Our Team

From our own in-house product design and fulfillment, to the daily excitement and non-stop energy of sharing our story & building of our brand, we are extremely passionate and proud of everything that we do. 

We have created an exceptional support team of people here in-house that specialize in all different areas of design and production. This includes our daily staff on site in our production shipping office, our hobby facility maintenance team, our mobile events team, and our remote social media team. Together, we create amazing work every single week.

Please meet the team below who make Life Brand continue to build on a daily basis.

Dustin Grice


Life Brand™ is the brainchild of Dustin Grice, a Professional Athlete who has deep roots in the BMX and Action Sports Community both locally and internationally. Dustin owns and operates The Factory 24 Hour Indoor Bike Park, as well as organizes and produces the “Lil Pros Kids Tour” showcasing the youngest talent throughout the world. Dustin has 50,000 unique subscribers on his YouTube Channel, with more than 15 Million views of his videos. Dustin has performed in Travis Pastrana’s Nitro Circus, and has also been featured on the cover of BMX Plus! Magazine.

In the “Real-World”, Dustin is a local graduate of Hennepin Technical College, and now a current staff member of theirs that has re-connected full circle with their Web & Graphic Design Department.

Robert Jara

partner/sales & Marketing

Robert has over 20 years of experience in Marketing and Sales. His free time is always spent outdoors and being with his family. He loves engaging in on-site events and bringing branding to life.

Daily Production

Joni Griess

warehouse & shipping

Joni has over 20 years of experience in merchandising, has 3 wonderful kids, and even her first grand daughter!

Randy Rosario

Web Development

Started in 2017 as an intern learning the basics of Web Development and Graphic Design… Then suddenly, BOOM! Thrust into the world of Web Design, Graphic Art and E-Commerce. An amazing adventure of technology, innovation and community. Randy would not have it any other way.


Meet Our Support Team

Derek, Dan, Arica, nicki, Bailey, vicki, genai, jesse, taylor, brianna, ann marie, leah, Sean, AJ, Kenny, Lane, Alex, Kyle, Dallas, Jeremiah, Jack, Mason, Carson, AJ Anayalater & Many More… THANK YOU ALL.

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