He founded a company turning over a hundred million dollars a year. His clothing is worn by celebrities, supermodels and some of Australia’s most successful athletes. His fortune is estimated at $59 million.
But when you talk to him, this Logan boy hasn’t changed one bit.
Jason Daniel is still the ‘loose kid’ who once roamed local streets looking for fun and adventure.
He earned the name ‘loose kid’ in his teenage years – a group of older boys bestowing him the title after pulling off a daring trick on a BMX bike.
Now he wears the name as a badge of honour.
It’s even the inspiration behind his fitness brand, LSKD, which in recent years skyrocketed Jason into entrepreneurial stardom.
Last year, LSKD saw $105 million in sales – a performance 35 times higher than in 2018.
Jason, with the help of his trusty crew based out of their headquarters in Loganholme, has established stores all over Australia, in New Zealand and now in the USA.
And the brand is still growing.
For Jason, it’s all about one thing: getting 1% better every day.
“It was a long journey of making lots of mistakes,” he said.
“We wouldn’t have this growth if we didn’t have 15 years of learning.”

The brand was launched in 2002, when Jason was 15, from his bedroom in his family home on Mount Cotton Road in Cornubia.
That year, his dad moved overseas. Jason hasn’t seen him since.
His mum ran a nursery, where he worked as a boy to save money to buy his first bike.
It was there Jason learned the skills of being his own boss. It shaped the man he is now.
“My grandparents were quite entrepreneurial, and my mum worked really hard,” Jason said.
“I was really lucky growing up working at a young age in the nursery and always helping out at the markets – it taught me that ethic from a really young age.
“If I wanted something, I knew I had to work for it. Nothing was ever handed out.
“We didn’t have much, but I never thought of it like that.”
Jason has lived in Logan his entire life, including now, in Daisy Hill.
He attended the local childcare down the road from his family home, primary school at St Matthews, and high school at Chisholm College.
He never considered himself particularly academic.
Instead, he was all about sport. Soccer, hockey, nippers – he did it all.
But he was particularly savvy at riding bikes, hoping to be a motocross racing professional by age 15.
“I was so sports driven my whole life, I was very lucky to not get caught up in the wrong things,” Jason said.
When he was 13, he began hanging out with pro BMX riders who were at least five years his senior.
One of them was Corey Bohan, a fellow Logan boy who went on to win three X Games championships.
“One day, I was trying to jump this jump and they called me ‘the loose kid’ because I was the youngest, and I was maybe a little bit crazy on a bike.”
The phrase became so well known that friends were begging him to put it on a shirt.
That was 23 years ago now. The rest is history.
In 2002, Jason would buy trucker hats from a local promotional shop – three for $5, he recalls – and heat transfer ‘Loose Kid Industries’ onto them to sell at school.
“No one actually knows this, but for the first ever hats we made, I went to the embroidery shop at the Hyperdome, which I think is still in the same spot to this day,” he said.
“We still have that hat today.”
The school hat sales grew into t-shirt sales at motocross events.
“That was where I was learning to build community,” he said.
Jason said that as the Loose Kid Industries brand developed, he felt a stronger connection to the community around him.
“Most brands were from the Gold Coast or Brisbane or Melbourne – there were not really many brands that have come out of Logan.
“But I thought, I’m from Logan and we have an opportunity to… really celebrate the fact that this brand started in Logan.
“I had this real passion to say: well, how do we put Logan on the map? Because if we become one of the biggest brands in the world and really create careers and jobs out of Logan, Queensland, isn’t that kind of cool?”
The brand was growing across south-east Queensland, down through New South Wales and all the way to Victoria.
In 2007, Loose Kid Industries was shortened to “LKI”.
During that time, Jason completed his carpentry apprenticeship and was working full-time.
Before work, he would work on LKI from 4.30am.
During smoko breaks, he would call magazines and retailers trying to make merch.
And on the weekends, he was busy selling the merch and racing bikes.
“We were doing it from my mum’s house in Cornubia, and we had some shipping containers there – the whole house turned into a warehouse.
“In 2010, we moved into an office in Christensen Road in Yatala, and we were there for 12 years.”
At the time, LKI was selling life jackets, motocross gloves, socks and other apparel.
Jason said he was going far and wide with products.
Eventually he quit carpentry and motocross to pursue the brand full-time.
In 2011, he looked into manufacturing overseas.
The company soon reached $3 million in sales. But this figure remained stagnant for five years. The business was losing money and Jason considered picking up the tools again.
In 2018, Jason made the tough decision to rebrand from LKI to LSKD, putting a new focus on fitness.
“The transition from LKR to LSKD was the hardest thing I’ve ever done,” he said.
“I had to make some tough decisions in the business – it was really hard to put it in the right direction of where we wanted to go as a culture.
“My mum is no longer working in the business and that was really tough.
“I had to fire my family. That was hard.”
LSKD now sells workout gear, including leggings made from their own fabric – the company’s top-selling product.
More than that, Jason puts focus on improving himself, the business, his employees and LSKD customers – by 1% every day.
He’s inspired by the world’s most successful entrepreneurs, learning from them in person and through their products.
He is big on podcasts and books, so much so that all 500 LSKD employees get free Audible accounts.
But he is not just about business and fitness.
Jason and his wife, Ally, have been together since they were 18.
They have three children, aged 7 years, 4 years and 5 months.
“I’m very passionate about having a really good home life,” Jason said.
“It’s not easy, there’s a lot of pressure in this role.
“Being a founder is quite intense.
“I’m pretty full on.”
More to come.