Twelve companies defining robotics GTM, each broken down to buyers, channels, partners, influence and commercialization status
Figure is running a capital-led GTM: valuation, investors and demos generate inbound so the company never needs a channel.
Narrow use case, wide market.
Apptronik outsourced two things most humanoid companies insist on owning: manufacturing (Jabil) and the AI model (Google DeepMind).
Boston Dynamics built the category brand with demos, then had to build a product company underneath it.
1X chose the opposite GTM of every other humanoid company: consumer first, published price, subscription option.
Neura sells through the industrial OEM channel that already exists in Germany (Kawasaki, Omron, Schaeffler).
PI is running an open-source GTM: publish weights, win researchers, let robot companies pull.
Skild turned its cap table into a channel.
UR is the clearest proof that robotics scales through channels: the company sells almost nothing directly.
Locus made RaaS the default for warehouse robots.
Unitree sells hardware the way consumer electronics are sold: published price, online checkout, distributors.
NVIDIA does not sell robots; it sells the layer every robot needs.
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