Bombas Names Ex-Under Armour Exec Jason LaRose as CEO to Drive Retail Expansion Beyond DTC

Shark Tank-famous brand Bombas is stepping into a new era as it moves beyond its digital roots. Co-founder David Heath is stepping down as CEO and handing the reins to Jason LaRose, a seasoned retail executive and former Under Armour leader.

A Strategic Leadership Shift

Heath will remain involved as executive chair, but acknowledged the company’s scale now requires a leader with traditional retail experience.

“We’ve grown to a size where I don’t have all the answers anymore,” Heath said. “Jason’s background makes him the right person to lead us forward.”

Meet Jason LaRose

LaRose brings deep expertise from Under Armour and Equinox, where he led North America operations. As the new CEO, he aims to guide Bombas through a crucial period of growth beyond its direct-to-consumer (DTC) model.

Strong Growth and Profitability

• 22% revenue growth in the current fiscal year

• Over $2 billion in lifetime sales

• Double-digit EBITDA margins, indicating strong profitability

• Footwear category (especially the Sunday Slipper) is the fastest-growing

• Socks continue to perform well, up 17% in April

Expanding into Wholesale & Physical Retail

To grow further, Bombas plans to increase its presence in wholesale and physical retail.

• Currently, 7% of sales come from wholesale

• Target: Grow this to 10–20% of total sales

• Testing its own physical stores

• Exploring partnerships with the right retail partners

“Over 60% of socks in the U.S. are sold in stores,” LaRose said. “Wholesale is not just a sales channel—it’s also a marketing opportunity.”

Where Bombas Is Sold Now

You can already find Bombas products in:

• Nordstrom

• Scheels

• Dick’s Sporting Goods

However, Amazon is not on the list. Bombas wants to control its brand and customer experience closely.

Why Bombas Is Cautious with Wholesale

As a digitally native brand, Bombas values brand storytelling and customer relationships. Its products—especially $15 socks—depend on perceived comfort and quality. Wholesale can dilute brand control and profitability, so Bombas is selective about its partners.

“We’re not expanding just to expand,” said LaRose. “We want the right partners who align with our mission and brand values.”

Looking Ahead

As the retail landscape shifts, Bombas is positioning itself for the long haul—combining profitable digital roots with a strategic retail expansion.