Brands aren’t Built on Apparel. Their Built on People, Passion, and Purpose.
From in-house product design to full-scale production and fulfillment, our passion goes far beyond building our own brands—we’re here to help you build yours. Every day, our team brings the same excitement, creativity, and nonstop energy to the clients and partners who trust us with their logos, their stories, and their vision.
We’ve assembled an exceptional group of specialists across all areas of design, production, and brand support. This includes our on-site production and shipping staff, our hobby facility and maintenance crew, our mobile events team, and our remote social media and content creators. Together, we help bring ideas to life—printing, pressing, designing, and supporting dozens of growing brands every single week.
Meet the team below who make Life Brand stronger every day, and who proudly help our clients turn their ideas into apparel, products, and unforgettable experiences.
Meet The Team
Dustin Grice
Founder/CEO
Life Brand™ was created by Dustin Grice, a professional athlete with more than 25 years in the action-sports world both locally and internationally. Dustin has performed in Travis Pastrana’s Nitro Circus, appeared on the cover of BMX Plus! Magazine, and has become a familiar face at the Minnesota State Fair for the last two decades.
In 2010, facing the challenge of Minnesota’s cold winters, Dustin opened the world’s first 24-hour indoor bike park—The Factory—a space he built to support and grow the local riding community. For a decade, it operated inside a former Minneapolis furniture warehouse, giving riders of all ages a warm, reliable place to train, progress, and stay connected year-round. Beyond riding, he produces school assemblies and entertainment with his Mega Jump Motivational Experience, raises funds for Special Olympics athletes through the Polar Plunge (over $60,000 to date), and created the Lil Pros Kids Tour, a global YouTube series showcasing young action-sports talent. His personal YouTube channel has grown to more than 50,000 subscribers and 20 million views.
But passions are always fueled by something deeper—and action sports is just one side of his story.
Dustin is also a graduate of Hennepin Technical College with dual degrees in Web Design and Web Programming, blending creativity, technology, and entrepreneurship into the foundation that supports everything he builds today. After 20 years in the industry, he has come full circle as an instructor in their Web & Graphic Design Department. For more than two decades, he has helped clients of all sizes build, grow, and scale powerful online platforms. His approach goes far beyond aesthetics or basic templates; from custom WordPress and WooCommerce development to automated workflows, integrations, branding, and fully managed online stores, Dustin has spent years creating digital infrastructures that help clients work smarter, sell more, and operate with confidence.
Whether through Life Brand, or any of his creative projects, Dustin is driven by a genuine passion for helping people bring their ideas to life. Your interest and support directly fuel the growth of these ventures. To explore more, visit GriceProjects.com, or reach out anytime through our Contact Page to start a conversation about your next project. He looks forward to connecting and building something impactful together.
Alex Peterson
Production & Support
High school prodigy Alex Peterson, casually brought his vast knowledge of tech into his college classes recognized by Life Brand Founder Dustin Grice. Shortly after mentioning that he had submitted his two week notice to leave his local coffee shop, a surprising new opportunity presented itself for both of them at Life Brand… Welcome to the family Alex!
