OUR MISSION IS TWOFOLD: TO SHED LIGHT ON THE INJUSTICES ATHLETES ENCOUNTER IN THEIR SPORTING JOURNEYS AND TO HONOUR THE SACRIFICES THEY'VE MADE TO REACH THEIR CURRENT STATUS.

THE MISSION

Dedicated to redefining the stigma surrounding comparisons between female athletes and their male counterparts, we champion equality and support all athletes, including everyday athletes who embody a lifestyle of movement and a mindset of resilience, in reaching their elite status.

Using our platform as a catalyst for conversations, we inspire individuals to feel motivated and eager to listen, learn, and support athletic accomplishments. Our aim is to dismantle the stereotype that undermines the achievements of female athletes in comparison to their male counterparts, and to be a vehicle of equal opportunity for both male and female athletes.

Our community consists of individuals who continuously challenge their limits, relentlessly striving to elevate themselves with each pursuit. These are athletes who pursue greatness and success while staying true to themselves.

Our collective mindset is encapsulated by our mantra 'no half jobs', meaning: don’t stop until you finished what you’ve started. Whether it's counting another rep or diving into a risk, we always move forward with momentum until we see through what we began.

THE VALUES

BELIEFS  

  • Equal Opportunity 
  • Supporting Athletes Beyond the Game
  • Redefining Traditional Standards and Addressing Comparisons

Flex is committed to reshaping perceptions and comparisons between female athletes and their male counterparts by promoting equality and supporting all athletes beyond the game. We strive to build a space where every athlete’s achievements are honoured and recognised, both on and off the field.

CULTURE 

  • Supportive 
  • Willing
  • Boundless 

Our culture fosters collaboration, support, trust, and a relentless dedication to rising above challenges, all fuelled by boundless creativity and imagination. We are dedicated to creating a culture of respect and recognition for every athlete’s achievements, both in and out of the game.

TRIBE 

  • FIERCE 
  • Determined 
  • Authentic 

Being fierce drives our community to push boundaries and reach new heights. Our determination keeps us focused and resilient, embracing a ‘no half jobs’ mindset, while our authenticity fosters genuine connections and builds a supportive community.

These values are integral to the brand's identity, defining its purpose and the principles it stands for in the wider athletic community.