Fox Racing specializes in the lifestyle clothing market. That’s a challenging business for logistics professionals in charge of meeting their customers’ demand for recreational clothing and gear, considering how quickly lifestyles change and how varied they are on a global scale.

Fox Racing got its start in 1974, when Geoff Fox, a Ph.D. who taught physics at the University of Santa Clara, launched Moto-X Fox, a tiny distribution business for European motocross parts and accessories in a 1,500-square foot building in Campbell, California.

Within two years, his line of products grew to encompass everything from engine components to brightly colored race outfits.

Today Fox Racing’s SKU count is 35,000 and growing. This being December, it’s also Fox Racing’s busiest shipping season. As far as Robby Dhesi is concerned, the more business volume the better. He’s vice president of global operations, and was part of the team that configured his company’s new order fulfillment operations so that if volume increases, an order picker’s travel path shrinks, therefore productivity goes up.