Bradley “Brad” Smith 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 expanded to a peak of four retail outlets across Tasmania and Victoria.
Personal life
Smith was born in Launceston, Tasmania, Australia to middle-class parents. His parents purchased his first motorcycle when he was four years old. As of February 2018 Bradley is facing Supreme Court Charges for the alleged forgery of motorcycle manufacture plates. He is yet to enter a plea.
Braaap
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 in China. 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. Closure of braaap retail outlets began with Devonport in June 2013, Hobart in July 2017 and Launceston in January 2018.
Adrenalin Plan
Frustrated by finance companies tightening as result of the Global Financial Crisis, Bradley established Adrenalin Plan during 2010 to divide the cost of purchasing a motorcycle into weekly payments. Mostly known for its redundant $3 a daymarketing campaign, Adrenalin Plan was initially successful. During 2011 Adrenalin Plan partnered with a private equity company and re-launched in 2012 under new branding. Bradley no longer holds a controlling interest.
Australian Superlite Champion
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.
