Meet a 'Logan Legend' – Jason Daniel

Growing up on acreage in Logan’s Cornubia, Jason says his childhood was filled with riding bikes, dam swims and days spent helping his parents in their plant nursery.

‘It was fun, we had space to roam, ride, and explore. As a kid Logan was my whole world,’ Jason says.

The Logan local’s entrepreneurial journey began in 2002 when he was just 13 and riding BMX with older kids. They loved his fearless style and it earned him the nickname ‘Loose Kid’.

‘They said I was a little crazy on a bike,’ he laughs. ‘The phrase stuck and we started printing stickers and shirts. It was grassroots, just fun back then.’

ABOVE: Jason Daniel outside the Logan LSKD Building.

By 2007, Jason had transitioned his brand into LKI (Loose Kid Industries) and began building the business from his mum’s garage while working full time as a carpenter.

‘We had shelves in her bedroom, 3 shipping containers out the back. It was scrappy, but it was ours,’ Jason says.

While the business grew in momentum and was doing well, LKI as a brand started to plateau about the time Jason and wife Ally had their first child in 2018.

‘We were stuck at around $3 million a year for 5 years,’ Jason says. ‘There were weeks I couldn’t pay myself. I had just become a dad. It was stressful. I knew I had to find our purpose.’

That year marked a turning point. Jason rebranded the company to LSKD, short for Loose Kid, and gave it a new mission: to inspire the community to be 1 per cent better every day.

Jason says the name change wasn’t just cosmetic; it was a much-needed shift in mindset across the entire business.

ABOVE: Jason Daniel with his motorbike when he ran Loose Kid Industries.

‘We started asking why we made things. What did our community need? How could we build something meaningful,’ he says.

The entrepreneur credits much of this transformation to the work he put into personal growth and a renewed commitment to being a lifelong learner.

He completed the Landmark Forum, a notable personal development program, joined Toastmasters in Logan to overcome his fear of public speaking, and devoured motivational books such as Start With Why and Good to Great.

‘I realised I hadn’t created the best culture at LKI. I wanted to listen more, learn more, and build something meaningful,’ Jason says.

That learning culture became the heartbeat of LSKD. The team developed core values, including the now-iconic ‘1% better every day’.

In 2019, LSKD launched its flagship product: the Rep Legging, designed from scratch with custom fabric. It became a bestseller and further solidified the brand’s place in the global activewear market.

‘Nowadays we’re obsessed with quality and community. We want to build the best product in the world, right here in Logan,’ Jason says.

‘There’s not many brands to come out of Logan, but we see this as a competitive advantage.’

Now, as a hands-on dad of 3, family remains at the core of Jason’s life. He and Ally, his childhood sweetheart, work as a team to raise their children while running a global business.

‘It’s about balance, family, fitness, and career. That’s what “1% better every day” means. It’s not just about training. It’s about doing something small, even on a tough day, which moves you forward,’ Jason says.

From BMX tracks to boardrooms, Jason’s story is one of transformation – of a kid from Logan who dared to dream big and built one of the world’s best activewear brands, right from his backyard.

‘I want to build something that matters, and I’m proud to be doing it from Logan,’ he says.

Inspired by Jason Daniel’s journey? He’s just one of the local legends making Logan proud. Explore the other stories – and if you know a legend in your street, school, workplace or community, we’d love to hear about them.
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