Lusty Industries
- Company typePrivate
- Founded2003
- HeadquartersWickham, Australia
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
Lusty Industries firmographics
Firmographics- Name
- Lusty Industries
- Legal name
- Lusty Industries Pty Ltd
- Website
- https://lustyindustries.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Lusty Industries industry classification
Industry- Product category
- Action Sports Distribution
- NAICS
- Sporting Goods Retailers (45911)
- SIC
- Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ)
- akta.pro secondary industry
- Team Sports Protective Gear & Sports Medicine Retail (CRAMAEAJ)
Keywords
Where Lusty Industries is headquartered
LocationHeadquarters
- HQ city
- Wickham
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Lusty Industries business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Wholesale Distribution: Lusty Industries generates revenue by importing and distributing action sports products to an extensive dealer network across Australia on a wholesale basis. Dealers purchase products at wholesale prices and resell to end consumers at RRP.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Wholesale pricing for registered dealers |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels2 records
Lusty Industries product offering
Product offeringCore offering
Lusty Industries imports and wholesale-distributes premium action sports products from leading international brands to an Australian dealer network of over 2,000 retailers. The company operates as the exclusive Australian distributor for brands such as Troy Lee Designs, Maxxis, ODI, Crankbrothers, Forma Boots, Deity, and others across motorcycle apparel, bicycle apparel, protection gear, footwear, components, hardware, tyres, and accessories. Sales are conducted via B2B online ordering for approved trade accounts, with products shipped to dealers who resell to end consumers at manufacturer-recommended retail prices.
Product overview
Lusty Industries is an Action Sports wholesale distributor for Australia operating as a B2B e-commerce platform serving over 2,000 dealers across the country. The company distributes a comprehensive portfolio of action sports products organized into distinct categories: Moto Apparel (jerseys, pants, jackets), Bicycle Apparel (jerseys, shorts, lycra), Protection Gear (helmets, gloves, body armor), Motorcycle Boots and Bicycle Footwear, Sportswear/Casual clothing, Bags and Hydration solutions, Kids Bikes, Bicycles & Hardware (frames, components, tools), Moto Hardware (grips, handlebars, exhausts, filters), Maintenance Hardware (bearings, seals) and Maintenance Oils/Lubricants, Bicycle Tyres and Tubes, Nutrition/Bodycare products, and Accessories. The company represents over 30 premium international brands including Troy Lee Designs (helmets, apparel), Maxxis (tyres), ODI (grips, handlebars), Crankbrothers (pedals, footwear), Deity (components), Fidlock (magnetic mounting systems), Forma Boots (adventure boots), SDG (saddles), Albek (hydration packs), Kids Ride Shotgun (child bike seats), Juice Lubes (lubricants), Maxima (oils), Champion's Choice (sealants), Route Werks (bags), Funnelweb Filters (air filters), and others. The platform is headquartered in Newcastle, NSW with territory managers across Australian states.
Differentiator
Problem solved
Functional benefit
Products and services
- Moto Apparel Wholesale category of motorcycle apparel and riding clothing distributed to Australian dealer accounts, sourced from premium international brands and sold to motorcycle retailers for resale to riders.
- Bicycle Apparel Wholesale category of cycling apparel and clothing distributed to Australian bike shop dealer accounts for resale to cycling consumers.
- Protection Gear Wholesale category of protective equipment including helmets, knee guards, body armour, and other safety products distributed to motorcycle and bicycle dealers.
- Motorcycle Boots & Footwear Wholesale category of motorcycle-specific boots and riding footwear distributed to motorcycle dealer accounts, including premium brands such as Forma Boots.
- Bicycle Footwear Wholesale category of cycling-specific shoes and footwear distributed to bike shop dealer accounts for resale to cycling consumers.
- Sportswear/Casual Wholesale category of casual and sportswear lines from action sports brands distributed to dealer accounts for resale beyond pure riding apparel.
- Bags Wholesale category of action sports and lifestyle bags distributed to dealer accounts for resale to consumers.
- Kids Bikes Wholesale category of children's bicycles distributed to bike shop dealer accounts for resale to family consumers.
- Bicycles & Hardware Wholesale category of bicycles and bicycle hardware components distributed to bike shop dealer accounts for resale to consumers.
- Moto Hardware Wholesale category of motorcycle hardware and components distributed to motorcycle dealer accounts for resale and service.
- Maintenance Hardware Wholesale category of workshop and maintenance hardware tools and equipment distributed to motorcycle and bicycle dealer service departments.
- Maintenance/Oils Wholesale category of lubricants, oils, and maintenance fluids distributed to motorcycle and bicycle dealer accounts.
- Bicycle Tyres & Tubes Wholesale category of bicycle tyres and inner tubes distributed to bike shop dealer accounts, including premium brands such as Maxxis.
- Nutrition & Bodycare Wholesale category of rider nutrition and bodycare products distributed to action sports dealer accounts for resale to active consumers.
- Accessories Wholesale category of miscellaneous action sports accessories distributed to dealer accounts for resale to consumers.
Companies that use Lusty Industries
Customer profileSegments2 records
Ideal customer profiles1 record
Lusty Industries technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Lusty Industries partnerships and signals
Strategic signalPartnerships
21 partnerships are on record, tiered core and minor.
- Troy Lee DesignscoreExclusive Australian distributor for Troy Lee Designs helmets, apparel and protection equipment. Offers TLD Crash Replacement Program for helmets purchased through authorised Australian dealers with 25% discount on replacement helmets within 12 months of purchase.
- MaxxiscoreExclusive Australian distributor for Maxxis bicycle tyres and tubes across all categories including Mountain, E-MTB, Road, BMX, and more.
- ODIcoreExclusive Australian distributor for ODI motorcycle grips, handlebars, and accessories.
- AlbekcoreExclusive Australian distributor for Albek hydration packs and bags.
- Maxima Racing OilscoreExclusive Australian distributor for Maxima Powersports oils and automotive oils.
- Funnelweb FilterscoreExclusive Australian distributor for Funnelweb Filters air filters for motorcycles and ATVs.
- Ride ConceptscoreExclusive Australian distributor for Ride Concepts footwear brand.
- ARC LeverscoreExclusive Australian distributor for ARC Levers motorcycle levers.
- Bills PipescoreExclusive Australian distributor for Bills Pipes exhaust systems.
- CrankbrotherscoreExclusive Australian distributor for Crankbrothers pedals, tools, and bicycle shoes.
- DeitycoreExclusive Australian distributor for Deity components including pedals, handlebars, and accessories.
- DyedbrocoreExclusive Australian distributor for Dyedbro products.
- All Mountain StyleminorExclusive Australian distributor for All Mountain Style frame protection and accessories.
- FidlockcoreExclusive Australian distributor for Fidlock magnetic bottle mounting systems and accessories.
- Forma BootscoreExclusive Australian distributor for Forma motorcycle adventure boots and footwear.
- Kids Ride ShotguncoreExclusive Australian distributor for Kids Ride Shotgun child bike seats and accessories.
- USWEcoreExclusive Australian distributor for USWE hydration vests and packs.
- SDG BicyclecoreExclusive Australian distributor for SDG bicycle saddles and components.
- Champions ChoicecoreExclusive Australian distributor for Champions Choice tubeless sealant products.
- Transition BikescoreTransition Bikes dealer locator available through Lusty Industries website. Transition is a mountain bike brand distributed via dealer network.
- Forbidden BikescoreForbidden Bikes dealer locator available through Lusty Industries website. Forbidden is a mountain bike brand distributed via dealer network.
Scale indicators1 record
Recent moves12 records
Expansion highlights3 records
Lusty Industries competitors and assessment
Company assessmentOthers
- Maxxis: Global tyre manufacturer (bicycle and motorcycle) - Lusty is its exclusive Australian distributor. Relevant as principal supplier; Maxxis direct channels in other markets provide a benchmark for the brand's go-to-market architecture.
- Troy Lee Designs: Premium helmet, apparel, and protection brand for which Lusty holds exclusive Australian distribution. Comparable as the principal supplier underlying Lusty's distribution business; direct sales in other geographies frame the brand's own channel.
Direct peers
- Ficeda Accessories: Australian wholesale distributor of motorcycle and cycling accessories, apparel, and parts. Directly comparable as a B2B channel partner serving Australian action sports dealers with overlapping brand portfolios.
- The Helmet House: Australian distributor specializing in motorcycle helmets, apparel and accessories. Comparable niche within the broader action sports distribution space Lusty operates in (helmet/protection-led focus).
- Cassons: One of Australia's largest distributors of motorcycle parts, accessories, and apparel. Operates the same dealer-channel wholesale model in overlapping categories (moto parts, apparel, helmets).
- Beaver (Sheppard International): Australian motorcycle parts importer and distributor serving independent dealers. Same business model - importing international moto brands and distributing to a nationwide Australian dealer network.
Broad incumbents
- Alpinestars: Global motorcycle apparel, protection, and parts manufacturer. While a brand principal in the category, it maintains direct distribution in some markets; relevant as an incumbent competitor for category share in moto apparel/protection where Lusty distributes complementary brands.
- Fox Racing: Global motocross and mountain bike apparel, protection, and parts brand. Operates direct distribution channels in some regions, competing for dealer relationships and consumer mindshare in Lusty's core categories.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Lusty Industries social profiles
Digital presenceLusty Industries financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lusty Industries leadership team
Management profileNumber of profiles
Profiles1 record
Lusty Industries funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lusty Industries M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Lusty Industries
What does Lusty Industries do?
Lusty Industries imports and wholesale-distributes premium action sports products from leading international brands to an Australian dealer network of over 2,000 retailers. The company operates as the exclusive Australian distributor for brands such as Troy Lee Designs, Maxxis, ODI, Crankbrothers, Forma Boots, Deity, and others across motorcycle apparel, bicycle apparel, protection gear, footwear, components, hardware, tyres, and accessories. Sales are conducted via B2B online ordering for approved trade accounts, with products shipped to dealers who resell to end consumers at manufacturer-recommended retail prices.
Is Lusty Industries a public or private company?
Lusty Industries is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Lusty Industries founded?
Lusty Industries was founded in 2003. It employs 11 to 50 people.
Where is Lusty Industries based?
Lusty Industries is headquartered in Wickham, Australia, in the Oceania region.
How does Lusty Industries make money?
One revenue line is on record: wholesale Distribution.
Who are Lusty Industries's main competitors?
Others on record are Maxxis and Troy Lee Designs. Direct peers are Ficeda Accessories, The Helmet House, Cassons and Beaver (Sheppard International). Broad incumbents are Alpinestars and Fox Racing.
Does Lusty Industries have an API?
No public API is recorded for Lusty Industries.
What industry is Lusty Industries in?
Lusty Industries's product category is Action Sports Distribution. Its primary akta.pro industry code is CRAFADAJ, Sporting Goods & Outdoor Inventory-led Online Retailers, with a secondary code of CRAMAEAJ, Team Sports Protective Gear & Sports Medicine Retail. Its NAICS code is 45911 and its SIC code is 3949.