The brand didn't start with a product — it started with an idea. HOLESHOT grew out of motocross and out of a simple question: how could such a strong and well-known name within the sport go unused?
How it began
The HOLESHOT name was known within motocross but unused for clothing, and the domain was available. The application for trademark protection in Sweden was rejected — the rights were owned by a German company. Instead of giving up, we made contact and bought their entire trademark portfolio for HOLESHOT in Europe.
From clothing to chemicals
In parallel we identified a gap: real cleaning for motocross. We reached out to the chemical industry and developed HOLESHOT Mud-Off. From there the range grew into cleaning for car care, industry and construction.
A complete range
The accessories were built up — buckets, gloves, sponges, drying cloths and foam lances. The warehouse was expanded by 300 sqm. Together with Drivna Studio we built a new shop and admin app for full control over inventory, flows and shipping.
European presence
In spring 2026 we acquired a store in Lommel in Belgium focused on motocross accessories and spare parts. With that, HOLESHOT gains a presence in one of Europe's most important motocross environments.
HOLESHOT is the result of persistence, timing and many decisions made in practice — not on paper. This didn't start with a finished business plan. It started with us seeing something that should exist — and deciding to build it ourselves.