FXR Racing

What FXR Racing does

FXR Racing is a Winnipeg, Canada-based privately held apparel company (founded 1996, 51-100 employees) that designs, manufactures, and distributes high-performance gear and clothing for the powersports and outdoor markets. The company operates a multi-brand portfolio — FXR Racing (core motocross and snowmobile), FTA (Full Throttle Adrenaline), Factory Ride (premium optics), FXR Pro Fish (fishing), Rivell (premium fishing), 27 Parallel (fishing), FR Lifestyle, and FXR Last Lap (discount outlet) — serving competitive and recreational riders and anglers in North America and Europe. Its product offering includes proprietary technical outerwear with F.A.S.T. floatation safety, A.C.M.T. climate management, and HydrX waterproofing technologies, UPF 50+ sun-protective fishing apparel, Factory Ride goggles with CLEARidium lens treatment, custom sublimated team apparel, and the 6D ATR-3 motocross helmet offered via partnership with 6D Helmets.

FXR Racing employs a direct-to-consumer-first go-to-market model anchored by Shopify-powered regional e-commerce storefronts (US/USD, Canada/CAD, Europe/EUR, Norway/NOK), supplemented by an authorized dealer and retail store network across North America and Europe and a company-owned factory outlet in Forest Lake. Revenue is generated primarily through one-time unit sales of branded apparel and protective gear, with pricing tiers spanning entry-level accessories (gloves from $13.32, hats from $23.99), mid-range riding apparel (MX jerseys from $79.99, MX pants from $189.99), and premium technical outerwear (monosuits up to $864.99, complete moto kits $1,270-$1,400). The company markets through professional athlete sponsorships in motocross (Malcolm Stewart, Phil Nicoletti), snowmobile racing, and professional bass fishing (Fisher Anaya, Bassmaster Elite Series), supported by social media, email marketing via Klaviyo, content marketing, and co-branded apparel partnerships. FXR Racing also offers bespoke custom sublimated apparel for individuals, race teams, and organizations including St. Jude and military partnerships, and accepts Sezzle buy-now-pay-later financing at checkout.

The company is founder-controlled under CEO and Owner Milt Reimer, operates as The FXR Group of Companies, and shows no disclosed external institutional investment, parent company, or public listing. Its technology stack is built entirely on standard SaaS tools (Shopify, Klaviyo, Gorgias, Rebuy, Stamped, Google Analytics, Celigo, Signifyd) without proprietary AI capabilities, and its competitive position rests on brand recognition within enthusiast communities, proprietary safety and climate technologies, multi-brand portfolio breadth, and multi-region distribution reach.

Name

FXR Racing

Legal name

The FXR Group of Companies (FXR Racing, FTA, Factory Ride)

Website

https://fxrracing.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

51–100 employees

Short description

FXR Racing designs, manufactures, and distributes high-performance apparel and protective gear across motocross, snowmobile, fishing, and lifestyle segments via a multi-brand portfolio (FXR, FTA, Factory Ride, Pro Fish, Rivell, 27 Parallel), sold direct-to-consumer through regional Shopify storefronts and a dealer network across North America and Europe.

Ownership category

akta.pro rank

Product category

Powersports Apparel & Protective Gear

NAICS

Sporting and Athletic Goods Manufacturing (33992), Sporting Goods Retailers (45911), Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Motorcycles, Bicycles & Parts (3751), Sporting & Athletic Goods, Nec (3949), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Motorcycle Riding Gear & Apparel Retail (CRAMANAA)

akta.pro secondary industries

Powersports Safety, Helmets & Protective Gear Manufacturing (IMACAEAN), Off-Road & MX Gear Retail (Dirt Bike/Motocross/Enduro) (CRAMANAG), Motorsports & Powersports Gear & Accessories Retail (CRAMABAN), Helmets & Protective Headgear Retail (Motorcycle/ATV/Snow) (CRAMANAB), Ski & Snowboard Protective Gear Retail (Helmets, Goggles, Pads, Back Protectors) (CRAMAJAC)

Keywords

• Motocross apparel
• Snowmobile outerwear
• Fishing apparel
• Powersports protective gear
• Custom sublimated apparel

Headquarters

HQ city

Winnipeg

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales - Apparel and Gear: FXR Racing generates revenue through direct sales of performance apparel and gear across four main divisions: Moto (motocross), Snow (snowmobile), Pro Fish (fishing), and Lifestyle/Apparel. Products include jerseys, pants, outerwear, helmets, goggles, gloves, boots, and accessories sold through owned e-commerce platforms and dealer networks. The company also offers custom sublimated apparel for individual consumers and teams.
2. Custom Sublimation Apparel: Bespoke custom sublimated jerseys, pants, and apparel for individual consumers, race teams, and organizations including military and St. Jude partnerships
3. Dealer/Retail Distribution: Wholesale distribution through authorized dealer network and retail stores across North America and Europe

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

FXR Racing designs, manufactures, and sells high-performance apparel and protective gear for the powersports and outdoor industry across four product divisions: Moto (motocross jerseys, pants, helmets, goggles), Snow (insulated monosuits, jackets, bib pants, floatation outerwear), Pro Fish (UPF-protected fishing apparel, insulated and floatation gear), and Lifestyle (casual hoodies, t-shirts, headwear). The company also offers custom sublimated apparel for individuals, race teams, and organizations, and distributes through owned e-commerce sites, dealer networks, and a factory outlet.

Product overview

FXR Racing is a high-performance powersports and outdoor apparel company offering a multi-brand portfolio spanning snowmobiling, motocross, fishing, and lifestyle categories. The core FXR Racing brand features specialized gear sets including the 6D ATR-3 helmet with ODS technology, Vapor Air and Revo Daytona MX kits for motocross, Helium and Cold Cross CX monosuits for snowmobiling with F.A.S.T. floatation technology, and Pro Fish fishing apparel with UPF 50+ sun protection. Sub-brands include FTA (Full Throttle Adrenaline) for snow and moto products, Factory Ride Premium Optics for goggles, Rivell premium fishing apparel founded by Malcolm Stewart, and 27 Parallel fishing brand. FXR offers custom sublimated apparel, operates the FXR Last Lap discount outlet, and maintains international presence across US, Canada, Europe, and Norway through separate regional sites.

Differentiator

Problem solved

Functional benefit

Brands

• Rivell: Premium fishing apparel brand founded by Malcolm Stewart, 2016 250SX Supercross Champion, designed for anglers who value comfort, protection, and authentic style.
• 27 Parallel

Products and services

• 6D ATR-3 Helmet Premium motocross helmet featuring 5th generation Rebuildable Omni-Directional Suspension (ODS) technology for superior energy management and impact mitigation. Includes 3K Carbon Composite Shell and Air-Gap ventilation with Ram Air Direct-to-Brow Cooling. For motocross riders seeking top-tier head protection.
• Vapor Air MX Kit Motocross riding kit featuring lightweight, breathable jersey and pants designed for hot summer riding conditions. Part of the MX 26.5 collection with multiple colorways including Atomic, Force, Heat, Platinum, and Stark. For motocross riders seeking cooling performance.
• Revo Daytona MX Kit Premium motocross kit featuring Revo Daytona's performance-focused jersey and pants with multiple color combinations. Includes Black/Char/Kash, Black/White/Sky, Black/White/Kash, and Black/White/HiVis variants. For motocross riders seeking performance and style variety.
• Podium Gladiator MX Kit High-performance motocross kit featuring the Podium Gladiator jersey and pants with bold graphics. Available in White/Black/HiVis, Grey/White/Black, Black/Coral/Teal, Cyan/Black/Red, and Purple/Black/HiVis colorways. For motocross riders seeking bold graphic designs.
• Helium Edge MX Kit Lightweight motocross kit featuring Helium Edge jersey and pants in multiple colorways including Cobalt, Torrid, Graphite, and ICE. Part of the MX 26 collection with premium materials for racing performance.
• Helium Infinity MX Kit Premium lightweight motocross kit featuring Helium Infinity jersey and pants in Ultra, Blue, Fluro, and Silver colorways. Top-tier performance gear from the MX 26 collection.
• Helium Insulated Monosuit Premium one-piece snowmobile suit with lightweight insulation for cold weather riding. Features advanced materials for warmth, flexibility, and weather protection. For snowmobile riders facing extreme winter conditions.
• Cold Cross CX F.A.S.T. Insulated Monosuit Race-grade snowmobile monosuit featuring F.A.S.T. (Float Assist Safety Tech) floatation system and advanced insulation. Designed for extreme conditions with superior warmth and safety features. For competitive snowmobile racers and extreme-condition riders.
• FXR Pro Fish Fishing Apparel Performance fishing division offering UPF 50+ sun protection clothing, insulated fishing gear, F.A.S.T. floatation apparel, and specialized fishing boots. For professional and recreational anglers competing in bass fishing tournaments and recreational fishing.
• Custom Sublimated Apparel Fully customizable sublimated jerseys, pants, and outerwear. Customers can add names, numbers, and custom designs for teams, events, or personal style. For individuals, race teams, and organizations including military and St. Jude partnerships.
• FTA (Full Throttle Adrenaline) Snow and Moto Products Sub-brand offering snow, moto, and lifestyle products. FTA Snow features outerwear including monosuits, jackets, pants, goggles, gloves, and headwear. FTA Moto includes custom sublimated apparel, jerseys, goggles, and gloves.
• Factory Ride Premium Optics Optics sub-brand offering snow and moto goggles with CLEARidium anti-fog and scratch-resistant lens technology. Products include Factory Ride MX Goggles, Factory Ride Snow Goggles, Dual 2-Vented Lens, Dual Lens, and Pilot goggles.
• Rivell Premium Fishing Apparel Premium fishing apparel brand founded by Malcolm Stewart offering UPF hoodies, longsleeves, t-shirts, and hats designed for anglers who value comfort, protection, and authentic style on and off the water.
• 27 Parallel Fishing Apparel Fishing apparel brand launched by Malcolm Stewart in collaboration with FXR Pro Fish, featuring UV-protective shirts, hoodies, gloves, and headwear for anglers. Named after Stewart's racing number 27 and the 27th parallel geographic line.
• FR Lifestyle Casual Apparel Lifestyle sub-brand offering casual apparel including hoodies, t-shirts, hats, and beanies with moto and snow-themed designs for everyday wear.
• FXR Factory Outlet Forest Lake Physical retail store location in Forest Lake offering FXR products at up to 70% off. Part of the FXR Group of companies including FXR Racing, FTA, and Factory Ride.
• FXR Last Lap Discount Outlet Official online discount/outlet store offering deep discounts up to 70% off previous season styles. Sells discontinued and overstock items across all FXR product categories.

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature7 records

Partnerships

Four partnerships are on record, tiered core.

• Malcolm StewartcoreStrategic or Co-development Partner · 16 May 2025Malcolm Stewart, 2016 250cc Supercross Champion and 450cc race winner, signed with FXR Racing for the 2025 season to represent motocross apparel. Stewart is simultaneously launching two fishing apparel brands in collaboration with FXR Pro Fish: 27 Parallel (UV-protective shirts, hoodies, gloves, headwear) named after his racing number 27 and the 27th parallel, and Rivell, a premium fishing apparel brand. Both brands leverage FXR's performance fishing division expertise.
• 6D HelmetscoreTechnology or IntegrationFXR Racing partners with 6D to offer the ATR-3 helmet featuring 5th generation Rebuildable Omni-Directional Suspension (ODS) technology. This partnership provides FXR with proprietary helmet technology featuring superior energy management capabilities, Air-Gap ventilation with Ram Air Direct-to-Brow Cooling, and 3K Carbon Composite Shell construction.
• ShopifycoreTechnology or IntegrationShopify powers FXR Racing's e-commerce platform, providing the technical infrastructure for online store operations, payment processing (Shopify Pay), and data management.
• Bassmaster Elite SeriescoreStrategic or Co-development PartnerFXR Pro Fish competes in and sponsors events within the Bassmaster Elite Series, with sponsored angler Fisher Anaya winning the 2026 Lippert Bassmaster Elite at Lake Martin. FXR Pro Fish will return to competition March 12-15 at the 2026 Bass Pro Shops Bassmaster Classic in Knoxville, Tennessee.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Fox Racing: Fox Racing is the largest direct competitor in motocross apparel, helmets, and protective gear. It competes head-to-head with FXR in MX kits and is the benchmark for the segment FXR is trying to scale.
• Klim: Klim is a premium peer in snowmobile and technical motorcycle outerwear with overlapping proprietary technology and dealer distribution. FXR competes most directly with Klim in the cold-weather monosuit and technical riding apparel categories.
• Troy Lee Designs: Troy Lee Designs is a specialty motocross and mountain bike apparel and helmet brand. Comparable to FXR on athlete-driven design, premium MX kits, and helmet positioning (including safety technology).
• 509: 509 is a powersports brand specializing in snowmobile goggles, helmets, and technical apparel. Directly comparable to FXR's Snow division and Factory Ride optics line in cold-weather riding gear.
• O'Neal: O'Neal is a long-standing motocross and mountain bike apparel and protective gear brand with global distribution. FXR competes with O'Neal in mid-tier MX kits, gloves, and helmets.
• Thor MX: Thor MX is a motocross apparel, helmet, and protective gear brand. Comparable to FXR on MX product breadth and dealer-channel go-to-market.
• Castle X: Castle X manufactures snowmobile apparel, helmets, and goggles. Directly competes with FXR's Snow division and shares the same enthusiast dealer channel.
• Simms Fishing Products: Simms is the leading specialty fishing apparel and waders brand. Comparable to FXR Pro Fish in target customer (anglers), UPF/outdoor performance positioning, and premium dealer distribution.
• Huk Performance Fishing: Huk is a fishing-specific performance apparel brand (now part of Marolina). Comparable to FXR Pro Fish and the new Rivell/27 Parallel lines in UPF sun-protective fishing apparel targeting competitive and recreational anglers.

Broad incumbents

• Alpinestars: Alpinestars is a global leader in motorcycle and auto racing protective gear with much broader scale and category coverage. It competes with FXR in moto apparel and protection but addresses a much larger and more diversified market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/FXRRacingInc
• Facebookfacebook.com/FXRRacing
• Instagraminstagram.com/fxrracing
• Xx.com/fxrracing
• LinkedInlinkedin.com/company/fxr-factory-racing-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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 FXR Racing