Flex-On

Brand Story

Flex-On was founded in 2013 by Laurent, an engineer, and Caroline, a rider. Their collaboration brought together technical expertise and equestrian passion, leading to the creation of the innovative Flex-On composite stirrup. This product quickly revolutionised the equestrian world, establishing the brand as a significant player in safety-focused equestrian equipment.

The brand has since grown, driven by a dedicated team focused on innovation, safety, and comfort for both horses and riders. Flex-On expanded into riding helmets, applying the same engineering-led approach to head protection. Their ARMET helmet range is produced and assembled just 40 km from their workshops in France, maintaining a commitment to local manufacturing and low carbon impact.

Where They Sit in the Market

Flex-On is positioned as a high-end, premium brand in the equestrian equipment market, offering products that combine design, innovation, safety, and customisation. Their target customers are riders who prioritise protection, performance, and style, and are willing to invest in quality, made-in-France products. The brand's engineering heritage gives it a credibility in safety that purely fashion-led brands cannot match.