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By: Robert Janis
A Childhood Hobby
Becomes a Business Success
There is an often quoted passage from the
Bible. Barack Obama recently used it in his
Inaugural Address. It’s from Corinthians 13:11:
“When I was a child, I used to speak like a
child, think like a child, reason like a child;
when I became a man, I did away with childish
things.”
Why do away with “childish things” especially if
they can become the basis of a successful
business. Witness the experience of Justin and
Brandon Schueler. Growing up they were both
obsessed with riding ATVs. Justin rode his first
ATV when he was 9 years-old, and Brandon rode
his when he was 7 years-old.
Soon the riding evolved into making parts and
accessories for their own ATVs in the garage of
their home. Then that evolved into making parts
and accessories for friends. And then that
evolved into a full-fledged business called
Jagged X, which fabricates parts and accessories
for UTVs. Justin and Brandon also race UTVs in
Best in the Desert events and are currently
racing the Ranger RZR for Polaris Industries and
have an aftermarket partnership with Polaris.
From Hobby to Business
According to Justin, it was 2003 when the
brothers started doing “mild” off-road
fabrications and repair work in their family’s
garage. “We were really into Jeeps and off-road
rock crawling,” he said. “And we had been
off-road enthusiasts forever. When Polaris came
out with its Ranger in 2000, we started to turn
our attention to UTVs. Then in 2004 Yamaha came
out with its Rhino, and that was the source of a
big breakout for us.”
In their first year of business the two built
roll cages for golf carts, Rhinos and Jeeps. “We
were very mild into parts. Most of our focus was
in tubular fabrication and welding,” said
Justin. “We got fabrication experience over time
with a welder and a tube bender through trial
and error and practice.”
Within a year from their start up they were also
making accessories and parts. “2004 was a big
year for us,” continued Justin. “The Rhino came
out, and we each got one and customized it. We
were probably the first people in Phoenix,
Arizona to have a customized Rhino.
“Then our neighbors wanted us to do work for
them,” added Justin. “They wanted their Rhinos
to look like ours. We did the work on the side
for pay while I was a student at Arizona State
University, and it evolved into a business.”
Jagged X moved from the garage to a shop in
2004. It has been so successful that it has had
to move a second time to larger facilities in
2006.
The business employs four people—Justin,
Brandon, Bill Schueler, their father; a
full-time fabrication guy, and a full-time tech
guy.
Currently Jagged X offers an entire accessories
line for all makes and models UTVs--Yamaha
Rhino, Polaris Ranger, Polaris RZR, the Arctic
Cat Prowler, and the new Kawasaki Teryx. The
brothers also construct full blown racing UTVs.
“These machines are 100 percent custom built for
the owner,” said Justin. “Every vehicle is
different, and every vehicle is built to the
owner’s specifications. We have built quite a
few Best in the Desert ready race vehicles. They
are full turnkey vehicles.
“Most of the race vehicle customers bring us
their own UTVs, and we make them into race
vehicles,” added Justin. Jagged X offers support
to these customers at races if they need it and
help them with their pit needs. They also give
racer discounts on products customers buy for
their race vehicles.
The exclusive relationship with Polaris started
in 2007. “We are one of Polaris’ aftermarket
development partners,” explained Justin. “We
provide input in the development of new
products.” The brothers have done a lot of
research and development for Polaris through
their race team.
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