Every brand has a heartbeat, but a rare few have an engine. For Joe Rascal, that engine is constantly redlining, and the man with his hand firmly on the throttle is our co-founder and co-owner, James Tonna.

Around here, we don't call him the CEO. He is the Chief Rascal. To understand the DNA of Joe Rascal; the unapologetic, high-octane energy that courses through everything we create, you have to understand the man who helped bring it into existence.

Here is a look at the visionary maverick who built the Joe Rascal ethos from the ground up.

Trading the Boardroom for the Racetrack

Forget the corner office, the power suits, and the predictable corporate strategy. James is the antithesis of your typical executive. If you want to find him, your best bet is to skip the boardroom and head straight for the racetrack.

He leads from the absolute front line, and more often than not, he’s doing it in riding leathers. James understands that you can't build a boundary-pushing brand from behind a desk. You have to be in the arena, feeling the speed, taking the corners, and living the exact lifestyle the brand represents. This adrenaline-fueled approach isn't a gimmick; it’s the blueprint for how the company operates.

The Unfiltered Voice and the Workshop Floor

James’s leadership is defined by a refusal to conform to tradition. He brings a raw, unfiltered edge to the business that permeates our entire culture.

• The Podcast Mic: When James steps up to the mic, he cuts through the noise. He shares the authentic, unvarnished realities of building a brand, speaking directly to the community with the same candor he brings to a pit crew.

• The Workshop Floor: He isn't afraid to get his hands dirty. By spending time on the workshop floor, James ensures that the grit and craftsmanship central to Joe Rascal are never compromised by corporate detachment.

The Original Rascal

As a co-founder, James poured his own restless, defiant spirit into the very foundation of Joe Rascal. He is the original barrier breaker. Where others see an industry standard, James sees a boundary begging to be pushed.

This mentality is exactly why Joe Rascal doesn't feel like other brands. It’s a reflection of a leader who refuses to play it safe, constantly challenging the team, the products, and the community to demand more, go harder, and break away from the pack.

Going "Joe Rascal Fast"

James Tonna is the living embodiment of the brand. He is proof that when you mix unwavering vision with high-speed execution and a refusal to conform, you create something unstoppable. He doesn't just manage the business; he drives the entire operation to go Joe Rascal fast. And he wouldn't have it any other way.