About Us
Get to know more about our story, our vision & values and the people behind
Our Ethos
How It Started
Our story began with a shared passion for movement and a clear vision: to create a vibrant community in Saudi Arabia where everyone feels empowered to explore the joy and transformative power of Pilates. Witnessing a growing enthusiasm for Reformer Pilates alongside limited accessibility, we envisioned a solution that offered both premium quality and unparalleled convenience.
Flex&Flow was born in Saudi Arabia, as the first Saudi-owned foldable reformer brand, from the idea that movement should seamlessly integrate into your life, whether you're seeking the focus of a solo practice at home, the guidance of online classes, the energy of community pop-up events, or the foundation to build your own thriving studio. Our thoughtfully designed, foldable reformer beds are more than just equipment; they are a gateway to feeling good in your body and connecting with a supportive network.
Our Vision
We're driven by a desire to shift perspectives around fitness, moving away from the notion of strenuous, appearance-focused workouts towards an appreciation for how movement feels enhancing both physical wellbeing and mental clarity. Aligned with Saudi Arabia's Vision 2030, we are committed to fostering a healthier and happier culture by making mindful movement accessible to all.
Our Values
At Flex&Flow, we value community, empowerment, and conscious movement. We strive to solve real needs in the market by offering versatile solutions for studios, accessible practice for individuals, and convenient options that fit modern lifestyles. Whether you're a studio looking to expand your offerings, an individual investing in your wellbeing, or a passionate instructor seeking flexibility, Flex&Flow is here to support your journey.
Our Vision
We're driven by a desire to shift perspectives around fitness, moving away from the notion of strenuous, appearance-focused workouts towards an appreciation for how movement feels enhancing both physical wellbeing and mental clarity. Aligned with Saudi Arabia's Vision 2030, we are committed to fostering a healthier and happier culture by making mindful movement accessible to all.
What We Value
At Flex & Flow, we value community, empowerment, and conscious movement. We strive to solve real needs in the market by offering versatile solutions for studios, accessible practice for individuals, and convenient options that fit modern lifestyles. Whether you're a studio looking to expand your offerings, an individual investing in your wellbeing, or a passionate instructor seeking flexibility, Flex & Flow is here to support your journey.
Voices of the Community
The People Behind
Flex&Flow Team
Saudi-owned Flex&Flow was created by two friends, Vicki and Nat, who share a passion for movement, wellness, and building a supportive community around Pilates in Saudi Arabia.
While our roles are still evolving, we balance each other’s strengths and step in for one another when needed. Together, we’re creating a brand rooted in connection, movement, and accessibility.
Natalie
Chief Commercial Officer (CCO)
is the face of Flex&Flow handling client communications, partnerships, sales and event planning. With her warm presence and natural communication skills, she builds strong relationships and brings the brand and community to life through every interaction.
Victoria
Chief Operating Officer (COO)
leads Flex&Flow's logistics and operations, managing everything from communication with the manufacturer to coordinating with our 4PL partners and ensuring the reformer beds get from A to B. She makes sure everything behind the scenes runs smoothly.
Josefine
Digital Marketing & Website Manager
oversees Flex&Flow’s digital presence, leading our marketing initiatives and managing our website, with a strong eye for details and a user-first mindset. From seamless website experiences to engaging campaigns that connect with our community.
