HEX Performance
HEX Performance is a Baltimore-based, privately held consumer products company that makes specialized laundry care products for activewear and synthetic fabrics, built around its proprietary HEX Molecule technology. It sells direct-to-consumer, on Amazon and Target.com, and through retailers including Wegmans, Charm City Run, and Canadian Tire, targeting athletes and active consumers.
- Company typePrivate
- Founded2012
- HeadquartersBaltimore, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What HEX Performance does
HEX Performance is a Baltimore-based, privately held consumer products company that designs and sells laundry care products specialized for performance fabrics and athletic gear. Founded in 2012 by former professional lacrosse player Drew Westervelt, the company builds its product line around a proprietary HEX Molecule technology that is engineered to be small enough to penetrate tight-knit synthetic fibers, mechanically disrupt odor-causing bacteria, and leave an invisible protective shield as it dries — in contrast to conventional detergents that mask odors with fragrance or only clean surface fibers.
The product portfolio is structured as a Clean + Protect regimen. Core products include the Performance Laundry Detergent (50oz liquid and 20ct/75ct pod formats, $19.99–$39.99), Performance Deodorizing Spray ($16.99), Performance Stain Remover ($14.99), Performance Booster additive ($16.99), and the Performance Dual-Action Gear Wash Kit for non-machine-washable equipment (pads, helmets, ski jackets). Curated Fresh and Unscented Starter Bundles are sold at $60. All products are manufactured in the USA, positioned as biodegradable, cruelty-free, and free of dyes, phosphates, SLS, parabens, and optical brighteners, with EPA Safer Choice fragrance standards.
HEX generates revenue across four streams: direct e-commerce at hexperformance.com (with a Recharge-powered Subscribe & Save subscription offering 10% recurring discounts on 30/60/90-day schedules), marketplace sales through Amazon and Target.com, wholesale/B2B distribution to specialty retailers (Charm City Run, Wegmans, Krotter's Home Center) and Canadian Tire internationally, and brand-ambassador-driven community marketing. The customer base spans individual athletes (runners, cyclists, yogis), team-sport players (football, hockey, lacrosse), general consumers with synthetic-rich wardrobes, and motorsports/outdoor users seeking to preserve technical fabric performance. The company operates with 11–50 employees from its Baltimore headquarters at 1215 E. Fort Avenue.
HEX Performance firmographics
Firmographics- Name
- HEX Performance
- Legal name
- HEX Performance, LLC
- Website
- https://hexperformance.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- HEX Performance is a Baltimore-based, privately held consumer products company that makes specialized laundry care products for activewear and synthetic fabrics, built around its proprietary HEX Molecule technology. It sells direct-to-consumer, on Amazon and Target.com, and through retailers including Wegmans, Charm City Run, and Canadian Tire, targeting athletes and active consumers.
- Ownership category
- akta.pro rank
HEX Performance industry classification
Industry- Product category
- Sports Laundry Detergent and Activewear Care
- NAICS
- Soap and Other Detergent Manufacturing (325611), Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Laundry Detergents (Powder, Liquid, Pods/Sheets) (CRAJAAAA)
- akta.pro secondary industries
- Stain Removers & Pre-Treaters (CRAJAAAC), Scent & Freshness Additives (Scent Boosters, In-Wash Fragrance) (CRAJAAAI)
Keywords
Where HEX Performance is headquartered
LocationHeadquarters
- HQ city
- Baltimore
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
HEX Performance business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D
Revenue model
- Direct E-commerce Sales: Primary revenue from hexperformance.com direct sales with free shipping on orders $50+. Subscription model with 10% recurring discount.
- Marketplace Sales: Sales through Amazon Storefront and Target.com online marketplace platforms.
- Wholesale/B2B: Wholesale distribution to retailers including Charm City Run, Wegmans, Krotter's Home Center. Offers competitive margins, low minimums, and marketing support for B2B partners.
- Subscription (Subscribe & Save): Recurring subscription model delivering products on customer-defined schedules (30/60/90 day intervals) with 10% discount. Powered by Recharge Payments.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Performance Laundry Detergent - 50oz bottle starting at $19.99 |
| Unit Pricing | Pay-as-you-go | Performance Deodorizing Spray - 22oz bottle at $16.99 |
| Unit Pricing | Pay-as-you-go | Performance Stain Remover - 22oz bottle at $14.99 |
| Unit Pricing | Pay-as-you-go | Performance Booster - 50oz bottle at $16.99 |
| Unit Pricing | Pay-as-you-go | Performance Dual-Action Gear Wash Kit - starting at $12.99 |
| Unit Pricing | Pay-as-you-go | Performance Starter Bundle - $60.00 |
Go-to-market motion2 records
Distribution channels8 records
Marketing channels5 records
HEX Performance product offering
Product offeringCore offering
HEX Performance manufactures and sells specialty laundry care products—laundry detergents, deodorizing sprays, stain removers, fabric boosters, and a dual-action gear wash kit—engineered with its proprietary HEX Molecule to deep-clean synthetic activewear and athletic gear at the molecular level, eliminating odor-causing bacteria and preserving performance fabric properties.
Product overview
HEX Performance offers a specialized laundry care regimen for activewear and synthetic fabrics, built around its proprietary HEX Molecule technology. The product portfolio consists of core cleaning products (Performance Laundry Detergent, Performance Deodorizing Spray, Performance Stain Remover, and Performance Dual-Action Gear Wash Kit), an additive module (Performance Booster), and bundle packages (Fresh and Unscented Performance Starter Bundles). The system is designed as a 'Clean + Protect' regimen where the Laundry Detergent serves as the foundation for deep cleaning, while the Booster, Sprays, and Gear Wash provide supplementary odor prevention, stain treatment, and fabric protection. All products are biodegradable, eco-friendly, and manufactured in the USA with the company headquartered in Baltimore, Maryland.
Differentiator
Problem solved
Functional benefit
Products and services
- Performance Laundry Detergent Flagship laundry detergent formulated with the proprietary HEX Molecule to penetrate tight-knit synthetic fabrics, remove stains and odor-causing bacteria, and preserve performance benefits such as wickability, breathability, stretch, and durability; available in liquid (50oz) and pod formats (20ct, 75ct) in Fresh, Unscented, Crisp, Lavender, and Citrus fragrances.
- Performance Deodorizing Spray Versatile odor-eliminating spray for activewear, gear, equipment, shoes, yoga mats, and gym bags featuring Anti-Odor Control Technology that continuously prevents stink instead of masking it; available in Fresh and Unscented, 22oz bottles.
- Performance Stain Remover Pre-treatment spray that tackles tough stains including blood, grass, mud, sweat, and dirt on synthetic activewear; skin-safe, eco-friendly, and biodegradable.
- Performance Booster Rinse-cycle fabric additive that adds anti-static, odor-fighting protection, and improved softness while preserving breathability, moisture-wicking, and fabric integrity; available in Fresh and Unscented in 50oz bottles.
- Performance Dual-Action Gear Wash Kit Two-bottle system (Clean and Protect) for deep cleaning athletic gear and equipment that cannot go in washing machines; removes odors in the wash cycle and prevents odor for up to 30 days in the rinse cycle, suitable for football pads, shoes, ski jackets, and other heavy-duty gear.
- Fresh Performance Starter Bundle Curated starter bundle containing one Performance Laundry Detergent, one Performance Booster, one Performance Deodorizing Spray, and one Performance Stain Remover—all in Fresh scent—priced at $60.00.
- Unscented Performance Starter Bundle Curated starter bundle containing one Performance Laundry Detergent, one Performance Booster, one Performance Deodorizing Spray, and one Performance Stain Remover—all in Unscented variant—priced at $60.00.
Quantifiable outcome
- 6000+ 5-star customer reviews across products
- +2 more outcomes
Companies that use HEX Performance
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles3 records
HEX Performance technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature1 record
HEX Performance partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Canadian TirecoreHEX products are available internationally in Canada through Canadian Tire retail stores, representing the company's only disclosed international distribution partnership.
- AmazoncoreOfficial Amazon Storefront listing HEX Performance products including laundry detergent, deodorizing spray, stain remover, booster, and gear wash. Products available for Subscribe & Save.
- Target.comcoreOnline marketplace availability through Target.com for HEX Performance products.
- Charm City RuncoreSpecialty running retail chain with 8 locations in Maryland and Delaware (Columbia, Bel Air, Annapolis, Rehoboth Beach, Frederick, Gaithersburg, Timonium, Baltimore). Strategic retail partner targeting the running/athletic community.
- WegmanscoreRegional grocery chain with 50+ store locations across NY, NJ, PA, MA, VA, MD, NC carrying HEX Performance products. Major retail distribution partner with broad Northeast/Mid-Atlantic presence.
- Krotter's Home CenterminorHome center retailer with locations in Nebraska and South Dakota (Ainsworth, Spencer, Stuart, Bassett, O'Neill, Atkinson, Gregory). Regional retailer serving rural Midwest markets.
- Recharge PaymentscoreSubscription management platform powering HEX's Subscribe & Save recurring delivery program. Technology integration enabling automatic recurring orders with 10% discount.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
HEX Performance competitors and assessment
Company assessmentDirect peers
- Sport Suds: Sport Suds is a sports-specific laundry detergent that removes odors from synthetic athletic apparel and gear. It is the closest direct competitor to HEX Performance, targeting the same niche use case with a similar product-led approach.
- Vapor Fresh: Vapor Fresh makes natural sports gear cleaners, deodorizers, and laundry detergents formulated for athletic apparel and equipment. It overlaps HEX on both laundry detergent and deodorizing spray SKUs within the same athlete end-market.
- Defunkify: Defunkify produces plant-based sports laundry detergent and gear sprays designed to eliminate odors in athletic and activewear. Direct overlap with HEX's gear-wash and deodorizing-spray product set and target customer.
- The Laundress: The Laundress is a premium, fashion-forward specialty laundry brand (now owned by Unilever) offering detergent and fabric care for delicates, workout wear, and specialty fabrics. Closest premium-DTC peer to HEX in product positioning and price point.
- Dropps: Dropps is a DTC eco-friendly laundry and dishwasher detergent pod brand sold primarily through subscription. Comparable DTC, subscription-led, eco-positioned laundry business, though broader in use case than HEX's activewear specialization.
Emerging players
- Defense Soap: Defense Soap offers antimicrobial soaps and laundry products targeted at athletes, particularly grapplers and combat sports practitioners. Comparable positioning on athlete-focused, antibacterial cleaning chemistry, though more concentrated in personal soap than laundry.
- Seventh Generation: Seventh Generation (Unilever) is an established plant-based, eco-friendly household cleaning brand including laundry detergent. Comparable on eco/cruelty-free, free-of-additives positioning that HEX emphasizes as a secondary differentiator.
Broad incumbents
- Tide (Procter & Gamble): Tide is the dominant mass-market laundry detergent brand from P&G, including Tide Sport and other performance variants. It is the principal incumbent HEX competes with for shelf space, search, and shopper mindshare.
- Persil (Henkel): Persil is Henkel's global premium laundry brand with ProClean Sport variants targeting athletic apparel. A scaled incumbent competing in the same performance subcategory HEX occupies.
- all (Sun Products / Unilever): all is a mass-market laundry brand owned by Unilever with a free-and-clear, sensitive-skin positioning. Relevant incumbent benchmark for HEX's free-of-additives, fragrance-conscious formulations.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights5 records
Customer concentration
HEX Performance social profiles
Digital presenceHEX Performance compliance and trust
Trust signalCompliance1 record
HEX Performance financial estimates
Financial estimateRevenue estimate
Valuation estimate
HEX Performance leadership team
Management profileNumber of profiles
Profiles2 records
HEX Performance funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HEX Performance M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about HEX Performance
What does HEX Performance do?
HEX Performance manufactures and sells specialty laundry care products—laundry detergents, deodorizing sprays, stain removers, fabric boosters, and a dual-action gear wash kit—engineered with its proprietary HEX Molecule to deep-clean synthetic activewear and athletic gear at the molecular level, eliminating odor-causing bacteria and preserving performance fabric properties.
Is HEX Performance a public or private company?
HEX Performance is a private company. It is classified as venture growth investor backed and is currently operating.
When was HEX Performance founded?
HEX Performance was founded in 2012. It employs 11 to 50 people.
Where is HEX Performance based?
HEX Performance is headquartered in Baltimore, United States, in the North America region.
How does HEX Performance make money?
Four revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are marketplace Sales, wholesale/B2B and subscription (Subscribe & Save).
Who are HEX Performance's main competitors?
Direct peers on record are Sport Suds, Vapor Fresh, Defunkify, The Laundress and Dropps. Emerging players are Defense Soap and Seventh Generation. Broad incumbents are Tide (Procter & Gamble), Persil (Henkel) and all (Sun Products / Unilever).
Does HEX Performance have an API?
No public API is recorded for HEX Performance.
What industry is HEX Performance in?
HEX Performance's product category is Sports Laundry Detergent and Activewear Care. Its primary akta.pro industry code is CRAJAAAA, Laundry Detergents (Powder, Liquid, Pods/Sheets), with a secondary code of CRAJAAAC, Stain Removers & Pre-Treaters. Its NAICS code is 325611 and its SIC code is 2840.