About Us​

Founded on June 15, 2024, in Düsseldorf, JLX Sport has rapidly expanded its reach, opening a branch in Paris on June 10, 2025. Our growth continues, with plans to establish locations in London, Edinburgh, and Zagreb on June 1, 2026, followed by Tokyo and Helsinki on June 10, 2027. Our mission is to offer the finest luxury products for outdoor and sports equipment, as well as fitness supplements, driven by a commitment to innovation and excellence. We proudly communicate in German, English, French, Spanish, Dutch, Croatian, Japanese, and Finnish to serve our diverse customer base.

Currently, we operate seven warehouses in Düsseldorf and maintain an office in the city.

On June 15, 2025, we launched our global operations in Paris, which added another 25 professionals to our dedicated team, allowing us to be closer to our customers and enhance our service. We are committed to contributing to the local sports community in both Germany and France.
 

On November 10, 2025, Lena Marija Velrey rented a new office for JLX Sport in Lyon, France, with a capacity for 32 workers. This new office will collaborate with the office in the 1st arrondissement of Paris to gain market share in France in the outdoor products, sports goods, and dietary supplements industries.
 

Lena Marija Velrey also rented our second German office in Friedberg bei Augsburg, Bayern, in September, with a capacity for 28 workers. Starting from October 10, 2025, the Friedberg office began collaborating with the Düsseldorf office to gain market share in Germany. The Düsseldorf office targets both international and local markets, while the Friedberg office will work exclusively with German clients. Similarly, the Lyon office will focus solely on the local market, while the office in the 1st arrondissement of Paris targets both local and foreign markets.
 

Our goal is to achieve €2 million in monthly revenue in France and €2.5 million in monthly revenue in Germany over the next five years. This amount represents approximately 0.38% of the market share based on sales in the outdoor products and sports goods, fitness supplements industry in both countries for JLX Sport.

The revenue will be used for the expansion of fitness studios owned by Lena's wife, Juliette, in Germany and France.

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Background

The journey of JLX Sport is anchored in a profound commitment to social issues, particularly the fight against corruption and the advancement of gender equality. Inspired by the experiences of my uncle and father within the finance industry, I took the initiative in July 2023 to break barriers and assume a leadership role in driving economic growth within our family businesses. This effort has enabled me to collaborate with JLX Sport, JLX Supplements, and my wife Juliette's Sports Complex in France.​

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Our Offerings

We specialize in luxury brands across various sports and fitness supplies. Our curated selection includes:

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Luxury Brands in Outdoor and Sporting Goods

• Tennis: Babolat, Wilson, Head, Yonex.

• Swimming and Scuba Diving: Arena, Mares, Speedo, Akona, Aqualung, Channel Islands, Atomic Aquatics, Bare, Fourth Element, Garmin, Henderson, Oceanic.

• Outdoor and Hiking: Jack Wolfskin, Merrell, Patagonia, Salomon, Mammut, New Balance, Quicksilver.

• Golf: Puma Golf, Callaway Golf, TaylorMade.

• Surfing: Lost Surfboards, Louis Vuitton, North Charge, Rip Curl.

• Snowboarding and Skiing: Nitro Snowboards, Salomon Snowboards, Burton Snowboards, K2, Mammut, The North Face, Volcom.

• Figure Skating: Riedell, Edea, Jackson Ultima, Graf, K2 Skates.

• Hiking bicycles: Corratec, Decathlon Rockrider, Lapierre, Cube, Haibike, Trek.

• Kayaking: Perception, Wilderness Systems, Old Town Canoe, Dagger, Jackson Kayak, Hurricane Kayaks, NRS (National River Supply), Venture Kayaks, Hobie.

• Sport Watches: Casio, Suunto, Garmin, Apple, Samsung, Xiaomi, Fitbit, Amazfit, Polar.

• Football: Adidas, Puma, Nike.

• Basketball: Jordan Brand, Under Armour, New Balance.

• Volleyball: Mizuno, Asics, Adidas, Wilson.

• Handball: Hummel, Kempa, Mikasa, Adidas, Asics.​

• Fishing Equipment: Sage, Orvis, G. Loomis, Van Staal.

• Navigation Tools: Garmin, Suunto.

• Camping and Hiking Essentials: Hilleberg, Big Agnes, MSR (Mountain Safety Research), Arc'teryx, Osprey, Western Mountaineering, Snow Peak, Jetboil, Helinox.

• Climbing and Mountaineering Equipment: Edelrid, Beal, Black Diamond, La Sportiva, Grivel, CAMP.

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Our Fitness Supplement Brands

• Optimum Nutrition (ON)

• BSN

• MusclePharm

• Cellucor

• Dymatize Nutrition

• MyProtein

• Champion Nutrition

• Evlution Nutrition (EVL)

• GNC

• JYM Supplement Science

• Nature's Best

• ProMix Nutrition

• Nutrex

• Garden of Life

• Quest Nutrition

• Isopure

• Bodybuilding.com Signature

• NOW Foods

• Kaged Muscle

• Vital Proteins

• PEScience

 

We collaborate closely with industry professionals to remain at the forefront of innovation, ensuring that we consistently bring you the latest and greatest in sporting goods.

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Diversity and Inclusion

At each JLX Sport branches, we are a dynamic company comprising 25 passionate employees from five different countries. Since our transformation into an international group in 1960, we have embraced diversity and inclusion as core values. This rich tapestry of backgrounds fuels our creativity and drives our mission to innovate in the sports and outdoor equipment sector, as well as in nutritional supplements and fitness machinery.

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Our focus on brainstorming and innovation has fostered our success, with 30% of our sales portfolio coming from exports in Düsseldorf. To ensure smooth communication, we have adopted many languages as our official languages. This multilingual approach not only enhances collaboration but also strengthens our relationships with clients and partners around the world.

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With seven strategically located warehouses near our supply chain in Düsseldorf, we ensure fast and efficient shipping worldwide. I am proud to note that our revenue has increased from €600,000 to €725,000, and our monthly net income has grown from €140,000 to €190,000 (February 2025). This growth is a testament to our international sales experience and the extensive training I have provided to our dedicated sales team.

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As we embarked on the exciting venture of establishing our JLX Sport branch in the 1st arrondissement of Paris, we did so with a budget of €7.5 million. Through rigorous financial risk management, this branch ultimately cost us €4.9 million, compared to the €8.2 million investment for our branch in Düsseldorf.

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Economic Partnerships

We are proud to announce the ongoing Economic Partnership Agreements (EPA) established between JLX Sport, JLX Supplements, my wife Juliette's sports complex and numerous other business chains across Germany, Croatia, Japan, France, Spain, the Netherlands, Turkey, the United Kingdom (England and Scotland), and Finland.

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​Future Venture: Sports Complex in Germany

We are also constructing a sports complex in North Rhine-Westphalia on my land, in collaboration with my wife, Juliette, dedicated to her. The complex will comprise three distinct zones. Our luxurious sports facility will feature three swimming pools—including an Olympic-sized pool—a multi-sport zone (including tennis courts, basketball courts, soccer fields, volleyball areas, and a running track), and a three-story fitness center, along with a dedicated floor for aerobic and spinning classes.

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The swimming center is finished in July 2025, while the fitness center will be completed in December 2025. Construction for the multi-sport zone began in January 2026 and is expected to be completed by July 2026.

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Community Engagement and Sponsorships

JLX Sport and our business group have signed sponsorship agreements with prominent professional athletes and outdoor figures in Germany and France. Together, we will leverage the influence of these athletes to raise awareness and drive meaningful change in our communities. We aim to promote community engagement through social advocacy, focusing on critical issues such as climate change, corruption, and gender equality.

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Germany

• 2 established professional athletes

• 2 established outdoor figures

• 12 emerging athletes from the sports of tennis, swimming, snowboarding, volleyball, and fitness

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France

• 2 established professional athletes

• 2 established outdoor figures

• 7 emerging athletes in tennis, swimming, snowboarding, and fitness

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For our French athletes, we offer free memberships in my wife Juliette's sports complex, a benefit we also want to extend to our German athletes once our facility in North Rhine-Westphalia is completed.

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Our sponsorship investment includes €50,000 for emerging athletes and outdoor figures, while established professionals earn between €120,000 and €160,000.​ These athletes will not only excel in their respective sports but also play a crucial role in community engagement initiatives. They will support our female leaders in addressing any misconduct and actively participate in climate change activities.

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Building Resilience: A Pathway for Young Women in Sports and Leadership

Every year, we identify a selected group of young girls in Germany who demonstrate exceptional leadership potential and athletic talent. We provide them with financial support to pursue a strong educational path. After graduation, we assist them in securing leadership positions in the finance companies with which we have agreements, or we start professional sports careers by leveraging our extensive network of professional athletes to create significant opportunities. Throughout their lives, these women embody a harmonious blend of masculine and feminine qualities that contribute to resilience and family support. Every year, our companies are actively seeking new talent among young people in Germany.​

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At JLX Sport, we are committed to promoting a more inclusive society for all.​ Stay tuned for upcoming events and initiatives that will empower individuals and promote sustainability and equality.

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Founder and owner of JLX Sport
Economic Growth Leader in Family Businesses
Lena Marija Velrey