100km on foot, 100,000km on two wheels

Dust clings to his boots, the kind that comes from long dirt roads and river crossings on two wheels. For adventure guide Joe Fleming, the journey begins wherever the tarmac ends. “I once hiked 100km through the Karoo in these boots,” he laughs, “normally I’d wear dedicated hiking gear for something like that, but the Jim Green Rangers held up perfectly.”

His boots have been with him through it all. His first pair, African Rangers, are still holding strong two years later. These days, it’s the 8-inch Rangers he laces up most mornings.
Since founding his off-road motorcycle adventure and production company, Bonafide Moto Co, in 2017, Joe has clocked more than 100,000km exploring Southern Africa’s wildest tracks. One of his favourite stories is the day he got stuck at the bottom of a muddy track in Lesotho while chasing a view of Molotonyani Waterfall. After a storm rolled in, every attempt to ride out failed. After 40 minutes of slipping and sliding, two locals appeared with two cows, a pole, a chain, and some rope. “They literally pulled me and my bike up the mountain with cows,” he grins.

Originally from North Carolina, Joe came to South Africa twelve years ago and stayed because he fell in love with the country. He often spotlights South African products and snacks on his social channels, and when asked about his favourite, he doesn’t hesitate: “Droëwors”.
Joe’s story isn’t just about bikes, boots, and great snacks. It’s also about resilience. Just a few months ago, he faced one of the darkest chapters of his life, attempting to take his own. After time in a treatment center, he found a new purpose: men’s mental health. Every week, Joe leads Recharge, a walk through the suburbs of Johannesburg for men focused on conversation, connection, and mental wellness. What started as a way to heal has grown into something significant, with up to 120 men in attendance.

Supporting South African craft is also part of his purpose. Joe first discovered Jim Green through his passion for spotlighting all things local on his Instagram, @sotallrightnow. His recent visit to the factory in Pietermaritzburg left a lasting impression. “It was mind-blowing,” he recalls. “I didn’t realise how big it was. My favourite part was the leather, hundreds of rolls stacked high, that incredible smell. There’s a photo of me just hugging the leather. And then seeing the workers and how everything works was amazing.”

Adventure still fuels him, and there’s no shortage of miles left in the tank. He’s eyeing a pair of Broncos next, but the Rangers will always be his go-to. Joe has learned that the right boots don’t just carry you across distance. They carry you through life.

Cheers,
The Jim Green Team