From Selling T-Shirts at Motocross Tracks to a $100M Global Brand: Jason Daniel on Building LSKD, the 1% Better Mission, and Running a Sub-3 Marathon

Logan, Queensland, doesn't typically produce global empires. Jason Daniel didn't get that particular memo.

The founder and CEO of LSKD built a self-funded, $400M global activewear brand from a BMX nickname, a carpenter's apprenticeship, and five years stuck at $3 million in annual revenue—and he did it without a single outside investor. What broke the plateau wasn't a strategy. It was books, a self-development course called Landmark Forum, and the birth of his son Hendrix six months before he scrapped everything and rebranded.

In this conversation, Jason talks about what the plateau actually feels like from the inside—the canceled orders, the weeks he couldn't pay himself, the quiet question of whether he'd have to go back to the job site. He talks about why he trademarked "1% better every day," how a mission that started as an internal team value became the spine of a 700-person company operating across three countries, and what it actually takes to scale a culture without hollowing it out.

He also gets into his own running journey: from a sub-1:30 half marathon that nearly broke him, to chasing a sub-three-hour full—and why he believes the grind of distance running and the grind of building a brand are teaching him the same thing.

Some brands sell a lifestyle. LSKD built one first.

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Website: lskd.co