For me , working in the powersports industry has always been a bit personal . Some have said that I was “ born ” into it . Others may say that I stumbled into it via family ties . Either way , MELISSA COFFEY FOX has always been family , a part of my history and the single most reason why my heart has always been rooted in this industry .

As a seven-year-old , I started counting t-shirts in the warehouse and spare parts in the factory . As my young “ skillset ” developed , I got pulled into accounting with my sister , Elizabeth Fox , manufacturing scheduling with my brother-in-law , or when lucky , one of Bob Fox ’ s special projects . The Corleonefamily effect continued as I was in college and post-grad . I was tasked by Bob with starting the customer service department and then was pulled into marketing , which is where I happily remained for the next 8 plus years . It seems like yesterday we were just launching the 25th anniversary celebration , a moment that seemed so big in the company ’ s history .

And so , with 2024 now being the 50th anniversary for FOX , and after a year full of legacy celebrations , I found it most fitting to wrap up my year of columns with a Q & A with none other than the FOX Founder himself .

Why did you start FOX ? Bob Fox : The need was created by broken shocks and disappointed racers ! In the early ’ 70s when [ suspension ] travel on motocross bikes jumped significantly , so did the shock failures . Me being an amateur racer and engineer , I thought , “ Hey maybe I can do it ,” not really thinking that there were a bunch of big companies out there who could also do it . I guess you don ’ t really know any better when you ’ re young . So , I started designing by pencil and paper and manufactured my first shocks in a friend ' s garage , and this was the birth of the FOX Air Shox . Designing that first successful air shock during the long-travel revolution of the ' 70s is really what made FOX the company it is today .

What was one of the biggest turning points for FOX ? Fox : We had a team of engineers from Ford visit John Marking down in the San Diego area and they shared the “ new ” truck they were working on . They said they wanted it to be off-road capable and wanted some really good shocks for it . Within two weeks we had shocks ready for their truck , they went out and tested and liked them right away . We fine-tuned for another couple of weeks and it was a done deal . Now , I ’ ll be going down the street and I see a Raptor go by , which I see pretty often and I always get a kick out of thinking , “ Hey , that guy is riding FOX shocks .” I gotta say , it feels good .

You employed hundreds of people across the globe . What in your mind was so special and is still so special about working at FOX ? Fox : For a lot of the people at FOX , this isn ’ t their job , this is their hobby . This is their passion . This is what they love , so it ’ s been a wonderful combination . They can do what they love doing and when you do what you love doing , you do it well . Many of us at FOX also have a racing background . We race motorcycles , mountain bikes , off-road vehicles and many others . And when we race , we want to win . That ’ s who we are .

What has been your greatest contribution to the sport ? Fox : The inertia valve shock and fork designs . Next , probably the DHX shock design and the TALAS shock design . And finally , the Twin-Clicker design back in the early ’ 80s .

What does the legacy year mean to you ? Fox : It ’ s exciting and really rewarding to see that the company that represents so many years of hard work and dedication – my life ’ s work – is still “ out there ” doing what I loved to do … creating premium suspension for enthusiasts . I ’ m a lucky guy . To have led those efforts is humbling . I would say in a few words , I am proud .

Thanks to Bob for taking the time to chat and for founding a company that has shaped our industry and the lives of so many , myself included ! And in his famous words , “ Good luck and good racing ”.

Till next time , shiny side up and checkered flags !

Melissa Coffey oversees CATCH , her consulting firm which provides fractional sales and marketing support to companies in the powersports , motorsports , marine , bicycle and EV industries .