From Oak Bluff to the world

Hey there, time traveller!
This article was published 06/12/2016 (3253 days ago), so information in it may no longer be current.

FXR Racing sells sports outerwear around the globe and is the top producer of snowmobile clothing in the world.

A motocross rider in Australia might be wearing an FXR helmet, while an extreme snowmobiler in the mountains of Sweden could be wearing an FXR monosuit while exploring the backcountry.
These and many other products are distributed by FXR Racing, headquartered in Oak Bluff. The company is owned by Milt and Carla Reimer.  Milt, a former Morris, Man. resident, turned his love for motocross racing and snowmobiling into a successful business with over 100 employees, and retail outlets in Winnipeg, Saskatoon, Edmonton and Calgary under the name FXR Adrenaline.  FXR has approximately 20 sales representatives selling to over 500 dealers and to customers around the world.

Aaron Wiebe, a member of the management team who’s worked for the company since 2002, said Reimer ran a Honda and Polaris dealership in Morris, and through that experience and his racing knowledge, he saw an opportunity to make and market clothing tailored to the specific needs of other powersport enthusiasts.

At that time, many of the jackets and pants worn by racers were made of leather or were heavily insulated with no venting or breathability. Reimer wanted to develop warm clothing made of nylon that functioned better in every condition.  

“He felt that he needed to build his own product, and he did,” Wiebe said. FXR Racing was established in 1994.

Reimer partnered with Winnipeg-based clothing manufacturer, Modern Headwear for a few years, but by 2005 had moved most of the production offshore. A branch of the company now operates in South Korea with 10 employees who look after sourcing fabric and working with clothing manufacturers to make the FXR line. FXR Korea is a key component in controlling manufacturing costs.

Reimer gradually grew the business by travelling across western North America, meeting many powersport dealers and enthusiasts. He was also the original clothing designer, and still travels to trade shows to get customers’ feedback.

“Many of FXR customers are very passionate about the brand and FXR has incorporated customer feedback on many occasions to improve functionality of the product,” Wiebe said.

FXR holds a dealer meeting in February where the top dealers from around the world come to Winnipeg to see the new lineup and visit with FXR staff and sales representatives. In 2017, the company will also hold dealer meetings in Minneapolis, Minn. and Iceland.

In recent years, the company has expanded its line to include clothing suitable for fishing in all seasons. Wiebe said the popularity of ice-fishing is growing and he believes FXR clothing is especially well-suited for this and other sports activities involving lakes and rivers. The company incorporates F.A.S.T. (Flotation Assistance Safety Technology) into its outdoor jackets, pants and monosuits and every piece of children’s’ clothing, which can help the wearer stay afloat if they fall into water. Wet/dry insulation also helps to keep a person warm in cold water, potentially warding off hypothermia.

With the possibility of children playing around open water in Manitoba’s spring and fall seasons, Wiebe said, “I want my two children in F.A.S.T. It’s a life-saving type of product.”
He met a couple at a trade show in Saskatoon and the husband said that his FXR clothing helped to save his life after his snowmobile hit a patch of open water and he sank. His wife thanked Wiebe.  

The Winnipeg FXR Adrenaline store (5-550 Sterling Lyon Pkwy.), which opened about a year ago after relocating from St. Vital Centre, features the company’s brightly-coloured clothing for men, women and children.

“We’re not afraid to show our flash and flare,” Wiebe said.

FXR offers indoor clothing and accessories along with its outdoor lines. Wiebe said not all FXR pieces feature as much flare. “Not everybody wants colors and big logos, so we cater to all styles.”  

FXR clothing is also locally available at Headingley Sport Shop (5160 Portage Ave.), Cabela’s (580 Sterling Lyon Pkwy.), Enns Brothers Powersports (925 Lagimodiere Blvd.), Winnipeg Outfitters (250 McPhillips St.) and Adventure Power Products (1-797 Quest Blvd.) in Ile des Chênes, Man., at other Manitoba performance dealers and also online at www.fxrracing.com

The company sponsors outdoor sports enthusiasts and motorsport racers in many countries to help get the brand name in front of the public. Wiebe said social media helps greatly with spreading the word as the brand ambassadors wearing their FXR gear share their triumphs and experiences with online followers.

“Sponsorship has grown exponentially. You build relationships with these people — just like a big family,” Wiebe said.

In some years, including this one in the Winnipeg area, the wait for the start of snowmobile season can affect sales of winter clothing. However, Wiebe said this could mean a later spring and continued sales into the first months of 2017.

He said it’s impossible to control weather conditions and the company tries to balance its variables, including fluctuating global currencies, to the best of its ability.  

“Even if it’s not snowing here, it’s snowing somewhere,” he said, focusing on keeping a positive attitude. “Winter is always welcome at FXR’s doors.”

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