What POPFLEX does

POPFLEX is a privately held direct-to-consumer women's activewear and athleisure brand founded by fitness influencer Cassey Ho (Blogilates) in 2012 and headquartered in Salt Lake City, Utah. The company designs, manufactures, and sells women's apparel and accessories across multiple categories including activewear (leggings, sports bras, skorts, hoodies), athleisure, denim, sleepwear, swimwear, and accessories, with signature proprietary products such as the Pirouette Skort, Crisscross Hourglass Legging, and Superbra for high-impact support. POPFLEX operates a Shopify-powered e-commerce storefront (popflexactive.com) as its primary sales channel, with secondary distribution through Amazon marketplace and dedicated iOS and Android mobile apps; the Shopify platform supports checkout across 175 countries.

The brand's go-to-market is community-led, leveraging Cassey Ho's fitness influencer following, multi-platform social media presence (Instagram, TikTok, YouTube, Threads, Facebook), a POPFLEX Rewards loyalty program, and earned media coverage amplified by celebrity endorsement from Taylor Swift. Pricing is unit-based, ranging from approximately $39 to $138 per item, with revenue derived entirely from transactional sales rather than subscriptions. The company appears bootstrapped with no detected external institutional investment and operates with a lean team of 1-10 employees, suggesting outsourced manufacturing and fulfillment. Recent strategic moves include the November 2025 launch of a debut denim collection expanding into an adjacent apparel vertical and the January 2026 launch of the Popflex Upcycle Project, a sustainability initiative operating on a separate POPCYCLE sub-brand.

Name

POPFLEX

Legal name

POPFLEX

Website

https://popflexactive.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

POPFLEX is a privately held DTC women's activewear and athleisure brand founded in 2012 by Cassey Ho, selling proprietary products like the Pirouette Skort and Crisscross Hourglass leggings through its Shopify-powered ecommerce site, amplified by Taylor Swift visibility.

Ownership category

akta.pro rank

Product category

Women's Activewear & Athleisure Apparel

NAICS

Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Athletic / Performance & Activewear Brands (CRAAAAAD)

akta.pro secondary industry

Mass-Market & Lifestyle Apparel Brands (CRAAAAAA)

Keywords

• Women's activewear
• Athleisure apparel
• Fitness clothing
• Leggings and skorts
• Yoga and loungewear

Headquarters

HQ city

Salt Lake City

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Others

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer sales through owned popflexactive.com ecommerce platform, generating revenue through one-time product purchases of activewear, athleisure, and related apparel items. Revenue is transactional rather than subscription-based, with customers purchasing individual items or matching sets.
2. Marketplace Sales: Sales through third-party marketplace Amazon, expanding reach beyond direct website traffic.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

POPFLEX designs, manufactures, and sells women's activewear, athleisure, and lifestyle apparel directly to consumers through its Shopify-powered e-commerce platform (popflexactive.com). The product portfolio spans leggings, skorts, bras, hoodies, matching sets, dresses, denim, and yoga equipment, anchored by signature items such as the Pirouette Skort, Crisscross Hourglass Legging, and Superbra.

Product overview

POPFLEX is an activewear and lifestyle apparel brand founded by fitness influencer Cassey Ho (Blogilates). The company operates a comprehensive e-commerce platform (popflexactive.com) offering a broad portfolio of women's activewear and athleisure products across multiple categories including tops (bras, crops, tanks, tees, hoodies, sweaters), bottoms (leggings, skorts, shorts, pants, denim, sweatpants), one-piece styles (dresses, jumpsuits, rompers), equipment (yoga mats, booty bands), swimwear, sleepwear, and accessories (bags, hats, socks, headbands). The brand is known for signature products including the viral Pirouette Skort, Crisscross Hourglass Legging with Pockets, and Superbra. Beyond core activewear, POPFLEX has expanded into adjacent categories including a debut denim collection (November 2025 with four silhouettes: wide leg, straight leg, bell bottom, flare) and the Popflex Upcycle Project sustainability initiative. POPFLEX is recognized by celebrities including Taylor Swift and has been featured in major publications including WWD, Rolling Stone, Glamour, and Inc.

Differentiator

Problem solved

Functional benefit

Brands

• Popcycle: Sustainability/circular economy initiative for clothing repurposing

Products and services

• Pirouette Skort Signature viral skort featuring double deep pockets for phones and cards, a flirty yet shaping fit, and a waist-cinching silhouette; available in over a dozen colorways and targeted at women seeking versatile workout-to-casual bottoms.
• Crisscross Hourglass Legging with Pockets Signature shaping legging featuring the proprietary Crisscross Hourglass design intended to sculpt the wearer, anti-cameltoe construction, and integrated side pockets for phones and cards; available in multiple colorways including Black and Cosmic Navy.
• Superbra High-support sports bra designed for large busts (DD+), engineered to prevent breast movement during high-impact workouts without requiring double bra layering.
• Sunshine Set Matching activewear two-piece set available in five colorways (Green Apple, Black, Blue Sky, Summer Peach, Light Lavender); designed for coordinated lounge and active wear.
• Cloud Hoodie Oversized boyfriend-style hoodie marketed as a premium quality piece with attention to detail including quality zippers and toggles; available in multiple colors including Deep Plum and Ivory.
• POPFLEX Denim Collection Debut denim collection featuring four silhouettes — wide leg, straight leg, bell bottom, and flare — made with ultra-stretch denim engineered to bring activewear-level comfort to jeans.
• Popflex Upcycle Project Sustainability-focused initiative pairing downloadable dress patterns with dupes of the viral Pirouette Skort for consumers to deconstruct and repurpose into new clothing items; features designs by independent designers Kiana Bonollo and Tracy Garcia.
• It Girl Bra Sports bra designed to pair with the Crisscross Hourglass collection; part of the brand's best-selling contrast colorway line.
• Supersculpt Legging with Pockets High-waisted sculpting legging with anti-cameltoe design and bonded side pockets; marketed as a shaping activewear essential in the Supersculpt line.
• Crisscross Hourglass Flared Legging with Pockets Flared version of the signature Crisscross Hourglass Legging with pockets and shaping design.
• Pirouette Babydoll Dress Dress derived from the Pirouette Skort silhouette, offering the signature flirty shaping in dress form; available in colorways including Tutu Pink and Crimson.
• Go With The Flow Jumpsuit Jumpsuit from the Go With The Flow collection designed to offer a versatile one-piece active lifestyle option.
• Long Sleeve Supertee Long-sleeve top from the Supertee collection, one of the brand's best-selling tee styles.
• Twirl Skort Twirl-style skort in the Supersculpt line, designed with movement and a flattering fit; available in regular and longer lengths.
• Mandarin Collar Festival Dress Festival-style dress featuring a mandarin collar design; part of the brand's specialty dress collection.
• Perfect Plane Pants Pants marketed as a wardrobe essential, designed with a clean and versatile silhouette.
• Packable Windbreaker Packable windbreaker jacket available in multiple size ranges, designed for outdoor activities and travel.
• Take a Hike Overalls Full-length overalls in the Take a Hike collection, designed for outdoor and casual lifestyle wear.
• Foldover Maternity Legging Maternity-specific legging with a foldover waistband designed for comfort during pregnancy; part of the Supersculpt line.
• Yoga Mats Yoga mats offered as part of POPFLEX's equipment category to complement workout apparel offerings.

Named customers4 records

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Partnerships

Three partnerships are on record, tiered minor and core.

• Kiana BonollominorStrategic or Co-development PartnerIndependent designer Kiana Bonollo collaborated with Cassey Ho on the Popflex Upcycle Project, creating a downloadable dress pattern paired with dupes of the viral Pirouette Skort for consumers to upcycle into new garments. All profits from the kits benefit the designer.
• Tracy GarciaminorStrategic or Co-development PartnerIndependent designer Tracy Garcia collaborated with Cassey Ho on the Popflex Upcycle Project, creating a downloadable dress pattern paired with dupes of the viral Pirouette Skort for consumers to upcycle into new garments. All profits from the kits benefit the designer.
• ShopifycoreTechnology or IntegrationPOPFLEX is cited as an example of innovative ecommerce practices in Shopify's 2025 shopping trends article. The brand's DTC ecommerce platform is powered by Shopify, enabling the online shopping experience across 175 countries with over 10% US ecommerce market share.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• Lululemon: Global premium women's activewear brand selling leggings, sports bras, hoodies and lifestyle apparel through DTC and retail — the category leader that POPFLEX competes with directly for active women's wardrobe share.
• Alo Yoga: Premium women's activewear and athleisure brand with strong celebrity and influencer-driven marketing, broad DTC catalog and yoga-studio-rooted positioning — closely overlaps POPFLEX on aesthetic, channel mix and target customer.
• Athleta: Gap-owned women's activewear and athleisure brand selling leggings, sports bras, hoodies and dresses through DTC and retail — competes directly with POPFLEX in the women's performance-and-lifestyle apparel category.
• Gymshark: Founder/influencer-built fitness apparel brand that scaled via social media and athlete ambassadors — a structural analog to POPFLEX's Cassey-Ho-driven, content-led growth model in women's activewear.
• Fabletics: Kate Hudson-co-founded women's activewear brand selling leggings, sports bras and matching sets via DTC and membership — directly comparable celebrity/influencer-founded women's activewear peer.
• Vuori: California-based premium men's and women's performance and lifestyle apparel brand with strong DTC and growing retail footprint — competes with POPFLEX in the premium women's activewear-and-athleisure category.
• Beyond Yoga: Women's activewear and lifestyle apparel brand (now part of Levi Strauss & Co.) known for buttery-soft leggings and inclusive sizing — directly comparable women's activewear peer with similar size-range and DTC-first positioning.

Emerging players

• P.E Nation: Australia-based, fashion-forward women's activewear and streetwear brand — overlapping with POPFLEX on lifestyle-positioned activewear but operating at smaller scale and with a different design language.
• Year of Ours: Small DTC women's activewear brand with retro-inspired leggings and matching sets — a niche peer that competes with POPFLEX on signature-skort/legging category and viral colorway merchandising.

Broad incumbents

• Nike (Women's Training): Global sportswear incumbent with a major women's activewear and athleisure assortment sold via DTC, retail and wholesale — a broad incumbent that overlaps POPFLEX's category but at vastly larger scale and distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/popflex_active
• YouTubeyoutube.com/channel/UCCxi8VvnkGR3YWceRI_KlSA
• Facebookfacebook.com/popflexactive
• Instagraminstagram.com/popflex_active
• TikToktiktok.com/@popflexactive
• LinkedInlinkedin.com/company/popflex

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about POPFLEX