FLOWIN LTD

What FLOWIN LTD does

FLOWIN LTD (legal entity Flowin AB) is a Swedish private company founded in 2005 and headquartered in Vintrie, Sweden, that designs, manufactures, and sells a proprietary friction-based training system under the FLOWIN® Friction Training™ brand. The core technology is a board with an optimized friction surface combined with sliding pads, used for bodyweight exercises that challenge core strength, balance, coordination, and functional movement. The product line spans multiple board SKUs — Pro Black (138x98 cm), Pro Science Friction™ (with an integrated coordinate system for measurement and evaluation), Pro Standard (118x78 cm), Pro Physio (rehab-oriented, 98x68 cm), Fitness (entry-level portable), and the Lynx sub-brand with stationary color variants plus a rollable travel version — supported by replacement pad sets, a physio storage bag, and exercise posters. Pricing is one-time hardware purchases ranging from roughly €79 to €279 (USD ~$79–$329), with replacement pads and accessories as a smaller recurring revenue layer.

The company operates a direct-to-consumer e-commerce model exclusively through its own storefront at flowin.com, with worldwide shipping, multi-currency pricing in EUR/USD/SEK, free EU shipping above €125, and Stripe as the payment processor. There are no physical retail locations. It also resells complementary partner products (BOSU balance trainers, Loumet fitness/medicine/rope balls, Original Pezzi GymnastikBalls) to broaden basket size. Go-to-market relies on content marketing (a free online exercise and workout library organized by sport category — Endurance Power, Multidirectional Power, Rotational Power), newsletter/email capture with a first-order discount, organic social media, and clinician/athlete testimonials rather than paid acquisition at scale. The My Flowin platform provides account creation, subscription management, and access to digital workout content, but no recurring SaaS or subscription software revenue is disclosed. End customers are endurance, team-sport, and rotational-sport athletes, plus physiotherapy and rehabilitation professionals — served through a 1–10 person team with three founder-operators covering product/clinical, sales/operations, and training methodology.

Name

FLOWIN LTD

Legal name

Flowin AB

Website

https://flowin.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

FLOWIN LTD is a Swedish DTC company that designs and sells proprietary friction-based training boards, sliding pads, and an online workout library, serving endurance, team-sport, and rotational-sport athletes plus physiotherapy and rehabilitation professionals worldwide.

Ownership category

akta.pro rank

Product category

Athletic Training Equipment

akta.pro primary industry

Online/Remote Personal Training & Programming (HSADAAAM)

akta.pro secondary industries

Endurance & Running/Cycling Training (HSADAAAG), Strength & Conditioning Personal Training (HSADAAAB)

Keywords

• Friction training boards
• Athletic fitness equipment
• Bodyweight exercise systems
• Sports rehabilitation tools
• Training board accessories

Headquarters

HQ city

Vintrie

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Friction Board Sales: Primary revenue from selling FLOWIN friction training boards including Pro, Standard, Physio, Fitness, and Lynx variants. One-time hardware purchase with prices ranging from entry-level to professional tiers.
2. Accessories and Pad Sets: Sales of replacement pads, pad sets, physio bags, and exercise poster guides. Complementary products to core board sales.
3. Partner Products: Resale of complementary fitness equipment including BOSU balance trainers, Loumet fitness balls and medicine balls, and Pezzi gymnastic balls. Third-party products sold through Flowin's e-commerce platform.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

FLOWIN designs and sells the FLOWIN Friction Training system, which uses a board with an optimized friction surface and patented sliding pads for performing bodyweight exercises with controlled movements. The product line spans Pro Black, Pro Science Friction, Pro Standard, Pro Physio, Fitness, and Lynx board variants in multiple sizes and formats, complemented by replacement pad sets, a physio storage bag, and exercise reference posters. An online exercise and workout library (My Flowin) is offered with programs organized by sport category.

Product overview

Flowin Friction Training™ is a comprehensive training system built around friction-based boards with optimized friction surfaces and sliding pads. The core product portfolio includes FLOWIN Pro Black, Pro Science Friction™, Pro Standard, Pro Physio, and Fitness boards (varying in size from largest 138x98cm to smallest 98x68cm), complemented by Lynx-branded boards in multiple colors for stationary use and the rollable Lynx for portability. Supporting accessories include pad sets, a physio bag for storage, and educational exercise posters. The system is supplemented by an online workout and exercise library accessible through the My Flowin platform, offering programs in Endurance Power, Multidirectional Power, Rotational Power, and General training categories. Flowin also retails partner products including BOSU balance trainers, Loumet fitness/medicine/rope balls, and Original Pezzi GymnastikBalls.

Differentiator

Problem solved

Functional benefit

Brands

• Lynx: A sub-brand of Flowin Pro boards, available in various colors (Purple, White, Pink, Black & Yellow), suitable for stationary environments.
• Flowin Friction Training

Products and services

• FLOWIN Pro Black The premier large-sized FLOWIN friction board built for superior stability and durability, designed for professional gym and studio use. Measures 138x98x0.35 cm and includes a complete set of pads.
• FLOWIN Pro Science Friction A friction board with an integrated coordinate system designed for measurement, testing, and evaluation of movements, helping determine physical differences between right and left sides of the body and track changes in movements over time. Measures 138x98 cm.
• FLOWIN Pro Standard A versatile mid-sized friction board delivering professional-grade workouts at the gym, studio, or home. Measures 118x78x0.35 cm.
• FLOWIN Pro Physio A smaller friction board developed with health professionals including physiotherapists for use on rehabilitation benches or in limited spaces. Measures 98x68 cm, weight 4 kg.
• FLOWIN Fitness The smallest and most portable FLOWIN friction board, half the size of the Pro board, with a travel bag for easy transportation and airline overhead storage. Measures 98x68 cm.
• FLOWIN Pro Lynx Series A stiff Lynx-branded Pro friction board available in multiple colors (Purple, White, Pink, Black & Yellow), suitable for stationary home, studio, or gym use. Comes with pads and online workout access.
• FLOWIN Lynx Rollable A rollable and portable friction board with the same friction surface as Pro models, suitable for home and travelling. Includes board, pads, and access to online workouts. Measures 138x98 cm.
• FLOWIN Pro Pad Set Replacement pad set containing 2 No. 2 pads and 1 No. 3 support pad, weighing 2 kg. Designed for use with FLOWIN Pro friction boards.
• FLOWIN Pad Set 1 A new and improved pad set containing 2 No. 1 pads with more robust construction, better grip, and more comfortable cushioning using patented Friction Training pad technology.
• FLOWIN Pro Pad Set Lynx A complete set of Pro Lynx pads including 2 hand sliding pads (200x200x20mm), 2 foot sliding pads (330x150x10mm), and 1 knee support pad (450x180x10mm).
• FLOWIN Physio Bag A portable storage bag specially designed for storing 2 complete units of FLOWIN Physio including separate pockets for Knee, Foot and Hand pads. Weight 5 kg.
• FLOWIN Exercise Posters Quick reference guide posters (1 x 50x70 cm) covering common lower body, upper body, and golf conditioning exercises for use with FLOWIN friction boards.
• Partner-Resold Fitness Equipment Complementary third-party fitness equipment resold by Flowin including BOSU balance trainers (BT Pro, BT Pro NexGen, BT Elite, BT Home Edition, BT Sport variants), Loumet fitness balls (45-75cm), medicine balls (1-10kg) and rope balls, and Original Pezzi GymnastikBalls (Class I Medical Devices made with Flexton Silpower patented material).

Quantifiable outcome

• Professional athlete achieved Silver medal in K1 1000m World Cup, Bronze in K2 500m World Cup, and Silver in K2 1000m at European Championships using Flowin training

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Five partnerships are on record, tiered minor and core.

• BOSUminorChannel Partner/ Reseller/ DistributorFlowin resells BOSU balance trainer products including BT Pro, BT Pro NexGen, BT Elite, BT Home Edition, and BT Sport variants. These are complementary balance and stability products sold alongside Flowin's core friction training boards.
• LoumetminorChannel Partner/ Reseller/ DistributorFlowin resells Loumet fitness equipment including Fitness Balls Pro (45-75cm), Medicine Balls (1-10kg), and Rope Balls. Durable fitness equipment for functional resistance training.
• PezziminorChannel Partner/ Reseller/ DistributorFlowin resells Original Pezzi GymnastikBall Maxafe products made with exclusive Flexton Silpower patented material. Recognized as Class I Medical Devices for rehabilitation and therapy use.
• StripecoreTechnology or IntegrationStripe.com is used as the secure payment gateway for all Flowin online transactions, processing major credit card payments.
• Integrated Performance TrainingminorStrategic or Co-development PartnerFounded by Bram Swinnen, a High Performance & Rehab Coach and author of 'Strength Training For Soccer'. Uses Flowin boards extensively for rehab and performance training sessions.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Power Plate: Power Plate makes vibration training platforms used in fitness, rehab, and elite sports. Comparable to Flowin as a premium specialty training modality targeted at athletes, gyms, and physiotherapy clinics, with a similar premium-pricing positioning.
• Rogue Fitness: Rogue Fitness is a large direct-to-consumer strength and functional training equipment maker (racks, weights, conditioning tools, sleds). Comparable to Flowin as a DTC-first athletic training brand, but with vastly greater scale, broader catalog, and direct overlap in the core/functional training category.
• TheraBand: TheraBand (owned by Performance Health) is a market-leading resistance and rehab equipment brand offering bands, tubing, balance products, and hand exercisers. Broader incumbent in the rehab/physical therapy channel that Flowin targets with the Pro Physio line, with substantially larger distribution and clinical credibility.
• SKLZ: SKLZ is a broad athletic training equipment brand (agility ladders, resistance trainers, balance boards, sliders) sold through sporting goods retail and online. Comparable to Flowin for the athletics/functional training customer, but at significantly larger scale and broader retail distribution.

Direct peers

• Stroops: Stroops (now part of Cascade Health & Fitness) sells Slastix resistance bands, slide pads, and other functional training accessories used by athletes and rehab clinics. Direct peer in sliding/friction-based resistance training tools with strong overlap in the physio and professional training segments.
• BOSU: BOSU (the brand Flowin actually resells) makes dome-shaped balance trainers for functional, core, and rehab training. Direct peer in balance/unstable-surface training equipment, with overlapping target customers (athletes, physios, gyms) and similar product-led positioning around a single proprietary tool.
• TRX: TRX Suspension Training makes bodyweight-based functional training equipment (suspension straps) widely used by athletes, trainers, and physical therapists. Highly comparable to Flowin: both sell proprietary functional training hardware with online workout content, target athletes and rehab professionals, and operate in the bodyweight/instability training niche.
• Perform Better: Perform Better distributes functional training equipment (slide boards, stability balls, balance pads, resistance tools) to athletic trainers, physical therapists, and strength coaches. Comparable to Flowin as a supplier of categorical functional training hardware serving the same pro/rehab customer base.
• Hyperwear: Hyperwear makes sandbag-based functional training equipment (Hyper Vest, SandBell) used by athletes, trainers, and military/fire/rescue. Comparable to Flowin as a proprietary functional training tool with strong word-of-mouth and athlete-driven positioning in a similarly niche category.

Emerging players

• Merrithew (STOTT PILATES): Merrithew markets Pilates-based reformers, stability equipment, and rehab training tools with a strong professional training and certification ecosystem. Comparable to Flowin in the studio/professional-grade training equipment segment and in the physio/rehab use case overlap.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 FLOWIN LTD