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If you tried to define Liu Fu-Hao—better known as “Jax”—with a single label, “professional baseball player” wouldn’t quite cut it. Though he spent 15 seasons with the Uni-Lions, achieving legendary status with feats like hitting a home run in his first at-bat, winning six consecutive Gold Gloves as an outfielder, holding the CPBL record for most leadoff homers, and joining the exclusive 1000 hits/100 homers/100 stolen bases club—Jax always had his sights set beyond the ballpark.
Photos from Liu Fu-Hao’s Peak Years with the Unilions
When he retired in 2018, Liu didn’t slow down. Instead, he leveled up.Today, he’s the CEO of his own brand JAX,the founder of JAX Academya commentator, and a motivational speaker.Through it all,he’s been reimagining what a pro athlete can be, using his relentless drive for learning to build a second act as inspiring as his first.
From Pro Athlete to All-Round Role Model: The Many Faces of Liu Fu-Hao
In our interview, Liu spoke with clarity and depth about entrepreneurship and Taiwan’s pro baseball scene—testament to the work he’s put in behind the scenes. Long before retirement, he was already thinking ahead. He was one of the first players in the CPBL to study overseas during the off-season, bringing back fresh perspectives and an understanding that real growth doesn’t come from imitation, but from adaptation.
“You have to internalize what you learn,” he said. “Understand how things work at their core, then make it your own.”
During the interview, Liu Fu-Hao spoke warmly and openly about his life. But if you take a closer look at the trajectory of his journey, you’ll notice several defining traits—perhaps aspects of “Jax” that fans rarely get to see off the field, revealing a deeper and more thoughtful side of him.
I went to the U.S. to further my education and met the former Brotherhood of Elephants star, Kazamatsuri.
Self-Made Beyond the Game
This mindset led him to start building his brand as early as 2013—at the height of his career. He spent two years negotiating with his team, because no player had ever tried it before.
He convinced them by pointing to global athletes who run brands while still competing. And he backed up his case with action: during the season, while training daily and playing games, he was also studying for a master’s degree.
The daily training of the players was already very hard. At that time, the players only had one day off a week, and they also had to continue to strengthen themselves and complete the training schedule on their days off, but Liu still used the time after training that day to focus on the course to further his studies.
How to achieve the goals?Liu said, “I just used the time most people spend on entertainment for learning and planning my future,” he explained. “I wasn’t about to let anything interfere with my performance on the field. That was non-negotiable.”
"I remember spending more time in hotels when I was away at competitions, and I always spent it tapping on the keyboard to finish my reports and essays."
He even used downtime during away games to type up assignments and papers. Two years later, degree in hand, he was ready for the next phase.
Photos from Liu Fu-Hao’s Peak Years
Rewriting the Playbook
Jax’s love for baseball began when he was a schoolboy attending a CPBL game during its inaugural season. The packed stadium and electric atmosphere sealed his dream: to become a pro. That dream came true—but he was already thinking about what would come next.
Jax’s love for baseball began when he was a schoolboy attending a CPBL game during its inaugural season. The packed stadium and electric atmosphere sealed his dream: to become a pro. That dream came true—but he was already thinking about what would come next.The challenge of stepping out of his confort zone seems to be the conclusion of his long thought, study, and observation.
When he retired in 2018, Liu Fu-Hao did something unprecedented; in addition to being the first player in the middle league to personally create his own brand, he also created the super crazy performance of "designing his own retired merchandise" by single-handedly taking care of all the conceptualization, design and manufacturing!
“I wanted to give back to the fans who supported me for 15 years,” he said. “It was my way of saying thank you, and the perfect way to show what JAX is all about.”
Though he had no background in product development or branding, Liu taught himself everything. From sourcing manufacturers to designing packaging, running e-commerce, handling logistics, and managing social media—he did it all, with just one or two assistants helping with customer service. Many people assumed there was a whole marketing team behind the brand. The truth? It was mostly just Jax.
When asked if he had any doubts about launching his own brand, Liu Fu-Hao responded without hesitation: "I started with what I was good at. I had already thought it through—this was where my passion and interests could really shine. So even when facing unfamiliar territory, I wasn’t afraid. That resilience is something we athletes sharpen every day—it’s a trait we should put to good use."
Professional athletes often have some downtime outside of training and competition. After making sure his personal training routine was in place each day, Liu began to "play around" with his brand idea. “That time was incredibly fulfilling,” he recalls. “The more I worked on it, the more energized I felt. It didn’t add pressure—it gave me purpose.”
From the start, Liu’s goal was to make JAX a true reflection of his identity—not just another sports brand, but a pure expression of his spirit. “It’s simple,” he said. “I didn’t want to put something out into the world that wasn’t exactly what I had envisioned.”
And so, from product development, manufacturing partners, design, photography, visual layout, packaging, marketing, distribution, shipping, even down to managing social media—he had a hand in every decision. Most people assume there’s a full-fledged marketing team behind the brand. When they realize it’s mainly Liu, with just one or two assistants helping out with customer service and shipping logistics, they’re stunned. It’s hard to believe he’s doing it all—until you realize this is Liu Fu-Hao: athlete, creator, and entrepreneur, all in one.
Iconic retirement portrait in uniform
Building From What You Know
His first products were baseball-related—gear he knew inside and out. As JAX gained momentum, Liu expanded into workshops and lectures, something he’d long wanted to do. He saw his experience not as an endpoint, but a starting point to help others navigate transitions, just like he had.
Combining professional technology with career experience to develop the brand of equipment products.
“A lot of people hesitate to change careers because they don’t know what they want—or they know, but don’t know how,” he said. “Start with what you know. Take the first step. The rest will follow.”
Today, he’s the CEO AcademyProvide Growth Enhancement Program Seminars
Turning Athlete Traits Into Real-World Strengths
When asked about the common struggles retired athletes face—lack of direction, loss of identity, financial insecurity—Liu didn’t shy away. “We do sacrifice academics for sports,” he said. “That’s a reality. But athletes develop qualities like confidence, grit, perseverance, and competitiveness—those are powerful tools in the real world.”
In fact, many U.S. companies actively recruit former athletes for these very traits. “You just have to recognize the value of your experience and apply it to something new,” he explained.
Liu hopes his sharing could influence a wide range of people, not only athletes.
Visualizing the Home Run
One of Jax’s most iconic moments—his first at-bat home run—was no accident. “I imagined it days in advance,” he said. “The crowd, the adrenaline, the swing, the celebration—it was all in my head. So when it happened, it felt like I’d already been there.”imaginedvivid and lifelike (idiom); true life.
The official debut of the show was really a surprise, and his imagination was transformed into reality! Perhaps it can be said that he has coincidentally utilized the "Law of Attraction," which has become popular in recent years.However, it cannot be denied that this is alsothe best reward for his hard work and practice since he joined the baseball team in elementary school.
Fans will instantly recognize Liu’s signature post-home-run gesture—shaped like an "X" for his English name, “JAX,” and a reminder to face every challenge head-on
Still in the Game, But Not Just Playing
Though retired, Jax hasn’t left baseball behind. Fans are eager to see him return as a coach, and while he hasn’t ruled it out, he’s currently focused on something bigger: helping shape the sport’s future.
Liu is still thinking about baseball, but not just "playing" baseball; he is looking at the overall environment and skill enhancement, so he humbly claimed that he still needs to further study.
Studied in Japan to deepen his overall baseball strategies and mindset
He’s studied training systems in the U.S. and Japan and believes Taiwan has room to develop a more localized, systematic approach. He’s also partnered with government agencies to launch sports education initiatives for businesses and organizations—elevating the value of sports beyond the field.
Collaborated with government agencies to organize seminars to promote the value of sports.
At his baseball academy, he’s realized, “Just being able to play doesn’t mean you can teach.” That insight, paired with his international learning, has sparked ideas for transforming how coaching is approached in Taiwan. He notes that in the United States, where baseball has a long and rich history, the sport has evolved into a highly systemized and standardized training model. Coaches across regions follow similar developmental frameworks.Japan, on the other hand, reflects its cultural values—disciplined, detail-oriented, and meticulous. Both countries offer unique strengths. But it raises an important question for Liu: Can Taiwan build its own localized, sustainable baseball development system?Driven by an insatiable curiosity about the sport’s global ecosystem,Liu often attends international sports education expos to stay ahead of trends and innovations.
Since founding his brand and stepping beyond the role of a player, Liu has discovered an expanding world of possibilities. With each step, the path grows wider. He embraces the challenge of wearing many hats—entrepreneur, educator, mentor—yet his heart still beats strongest for the game.Liu Fu-Hao remains, at his core, the same electrifying hitter who once smashed his first career home run, earning the nickname “Jax”, known for his explosive three-homer games. Baseball, the sport he’s poured half a lifetime into, now runs through his veins as a calling—a mission.With JAX’s slogan “DREAM TO INFINITY,” Liu continues to swing for new heights, proving that for those who dare to dream, the game never really ends.
He’s still chasing new goals, and now, he’s inviting others to chase theirs too.
Photo courtesy of Jax
