It all started with an idea, a passion, and an unrelenting drive to push limits. Today, FXR Racing is far more than a name: it represents performance, freedom, and adventure. In the world of powersports, few brands inspire the same level of admiration and loyalty. Wearing the FXR logo is a clear statement of belonging and lifestyle.
This success did not happen overnight. Since its founding, FXR Racing has followed a determined path, driven by the desire to create apparel and gear as high-performing as the athletes who wear them. From snowmobiling to motocross, including ATV riding and other extreme disciplines, the brand has established itself as a benchmark.
The FXR story is one of a vision turned reality—a dream born in a small workshop that, over time, became a global icon. Let’s step into the world of a brand that embodies pure passion for powersports and the spirit of those who refuse to slow down.
Origins of FXR Racing: From Manitoba to the Global Stage
FXR was founded by Milt Reimer, a powersports enthusiast from Morris, Manitoba, about 50 km south of Winnipeg. At age 17, Milt began working part-time at a Honda and Polaris dealership, where he discovered his passion for motocross racing. After ten years with the company, he became its owner. It was then that he began envisioning the creation of a gear brand for snowmobiles and motocross enthusiasts. The first FXR products were designed in the basement of his home, in collaboration with local manufacturers.
The founding year
FXR was officially founded in 1996, initially focusing on technical apparel for snowmobile riders. The brand quickly expanded its lineup to include gear for motocross, ATVs, and other disciplines. Today, FXR is recognized worldwide for the quality and performance of its products.
What does “FXR” mean?
The name “FXR” is a combination of three elements significant to the founder:
- F for Factory,
- X for Extreme,
- R for Racing.
This name reflects the brand’s objective: to design extreme racing gear inspired by the most demanding environments. Milt Reimer chose this name after recognizing a lack of high-performance apparel for snowmobilers and extreme sports enthusiasts. He set out to fill that gap by creating FXR Racing.
FXR’s areas of activity
Snowmobiling: the brand’s starting point
FXR began by designing technical apparel for snowmobile riders. The brand quickly gained popularity thanks to the quality, durability, and comfort of its products. Today, FXR offers a wide range of snowmobile gear, including suits, jackets, pants, gloves, and accessories.
Motocross and Supercross: Entering Competitive Circuits
In the early 2000s, FXR expanded its range to include motocross and supercross gear. The brand collaborated with professional riders and renowned teams to develop products that meet the strict demands of these disciplines. Today, FXR is a major player in the motocross world, sponsoring top riders and teams.
ATV (Quad): Expansion Into Off-Road Riding
FXR also offers gear for ATV riders, providing apparel designed for the varied conditions encountered in off-road riding. FXR ATV products are engineered to deliver comfort, protection, and performance.
A Controlled Diversification
Beyond its core activities, FXR has ventured into other powersports-related fields, such as fishing and watersports. The brand offers apparel and accessories tailored to these activities, always with a focus on performance and comfort.
Ambassadors and Partnerships: Athletes Who Test and Represent the Brand
FXR is proud to collaborate with many renowned riders across various disciplines. Among the brand’s ambassadors is Levi LaVallee, a highly accomplished snowmobile athlete.
Levi LaVallee has been a prominent FXR ambassador since joining the team in 2014, establishing a strategic partnership with the Canadian brand known for its high-performance technical apparel for powersports such as snowmobiling, motocross, and ATVs.
This partnership strengthened over the years, notably during the 2019 Snowmobile Hall of Fame ceremony, where FXR played a key role as an event sponsor and Levi LaVallee served as the keynote speaker.
A Minnesota native, Levi LaVallee is an iconic figure in snowmobiling, celebrated for his freestyle achievements and world records, including the longest snowmobile jump at 412 feet (125 m). He has earned 13 Winter X Games medals, seven of them gold, and was named by ESPN as one of the 20 most influential people in action sports.
Although he retired from competition in 2014, Levi LaVallee continues to influence the sport as owner of Team LaVallee, a professional snowmobile racing team, and through his collaboration with FXR on product development and brand promotion. His commitment to FXR reflects a strong and lasting relationship between the athlete and the brand.
Malcolm Stewart, Between Performance and Lifestyle
Malcolm Stewart, a well-known motocross and supercross rider, was recently named an FXR Racing ambassador. This collaboration marks a turning point in his career, combining competitive expertise with a broader lifestyle dimension.
Currently a member of the Rockstar Energy Husqvarna Factory Racing team, Stewart continues to compete in the AMA Supercross and Pro Motocross championships. His partnership with FXR Racing extends beyond the track, including the launch of his own fishing apparel line, 27 Parallel, supported by FXR Pro Fish.
Stewart is known for his distinctive style and authentic approach to the sport. His charismatic personality and community involvement make him an ideal ambassador. This partnership reflects shared values such as passion, performance, and innovation.
Beyond competition, this collaboration opens new creative and business opportunities for Stewart while staying true to his sporting roots, illustrating the evolution of an athlete into an entrepreneur and influencer.
These riders proudly wear FXR Racing colours at major competitions and events, contributing to the brand’s visibility and reputation. They also provide valuable feedback from professional athletes supported by the brand.
Teams Engaged in Real-World Conditions
FXR Racing has also established partnerships with high-profile teams, including the Muc-Off/FXR/ClubMX team competing in supercross and motocross. This collaboration allows FXR to test and refine its products in real competition conditions. Riders such as Max Vohland, Jett Reynolds, Mark Fineis, and Devin Simonson are part of this team.
Why FXR Racing has become a reference in powersports
Innovating to ride longer and harder
FXR Racing continually invests in research and development to deliver innovative products that meet riders’ needs. The brand integrates advanced technologies into its gear to ensure performance and comfort.
A Brand Present in the Field
FXR actively supports the powersports community by sponsoring riders, teams, and events. This involvement strengthens the bond between the brand and its customers, fostering a strong sense of belonging.
Gear Designed to Last
FXR product quality is widely recognized within the industry. The gear is built to withstand the most extreme conditions, delivering reliability riders can trust.
Growth Built on Consistency
Factors such as cost efficiency, access to advanced manufacturing technologies, and the ability to scale production as FXR have grown have played a significant role in this rise. Today, FXR is in a very different position compared to its early days. Since 2016, the company has nearly doubled its revenue, surpassing $100 million in sales. It maintains a physical presence in Sweden and the United States, while its Canadian operations—including headquarters, warehouses, and retail locations—employ more than 135 people. Its strong global presence is supported by over 1,000 dealers worldwide distributing its products.
FXR Racing: a powersports brand close to its community
It is hard not to feel a sense of pride for FXR Racing, a company that has remained grounded despite its global success. Behind every garment, every design, and every detail lies a genuine commitment to meeting the needs of enthusiasts—whether professional riders or everyday adrenaline seekers. This constant focus on quality and performance is reflected in everything the brand does and allows it to remain a leader year after year.
But FXR is more than a technical apparel manufacturer. It is a brand deeply rooted in its community, giving back through support for events, athletes, and local organizations. It values teamwork, a passion for sports, and the drive to push boundaries—values shared by all who proudly wear its colours.
By continuing to innovate and listening closely to those who fuel the world of powersports, FXR Racing proves it doesn’t just follow trends—it sets them. And as long as the passion to ride, carve, and charge forward exists, FXR will continue to lead the way toward an even bolder and more inspiring future.
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