About Sure-Grip

August 21, 2025

Rolling Through Time: The Story of Sure-Grip Skate Co.

In the world of skating, few names carry the legacy and innovation of Sure-Grip. Born from a garage in Southern California in the mid-1930s, this company has been a cornerstone of roller sports for nearly a century. But its roots aren’t in skateboarding per se—they’re in roller skating. And that origin story is as gritty and inventive as the sport itself.

The Birth of a Revolution

Sure-Grip Skate Co. was founded in 1937 by John L. Wintz, a man whose passion for roller skating led him to tinker with materials and machinery in search of a smoother, more controlled ride. Drawing on his experience in the oil fields of Signal Hill, California, Wintz created a wheel made from phenolic fiber with a rubber inlay. The concept was simple but brilliant: heat generated during skating would expand the rubber, increasing grip around corners. It worked so well that local skaters began clamoring for his wheels, and Sure-Grip was born.

What Made Sure-Grip Stand Out

Sure-Grip didn’t just make wheels—they made history. Their rubber inlay wheels replaced the slippery wooden ones that dominated the market, revolutionizing the skating experience. Over the decades, the company continued to innovate, introducing injection molding and computer-aided design to their manufacturing process. They became known for their high-performance skate plates, durable wheels, and a commitment to quality that kept them ahead of the curve.

Though primarily focused on roller skating, Sure-Grip’s influence spilled into adjacent skating cultures, including skateboarding. Their components—especially trucks and plates—were sometimes repurposed or adapted by skaters looking for rugged, reliable gear.

Sponsorships and Community Roots

While Sure-Grip wasn’t a major player in the flashy world of skateboarding sponsorships, they did support the roller skating community in meaningful ways. Their gear has been a staple in roller derby leagues, artistic skating competitions, and recreational rinks across the globe. Rather than chasing celebrity endorsements, Sure-Grip invested in grassroots skating culture, helping build a loyal following that spans generations.

Still Rolling Strong

Today, Sure-Grip continues to manufacture many of its products in the same California facility where it all began. Their catalog includes everything from classic phenolic wheels to modern magnesium plates, toe stops, and glitter skates. They’ve embraced sustainability, using recycled materials and maintaining a strong presence on social media and YouTube to connect with a new generation of skaters.

Sure-Grip isn’t just a brand—it’s a legacy. It’s the story of a man who wanted a better ride and ended up changing the game. And nearly 90 years later, they’re still rolling forward, blending tradition with innovation, one wheel at a time.

Sure Grip Summer Sessions Skate movie 1985