Redefining Identity

Reinvention is never easy. It’s messy, uncomfortable, and at times, it feels like you’re tearing down everything you worked so hard to build. But sometimes, you know deep down that the thing you started no longer fits who you are- or who you’re becoming.

That’s exactly where I found myself in 2020.

Vixen Industries was born out of passion, grit, and the need for something outside of Monster Jam that could carry me into my next chapter. For years it gave me a creative outlet and connected me to women who carried that same fire. But as time went on, I felt myself outgrowing it. The name didn’t serve me anymore. Some people confused it with brands that weren’t remotely close to what I stood for. More importantly, it boxed us in as “just for women,” when the truth was, the meaning behind what I was building was growing bigger, broader, and bolder.

This brand wasn’t only about women anymore. It was about anyone who knew the feeling of grit under their nails, adrenaline in their veins, and the stubborn drive to keep pushing forward. The energy had shifted. The personality had shifted. And I knew the name needed to shift too.

But knowing and doing are two different things.

The rebrand process was overwhelming. I lost sleep for months, annoyed my husband obsessing over names, directions, and whether or not I was ready to let go of the brand I had poured my heart into. At one point, I thought I found the answer, just start a new DBA under VXN. It felt like a compromise, a bridge between what was and what could be.

Then came the curveball.

In 2021, another brand came at me hard, saying I couldn’t use VXN/Vixen Industries. Letters from lawyers, threats, legal bills stacking up. And while I was already leaning toward a change, I wasn’t about to back down because someone told me I had to. I fought it. And when they finally dropped it, I counted that as a win. But I also knew, my time under that name was ticking.

The question was: what now?

How could I instill grit, resilience, and raw energy into a name that actually captured the heartbeat of this brand? Something that worked not just in motorsports, but for kids at the rodeo, athletes in the gym, everyday blue collar workers, really, for anyone who lives life fueled by grit and drive? This brand wasn’t meant to be put in a box- it was meant to speak to the fire inside of people, from all walks of life.

So I did what I do best: I overthought it. I made lists. I had late-night brainstorms with friends. I threw every word that felt right into the pile and tore them apart until they didn’t feel right anymore. BUILT ROWDY was one of those names thrown in by a friend, but honestly, it didn’t even make my top three at first. It just sat there in the pile, waiting.

And then one random day, in our monster truck trailer, it all clicked.

I was standing on the “dance floor” where we store our tires, working alongside my husband, when this crystal-clear image popped into my head: a little boy at a rodeo, about to ride a sheep, with “BUILT ROWDY” engraved across the back of his belt. It was raw, it was bold, and it was universal.

And it stuck.

The name sealed itself in my mind, and suddenly all the pieces came together. BUILT ROWDY wasn’t just a brand, it was an identity. It was the evolution of everything I had been through: resilience after loss, finding a new me after Monster Jam, picking myself back up when life flipped upside down. BUILT ROWDY was bigger than me. It was a way of life.

So we let Vixen go, and we stepped fully into BUILT ROWDY.

This brand is for the misfits, the grinders, the adrenaline junkies, the parents raising wild kids, the blue collar dreamers, the rodeo riders, the ones who know life doesn’t hand you anything- you earn it, and you raise hell along the way.

BUILT ROWDY is more than a name. It’s a reminder that no matter what life throws at you, you’ve got the grit to build yourself back up- and do it louder, bolder, and rowdier than before.