Birth of a BEXST

As we pedaled up Vail's slopes, the conversation naturally turned to how we could participate more in the mountain biking community—the shared passion that brought us together that day. We realized there were many MTB companies already in the market. Still, we wanted to create something unique—a brand that embodied the spirit of the sport, one that celebrated the challenges, the stoke, and the constant drive to push personal limits.

The idea started to take shape as the adrenaline ebbed and flowed during our 3500+ vertical. As we summited, ripped down Cougar Trail, and ridden back into Vail, the vision for JBX was crystal clear. This company would be all about serving the mountain biking community and giving back, offering top-notch gear, apparel, and accessories designed to elevate the riding experience and fuel the desire to go bigger and better.

But JBX needed something more than awesome products; it needed a symbol, a mascot that embodied the brand's soul. Fast-forward to later that year, on a mountain bike ride in Moab, Utah. Boom! The BEXST was born. With its powerful stance and determined look, the BEXST represented the relentless pursuit of excellence that defines an offroad biker.

The BEXST quickly became more than just a mascot; it became a rallying cry, a symbol of the challenge to push harder, ride further, and achieve new personal records. It embodied the desire to conquer the steepest climbs, embark on epic rides, and smash the fastest segments, all while spending more time in the zone – that magical state of flow where everything clicks.

JBX and the BEXST resonated with small focus groups dedicated to mountain bikers. We knew a brand's commitment to quality, with an understanding of the community, and its celebration of pushing personal boundaries struck a chord. Riders embraced the JBX and BEXST as a symbol of their aspirations, a reminder to go all in and chase greatness on every ride.

Today, JBX continues to inspire gravel and mountain bike riders, providing them with the gear and motivation to BE A BEXST. The brand's legacy, born in Colorado and envisioned in Utah, is a testament to the power of passion, community, and the unwavering pursuit of personal bests.

Over the years, we have hand-welded aluminum frames, imported carbon and titanium bikes, and built them out for our clients. We knew we wanted something that transcended and encompassed the off-road biking community as a whole. Follow us on our next steps with JBX and BEXST as we introduce new products to better serve our passions. We are starting first with a new line of sunglasses. The strategy is we want to interact with our community to build a better pair of shades that look as good when we ride and when we are sitting on the beach or driving our car.

We are initially launching two levels of shades. The JBX sunglasses have the look and feel of the best in the industry but at a lower price point to be more inclusive for all riders. Then we have BEXST shades with all the bells and whistles that encompass what discerning riders expect in luxury sunglasses.

We want to take this journey with you, our customers, as we create a community-centric brand focused on the rider's wants and needs.

All who purchase our glasses are eligible for discounted versions the community guides us to create. So follow our journey as we place the first order with our supplies to the creation of our online sales channels. Sit back, relax and know that your satisfaction is guaranteed as we together create a brand to endure the BEXST in us all.