Pete Fox is the man behind the most legendary brand in motocross — Fox Racing. What started as a small, family-owned business exploded into a $100 million-a-year revenue machine, becoming one of the most iconic and influential names in the sport’s history. Through bold designs, innovative gear, and a deep understanding of what riders truly wanted, Pete brought Fox to the masses. He created merch that made people proud to represent Moto — whether they rode or not — generating money and mainstream appeal like no motocross brand ever had. This is Pete’s story. This is the Fox f...
Pete Fox is the man behind the most legendary brand in motocross — Fox Racing. What started as a small, family-owned business exploded into a $100 million-a-year revenue machine, becoming one of the most iconic and influential names in the sport’s history. Through bold designs, innovative gear, and a deep understanding of what riders truly wanted, Pete brought Fox to the masses. He created merch that made people proud to represent Moto — whether they rode or not — generating money and mainstream appeal like no motocross brand ever had. This is Pete’s story. This is the Fox family legacy.
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Chapters:
00:00:00 Intro
00:02:14 Pete's involvement in Terrafirma
00:06:06 Doug Henry Fox Ad
00:15:03 How the Fox family was introduced to Motocross
00:20:35 Inside Pete's creative mind
00:26:56 How Pete's Dad started FOX
00:33:11 Fox Racing Suspension
00:40:45 Pete's first job at Fox
00:46:31 Going after Ricky Johnson
00:49:45 Going to Finland to design gear
00:56:05 Before Fox was "cool"
01:02:55 Not dwelling on your mistakes
01:14:26 How what you create can shape the Culture
01:18:19 90's MOTO Culture
01:20:09 What worry's Pete about current state of MOTO
01:21:09 What the Moto industry needs to change
01:27:24 What does Supercross need to change?
01:34:30 When did Fox become the biggest brand in the industry?
01:42:24 Learning from your loses
01:48:40 Elon Musk
01:56:53 Fox going from 5 million to over 100 million in revenue
02:03:31 How apparel changed the game
02:06:00 Running Fox as a 100 million dollar company
02:07:31 The best years at Fox
02:12:29 Fox moves production to in house
02:15:25 Why did Pete sell Fox
02:22:53 If Pete could go back would he change anything?
02:24:34 Pete's relationship with his brother
02:29:24 Loss of Purpose after selling FOX
02:32:51 Who bought Fox
02:35:37 Reflecting
02:39:26 The start of RENEN
02:42:08 Manifestation
02:46:48 How does Meditation look in Pete's life
02:55:58 The journey of growing RENEN
02:59:15 Pete's goal with RENEN
03:08:03 Pete's favorite FOX memories
03:13:30 Closing
#moto #podcast #motocross #design
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