CHAPTER 361 Ft. Pete Fox

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

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