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Passion and Persistence Power LUXBMX

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LUXBMX have built their unique business from the ground up over the past decade.

Founded and owned by business partners Evan Jaques and Mitch Wood, LUXBMX is a classic, ‘bootstrapping from the ground up’ success story.

Even before they joined forces to found LUXBMX in a tiny shop in an alleyway in Brisbane’s Fortitude Valley, both had a long history riding BMX and working in the bike industry.

Evan started in Sydney at Blaxland Cycles Penrith, then three other western Sydney stores before moving to Brisbane and working at For the Riders.

The pair started Lux in 2010, living above the shop to save money while they were learning the right formula to make a living in their BMX niche.

After five years they moved to a bigger location across the Brisbane River in the inner suburb of West End. Then after another five years in 2020 they moved to their current, much larger location in Woolloongabba, also on the inner south side of Brisbane.

Unlike most retail premises the LUXBMX Clubhouse is open by appointment only for one on one customer consultations. Most of their retail sales are done via mail order. In 2019 they added wholesaling to their business, which has taken off.

As the tyre marks attest, this ramp located behind the Lux BMX warehouse gets plenty of use during lunch times and other breaks.
As the tyre marks attest, this ramp located behind the Lux BMX warehouse gets plenty of use during lunch times and other breaks.

Their brands include Speedco carbon frames, Avian carbon forks and P&A, Sinz and Federal. Lux has also created their own house brands, Motive for the more bread and butter products and Spectre for premium products such as titanium spokes and carbon rims. As their business has grown so has their team, now totalling 12.

They’re hoping to be adding some Australian made products to their line up soon.

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