Rascasse Audience Intelligence

Leatherman Target Market in United States

A data profile of the people who buy, follow and care about Leatherman in United States — modelled from more than twelve digital signal sources. Leatherman has an estimated audience of 1,162,468 people in United States.

#12among Tools in United States#2191among Brand in United States#1052in Home & Garden

The average Leatherman fan in United States is 45.2 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, New York.

Top brand affinities include Pilot Flying J, Snocross, Multi-tool, with strongest over-indexing on Pilot Flying J (12.3× the country average).

Demographically, the Leatherman audience skews more male with an average age of 45.2, and over-indexes on personality traits such as Risk Appetite, Patriotism.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Leatherman fan in United States is more male, around 45.2 years old, with strong Risk Appetite tendencies and a notable affinity for Pilot Flying J.

Category: Home & Garden · Type: Brand · Subtype: Tools

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Leatherman profile in United States.

Audience size
1.2M
in United States
Gender
15.5%♀
84.5% male
Age
45.2
average years
Country rank
#21334
Brand in United States
Fig. 01

Search interest · 12-month trend

+17%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Leatherman

15.5% are female, 84.5% are male, average age 45.2.

Fig. 02

Gender split

15.5%
Female
84.5%
Male
Demographic split for Leatherman audience in United States
MetricValue
Female15.5%
Male84.5%
Average age45.2
Estimated audience size1,162,468
Fig. 03

Age distribution

Ø 45.2
average years
Age distribution of the Leatherman audience in United States
Age bracketShare%
16-198%
20-2915%
30-3920%
40-4922%
50+35%
Fig. 04

Worldwide distribution

32.2%

of the worldwide Leatherman audience comes from United States.

Worldwide audience distribution share by country for Leatherman
CountryShare
United States32.2%
Germany8.5%
France5.0%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Leatherman audience in United States is strongest.

Fig. 05

Top regions by affinity

Leatherman customers by region in United States
#RegionReachAffinity×
01Montana~6K1.97×
02Wyoming~3K1.96×
03Maine~7K1.82×
04Oregon~20K1.79×
05Idaho~10K1.76×
06Alaska~4K1.73×
07North Dakota~4K1.67×
08Vermont~3K1.59×
09Utah~20K1.48×
10New Mexico~8K1.42×
11West Virginia~7K1.39×
12New Hampshire~5K1.20×
13South Dakota~3K1.20×
14Colorado~20K1.17×
15Washington~30K1.16×
16Minnesota~20K1.10×
17Wisconsin~20K1.06×
18Michigan~30K0.91×
19Kentucky~10K0.90×
20Iowa~8K0.90×
21Hawaii~4K0.89×
22Ohio~30K0.88×
23Tennessee~20K0.88×
24Nebraska~5K0.87×
25Kansas~8K0.86×
26North Carolina~30K0.85×
27Pennsylvania~30K0.84×
28Arkansas~8K0.83×
29Indiana~20K0.82×
30Connecticut~9K0.81×
31Arizona~20K0.80×
32Missouri~10K0.80×
33Oklahoma~10K0.80×
34Rhode Island~3K0.79×
35Massachusetts~20K0.78×
36California~90K0.75×
37Virginia~20K0.75×
38Nevada~8K0.75×
39Alabama~10K0.72×
40South Carolina~10K0.71×
41New York~40K0.70×
42Texas~70K0.67×
43Mississippi~6K0.67×
44Illinois~20K0.66×
45Delaware~2K0.65×
46Georgia~20K0.62×
47Maryland~10K0.62×
48Louisiana~9K0.60×
49New Jersey~20K0.57×
50Florida~40K0.52×
Fig. 06

Affinity by region

Affinity by region — Leatherman, United States
0.52×1.00×1.97×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Leatherman audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Leatherman audience
#·InterestCategoryAffinity×
01Larsson & JenningsFashion & Accessoires71.63×
02JC WhitneyShopping63.28×
03SnocrossSports56.22×
04LeatherUp.comCars & Mobility54.02×
05When In RomeMusic & Radio53.88×
06HiltiHome & Garden34.97×
07Alliant Credit UnionBusiness & Career33.72×
08Bob VilaMovies & TV29.54×
09Wood (magazine)Business & Career24.98×
10D. R. HortonHome & Garden19.45×
11Paul StanleyMusic & Radio19.37×
12American Home ShieldHome & Garden17.19×
13Julia StilesMovies & TV13.49×
14Pilot Flying JCars & Mobility12.30×
15Multi-toolHome & Garden9.95×
16Bobcat CompanyHome & Garden9.30×
17National Car RentalCars & Mobility9.20×
18Harbor Freight ToolsHome & Garden7.16×
19Drill bitHome & Garden5.64×
20Advance Auto PartsCars & Mobility4.81×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Leatherman audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Leatherman audience · What stands out
TraitClusterDeviationScore
Risk AppetiteTHRILL1.71×
PatriotismCONSERVATISM1.51×
SpiritualityBALANCE1.35×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Leatherman audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.88×
Pet OwnershipJOY0.88×
IndividualismJOY0.91×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Leatherman's target market in United States?

Leatherman's target market in United States covers an estimated 1,162,468 people, concentrated in California and Texas.

02

What is the gender split and age of Leatherman customers?

15.5% of the Leatherman audience are female, 84.5% are male, with an average age of 45.2 years.

03

Which brands do Leatherman fans like most?

Leatherman fans show strongest brand affinity for Pilot Flying J (12.3×), Snocross (56.22×), and Multi-tool (9.95×) over the country average.

04

Where do Leatherman fans live in United States?

Leatherman fans in United States are most concentrated in California (reach ~90K), Texas (reach ~70K), and New York (reach ~40K). These three regions account for the largest share of the active audience.

05

What other brands do Leatherman fans also like?

Beyond Leatherman itself, the audience over-indexes on Snocross (56.22×), Multi-tool (9.95×), Wood (magazine) (24.98×), and JC Whitney (63.28×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Tools audiences in United States

See Leatherman audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Leatherman. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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