Fly Racing

What Fly Racing does

FLY Racing is a powersports protective gear and apparel manufacturer founded in 1998 and headquartered in Boise, Idaho. The company designs and produces helmets, goggles, boots, racewear (jerseys, pants, gloves), and body protection (roost guards, chest protectors, knee/elbow guards) for six sports disciplines: motocross/supercross, street/adventure motorcycle, snowmobile, mountain bike, BMX, and personal watercraft. Core technical differentiators include the proprietary BioFoam Chassis System in roost guards — which eliminates injury-causing plastic rivets and incorporates airflow channels — and helmets engineered to exceed the ECE 22.06 standard. The product portfolio carries safety certifications across ECE 22.05/22.06, DOT FMVSS No. 218, EN 13634, EN 13594, EN 1938, EN 1621-1/2/3, EN 1078, CPSC 16 CFR Part 1203, ASTM 1952, and ASTM 2032, with Declaration of Conformity documentation published for multiple product lines.

FLY Racing operates as a brand under Western Power Sports LLC (WPS), itself a subsidiary of Arrowhead Engineered Products, a US-headquartered holding company. Distribution runs through direct-to-consumer e-commerce at flyracing.com and an authorized dealer network, with shipments currently restricted to the 48 contiguous US states — Alaska, Hawaii, and international markets are explicitly excluded. Pricing spans roughly $29.95 (Radium Gloves) to $279.95 (FR5 Boots), positioning the line across mid-market and premium tiers within racing apparel. Revenue is generated through one-time hardware sales via seasonal collections including the MX26, SNW26, MTB, and BMX26 lines, plus casual apparel and accessories.

The go-to-market model leans heavily on professional athlete sponsorships across motocross, supercross, MXGP, GNCC, WORCS, and Australian supercross — including Cooper Webb (2025 Monster Energy Supercross Champion), Simon Längenfelder (MX2 World Champion), Lucas Coenen, Vicki Golden, and RJ Hampshire. The company supplements this with a FLY Fam Loyalty program (10 points per $1 spent), a Grassroots Giveback initiative ($112,267 donated in 2023), and an active presence on Instagram, Facebook, and YouTube. A strategic collaboration with Honda Powersports U.S. on the 2025 CRF lineup (announced August 2024) marks a notable OEM partnership. The addressable market is the global motorcycle gear sector, valued at $13.70 billion in 2024 and projected to reach $26.34 billion by 2033 at a 7.22% CAGR.

Name

Fly Racing

Legal name

Western Power Sports LLC

Website

https://flyracing.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

101–250 employees

Short description

FLY Racing, founded in 1998 and based in Boise, Idaho, manufactures helmets, goggles, boots, and racewear for motocross, snowmobile, bicycle, street, and watercraft riders. Products are sold through direct e-commerce and an authorized US dealer network under Western Power Sports LLC.

Ownership category

akta.pro rank

Product category

Powersports Protective Gear

NAICS

Sporting Goods Retailers (45911), Automotive Parts and Accessories Retailers (44133)

SIC

Motorcycles, Bicycles & Parts (3751), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Motorsports & Powersports Gear & Accessories Retail (CRAMABAN)

akta.pro secondary industries

Powersports Safety, Helmets & Protective Gear Manufacturing (IMACAEAN), Off-Road & MX Gear Retail (Dirt Bike/Motocross/Enduro) (CRAMANAG), Ski & Snowboard Protective Gear Retail (Helmets, Goggles, Pads, Back Protectors) (CRAMAJAC), Protective Armor & Impact Protection Retail (Body/Back/Chest) (CRAMANAC)

Keywords

• Powersports protective gear
• Motocross apparel
• Snowmobile outerwear
• Mountain bike helmets
• Motorcycle racing equipment

Headquarters

HQ city

Boise

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales

Revenue model

1. Powersports Protective Gear and Apparel: FLY Racing generates revenue through the design, manufacturing, and sale of protective gear and apparel for motorsports including motocross, snowmobiling, BMX, mountain biking, street riding, and watercraft activities. Revenue comes from one-time product sales across multiple channels including direct e-commerce and dealer network.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Fly Racing designs, manufactures, and sells protective gear and apparel for powersports disciplines including motocross, street, snowmobile, mountain biking, BMX, and watercraft. The product portfolio includes helmets, boots, goggles, racewear (jerseys, pants), gloves, and body protection such as roost guards and chest protectors, sold primarily direct-to-consumer via flyracing.com and through an authorized dealer network across the United States.

Product overview

FLY Racing is a powersports gear manufacturer producing high-performance apparel and protective equipment across six core disciplines: Motocross (MX), Street, Snow, Mountain Bike (MTB), BMX, and Water sports. The product portfolio centers on the MX26, SNW26, and BMX26 seasonal collections alongside a comprehensive casual apparel line. Core offerings include helmets, goggles (Zone, Zone Elite, Zone Snow lines), boots (FR5, Inversion, Maverik families), racewear (F-16, Evolution DST, Lite, Kinetic, Kinetic Mesh lines), and protective gear (Revel roost guards, Barricade protection). The company operates as an e-commerce-first retailer through flyracing.com, supported by a dealer network and sponsored athlete program. FLY Racing was founded in 1998 and is headquartered in Boise, Idaho, operating as a subsidiary of Western Power Sports (WPS).

Differentiator

Problem solved

Functional benefit

Products and services

• MX Gear (Motocross) Primary motocross racewear and protective gear including jerseys, pants, gloves, boots, helmets, goggles, and protection equipment for adult, women's, and youth riders. Features gear lines such as MX26, F-16, Evolution DST, Lite, Kinetic, and Kinetic Mesh.
• Street Gear Motorcycle street riding apparel including helmets, boots, gloves, jackets, pants, rain gear, vests, and protection for adult riders.
• Snow Gear Snowmobile riding apparel and accessories including helmets, goggles, monosuits, jackets, jerseys, bibs, pants, layers, gloves, boots, socks, and protection. Features SNW26 collection and gear lines including Incline, Carbon, Outpost, and Aurora.
• MTB (Mountain Bike) Gear Mountain biking apparel and protective gear including jerseys, tees, shorts, pants, gloves, socks, helmets, goggles, protection, hydration, luggage, and accessories.
• BMX Gear BMX racing apparel and protective gear including helmets, goggles, gloves, jerseys, pants, protection, hydration, luggage, and accessories for adult and youth riders.
• Water Gear Personal watercraft and water sport gear including goggles, accessories, and floatation vests for men, women, and youth.
• Casual/Apparel Casual lifestyle apparel including accessories, hats, beanies, jackets, hoodies, tees, shorts, and socks for men, women, and youth.
• FR5 Boots Premium motocross boots priced at $279.95, featuring CE EN13634:2015 approval, TPU heel piece, 3D molded shin, Bio-mechanical ankle pivots, aluminum quick-lock buckles, and rubber heat shield.
• Inversion Boots Snow boots featuring genuine leather panels, 600g thermal insulation, Sympatex weatherproof technology, Dual Zone BOA fit system, and 2-year warranty.
• Youth Maverik Boots Youth motocross boots featuring inner ankle protection, articulated rear ankle, 3D molded shift protection panel, leather heat shield, and adjustable quick-lock buckles. Sized 2 inches shorter than adult boots.
• Zone Elite Goggle Premium motocross/BMX goggles featuring injection-molded polycarbonate lens, anti-scratch and anti-fog coatings, polyurethane frame, quick-change replacement lens, and 45mm adjustable strap with non-slip silicone. Priced at $84.47 - $99.95.
• Zone Snow Goggle Snow goggles featuring dual pane polycarbonate lens with anti-scratch and anti-fog coatings, quick-change replacement lens, multilayer face foam, and 45mm adjustable double buckle strap.
• Zone Elite Snow Goggles Premium snow goggles featuring dual-pane injection-molded polycarbonate lens, quick-change lens system, premium molded foam, and 45mm adjustable double-buckle strap. Includes microfiber goggle bag and snow nose guard.
• CE Rated Revel XL Roost Guard Extended BioFoam chassis roost guard designed for larger riders (5'11\"+ and 195lbs+), featuring revolutionary BioFoam attachment system eliminating plastic rivets, full upper torso plastic deflector, neck brace compatibility, and CE certification. Priced at $109.95.
• Rain Cover Boots Waterproof rain boot covers made of heavy-duty nylon with reflective areas, velcro back closure, and half sole design for peg grip in rainy conditions.

Quantifiable outcome

• FLY Racing sponsored athletes won the 2025 Monster Energy Supercross Championship, multiple MXGP championships, and Australian Supercross championships

Named customers9 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

Feature3 records

Partnerships

Five partnerships are on record, tiered core and flagship.

• Vicki GoldencoreOthers · 5 January 2025FLY Racing signed Vicki Golden to a multi-year partnership. Vicki Golden is one of the most groundbreaking athletes in motocross and freestyle, bringing visibility to FLY Racing's women's line development.
• Cooper WebbflagshipOthers · 4 November 2024Cooper Webb joined FLY Racing as a sponsored athlete and went on to win the 2025 Monster Energy Supercross Championship, representing FLY Racing at the highest level of professional motocross racing.
• Honda Powersports U.S.coreStrategic or Co-development Partner · 8 August 2024FLY Racing collaborated on the 2025 launch of Honda Powersports U.S. CRF lineup. This collaboration marked a significant transition and new look for FLY Racing's association with Honda's powersports offerings.
• Lucas CoenenflagshipOthersLucas Coenen is a FLY Racing sponsored athlete competing in MXGP who held the championship lead, demonstrating FLY Racing's presence in international motocross racing.
• Simon LängenfelderflagshipOthersSimon Längenfelder won the MX2 World Championship with FLY Racing sponsorship, marking the first MX2 championship for the brand.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Fox Racing: Fox Racing is the dominant motocross and powersports apparel/protection brand, offering helmets, jerseys, pants, boots, and body protection across MX, BMX, MTB, and snow. Its product breadth, pro-rider sponsorship roster, and dealer penetration most directly overlap Fly Racing across every category Fly competes in.
• Scott Sports: Scott Sports produces motocross, mountain bike, snow, and motorsports helmets, goggles, and protection under its Motos / Sports divisions. It overlaps Fly Racing in MX helmets, MTB gear, snow goggles/helmets, and motorcycle protection, especially in EU markets where Fly is not currently shipping.
• Klim: Klim is a powersports apparel brand specializing in snowmobile, motorcycle, and adventure riding gear including jackets, monosuits, helmets, and gloves. Its snow and street/adventure lines overlap Fly Racing's Inversion Boots, snow monosuits, and street jackets, particularly in cold-weather and long-distance riding use cases.
• Leatt: Leatt designs neck braces, body protection, helmets, goggles, and orthopedics for motocross and mountain biking. Comparable protection-focused product mix and shared regulatory standards (EN 1621, ECE) make it the closest peer to Fly's roost guard and body protection segment.
• Thor MX: Thor MX is a long-standing motocross apparel, helmet, and protection brand with overlap across almost every Fly Racing MX SKU (jerseys, pants, gloves, helmets, boots). Comparable mid-tier price positioning and dealer-led distribution model make it one of the closest substitutes in the entry/mid MX market.
• Troy Lee Designs: Troy Lee Designs produces motocross, mountain bike, and BMX helmets, racewear, and protection gear with strong pro-rider credibility and premium positioning. It overlaps Fly Racing across MX, MTB, and BMX protection and apparel, particularly in the helmet category.
• Alpinestars: Alpinestars is a global motorsports protection brand spanning motocross, street, adventure, snow, and auto racing, with boots, suits, gloves, body protection, and helmets. Its MX and street lines directly mirror Fly Racing's lineup, and its broader scope on the street/adventure side makes it the principal large competitor Fly competes with outside MX.
• O'Neal Racing: O'Neal Racing designs and sells motocross and mountain bike helmets, racewear, gloves, protection, and goggles across adult and youth riders. It is a like-for-like competitor in MX/MTB racewear and protection at comparable mid-market price points, and maintains strong dealer presence.
• Shift Racing: Shift Racing is a motocross-focused racewear brand producing jerseys, pants, gloves, helmets, and goggles. It targets a similar value-tier rider to Fly Racing with comparable dealer-driven distribution and MX-only focus.
• 100% (goggles): 100% is a motocross/MTB eyewear brand built around its goggle and lens replacement system, with expansion into helmets, gloves, and casual apparel. It is a direct competitor in Fly's Zone/Zone Elite goggle family and competes for the same MX goggle merchandising space on dealer shelves.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/FlyRacingUSA
• Facebookfacebook.com/FLYRacing
• Instagraminstagram.com/flyracing.global
• Xx.com/flyracingusa
• LinkedInlinkedin.com/company/fly-racing

Compliance14 records

Revenue estimate

Valuation estimate

Number of profiles

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 Fly Racing