Flexpower
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Executive Summary · April 2026

Giannis cold-called the brand. Now we build the machine.

Flexpower works. 20+ years on NBA benches, NFL sidelines, NCAA training rooms. 2x MVP Giannis Antetokounmpo invested because he can't play without it. The product has proven itself... what it's missing is a modern DTC operator team. That's what this plan is.

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TL;DR

The 5-line version

The Opportunity
$11-12B category. Zero DTC sophistication.
Salonpas, Biofreeze, Tiger Balm, IcyHot... every leader is retail-dependent and reactive.
The Unlock
Giannis + a real operator stack.
2x MVP cold-called because he couldn't play without the product. That's not a sponsorship.
The Shift
Medicine cabinet → daily routine.
Reactive SKUs get used twice a year. A routine product runs on subscription.
The Ask
Phase 1 + 2 operating budget.
Paid media scales with performance. No artificial cap.
The Team
4MF + Department Media.
Nik, Troy, Myles, Jim. Aaron, Marcus, Paul. $3B+ deployed in the category.
Day 180 · North Star

What we're building toward.

$50-100K/mo
DTC Revenue
With a clear scaling path beyond
3.0x+
Blended ROAS
Scale follows efficiency
4:1+
LTV : CAC
Routine product, subscription-led
20%+
Subscription Rate
Revenue from email/SMS: 20-25%
"
I use Flexpower before every single game and practice.
Giannis Antetokounmpo 2x NBA MVP · Investor
Strategic Logic

Why DTC before retail.

01

Retail kills the margin

$18.99 retail nets $6-8 after slotting, chargebacks, distributor cuts, and promo. DTC nets $14-16. Same product. Different economics.

02

Retail gives you no data

You don't know who bought or why. DTC gives the customer relationship from day one: email, SMS, purchase history, subscription behavior.

03

Retail demands inventory you can't afford yet

A mid-size retail PO is $200K+ in inventory on net-90 terms. Prove the machine online first, then walk into retail with leverage.

The Plan

180 days, four phases.

Phase 1
Days 1-30
Foundation
Shopify build, email/SMS flows, subscription, Tondo fulfillment, FrontRow MDC, bundle architecture, Giannis shoot planning.
Phase 2
Days 31-60
Launch Prep
Giannis content shoot. Coordinated relaunch across web, Amazon, TikTok Shop. Zagged UGC. Paid media accounts ready.
Phase 3
Days 61-90
Launch & Scale
Meta and Google live across 6 angles. Affiliate program. Giannis big announcement moment. Weekly reviews.
Phase 4
Days 91-180
Growth
TikTok paid. Snap test. Bundle optimization toward $45-55 AOV. Subscription retention. B2B Pro line.
Decisions & Unblocks

What we need from Flexpower.

1
Final DTC pricing
Current MSRP is ~$10/oz. Internal target was $4.33-6.33/oz. We'll provide competitive data. Final call sits with you.
Rasheen
2
Inventory position
Current on-hand counts for Warm, Cool, Cool Pro. Initial PO (~$50K) timing and manufacturer lead times for reorders.
Rasheen
3
Giannis shoot window
Earliest available dates for a content shoot with Giannis and family. This shoot fuels the relaunch across every channel.
Dylan W
4
Existing Giannis assets
Any photo, video, or audio footage already in hand and cleared for use. Saves us weeks if something is usable now.
Dylan W
5
Fee structure sign-off
Final on comp, retainer terms, and performance kickers. Needed before Phase 1 work scales.
Rasheen + Dylan W
6
Brand assets & access
Current Shopify admin (or Framer export), Klaviyo, Amazon Seller Central, domain DNS, social handles, creative archive.
Rasheen
7
Rasheem clarification
Who is Rasheem (not Rasheen), what's the role, decision rights, and how should we route him in the org chart.
Rasheen
8
Framer → Shopify status
Has migration started? Any work in progress we should absorb vs. start clean on the new build.
Rasheen

Want the full roadmap?

Every phase, every deliverable, every owner. Messaging framework, competitive teardown, landing page architecture, creator plan, KPIs, budgets, and how we use Giannis across 180 days.

Read the full plan