A scalable category leader
in a fast-emerging market.
WPG is built for long-term growth at the intersection of functional wellness, performance, and modern consumer habits — through real partnerships, scalable distribution, and category leadership.
A multi-stunt partnership with access to Cody Matechuk and the Nitro Circus production and distribution network. First stunt complete — a world-record snowbike cliff jump.
Live now. The first co-collab — culture, access, and a combat-sports network most brands never reach.
Partnership secured; SKU development and first-responder distribution underway.
Built to scale independently.
WPG Inc. (Canada) holds brand IP, formulation IP, and partnership agreements. WPG LLC (US) runs US commercial operations, talent deals, and retail distribution. Each brand keeps its own P&L — structured so any one can scale, and be valued, on its own.
All three brands, direct to consumer.
Stunt-driven demand — Wake.
Sampling and subscription — ALRT.
Merch and content — Wake + Pulse.
First-responder organizations — ALRT.