Wellness brand Flexpower celebrates its launch in Aspen.
A best-kept secret among pro athletes and fitness enthusiasts, Flexpower landed in Aspen this winter with plenty of glitz, glam and fanfare, including pop-ups at all Gorsuch locations and The Little Nell. The brand hosted VIP events at Chica, Betula, Cloud 9 and Aspen Beach.
Founded in 2000 by former Cal Berkeley athlete Rasheen Smith, Flexpower offers a range of natural lotions and bath salts infused with active botanicals to restore and refresh the body and mind in a clean and sustainable way. After experiencing much success in the professional sports world, Smith moved the brand to the mainstream market and hired CEO Heather Vandenberghe to lead the expansion.
Under Smith and Vandenberghe’s leadership, the brand has expanded into multiple brick-and-mortar locations, as well as select online retailers. “Our mission at Flexpower is simple: to help people feel good,” says Vandenberghe, a veteran in the luxury and retail space who worked as a C-suite executive for Louis Vuitton and Tommy Hilfiger. “We all want to wake up and go about our day feeling our best. Flexpower’s collection of natural products that relieve and even prevent pain are just what the active Aspen community needs, and we are excited to be here.”