Fox Head co-founders talk about history of their company

The Fox Head logo is one of the most recognized emblems in motocross racing, and the co-founders spoke to students as part of the Miller College of Business professional speaker series Tuesday.

Josie and Geoff Fox talked about the start of Fox Head, Inc., including how it began in their kitchen in 1974 in San Jose.

Geoff Fox said he had an interest in motocross since it began in America.

"A dirt bike was another word for fun," he said.

Josie Fox, who is a Muncie native and graduated from Ball State in 1962 with a double major in art and English, and Geoff Fox met at the University of Wisconsin, married in 1964 in Muncie.

They said they used their educations in physics, art and English to make motorcycle parts and a catalog to sell them.

Josie Fox would proofread descriptions and draw the parts. Geoff Fox would work long hours, and much of the planning happened at home in the kitchen while Josie Fox was cooking dinner.

Josie Fox said her basic design class at Ball State taught her how to design for advertising.

She said she hopes all aspiring entrepreneurs achieve their dream.

"I congratulate them on having that dream and focus, and also for their progress so far," she said.

More than 35 years after Josie and Geoff Fox's dream began, Fox Head, Inc. is the largest family-owned and operated action sports company in the United States.

They sponsored many well-known motocross riders such as Rick Johnson, and through the publicity of their logo on uniforms, there was a demand for Fox Head clothing for consumers.

The face of the fox in the logo may have changed since 1974, but the operation of the company remains the same. Geoff and Josie's four children own 75 percent of the company, with their parents owning the remaining 25 percent.

Pete and John Fox work on the design aspect of the company. Anna Fox works in the call center and Greg Fox works in sales. They all scout and sign young riders to sponsor.

The industry has changed since they first began, Josie and Geoff Fox said. Energy drink sponsors are taking over, and Fox Head is partnering with them for fear of being left out of the craze.

The average target age group has also changed, Geoff Fox said. At first, the average age was 17. Now, riders are getting older and the 25-30 year old age group is growing.

However, the design of Fox Head clothing is still young.

"My kids tell me I shouldn't wear it because I'm not in the right age group," Geoff Fox said.

When Fox Head, Inc. first started, Geoff Fox said he worked more than 60 hours every week. In one two-week period, he was working about 100 hours a week, but he has no complaints.

"When you love it, it's not work," he said.