Table of Contents
Imagine taking a massive hit on the football field, catching a rogue elbow in a basketball game, or taking a stick to the face on the ice. The only thing standing between your smile and a painful, costly trip to the dentist is a small piece of plastic.
For decades, everyday athletes really only had two bad choices when it came to protecting their teeth. You could buy a cheap, clunky mouthguard from a local sporting goods store and boil it on your stove, or you could pay a dentist hundreds of dollars to make a custom fit.
The cheap option makes it hard to breathe and even harder to talk to your teammates. The dentist option takes weeks and empties your wallet. This massive gap in the sports equipment market is exactly what brought Matthew Hall into the Shark Tank. He walked onto the set during the Season 16 premiere with a bold claim: his company could deliver dentist-quality, 3D-printed mouthguards straight to your door for a fraction of the cost.
It was a pitch that sparked a massive valuation debate, caught the eye of a high-profile guest Shark, and launched a brand that is now taking over professional sports locker rooms. Here is the full story of what happened inside the Tank and where the company stands today.
What is TRUFIT Customs?
TRUFIT Customs is a direct-to-consumer dental and sports equipment company that specializes in custom-fit mouthguards, night guards, and performance gear. Instead of forcing customers to visit a dentist for professional molds, TRUFIT ships a simple impression kit straight to the buyer's home.
The customer mixes the provided silicone putty, bites down into a tray, and mails the impression back in a prepaid envelope. Once the mold arrives at the TRUFIT facility, the magic happens.
The team uses a high-precision 405-nanometer light-based scanner to capture every tiny detail of the user's teeth. Skilled CAD (Computer-Aided Design) professionals then optimize the digital model. Finally, the company uses industrial 3D printers to create a precise, perfectly fitting mouthguard.
Because the mouthguard fits exactly to the user's dental structure, it snaps into place and stays put. This allows athletes to breathe freely, drink water, and call out plays without taking the guard out of their mouths. It also features shockwave-dampening compression pads to help distribute the force of hard impacts, reducing the risk of concussions and broken teeth.
Once a customer's teeth are scanned, that digital file is saved in the cloud. If an athlete loses their mouthguard or a dog chews it up, they can order a replacement with a single click, without ever needing to take another putty impression.
| Product Overview | Details |
|---|---|
| Industry | Sports Equipment / Dental Technology |
| Founded Year | 2022 |
| Core Product | 3D-Printed Custom Mouthguards |
| Target Audience | Athletes, MMA Fighters, Teeth Grinders |
| Retail Price | Starting at $95 |
Who is the Founder of TRUFIT Customs?
TRUFIT Customs was founded in 2022 by two college friends, Matthew Hall and Victor Adamo. The duo combined their distinct backgrounds to solve a problem they had both experienced firsthand.
Matthew brought a strong academic background to the table, having studied pre-medicine and psychology. This gave him the technical understanding needed to navigate the dental industry, scanning technology, and the biomechanics of impact. Victor, on the other hand, brought the practical experience.
As a former hockey player, he knew exactly how annoying and distracting traditional mouthguards could be. He understood that athletes often ditch their safety gear simply because it is too bulky to breathe comfortably during intense cardiovascular moments.
The two founders realized that the traditional method of creating custom gear was broken. Sports teams were wasting valuable practice time having dentists come into the locker room to take physical impressions of every single player.
Matthew and Victor knew that by leveraging 3D printing and digital cloud storage, they could cut out the middleman, speed up the process, and drastically lower the price point for everyday consumers. They pooled their resources, raised some early angel investment money, and launched TRUFIT Customs to the public.
TRUFIT Customs Shark Tank Journey & Pitch
Matthew Hall walked into the Shark Tank during the Season 16 premiere, which aired on October 18, 2024. He confidently stepped onto the carpet and asked the Sharks for $750,000 in exchange for 5% equity in his company. This massive ask placed the valuation of TRUFIT Customs at a whopping $15 million.
He started his presentation by showing off the sleek, low-profile design of the mouthguards. To prove his point about comfort and usability, he actually wore a TRUFIT mouthguard during his pitch to demonstrate how clearly he could speak with it in his mouth.
The Sharks were impressed by the product, but the $15 million valuation immediately raised eyebrows in the room. Mark Cuban wanted to know the numbers. Matthew did not disappoint. He revealed that in 2022, their very first year, the company did $115,000 in sales. By 2023, sales jumped to $750,000. For the current year of 2024, Matthew confidently projected that TRUFIT would hit $1.4 million in sales.
He also shared their customer acquisition cost, which sat at an impressive $23, leading to a four-time return on ad spend. Furthermore, Matthew revealed a massive business victory: before even stepping onto the Shark Tank set, TRUFIT had already secured the Arizona Cardinals as a client, kicking off a wave of NFL partnerships.
Despite the strong sales and solid margins, the high valuation was a tough pill to swallow. Mark Cuban was the first Shark to drop out. He liked the product, but he felt the current sales volume simply did not justify a $15 million price tag. Daymond John agreed with Mark and quickly bowed out for the exact same reason. Lori Greiner also felt the valuation was too rich for her blood and exited the negotiations.
This left Kevin O'Leary and guest Shark Rashaun Williams.
Kevin, never one to shy away from a deal, decided to make an offer. However, true to his "Mr. Wonderful" persona, it came with strings attached. He offered the requested $750,000 for only 3% equity, but he demanded a $2 royalty on every single unit sold until he recouped $2.25 million.
Rashaun Williams, a venture capitalist with deep ties to the professional sports world, immediately stepped in and called Kevin's royalty structure a "bad offer." Rashaun understood the massive potential of the brand within professional locker rooms. He made his own counteroffer: $750,000 for 10% equity, with zero royalties. More importantly, Rashaun promised to leverage his massive network to bring 10 to 20 professional athletes on board as brand ambassadors and investors.
Kevin tried to defend his royalty deal, but Rashaun clapped back, pointing out that his connections to the pro sports world were worth millions of dollars in free marketing. Matthew saw the clear strategic advantage of partnering with Rashaun. He accepted the offer, walking out of the Tank with a massive check and a powerful new ally.
| Pitch & Offers | Details |
|---|---|
| Initial Ask & Valuation | $750,000 for 5% ($15M Valuation) |
| Sharks in the Room | Mark Cuban, Kevin O'Leary, Lori Greiner, Daymond John, Rashaun Williams |
| Kevin O'Leary's Offer | $750,000 for 3% equity + $2 per unit royalty until $2.25M is paid back |
| Rashaun Williams' Offer | $750,000 for 10% equity + network of pro athletes |
| Final Deal Accepted | Rashaun Williams for $750,000 at 10% equity |
What Happened to TRUFIT Customs After Shark Tank?
The immediate aftermath of the episode airing was nothing short of explosive. The "Shark Tank Effect" hit TRUFIT hard and fast. According to Matthew, consumer sales skyrocketed tenfold within the first five days of the Season 16 premiere.
The company's website was flooded with orders from weekend warriors, high school athletes, and adult league hockey players who all wanted the pro-level treatment. But it was not just everyday consumers knocking on the door. Matthew reported that his inbox was quickly filled with inquiries from major suppliers, sports researchers, and business strategists who saw the potential in TRUFIT's 3D-scanning technology.
Partnering with Rashaun Williams proved to be the exact accelerant the business needed. Rashaun's venture capital group provided hands-on support to help Matthew scale his manufacturing rapidly to meet the massive spike in demand. Furthermore, Rashaun delivered on his promise to open doors in the sports world. TRUFIT's cold-calling days were over; they now had warm introductions to the decision-makers inside major athletic franchises.
To capitalize on the national television exposure, TRUFIT ran a massive promotion, allowing viewers to use a promo code to knock the price of a custom mouthguard down to $95. This aggressive pricing strategy helped them convert thousands of first-time buyers into lifelong customers whose digital dental records are now permanently stored in the TRUFIT database.
Is TRUFIT Customs Still in Business?
Yes, TRUFIT Customs is still in business and thriving. The company has successfully transitioned from a promising startup into an established, dominant player in the sports safety market.
On April 15, 2026, TRUFIT was featured in a highly anticipated Shark Tank Update episode. The segment showcased just how far the brand had come since shaking hands with Rashaun Williams. The update episode revealed that TRUFIT has cemented an absolute stronghold in professional sports. The company supplies custom mouthguards to more than half of all NFL teams, with the Los Angeles Rams being one of their marquee clients. Their reach extends far beyond football; TRUFIT is now standard gear for athletes in the NHL, the Premier Lacrosse League, USA Rugby, and the brutal striking world of the UFC.
Perhaps the most impressive part of their status is how they have expanded their product line. Because they already have the 3D-scanning technology and cloud-based dental records, they realized they could easily manufacture other custom-fit products. Today, TRUFIT offers a complete line of dental grade products, including:
- Night Guards: Designed for people who grind or clench their teeth in their sleep. 3D printed to be thinner and more comfortable than bulky drugstore night guards.
- Vaporbite: A specialized performance mouthpiece that aligns the jaw and positions the tongue to improve oxygen intake.
- Whitening Trays: Custom-fit trays that allow users to whiten their teeth at home safely, bypassing the massive dental markup.
- Retainers: Slim, precise retainers to keep teeth locked in place after braces.
Beyond dental products, TRUFIT has officially launched a line of custom-fit carbon fiber insoles for athletic cleats and shoes, utilizing the exact same direct-to-consumer digital scanning model.
What is the Valuation & Net Worth of TRUFIT Customs?
Valuing a private, rapidly growing startup is always a moving target, but we can track TRUFIT's financial trajectory through their Shark Tank appearances.
When Matthew walked into the Tank in late 2024, he valued his company at $15 million based on his projected $1.4 million in annual sales. However, by accepting Rashaun Williams's offer of $750,000 for 10%, the official on-paper valuation of the company adjusted to $7.5 million at the time of the deal.
In late 2024 and early 2025, business analysts estimated the net worth of TRUFIT Customs to be sitting comfortably around $3 million. However, the landscape has changed dramatically.
Given their confirmed tenfold increase in consumer sales immediately after the broadcast, their massive expansion into over 16 NFL locker rooms, and their successful launch of high-margin products like night guards and custom insoles, their revenue has clearly multiplied. While the founders have not publicly released their exact tax returns, industry experts estimate that TRUFIT Customs is now generating multi-million dollar annual revenues. The company's overall valuation is highly likely to have surpassed their original $15 million asking price from the show, driving the estimated net worth of the founders well into the mid-seven figures.
How Does the TRUFIT Customs Process Work?
One of the biggest hurdles TRUFIT faced was convincing consumers that taking a dental mold at home is actually very easy. Their marketing focuses heavily on educating the buyer on their simple, three-step process:
- Take the Impression: When you place an order, TRUFIT mails you a small box containing two colored silicone putties and a plastic tray. You mix the putty together, roll it into a cylinder, place it in the tray, and bite down for a few minutes.
- Mail it Back: You put the hardened mold back into the original box, slap on the provided prepaid shipping label, and drop it in the mail. No hidden shipping fees.
- Receive the Product: Within 3 to 5 business days of receiving your mold, TRUFIT scans it, 3D prints your custom guard in their USA-based facility, and mails the finished product straight to your door.
The biggest selling point is that returning customers get to completely skip step one. Because your digital file is saved in their cloud network, ordering a fresh mouthguard for a new season requires zero putty.
Are TRUFIT Customs Reviews Good?
If you look at public forums, the reception to TRUFIT is largely positive, though it depends heavily on the user's past experiences.
Athletes who are used to cheap, boil-and-bite mouthguards from big box stores are universally blown away by the product. Reviews consistently praise how tightly the guard grips the teeth, allowing players to drink water and shout to teammates without the guard falling out. MMA fighters and boxers specifically highlight the slim profile, which makes breathing heavy much easier during late rounds.
However, some savvy consumers on platforms like Reddit have pointed out TRUFIT's marketing tactics. During big sales events, the company often uses discount codes to drop the price down to around $95, while charging a separate fee for the impression kit.
While some users complain about the pricing structure, the general consensus is that paying roughly $100 for a TRUFIT guard is still vastly superior to paying $300 to $500 for the exact same quality at a local dentist's office.
The ultimate proof of quality, however, lies in their roster. If the product was lacking, professional athletes making millions of dollars would not trust their teeth to TRUFIT. The fact that half of the NFL relies on the brand is the ultimate five-star review.
