Desert Born · Community Driven
Froaders Co.
“The off-road community has always existed. We just gave it a name.”
01 — Our Story
Born From a Lifetime in the Dirt
Froaders Co. wasn't created in a marketing meeting.
It was built from a lifetime spent in the desert.
Long before there was a logo, a website, or a booth at an event, there were countless weekends in the shop, late nights finishing race cars, early mornings loading trailers, and miles of dirt roads across the high desert.
For decades, Dave Parsons has earned the respect of the off-road community as both a racer and one of the industry's most trusted fabricators. From designing and building buggies from the ground up to standing on podiums after race wins, he's spent his life living the sport, not watching it from the sidelines.
But behind every build, every race, and every adventure has been his wife, Lisa.
She wasn't just cheering from the stands. She was on the test rides, lending a hand in the shop, traveling to races, working car shows, and living every part of the off-road lifestyle alongside Dave. Together, they experienced firsthand what makes this community unlike any other: the friendships, the family, the work ethic, and the feeling that comes from building something with your own hands.
They've always been a team.
In the pits — where the real work happens
02 — The Name
The Name the Community Never Had
After years of building race cars, running their own off-road products company, and continuing business privately from their home shop, life naturally began to slow down.
The racing never stopped being part of who they were, but Lisa wanted to find a way to keep that spirit alive. Not just for Dave and herself, but for everyone who calls the off-road community home.
For years, she'd jokingly refer to friends and fellow enthusiasts as “Froaders”, rooted from “off-roaders”.
It was a fun nickname until one day she asked herself, “Why isn't it more than that?”
The off-road world has always been filled with incredible people, but there was never one identity that belonged to everyone. We wore the shirts of tire companies, suspension brands, and race teams. We represented products.
But we never had a name that represented us. ALL of us.
That's how Froaders Co. was born.
Not as another apparel company. Not as another sponsor.
As an identity.
“For the ones who took the road less paved.”
03 — Who We Are
More Than a Brand
Whether you race Trophy Trucks, build Class 10 buggies, crawl over rocks, ride dirt bikes, downhill mountain bikes, cruise over desert trails, or spend your weekends helping friends in the pits, you belong here.
Maybe you're behind the wheel. Maybe you're behind the welder. Maybe you're the one loading trailers, calling races, turning wrenches, or teaching your kids to ride before they can even read.
Every role matters. Every story matters. Every one of YOU is a Froader.
Froaders Co. exists to celebrate the people who make this community what it is, regardless of what you drive or where you ride.
04 — Our Roots
Built by the Community, For the Community
This isn't a brand created by people chasing a trend. It's built by people who've spent decades living this life.
The dust, the busted knuckles, the late nights in the shop, the race weekends, the breakdowns, the victories, and the lifelong friendships… this is home to us because it's always been home.
When you wear Froaders, you're not just putting on another shirt. You're wearing a name that says exactly who you are. An identity that's been earned over generations but never had a place until now.
05 — Where We're From
Desert Born. Community Driven.
Froaders Co. started in Yucca Valley, California, but it was never meant to stay there.
From Baja California, Johnson Valley and Barstow to Glen Helen, Arizona, Nevada, every trail, every race, and riding area beyond, this community stretches far beyond one town.
Our goal is simple: To give every off-roader a name that they can proudly wear across the nation.
Because if someone asks what “Froader” means... you'll get to tell them. And that's the point.
Staged and ready — Johnson Valley, California
06 — What We Stand For
Our Values
Resilience
You don't quit when the trail gets rough. Neither do we. We adapt, rebuild, and keep moving.
Toughness
Built by people who've turned the wrenches, loaded the trailers, and earned every mile.
Freedom
There's something special about choosing the long way home. We believe the best paths are the ones you make yourself.
Community
From Johnson Valley to the Dakar Rally, we're connected by dirt, not distance.
Perseverance
The best stories aren't about never breaking down. They're about getting back up and finishing the ride.
Inclusivity
It doesn't matter what you drive. Class 11 or Trophy Truck. Dirt bike or rock crawler. Every rig. Every rider. Every Froader. If the dirt feels like home, you belong here.
“Even when life goes off-road, a Froader keeps on rollin'.”
07 — The Next Chapter
Just Getting Started
Today, Dave and Lisa may spend less time behind the wheel than they once did.
Now you'll find them behind the booth, meeting the people who've shared this lifestyle with them for decades and welcoming the next generation into it.
This isn't the finish line. It's the next chapter.
We'll see you at the races. At the pop-ups. In the pits. On the trails. Around the campfire. And wherever the dirt takes us next.
Welcome to Froaders. Welcome home.
Froaders Co. — Desert Born · Community Driven · Yucca Valley, CA