Flex-on

What Flex-on does

Flex-on is a French equestrian equipment company operating as FLEX-ON SAS, founded in 2018 and headquartered in Morlaàs (Pyrénées-Atlantiques), where it designs, manufactures, and assembles premium riding helmets (the ARMET line, certified to CE EN 1384:2023 and EU Regulation 2016/425) and a portfolio of patented-style shock-absorbing stirrups. Its core product architecture rests on three technology pillars: (i) an elastomer-based shock absorption system under the footrest that neutralizes vibrations without restitution, (ii) a Safe-On safety arm with dual fuses that releases the rider's foot during falls (including a junior variant for riders under 40 kg), and (iii) a MIPS Multi-directional Impact Protection System option integrated into ARMET helmets. The product line has been expanded into a configurable platform — interchangeable magnetic stickers, swappable visors (Angel, Mixte, Zenith, Velours, Leather, Star), an L.A.C liner adjustment system, modular footbeds, and modular helmet shells — and has more recently been extended into adjacent categories including saddlery (S-CROSS, S-DRESS, S-JUMP, S-HUNT), boots, apparel, and accessories, plus a RE-FLEX second-hand stirrup buyback program.

The business model is a hybrid D2C-plus-authorized-retail play: direct sales from flex-on.fr with an online configurator, multi-language site (French/English), newsletter-driven 10% acquisition offer, and pixel-tracked paid acquisition, complemented by a tiered global retailer network of Premium Stockists and standard retailers across 50+ countries spanning Europe, North America, Latin America, Asia-Pacific, Middle East, and Africa. Revenue is generated through one-time hardware sales of helmets (€380–€462), stirrups (€190–€325), and accessories; recurring attach revenue through customization upgrades (magnetic stickers €12–25, MIPS +€60, visor upgrades +€40–€80), replacement parts (€15–€85), and gift cards (€30–€500); plus a trade-in contribution from the RE-FLEX program. The customer base is fragmented across competition and professional equestrian riders, safety-conscious recreational riders, children and youth riders, and style-conscious personalization-seeking riders — sold primarily to individuals through specialty saddleries and equestrian retailers, with no enterprise concentration.

Governance signals point to a founder/management-owned and privately capitalized business: SAS structure with €125,000 share capital, registered with the Trade Register of Pau under 799 454 954, no disclosed funding rounds or venture capital, no parent company, Laurent Bordes identified as publication manager, and BPI France and the Nouvelle-Aquitaine region cited as ecosystem supporters. The company has 11–50 employees, ongoing product cadence through 2025–2026 (IR-ON S, Star and Velours visors, Green Composite customizable, Pack Hiver/Léopard/Sécurité bundles), and is pursuing ASTM certification to expand into FEI/FFE international competition. Headcount, financial disclosures, and unit-volume figures are not publicly reported, which limits growth visibility.

Name

Flex-on

Legal name

FLEX-ON SAS

Website

https://flex-on.fr

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Flex-on is a French equestrian equipment company designing and manufacturing premium riding helmets and patented shock-absorbing stirrups, serving competition riders, recreational riders, and youth riders globally through direct e-commerce and a 50-plus-country authorized retailer network.

Ownership category

akta.pro rank

Product category

Equestrian Equipment

NAICS

Sporting and Athletic Goods Manufacturing (33992), Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Sporting & Athletic Goods, Nec (3949), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Protective Armor & Impact Protection Retail (Body/Back/Chest) (CRAMANAC)

akta.pro secondary industries

Helmets & Protective Headgear Retail (Motorcycle/ATV/Snow) (CRAMANAB), Motorcycle Riding Gear & Apparel Retail (CRAMANAA), Sports & Outdoor Accessories Manufacturing (Performance Gloves/Headwear) (IMAOAFAI)

Keywords

• Equestrian helmets
• Riding stirrups
• Shock absorption equipment
• Customizable equestrian gear
• Horse riding safety

Headquarters

HQ city

Morlaas

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Equestrian Equipment Sales: One-time hardware sales of helmets, stirrups, and accessories through e-commerce and retail channels. Products include ARMET helmets (€380-450), Safe-On stirrups (from €265), Green Composite stirrups (from €190), Hunter H stirrups (from €325), and various accessories.
2. Product Customization: Additional revenue from customization options including magnetic stickers (€12-25), MIPS upgrade (+€60), custom visor options (+€40-80), special elastomer colors, and limited edition color grids.
3. RE-FLEX Second-hand Program: Circular economy program allowing customers to return old stirrups for vouchers toward new purchases, creating a trade-in revenue stream.
4. After-sales Service and Replacement Parts: Revenue from replacement parts including footbed inserts (€27), frame replacements (€50-85), removable safety arms (€15-30), and repair services.
5. Gift Cards: Gift cards available from €30 to €500, with cards valid for one year from issuance.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Flex-on designs, manufactures and sells premium equestrian riding helmets (ARMET line) and stirrups (Safe-On, Green Composite, Hunter H, IR-ON S, Aluminium) featuring proprietary elastomer-based shock absorption, safety release arms, and extensive online configurator-based customization. Helmets are 100% manufactured and assembled in France, sold primarily through direct e-commerce and a global network of authorized equestrian retailers across 50+ countries.

Product overview

Flex-on is a French equestrian equipment company (SAS, founded 2018, headquartered in Morlaàs, Pyrénées-Atlantiques) offering a unified portfolio of high-end riding helmets and stirrups built around three core technology pillars: shock absorption via elastomer-based systems, extensive customization through online configurators, and safety features including MIPS certification and safety-release arms. The product architecture centers on the ARMET helmet line (manufactured 100% in France, 40km from headquarters) as the flagship offering, complemented by the stirrup range comprising Safe-On (with safety-release arm), Green Composite (best-seller), Hunter H (neo-retro aluminum), IR-ON S (2025 innovation), and junior variants. Both helmets and stirrups share an extensive customization platform allowing buyers to configure shell colors, visors, chinstraps, grids, stickers, and size options. Accessories include magnetic stickers (TREX-ON, ARMET collections), swappable visors (Angel, Mixte, Zenith, Velours, Leather, Star), liners, bags, and seasonal bundles (Leopard, Sécurité, Hiver). The company also operates the RE-FLEX sustainability program for second-hand stirrup trade-ins and sells branded apparel.

Differentiator

Problem solved

Functional benefit

Brands

• ARMET: Flagship riding helmet line featuring customizable design, safety certification, and premium materials.
• Safe-On
• Green Composite (GC)
• IR-ON S
• Hunter H
• RE-FLEX

Products and services

• ARMET Helmet Premium equestrian riding helmet manufactured 100% in France, featuring customizable shell colors (Star glossy or Dark matte), interchangeable visors (Angel, Mixte, Zenith, Velours, Star), MIPS safety option, polycarbonate-reinforced calotte, Zytel visor, and bidirectional ventilation. Configured and purchased through the Flex-on online configurator. Targeted at competition and recreational riders seeking CE-certified protection with personalized aesthetics.
• Safe-On Stirrups Safety stirrups featuring a flexible elastomer arm with dual safety fuses designed to release the foot during falls, integrated shock absorption via elastomer footbed pieces, and full customization of frame color, footbed shape (inclined or flat), tread type (Grip or Ultra-Grip), and magnetic stickers. Targeted at safety-conscious riders across all disciplines.
• Green Composite Stirrups Best-selling stirrups combining comfort, personalization and performance with elastomer shock absorption, hot-forged spring steel frame overmolded with environmentally-sourced polyamide, interchangeable footbed inserts, and extensive color and magnetic-sticker customization options. Targeted at riders seeking a balance of comfort, sustainability and performance.
• Hunter H Stirrups Neo-retro designed stirrups in polished aluminum with Flex-on elastomer shock absorption, offset and off-center stirrup leather eyelets for natural leg positioning, and customization of frame, footbed and elastomer colors. Targeted at style-conscious riders seeking classic aesthetics with modern performance.
• IR-ON S Stirrups Flex-on's 2025 innovation stirrups featuring proprietary shock absorption technology and a safety arm designed to release the rider's foot during falls, representing the latest generation of Flex-on safety stirrups.
• Aluminium Stirrups Lightweight aluminum stirrups featuring the Flex-on elastomer shock absorption system, with personalization through magnetic stickers and color selections. Targeted at riders prioritizing lightweight equipment.
• Safe-On Junior Stirrups Safety stirrups specially designed for children under 40kg, featuring a lower-density elastomer safety arm calibrated for easier opening during falls, with a replacement arm kit available for heavier young riders. Targeted at young equestrians.
• Green Composite Junior Stirrups Junior-sized version of Green Composite stirrups designed for younger riders, featuring the same elastomer shock absorption technology and customization options as the adult model.
• Magnetic Sticker Kits (TREX-ON, ARMET, Stirrups) Interchangeable magnetic sticker kits for personalizing ARMET helmets and stirrups, available in multiple collections including Unis, Silver, Specials, Leopard, Country flags, and glitter finishes. Targeted at riders seeking personalized aesthetics.
• ARMET Visors (Angel, Mixte, Zenith, Velours, Leather, Star) Swappable visor options for ARMET helmets including Angel (polo style), Mixte (classic), Zenith, Velours (velvet finish), Leather, and Star (glossy), allowing riders to adapt helmets for different disciplines and styles.
• ARMET Liner Removable and washable technical liner for ARMET helmets, made from mesh and Alcantara fabric, featuring the L.A.C (Liner Adjust Control) adjustment system for a precise fit at the back of the neck.
• ARMET Bag Protective storage bag designed specifically for ARMET helmets, offered as a complementary accessory.
• Surprise Box Stickers Limited-edition mystery box containing five randomly selected magnetic stickers from the Flex-on collection, offering surprise combinations for helmet and stirrup personalization.
• Pack Léopard Coordinated product bundle featuring leopard-print-themed stickers and accessories for a matching equestrian look.
• Pack Sécurité Safety-focused product bundle offering a discounted combination of safety-related accessories.
• Pack Hiver Winter-season product bundle including winter liner and cold-weather accessories for ARMET helmets.
• Branded Equestrian Apparel Branded apparel including men's and women's sweatshirts, t-shirts, sleeveless jackets, long-sleeve jackets, tweed caps, DNA caps and tote bags featuring the Flex-on brand identity.
• RE-FLEX Second-Hand Program Trade-in service allowing customers to return used Flex-on stirrups in exchange for a voucher toward the purchase of new Flex-on stirrups, supporting a circular-economy model and customer loyalty.

Quantifiable outcome

• Shock absorption reduces joint and muscle pain for riders
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• GPA: GPA is an established European equestrian helmet brand with a strong competition pedigree in show jumping. Direct peer to ARMET on the high-end helmet side, competing on safety certification, lightweight construction, and rider sponsorship visibility.
• KASK: KASK is an Italian premium helmet maker that has expanded from cycling and ski into equestrian. Comparable to Flex-on on premium pricing, customization, and Italian/European design language, though KASK has broader category reach.
• Charles Owen: Charles Owen is a long-established UK manufacturer of equestrian helmets and the historical incumbent in competition-grade riding head protection. Comparable to Flex-on on certification, distribution, and premium positioning, though with a more traditional aesthetic and less customization.
• Acavallo: Acavallo is an Italian equestrian equipment maker offering stirrups, saddle pads, and rider accessories. Comparable to Flex-on on the broader equestrian rider accessories category, though more value-oriented and broader in product portfolio.
• Samshield: Samshield is a premium French equestrian helmet brand directly competing with Flex-on's ARMET line in the high-end, customizable, CE-certified helmet segment. Both brands emphasize design customization, MIPS-equivalent safety, and Made-in-Europe positioning for show jumping, dressage, and eventing riders.
• Compositi: Compositi is a European equestrian stirrup specialist competing with Flex-on's Green Composite and Aluminium lines on shock-absorbing composite technology, lightweight materials, and customization. Particularly comparable on the composite stirrup technology axis.
• Freejump: Freejump is a French equestrian equipment maker specializing in safety stirrups with release mechanisms, directly competing with Flex-on's Safe-On line. Both target the same premium safety-conscious European jumping rider with proprietary release-arm technology.

Emerging players

• LeMieux: LeMieux is a fast-growing UK equestrian accessories brand with strong direct-to-consumer and global retailer presence. Comparable to Flex-on on the premium European accessories positioning, DTC distribution model, and ambassador-driven marketing approach.

Broad incumbents

• Prestige Italia: Prestige Italia is an established Italian manufacturer of premium equestrian saddles and stirrup leathers with global distribution. Comparable to Flex-on's saddlery extension (S-CROSS, S-DRESS, S-JUMP, S-HUNT) on the premium saddle category and European craftsmanship narrative.
• Cavalleria Toscana: Cavalleria Toscana is a premium Italian equestrian apparel and equipment brand with strong brand recognition among competition riders. Comparable to Flex-on on the premium European positioning and Made-in-Europe narrative, though focused on apparel and rider fashion rather than helmets/stirrups.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/flexonofficiel
• TikToktiktok.com/@flexon_official
• LinkedInlinkedin.com/company/flexon-equestrian

Compliance3 records

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 Flex-on