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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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