, covered by a patented protective layer.
• High Visibility: The lights offer a 120-degree viewing angle and pack enough brightness to be seen from over half a mile away.
• 100% Waterproof Design: The entire system carries an IP68 rating, meaning it can be completely submerged in saltwater or snow without short-circuiting.
• Customizable Colors: The current second-generation model features seven different color modes and three brightness levels, all controlled by a simple one-button operation.
• Damage-Free Installation: The lights attach to sporting equipment using specialized 3M VHB industrial-strength adhesive. This secures the lights through rough terrain but allows them to peel off cleanly without damaging the board when it is time to remove them.
• Upgraded Power Sources: While older models relied on standard 9V batteries, models can be paired with ActionGlow’s proprietary “AG Rechargeable” battery packs for extended riding sessions.

The brand’s patented technology (US Patent 9366404B1) proved so effective that ActionGlow lighting systems were featured in national television commercials for Red Bull and Jeep, as well as on the ABC reality series The Ultimate Surfer.

Who Are The Founders of ActionGlow?

ActionGlow was founded by two brothers, Dakota and Garret Porter. The duo officially launched the business when Dakota was just 16 years old and Garret was only 13. Both brothers were born and raised in Michigan and shared a deep passion for snowboarding, surfing, and the outdoors.

Starting a tech and manufacturing company as teenagers came with a massive learning curve. The brothers had no prior business experience, but they were not afraid to ask for help.

They found local mentors in the Traverse City business community who guided them through the early stages of product design and company structure.

Dakota, who serves as the CEO, handled the creative side of the business. He designed the original logos, filmed the promotional videos, and built the early website.

Garret, the COO, focused on the company’s financials, sales strategy, and daily operations. After high school, both brothers earned their associate degrees in business to further sharpen their skills.

The Early Struggles and Hustle

The path to success was anything but smooth. The brothers launched the first ActionGlow kits at a local business expo in Traverse City in late 2013 and sold out within 48 hours.

However, scaling the business proved difficult. In 2016, they launched a Kickstarter campaign to raise funds for mass manufacturing, but the project ultimately failed to reach its goal.

Shortly after, the brothers applied for funding through the State of Michigan’s Business Accelerator Fund but were told they did not qualify.

Refusing to give up, they pitched their vision to three local Traverse City investors they had met over the years. This effort finally secured them a small round of angel investment to keep the lights on.

For nearly 10 years, the brothers hand-assembled every single lighting kit in their workshop while relying heavily on word-of-mouth marketing.

Beyond the business, the brothers stayed heavily involved in their local community. In a fun display of their ambition, Dakota and Garret even launched the “Big Pie Project” (BPP), a massive community effort aimed at bringing the world record for the largest cherry pie back to Traverse City.

ActionGlow Shark Tank Pitch

Getting onto Shark Tank was a massive battle. The Porter brothers actually applied to the show multiple times over the years and were rejected for both Season 4 and Season 6. By late 2022, the producers finally gave them a shot.

Dakota and Garret walked into the Shark Tank seeking an investment of $200,000 in exchange for 15% equity in ActionGlow.

The brothers delivered a highly energetic pitch, showcasing a video highlight reel of their lights in action on the snow and water.

While the Sharks loved the product design and the brothers’ incredible work ethic, they were highly concerned about the company’s slow sales history.

Over a 10-year period, ActionGlow had only generated about $130,000 in total revenue. Dakota assured the panel that their newly launched ActionGlow2 system was projected to hit $430,000 in sales within its first year.

Here is how the Sharks reacted to the pitch:

• Kevin O’Leary: He loved the idea but worried that cheap overseas factories would easily copy the product and flood the market with knockoffs. He declined to invest.
• Lori Greiner: She believed the business was still too small and early for her to help scale. She dropped out.
• Mark Cuban: He praised the brothers’ hustle and determination but felt the niche action sports industry was simply too difficult to conquer. He passed.
• Barbara Corcoran: She thought the product looked great but had major reservations about the slow 10-year sales history. She did not make an offer.
• Robert Herjavec: Robert saw the ultimate potential. Despite having doubts about their lofty $430,000 sales projection, he loved the product and believed in the founders. He offered them the full $200,000, but asked for a 30% stake in the company.

Without hesitation, Dakota and Garret accepted Robert’s offer on the spot.

What Happened To ActionGlow After Shark Tank?

The national television exposure changed everything for ActionGlow. The moment their episode aired, the legendary “Shark Tank Effect” took hold.

In a single weekend, ActionGlow generated over $60,000 in revenue. To put that into perspective, the brothers doubled their entire 2021 sales total in just 48 hours.

Within a couple of weeks, the company completely surpassed the $130,000 lifetime sales mark that had taken them 10 grueling years to build.

The Deal Renegotiation

One of the most important developments happened completely behind the scenes. Because ActionGlow’s sales exploded so quickly while Robert Herjavec’s legal team was still performing standard business checks (due diligence), the underlying value of the company instantly shot up.

Garret Porter later revealed that the brothers were able to renegotiate the terms of their deal in a much more favorable manner with Robert Herjavec.

While the exact final equity percentage remains a private business secret, the partnership is incredibly strong.

Herjavec continues to advise the brand and even wrote a personal letter of recommendation to help the Porter brothers secure a nomination for the Forbes 30 Under 30 list.

ActionGlow Tour and Retail Expansion

By 2025, ActionGlow had proven itself as a powerful online brand, maintaining a massive 250% year-over-year growth rate.

However, the brothers knew that to become a trusted household name in action sports, they needed their products sitting on physical retail shelves.

To kickstart their retail strategy, the ActionGlow team bought an old 65-passenger school bus, converted it into a customized RV, and embarked on the “LED THE WAY Tour”.

For six months in early 2025, they drove coast-to-coast across the United States. This grassroots marketing tour allowed them to meet face-to-face with professional athletes, social media influencers, and local surf, skate, and ski shop owners.

The cross-country effort was a massive success. As of today, ActionGlow lighting kits are officially stocked in retail locations nationwide.

Consumers can now walk into major American sporting goods retailers like Scheels, Bike Mart, and Buckman’s to purchase the products in person.

To support this massive jump in volume, the brothers finally stopped hand-assembling the light kits themselves. They hired a dedicated manufacturing team and improved their supply chain processes to handle the nationwide demand.

The brand also secured major credibility in the professional sports world. During the 2025 Winter X Games, ActionGlow officially sponsored professional snowboarder SnappyBoarder.

Outfitting his gear with their LED Snowboard system for the famous Knuckle Huck event proved to the world that ActionGlow lights are durable enough to survive the harshest, most elite tricks in the sport.

ActionGlow Product Catalog and Pricing

In 2026, ActionGlow shifted its focus entirely to premium quality. The second-generation kits stream-lined inventory, and the brand officially launched an ActionGlow apparel line featuring branded hats, hoodies, and graphic t-shirts.

All light kits sold include a 1-year warranty (“The AG Guarantee”) and offer free shipping within the United States on orders over $150.

Below is a look at the core ActionGlow product lineup and direct-to-consumer retail pricing:

Product Collection	Item Name	Retail Price (USD)
Land Sports	LED Onewheel System	$69.00
Land Sports	LED Bike System	$74.00
Land Sports	LED Longboard System	$189.00
Snow Sports	LED Ski System	$89.00
Snow Sports	LED Snowboard System	$129.00
Water Sports	LED Kayak / SUP System	$139.00
Water Sports	LED Surfboard / Wakeboard System	$169.00
Accessories	AG Rechargeable Batteries (2-pack)	$29.00
Apparel	The AG Trucker Hat / Shirts	$24.00 – $28.00

Note: Data reflects pricing published on the official ActionGlow website.

ActionGlow vs. The Competition

The LED sporting goods market has grown highly competitive. While generic, cheap light strips flood discount websites like Temu, ActionGlow has positioned itself strictly as a premium brand.

When analyzing 2026 e-commerce data, ActionGlow holds a steady position in the middle of the specialized sports lighting pack. In 2025, ActionGlow generated $386,700 in online revenue.

By early 2026, e-commerce tracking showed the brand bringing in roughly 12,800 monthly website visitors, with 52% of customers purchasing on desktop computers and 48% on mobile devices.

Here is how ActionGlow stacks up against its main US competitors based on market data :

Competitor Brand	Core Focus	Est. Average Order Value	Est. Conversion Rate
Guardian Angel Devices	Industrial & Cycling Safety	$375 – $400	1.0% – 1.5%
Action LED Lights	High-End Bike Lights	$350 – $375	1.0% – 1.5%
Nixy Sports	Paddleboards & Accessories	$250 – $275	0.5% – 1.0%
ActionGlow	Snow, Water & Land Kits	$125 – $150	1.0% – 1.5%
ShredLights	Electric Skateboard Mounts	$125 – $150	1.5% – 2.0%
Board Blazers	Budget Skateboard Pucks	$50 – $75	1.5% – 2.0%

Market Analysis: Guardian Angel leads the pack in total revenue, but they focus heavily on high-priced safety lights for workers and hardcore cyclists. ActionGlow’s most direct competitor in the skateboard space is ShredLights.

ShredLights focuses heavily on electric skateboards (ESK8) and offers headlights that mount directly to the metal trucks of a board. ShredLights commands slightly better conversion rates than ActionGlow.

However, ActionGlow completely dominates the snow and water space. Because their light strips are 100% waterproof and stick tight via 3M industrial adhesive, they are the undisputed choice for surfboards, wakeboards, and snowboards.

Customer reviews frequently praise the 5-minute, tool-free installation and the fact that the adhesive actually holds up in freezing snow and saltwater.

Is ActionGlow Still In Business?

Yes, ActionGlow is absolutely still in business. As of today, the company is operational and thriving.

Dakota and Garret Porter successfully transitioned their business from a small, hand-built garage operation in Michigan into a recognized national brand.

Consumers can easily purchase ActionGlow kits directly from their official website, through Amazon, or in person at sporting goods retailers across the United States.

While independent e-commerce analysts project that the overall winter sports online sector may see a minor softening of sales compared to the massive boom of 2025, ActionGlow’s move into physical retail stores provides a strong safety net for the brand.

The brothers remain deeply involved in the daily operations of the company, frequently traveling to trade shows, sponsoring action sports events, and constantly working on research and development for future products.

What Is The Net Worth Of ActionGlow?

When ActionGlow originally appeared on Shark Tank, they asked for $200,000 for 15% equity, which gave the company an implied valuation of roughly $1.33 million. Robert Herjavec’s initial on-air deal of 30% equity temporarily dropped that valuation down to $666,666.

However, because the business exploded immediately after the show aired and the deal was renegotiated favorably off-camera, that lower valuation is no longer accurate.

In 2025, ActionGlow proved its earning power by generating roughly $386,700 in revenue from its online store alone. When you combine their strong e-commerce sales with their new nationwide retail distribution network, the company is generating healthy, diverse cash flow.

Based on their massive post-show growth, their successful entry into American retail stores, and standard revenue multiples for consumer sporting goods, ActionGlow’s estimated net worth in 2026 sits comfortably between $1 Million and $1.5 Million.

Final Thoughts

The story of ActionGlow proves that overnight success often takes over a decade to achieve. Dakota and Garret Porter spent 10 years grinding at local business expos, hand-assembling products, and facing multiple rejections before they finally got their big break on Shark Tank.

Today, they are outfitting elite professional athletes, stocking the shelves of major American retail stores, and making extreme sports safer and much more stylish for riders everywhere. Their dedication to quality and their willingness to pivot when necessary has cemented ActionGlow as a lasting player in the outdoor sports industry.