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How LSKD Went from $3M to $200M by Going Back to Basics
Jason Daniel didn't set out to build a global brand. He set out to race motocross, and when that didn't pan out, he spent years working as an electrician, a bricklayer's yard manager, and a carpenter while quietly building a clothing brand out of a nickname his older riding friends gave him at 13. Twenty years later, LSKD has 31 stores across Australia and New Zealand, a team of over 700, and is now building its presence in the United States.
The path from $3 million stuck for five years to on track for $200 million wasn't a pivot or a funding round. It was finding the why, rebuilding around community, and going back to the fundamentals every time things got complicated.
Jason joins Long Run Labs to tell the whole story.
Jon and Jason chat about:
the nickname that became a brand and the 20 year journey from loose kid to LSKD
working as a carpenter while building a clothing company on lunch breaks
why being stuck at $3 million for five years was actually more stressful than it sounds
the decision to close the wholesale business and go direct to consumer
how Landmark Forum changed his relationship with learning and personal development
building a mission around 1% better every day and why it has to start internally
the January 1st run tradition that grew into a global community event
how LSKD thinks about athlete and influencer partnerships differently
signing an Olympic sprinter who also works four days a week at the brand
what LSKD is building in the US market and why they are taking their time
how they have remained self-funded through $200 million in growth
what Jason thinks Nike is going through right now and why it scares him about his own brand
what success looks like in 20 years
Stay connected:
Shop LSKD
Jason on Instagram: @jasondaniel__
Support our sponsors:
Amazfit - If you're heading to Western States as a runner, pacer, or crew member, join us for a shakeout run in Olympic Valley before race weekend. Learn more about the new Amazfit Cheetah 2 Ultra and connect with the community that helps make race day possible. Visit Amazfit.com for more information, and you can use the code FTLR2026 for 10% off!
Popfly: If you're a brand trying to reach outdoor, travel, and adventure audiences, Popfly is where to do it. It connects you with the largest communities of adventure creators and handles the entire process from start to finish. Creators click here: https://popf.ly/longrunlabscreators. Brands click here: https://popf.ly/longrunlabsbrands
View all episodes
By Jonathan LevittJason Daniel didn't set out to build a global brand. He set out to race motocross, and when that didn't pan out, he spent years working as an electrician, a bricklayer's yard manager, and a carpenter while quietly building a clothing brand out of a nickname his older riding friends gave him at 13. Twenty years later, LSKD has 31 stores across Australia and New Zealand, a team of over 700, and is now building its presence in the United States.
The path from $3 million stuck for five years to on track for $200 million wasn't a pivot or a funding round. It was finding the why, rebuilding around community, and going back to the fundamentals every time things got complicated.
Jason joins Long Run Labs to tell the whole story.
Jon and Jason chat about:
the nickname that became a brand and the 20 year journey from loose kid to LSKD
working as a carpenter while building a clothing company on lunch breaks
why being stuck at $3 million for five years was actually more stressful than it sounds
the decision to close the wholesale business and go direct to consumer
how Landmark Forum changed his relationship with learning and personal development
building a mission around 1% better every day and why it has to start internally
the January 1st run tradition that grew into a global community event
how LSKD thinks about athlete and influencer partnerships differently
signing an Olympic sprinter who also works four days a week at the brand
what LSKD is building in the US market and why they are taking their time
how they have remained self-funded through $200 million in growth
what Jason thinks Nike is going through right now and why it scares him about his own brand
what success looks like in 20 years
Stay connected:
Shop LSKD
Jason on Instagram: @jasondaniel__
Support our sponsors:
Amazfit - If you're heading to Western States as a runner, pacer, or crew member, join us for a shakeout run in Olympic Valley before race weekend. Learn more about the new Amazfit Cheetah 2 Ultra and connect with the community that helps make race day possible. Visit Amazfit.com for more information, and you can use the code FTLR2026 for 10% off!
Popfly: If you're a brand trying to reach outdoor, travel, and adventure audiences, Popfly is where to do it. It connects you with the largest communities of adventure creators and handles the entire process from start to finish. Creators click here: https://popf.ly/longrunlabscreators. Brands click here: https://popf.ly/longrunlabsbrands