Milt Reimer has been racing motocross since he was a teenager and continues to race to this day. Courtesy of FXR Racing Inc.
BY JACQUES MARCOUX
RECOGNIZABLE by its distinct three-letter logo and its hallmark vibrant designs, FXR apparel is an international brand most Canadians have crossed paths with.
You might spot a parent donning FXR ski pants at the local toboggan hill with their kids. If you enjoy recreational snowmobiling or fishing, you’ve almost certainly spotted everything from FXR jackets, mitts, hats and helmets. Should you be a hardcore fan of professional snow and motocross racing, then you’ve definitely seen their unmistakable brand flash by on your television. And if this global leader in motorsport apparel has its way, you’ll be seeing more of its brand in familiar places — everything from casual, cycling and work wear.
But what may surprise you is these ambitious plans are being devised and executed on the outskirts of Winnipeg, in Oak Bluff, Manitoba. From passion, to start-up, to international player Founded by Milt Reimer, the company was born from his deep-rooted love for competitive motocross racing. Throughout his 20s Reimer worked at a Honda-Polaris dealer in the town of Morris, Manitoba and eventually took it over entirely, running the business himself. As an active participant of motorsports, and with his finger on the pulse, he slowly began to unearth a niche no apparel company was catering to: high performance snow rider wear that could withstand the harsh conditions of winter.
By the mid 90s Reimer was off to the races, officially launching FXR, short for Factory Xtreme Racing. At first, all design and development work was done from his home basement while working closely with a local garment manufacturer. But it wasn’t long until he outgrew this small.time operation and had to shift gears under the pressure of market forces, moving most of his production abroad. “The decision to move our production offshore was driven by the need to remain competitive in a global market, as our products are sold in more than 60 countries.
Factors such as cost efficiency, access to advanced manufacturing technologies, and the ability to scale production as we grew played significant roles in this transition,” says Reimer. Fast-forward almost two decades and today FXR is on a completely different footing with an impressive track record. Since 2016, the company nearly doubled revenues breaking over $100 million in sales. They have a physical footprint in both Sweden and the U.S., while their Canadian presence — including head office, warehouses and retail outlets — has more than 135 employees. And their remarkable global presence hangs on the fact that more than 1,000 dealers across the world carry their products.
Driving for growth under new leadership
In early 2024, Reimer decided the time had come for him to extricate himself from the daily operational grind of running the business and hired Brian Danielson, former head of Québec-based Bombardier’s apparel division.
“Hiring Brian as CEO was part of my vision to bring fresh perspectives and expertise to FXR,” says Reimer. “Brian has given me the time and space to step back from a lot of the day-to-day operations and work on the company vs in the company.”
Reimer now has the opportunity to scratch his creative itch alongside FXR’s product design team, while Danielson takes on the operational challenges that lay ahead.
“The exceptionally poor snow conditions across Canada and the U.S. last winter have not made it easier. We’re fortunate to have a strong balance sheet, and consumers and wholesale partners that are really committed to our brand and products,” he says.
Danielson says the company is solidly the global leader in snowmobile outerwear and has positioned itself as what he calls the “challenger brand” in the sport of motocross and angling. They are also pushing their lifestyle and casual clothing collections while exploring the opportunities that exist in cycling, work and ranchwear.
One of Danielson’s first observations after settling in Manitoba is FXR`s proximity to the spaces its customers occupy, and the advantages that come with it. “Our backyard and what we do in our spare time really informs what type of products we get into. We’re making them for ourselves and our communities of riders, racers and anglers,” he says.
“Our backyard and what we do in our spare time really informs what type of products we get into. We’re making them for ourselves and our communities of riders, racers and anglers.” — Brian Danielson, former head of Bombardier’s apparel division, is FXR’s new Chief Operating Officer.
Photo courtesy of FXR Racing Inc. Many of FXR’s main competitors are owned by private equity firms or large publicly traded conglomerates, something Danielson says this gives their company a very distinct advantage.
“We can be relentlessly rider and product focused without external pressure that doesn’t align with our mission. We can build FXR to have a legacy in the communities where we employ people and the communities of riders that we serve,” he says. Athlete support part the FXR’s ethos Reimer once said that you have to ride to stay relevant in this business.
“Being actively involved in the sport allows us to stay connected with our customers and understand their needs first hand. Many of our staff are passionate riders, racers and anglers, and this enthusiasm helps us create products that truly resonate with our customer base,” says Reimer.
Perhaps this philosophy explains why FXR sponsors more than 9,000 athletes — everything from the pros, to the up.and-comers, to the legends of the sport. One of their newer brand ambassadors, nineteen-year-old American Trey McKinneybecame the youngest Bassmaster Rookie of the Year this past August. Levi LaVallee, one of the greatest snowmobile athletes of all time, is a long-time FXR-sponsored athlete. Photo by Broken Arrow Studios Levi LaValle, a longtime FXR-sponsored athlete from Minnesota, is among the most decorated snowmobile athletes in history with over 13 X-Games medals to his name and the holder of the world record for longest recorded snowmobile jump.
“I saw FXR’s passion for the sport and drive to innovate and I knew right away I wanted to be part of the FXR Family,” says Lavallee. “What I love about FXR is they ‘eat, sleep, and breathe’ the sports they are involved in. When you have that kind of passion for something, then add in the motivation to find ways to make it better, great things come from that combo,” he says. HEALFor Reimer, this type of response from the athletes his company supports is what it’s all about. “I am most proud of the strong sense of community and passion that exists around FXR,” he says. “This is a legacy that hopefully continues to inspire long after I’m gone and that makes me proud.”
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