About Us​

Founded on June 15, 2024, in Düsseldorf, JLX Sport & JLX Supplements is a dynamic team of dedicated 25 professionals. 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, and French to serve our diverse customer base.

Currently, we operate five warehouses in Düsseldorf and maintain an office in the city. On June 15, 2025, we will launch our global operations in Paris, which will add 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.​

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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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Moreover, I am working alongside her father's two companies, which operate across nine locations in France, and with twenty-two family-owned finance and insurance firms in Germany, Japan, Croatia, and France. Our family also owns an eight-restaurant chain in Croatia.

 

Currently, we are venturing into the pizza franchising industry in Turkey, specifically targeting key areas such as Fenerbahçe, Bağdat Caddesi, Moda in Kadiköy, Etiler in Beşiktaş, and Nişantaşı in Şişli with my families in Germany.

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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

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

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

• Golf: Puma Golf, Callaway Golf

• Surfing: Lost Surfboards, Louis Vuitton, North Charge

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

• Hiking Bicycles: Corratec, Decathlon Rockrider, Lapierre, Cube, Haibike

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

• Sport Watches: Casio

• Football: Adidas, Puma

• Basketball: Jordan Brand, Under Armour

• Volleyball: Mizuno, Asics, Adidas

• Handball: Hummel, Kempa, Mikasa​

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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 JLX Sport, we are proud to be a dynamic company that brings together 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. Our team includes 14 Germans, Russians, one Asian, one Arab, one Turk, three Croats, one Latin American, one Japanese, and many others. 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 for fitness.

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Our focus on brainstorming and innovation has fostered our success, with 30% to 50% of our sales portfolio coming from exports in Düsseldorf. To ensure smooth communication, we have adopted German, French, and English 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 five 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 embark on the exciting venture of establishing our JLX Sport branch in the 1st arrondissement of Paris, we do so with a budget of €7.5 million. Through rigorous financial risk management, this branch is expected to cost €4.9 million, compared to the €8.2 million investment for our site in Düsseldorf.

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Economic Partnerships

We are proud to announce the current Economic Partnership Agreements (EPA) established between JLX Sport, JLX Supplements, my wife Juliette's Sports Complex in France, her father's two companies located across nine locations in France,  twenty-two family-owned companies in Germany, Japan, Croatia and France along with family owned an eight-restaurant chain in Croatia. Our sectors include outdoor and sporting goods, supplements (including fitness supplements), sports complexes, finance, insurance, restaurants, franchising, and technology in Germany, Croatia, Japan, France, and Turkey.

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In our commitment to growth and collaboration, we are excited to share that upcoming EPA agreements are in progress in Spain and the Netherlands. We are dedicated to expanding our partnerships with companies that align with our goals and vision.

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Future Venture: Sports Complex in Germany

We are also building a sports complex in North Rhine-Westphalia on my land, in collaboration with our business group, dedicated to my wife, Juliette. The complex will comprise four distinct zones. Our luxurious sports complex will feature three swimming pools—including an Olympic swimming pool—tennis courts, basketball courts, soccer fields, volleyball zones and a spacious fitness center, as well as a dedicated floor for aerobic and spinning classes.

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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