Fox Racing

What Fox Racing does

Fox Racing, operating legally as Fox Head, Inc., is a privately held designer and distributor of protective gear, apparel, and accessories for motocross and mountain biking. Founded in 1974 by Geoff Fox and headquartered in Irvine, California, the company sells helmets, boots, jerseys, pants, gloves, goggles, body protection, and lifestyle apparel under the Fox Racing brand alongside sub-brands Fox LAB (premium performance), DNGR (street and urban), and Pro Circuit (motocross parts and accessories). The company is owned by Revelyst Adventure Sports, LLC, with Jeffrey McGuane serving as Chief Executive Officer, Jenny Pérez as Chief Digital and Marketing Officer, and Tanya Fischesser as Chief Financial Officer. Headcount is reported in the 251-500 range.

Fox Racing's product technology is built around a stack of third-party materials and safety integrations rather than proprietary in-house platforms: helmets incorporate MIPS rotational impact protection and dual-density EPS liners (notably the V3 RS and Proframe MTB models), while apparel integrates D3O impact protection, CORDURA durability fabrics, Polartec performance materials, and COOLMAX moisture management. The Fox LAB premium collection and Flexair fabric line represent higher-tier product extensions targeting performance-focused buyers. The company has assembled a broad licensed fanwear portfolio covering Honda, Kawasaki, and Pro Circuit racing team brands.

Fox Racing generates revenue through unit-priced direct-to-consumer e-commerce sales via foxracing.com (with a UK storefront at foxracing.co.uk), supplemented by an authorized dealer network serving the United States, Europe, and select international markets including Japan, Singapore, Taiwan, Malaysia, Indonesia, Mexico, and Costa Rica. Products are priced from roughly $25 for basic accessories to above $500 for premium helmets and technical outerwear. Customer retention is supported by the Podium Club tiered rewards program (Bronze, Silver, Gold), which also drives email and SMS marketing. The company raised a $95 million senior secured credit facility from Wingspire Capital in May 2021 to refinance debt and fund growth initiatives.

Name

Fox Racing

Legal name

Fox Head, Inc.

Website

https://foxracing.com

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

251–500 employees

Short description

Fox Racing, founded in 1974 and headquartered in Irvine, California, designs and sells motocross and mountain biking protective gear, apparel, and accessories through global DTC e-commerce and an authorized dealer network, serving riders, motorsport fans, and lifestyle consumers.

Ownership category

akta.pro rank

Product category

Motocross & Mountain Bike Gear and Apparel

NAICS

Sporting Goods Retailers (45911), Sporting and Athletic Goods Manufacturing (339920), Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Off-Road & MX Gear Retail (Dirt Bike/Motocross/Enduro) (CRAMANAG)

akta.pro secondary industries

Motorcycle Riding Gear & Apparel Retail (CRAMANAA), Helmets & Protective Headgear Retail (Motorcycle/ATV/Snow) (CRAMANAB), Protective Armor & Impact Protection Retail (Body/Back/Chest) (CRAMANAC), Riding Jackets, Pants & Suits Retail (Leather/Textile) (CRAMANAF)

Keywords

• Motocross gear
• Mountain bike apparel
• Protective helmets
• Riding apparel
• Motocross boots

Headquarters

HQ city

Irvine

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Direct Product Sales: Fox Racing generates primary revenue through the direct sale of motocross and mountain biking gear, apparel, and accessories through its e-commerce platform and dealer network. Products include helmets, boots, jerseys, pants, gloves, goggles, protection gear, casual clothing, and lifestyle fanwear.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Fox Racing designs, manufactures, and sells motocross and mountain biking protective gear, performance apparel, and accessories, including helmets, boots, jerseys, pants, gloves, goggles, and body armor. The company also offers lifestyle clothing and licensed fanwear collections for Honda, Kawasaki, and Pro Circuit racing teams, with a premium Fox LAB innovation line targeting serious athletes.

Differentiator

Problem solved

Functional benefit

Brands

• Fox LAB: Premium performance collection featuring high-end motocross and mountain bike apparel with advanced technical features
• DNGR
• Pro Circuit
• Fanwear Collections

Products and services

• Motocross Helmets Protective motocross helmets featuring MIPS safety technology, dual-density EPS liners, and ventilation systems, designed for motocross, supercross, and off-road dirt bike riders.
• Mountain Bike Helmets Protective mountain bike helmets including the Proframe full-face enduro helmet, designed for trail, enduro, downhill, and cross-country riders requiring lightweight, breathable protection.
• Motocross Boots Durable motocross boots designed to withstand the physical demands of off-road dirt bike riding, providing support and protection for motocross racers.
• Mountain Bike Shoes Performance mountain bike shoes for trail, enduro, and cross-country riding disciplines.
• MX Jerseys Articulated motocross jerseys designed for unrestricted movement and airflow during rides, including the Flexair lightweight breathable line, for motocross and supercross riders.
• MX Pants Durable motocross pants built to withstand extreme riding conditions while providing mobility and comfort, including the Flexair lightweight breathable line.
• MTB Jerseys and Shirts Performance mountain bike jerseys and shirts for trail, enduro, and cross-country riding.
• MTB Shorts and Pants

Quantifiable outcome

• Fox Racing secured $95 million financing in 2021, indicating financial stability and growth trajectory in the action sports apparel market
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered major.

• Honda Motor Co., Ltd.majorOthersFox Racing produces licensed Honda fanwear collections including jackets, sweatshirts, t-shirts, and hats featuring Honda branding. Honda is a trademark of Honda Motor Co., Ltd. used under license by Fox Racing for these lifestyle apparel products. The collaboration allows Honda racing fans to purchase officially licensed Fox Racing apparel with Honda team branding.
• KawasakimajorOthersFox Racing produces licensed Kawasaki fanwear collections including fleece pullovers, t-shirts, jerseys, and accessories featuring Kawasaki branding. Kawasaki is a trademark of Kawasaki Heavy Industries, Ltd. used under license by Fox Racing. The partnership targets Kawasaki racing enthusiasts who want to display team allegiance through quality apparel.
• Pro Circuit (MCP Investment, LLC)majorOthersFox Racing produces licensed Pro Circuit fanwear collections including oversized hoodies, t-shirts, and snapback hats featuring Pro Circuit branding. Pro Circuit is a trademark of MCP Investment, LLC. The collaboration allows Pro Circuit race team fans to purchase officially licensed lifestyle apparel featuring the iconic 'We Race Together' messaging.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Alpinestars: Alpinestars is one of Fox Racing's primary direct competitors in motocross and motorcycle protective gear, offering helmets, boots, body armor, jerseys, and pants. Both brands target professional and amateur riders with premium positioning and tech partnerships (e.g., MIPS-equivalent safety systems), making them the closest head-to-head rival in MX off-road apparel.
• Thor MX: Thor MX is a long-standing direct competitor in motocross apparel and protection, offering helmets, jerseys, pants, gloves, and boots. Both brands serve amateur and professional motocross riders through dealer networks and team sponsorships, and compete directly on similar price tiers.
• Troy Lee Designs: Troy Lee Designs is a direct peer in motocross and mountain bike apparel, helmets, and protective gear. The brand is particularly strong in MTB premium helmets and racewear, overlapping directly with Fox Racing's MTB segment including the Proframe and Flexair MTB lines.
• Leatt: Leatt is a direct competitor in motocross and mountain bike protective gear, best known for neck braces but also offering body protection, helmets, and apparel. Leatt competes head-to-head with Fox Racing's Guards & Protection category for MX and MTB riders.
• O'Neal Racing: O'Neal Racing is a direct peer in motocross riding gear, offering helmets, jerseys, pants, gloves, boots, and protection at competitive price points. The brand overlaps with Fox Racing's mid-tier MX offering and targets similar amateur and recreational dirt bike riders.
• Giro Sport Design: Giro is a direct peer in mountain bike helmets, riding apparel, and protective gear, with particularly strong MTB helmet lines. Giro also sits alongside Fox Racing under the Revelyst Adventure Sports umbrella, making it both a sibling and a product overlap comparable.
• Bell Helmets: Bell Helmets is a direct competitor in motocross and mountain bike helmets, including full-face and half-shell designs. Bell is also a Revelyst sister brand to Fox Racing, and competes for the same helmet-buying riders in the MX/MTB performance category.
• Scott Sports: Scott Sports is a direct peer in mountain bike helmets, apparel, shoes, and protection. Scott competes with Fox Racing's MTB segment particularly in trail, enduro, and cross-country categories where both brands offer jerseys, shorts, and protective helmets.
• 100% (Brands): 100% is a direct peer in motocross and mountain bike goggles, eyewear, and gloves, with growing apparel lines. The brand competes with Fox Racing in MX goggle SKUs and increasingly in MTB protection and gloves, often at similar premium price points.

Broad incumbents

• Dainese: Dainese is a broader Italian incumbent in motorcycle protective gear, with strong presence in street/sport motorcycle apparel and protection. While more street-focused than Fox's MX/MTB core, Dainese competes at the premium end of the riding gear market with overlapping technology partnerships and dealer channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/foxracing

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries3 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fox Racing