JLX Supplements

09/11/2025

The JLX brand was founded as an outdoor and sporting goods and fitness supplement company in Düsseldorf on June 15, 2024, and successfully expanded to Paris on June 10, 2025. We will open offices in London, Edinburgh, and Zagreb on June 1, 2026, and in Tokyo and Helsinki on June 10, 2027.

We have entered the reef aquarium sector in Germany. Currently, we generate €5,000 a month in Kirchhörde, Dortmund. Founder and Owner Lena Marija Velrey aims to learn this sector and then expand. Most of her current shoppers are from our outdoor and sporting goods company buyers.

The JLX brand has also entered the communication center and interpreter services sector in Kızıltoprak, Kadiköy. Lena's friend, who will lead our Turkish group, has found businesses that will buy interpreter services from us. We are generating well in this sector for now. As we expand into different countries, effective communication is crucial. This sector can facilitate smoother operations and partnerships in our other sectors, especially in translating marketing materials or providing support for international clients.

JLX will also enter the IT sector in Germany, France, and Finland. The priority next expansion options are England, the Netherlands, Japan, and Turkey, as our group has operations in these countries. We also have operations in Croatia, Spain, and Scotland, but the IT sector is weaker compared to other regions. As we expand into different countries, effective communication is crucial. This sector can facilitate smoother operations and partnerships in our other sectors, especially in translating marketing materials or providing support for international clients. IT expertise can help gather and analyze customer data across our sectors, improving marketing strategies and product offerings.

Founder and Owner Lena Marija Velrey initiated five legal actions against individuals in 2025. She won all five cases. One was in France, and the other four were in Germany, with one being against a restaurant in Friedberg bei Augsburg, Bayern.

This was JLX's 2025 report.

Thank you for choosing JLX!
Lena Marija Velrey

08/11/2025

JLX’s expansion into multiple sectors—like outdoor and sporting goods, fitness suppplement, IT, reef aquariums, communication services—broadens its appeal beyond traditional outdoor and sporting goods. This diversification allows the brand to attract a wider customer base, including those who may not typically engage with outdoor products, thus challenging conventional gender roles. By catering to various market segments in different countries, JLX will create tailored offerings that resonate with local cultures and preferences, further reducing reliance on societal validation tied to gender.

JLX provides a variety of outdoor, sporting, and fitness products that cater to all genders and interests. This diversity encourages customers to select items based on their personal preferences rather than societal stereotypes. The brand crafts marketing campaigns that focus on empowerment, adventure, and personal achievement without reinforcing traditional gender stereotypes. Featuring diverse individuals in various activities promotes inclusivity.

Actively soliciting and incorporating customer feedback allows JLX to tailor its offerings to meet the diverse needs and desires of its clientele. This adaptability helps counter assumptions based on gender roles. Engaging in educational initiatives about gender stereotypes and societal validation encourages customers to pursue their passions without concern for societal expectations. By marketing products for non-traditional interests, such as reef aquariums, JLX invites customers to explore activities that may not align with conventional gender norms, validating diverse hobbies.

JLX Sport Management

24/10/2025

23/09/2025

Starting on 30.09.2025, our corporate board websites, as well as our workplace websites, will feature more visible and detailed guidelines. As a business chain operating across nine countries, we do not conform to traditional gender norms. We value skills and talents instead of societal expectations regarding how women and men should behave. We prioritize diversity and inclusion.

To avoid potential legal recourse, police intervention, and public accountability, especially following legal victories shared on social media by our professional athletes, our websites will prominently display these guidelines. Individuals who adhere to traditional gender norms often approach us with comments like “You look beautiful today!” or “Your outfit is stunning!” and “You’re so caring and thoughtful!” These types of comments can lead to misunderstandings and police intervention aimed at changing public behavior.

Similarly, compliments directed at men often emphasize strength and assertiveness, with phrases like “You’re so strong and capable!” or “You’re a natural leader!” While these comments may seem positive, they can also lead to misunderstandings and external scrutiny, creating pressure on our businesses.

We will issue a warning to shoppers and social media users to clarify that we will not tolerate pressure stemming from these interactions. We urge everyone to refrain from making gendered compliments, as they can lead to misunderstandings that may result in police intervention. Instead, we encourage constructive feedback focused on our services.

This warning will be published across our corporate chain businesses in Germany, Croatia, Japan, France, Spain, the Netherlands, Turkey, and the United Kingdom, as well as on country-based boards as pinned news. By fostering an inclusive environment that respects all individuals, we aim to prevent misunderstandings, eliminate gendered language, and maintain a culture of respect.

Lena Marija Velrey
Founder and Owner of JLX Sport
German Board Leader
Corporate Chain Leader

15/08/2025

Corporate Board Meeting Update: Berlin, Germany – 15 June 2025

On 15 June 2025, at the corporate board meeting held in Berlin, Germany, Founder and Owner Lena Marija Velrey, who also leads our German board, gave the task to her business chain owner friends to sign agreements with law companies and lawyers who value progressive, feminist, and social democratic values in Spain, the Netherlands, England, and Scotland.

Agreements have been made with lawyers who match our values as well as law consultation companies.

As part of our social advocacy as a radical feminist business chain, we initiate judicial recourse for discriminatory practices regarding male breadwinner expectations, male-dominated leadership, workplace biases, and female submission (e.g., social media influencer portrayals or cosmetic advertisements promoting submissive female stereotypes).

Our other advocacy methods will be announced. We value cultural adaptation. Our Spanish and Dutch business groups will be completed between January 2026 and April 2026, and our English and Scottish business groups will be completed between September 2026 and December 2026.

Innovating policies and worker adjustments in current business locations across Germany, Croatia, Japan, and France took approximately 15 months, while business expansions take a short period of time.

JLX Sport Management

13/08/2025

In October and November 2024, Founder and Owner Lena Marija Velrey visited her Turkish friend in Suadiye, Kadıköy, to discuss workplace policy adjustments and strategies for worker replacements aimed at fostering diversity and inclusion. As part of our initiatives, we implemented a framework that exclusively places women in leadership roles while ensuring mixed teams handle daily operational tasks across various locations, including Kadıköy, Beşiktaş, Şişli, Sarıyer, and Ataşehir. We also explored plans for our advocacy efforts in Turkey at the end of 2024, emphasizing the importance of adopting and respecting local customs.

We created a local task force in Kadıköy, Beşiktaş, and Şişli to monitor and report companies, institutions, and media outlets perpetuating gender inequality or portraying women in submissive roles.

We collaborated with local advocates to influence Turkish policymakers and push for: Stricter penalties for workplace discrimination, gender quotas in leadership across industries, equal pay legislation enforcement.

We will host sessions in Kadıköy, Beşiktaş, and Şişli focusing on dismantling patriarchal norms, challenging traditional gender roles, and promoting equality at home and work.

We will hold individuals and organizations accountable through public pressure systems: We will publicize businesses or institutions perpetuating inequality (e.g., lack of women in leadership, discriminatory ads) via social media and local news. We will also celebrate and promote companies, individuals, or institutions championing gender equality, creating positive competition.

We have partnered with local sports clubs in Kadıköy, Şişli, and Beşiktaş to find talented female athletes in underserved communities. We will establish mentorship systems pairing young female athletes with professional role models to guide their careers. We will also push for gender equality policies within Turkish sports organizations, ensuring equal funding, media representation, and opportunities for women.

We formed councils composed of local feminists, activists, and community leaders to hold businesses, schools, and government offices accountable for equality commitments. We will create a yearly report on the state of gender equality in Kadıköy, Beşiktaş, and Şişli, based on metrics like leadership representation, wage gaps, and harassment reports.

We will analyze local media and advertising for harmful portrayals of women. We will work with regulators to enforce positive representation. We will also partner with schools to introduce gender studies courses that challenge stereotypes and promote equality from a young age.

We will offer fellowships for aspiring women leaders in business, politics, and arts in Kadıköy, Beşiktaş, and Şişli. We will also establish coalitions of feminist professionals to mentor young women and prepare them for leadership.

We will create programs targeting intersectional challenges faced by Kurdish women, refugees, and LGBTQ+ individuals in Istanbul. We will work with local universities to collect data on the unique experiences of marginalized women in these districts, using findings to drive targeted actions.

We will introduce a "Gender Equality Index" ranking local businesses and communities in Kadıköy, Beşiktaş, and Şişli based on their commitment to equality. We will also publish annual impact reports documenting our advocacy achievements and areas for improvement.

We will organize regular meetings for feminists in Kadıköy, Beşiktaş, and Şişli to strategize, share resources, and coordinate actions. We will also connect local feminist groups with our network of 36,000 radical feminists globally to share best practices and amplify impact.'

We will sponsor feminist themes in major events like the Kadıköy Street Festival or Şişli Art Days. We will also host debates on gender roles and equality during such festivals, featuring prominent local feminists.

12/08/2025

On 03 August 2025, JLX Sport established JLX Çeviri ve İletişim, a communication hub based in Kızıltoprak, Kadıköy, Istanbul. This hub serves as the central coordination point for our operations, facilitating communication across our corporate network. JLX Sport's affiliated business chain operates in Germany, Croatia, Japan, France, Spain, the Netherlands, Turkey, England, and Scotland. Every company and employee is required to email this center to resolve any issues with other businesses within our corporate chain.

As of 09 August 2025, Founder and Owner Lena Marija Velrey received judicial recourse reports from family members residing in Germany, Croatia, Japan, and France via the Kızıltoprak communication hub.

Between 01 January 2025 and 12 August 2025, our families initiated 56 judicial recourses, achieving an impressive 92% success rate in court. These legal cases addressed and countered entrenched gender roles such as male breadwinner expectations, male-dominated leadership, workplace biases, and female submission (e.g., social media influencer portrayals or cosmetic advertisements promoting submissive female stereotypes).

In parallel, Lena Marija Velrey has signed agreements with professional athletes in Germany, Croatia, Japan, and France, each with an annual payment of €130,000 in 2024 and 2025. Following the holiday season, she plans to intensify community engagement efforts by addressing legal cases aimed at combating gender roles and gender discrimination.

We are currently consulting on a legal case involving Wendy Starland and her affiliated company Music Soul () in Los Angeles, adhering to Los Angeles laws. Our approach prioritizes initiating judicial recourse for cases with a high probability of success.

For transparency, details of thes-e court cases and their outcomes are published on our national country board websites for Germany, Croatia, Japan, and France.

JLX Sport is committed to fostering equality and challenging societal biases, ensuring a fair and inclusive future.

JLX Sport Management

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12/08/2025

Dear Stakeholders,

On May 15, 2025, during our corporate meeting held in Berlin, Germany, JLX Sport, together with its affiliated corporate chain in Germany, resolved to pursue legal action against Wendy Starland and her associated company, Music Soul. This decision was made to address significant concerns regarding gender stereotyping and gender discrimination.

Subsequently, on June 15, 2025, and July 15, 2025, we engaged in discussions with other national boards operating in Croatia, Japan, France, Turkey, Spain, the Netherlands, England, and Scotland. Following these collaborative consultations, we collectively decided to initiate judicial proceedings against Wendy Starland and her affiliated company (Instagram).

To ensure the success of this initiative, a detailed analysis and thorough documentation process is currently underway at a law firm in Los Angeles. As a company committed to social change, we only pursue legal actions with a high probability of success, ensuring that our efforts lead to meaningful impact.

At JLX Sport, we firmly believe that social media influencers bear a critical responsibility to serve as positive role models for children and future generations. They play a pivotal role in fostering values of equality, respect, and inclusivity in society.

Together, we stand united in our mission to challenge harmful stereotypes and advocate for a more equitable future.

Sincerely,
JLX Sport Management