About Us

We didn’t start this company because we saw a gap in a spreadsheet. We started it because a metal wedding ring almost ripped a guy’s finger off.

Back in 2015, Peter Goodwin was building a remote lodge in Alaska. He was an adventure guide — the kind of guy who spent his days piloting planes, fishing in freezing rivers, and hauling lumber through the wilderness. One day, his metal wedding band caught on something. His finger got stuck. He pulled away just in time, but he nearly lost the whole thing. After that, he stopped wearing any ring at all. That didn’t go over well with his wife. So he tried a silicone ring, the kind that was just starting to show up online. But those rings had their own problem. They didn’t breathe. Within an hour of working outside, his finger was sweaty and chafed. And because he spent his life outdoors, that meant his finger was basically wet and irritated all the time.

So Peter did something that probably seemed a little crazy to everyone around him. He decided to build a better ring himself. Working nights in a freezing garage in Port Alsworth, Alaska — after long days of guiding tours — he started sketching, molding, and testing. For eight months, he stayed up late perfecting one thing: a silicone wedding band that let air in and pushed moisture out. The breakthrough came when he added tiny grooves to the inside of the ring. Those grooves created space between the ring and the skin, allowing air to circulate. Sweat dried. Skin stayed comfortable. And because the ring was made from medical-grade silicone, it was flexible, hypoallergenic, and safe.

He launched the Groove Ring on Kickstarter in December 2015. It sold out almost immediately.

From that point, things grew faster than anyone expected. What started as a one-man operation in a garage turned into a team of over two hundred people. But the core mission never changed: make gear for people who actually use it. Not the kind of stuff that sits in a drawer or gets swapped out for something else the moment you step outside. Gear that stays on your body, no matter what you’re doing.

The product lineup grew naturally from there. Once the rings took off, customers started asking for watchbands that didn’t trap sweat against their wrists. So Peter designed the world’s first breathable silicone watchband — same medical-grade material, same grooved interior, made to fit Apple, Fitbit, and Samsung watches. Then came belts that held their shape through years of everyday wear. Minimalist wallets with RFID blocking and integrated tracking. The company also makes apparel now — hoodies, T-shirts, leggings, sports bras — all built for comfort and performance, without looking like workout gear.

Here’s something that matters to us. Most of the original silicone ring brands from the mid-2010s have been bought and sold, shuffled around by investment firms. We’re still independent and privately held. That means we don’t answer to quarterly earnings calls or short-term profit targets. We answer to our customers. It’s why every product comes with an unlimited lifetime warranty. If your ring rips, stretches, gets eaten by a fish, or even gets lost? We replace it. That’s not a marketing gimmick. It’s a promise Peter made when he started the company, and we’ve kept it ever since.

The company headquarters is in a renovated high school building in Tennessee. It’s a little strange, we know. But walking through those halls every day reminds us that we’re not a corporate machine. We’re a group of people who like building things that work, standing behind them, and treating customers the way we’d want to be treated.

We also partner with some pretty cool people — Marvel, DC Comics, Guy Harvey, Realtree — to bring unique designs to our rings and bands. But no matter what the outside looks like, the inside is always the same: breathable grooves, medical-grade silicone, and a build quality that doesn’t cut corners.

We’re not trying to be everyone’s brand. We’re the brand for people who work with their hands, who chase adventure on the weekends, or who just want to wear a wedding band or a watchband without thinking about it. The kind of people who don’t want to take their gear off — because it never gets in the way.

So whether you’re a firefighter, a nurse, a metalworker, a hunter, a runner, a dad chasing kids around the backyard, or someone with sensitive skin who’s tired of rashes from cheap silicone — you’re welcome here. We built this for you.

Thanks for reading.

— The team that started in a freezing Alaskan garage and somehow hasn’t frozen yet