FLXBL was founded in 2017 by Ingrid, born from a deep passion for yoga,creativity, and entrepreneurship.
Like many practitioners, Ingrid was searching for a way to slow down and
restore balance amid the demands of daily life. Hot yoga became her practice of choice, drawn to the warmth and intensity of the classes. Yet the studio mats grew slippery with sweat, and sharing them never felt truly hygienic. A yoga towel seemed like a solution, but it constantly shifted and wrinkled underfoot.
Her search led her to microfiber yoga mats a concept that immediately resonated with her, yet one that wasn't available in the Netherlands at the time. So she set out to create one herself. That decision marked the beginning of FLXBL.
The difference was immediate: no more slipping in Downward-Facing Dog, and a
mat that could simply be washed after class. Word spread quickly among fellow
yogis, who recognised the same frustrations and wanted a mat of their own. What began as a personal solution soon revealed itself as an opportunity worth pursuing.
A new chapter
In 2026, FLXBL entered a new era under the ownership of Kim.
Kim's connection to the brand began through personal experience. Following surgery for a herniated disc, she turned to reformer Pilates as part of her recovery and quickly discovered a lasting passion for the practice. Along the way, she noticed a gap in the industry: while gyms commonly provide towels for nearly every piece of equipment, reformers are rarely covered, despite being used by dozens of people each day. The resulting perspiration often compromised grip and stability during exercises.
FLXBL presented itself as the natural solution. Already familiar with the product and its potential, Kim recognised the opportunity to acquire a brand she genuinely believed in and to shape its next chapter.
Her vision builds on the strong foundation established by Ingrid, extending FLXBL beyond yoga into the growing world of Pilates. She sees significant potential within reformer studios and boutique fitness spaces, where the demand for a refined, hygienic, and functional top layer continues to grow.
FLXBL is expanding accordingly, with new colourways, the FLXBL Reformer Mat, and a matching bag, while building meaningful partnerships with studios, instructors, retreats, and like-minded brands across the yoga and Pilates community.
The ambition is clear: to position FLXBL as more than a premium yoga mat, as a lifestyle brand that inspires movement, mindfulness, and wellbeing, supporting people throughout every stage of their yoga and Pilates journey.
