Bradley “Brad” Smith (born 1 July 1987) is an Australian entrepreneur and former motocross rider, who founded the motocross brand “braaap”. In 2010 he was named Young Australian of the Year for Tasmania, Australian Young Entrepreneur of the year and International Young Entrepreneur of the year runner up.
In 2008 Smith launched the first braaap store, a retail outlet intended to be “the motocross equivalent of a surf shop”. braaap has since expanded to four retail outlets across Tasmania and Victoria. In 2010 braaap signed a deal with NASCAR driver Marcos Ambrose to launch into the United States in 2011.
Smith was born in Launceston, Tasmania, Australia to middle-class parents.
His parents purchased his first motorcycle when he was four years old.
Despite having little international business experience and no distribution channels, upon turning 18 Smith embarked on a two-week venture to liaise with Chinese motorcycle manufacturers. He was ridiculed by dozens by business managers but eventually found a manufacturing plant willing to support his vision.
braaap motorcycles are now manufactured by engineers and companies across the world, the front suspension in Italy, exhausts in Europe, bike frames in France, engines in Japan and performance parts in the United States. The motorcycles are assembled locally by mechanics in Braaap stores to ensure quality and reliability.
The first braaap store opened in Launceston in 2005, with additional Tasmanian stores in Hobart and Devonport, and another in Frankston, Victoria.
Frustrated by finance companies tightening as result of the Global Financial Crisis, Smith established Adrenalin Plan during 2010 to divide the cost of purchasing a motorcycle into affordable weekly payments. Mostly known for its redundant $3 a day marketing campaign, Adrenalin Plan has proven a tremendous success and propelled braaap’s year on year growth.
During 2011 Adrenalin Plan partnered with a private equity company and re-launched in 2012 under new branding. The relaunch included a fully automated system, new management team and resources to build a financial operation with the capacity to satisfy the broader market.
In June 2010 Smith was placed as the highest ranking Australian at the World Mini SX Championships in Las Vegas. After the 2010 World finals he finished in 11th place, competing against full-time professional riders from around the world.