Thu, 08 Jun 2023

The Connected Fitness Veteran Joins the Team to Lead Go to Market Strategy as Inventory Sells Out Due to High Demand

BERKELEY, CA / ACCESSWIRE / March 23, 2023 / Flexia, maker of the world's first smart Pilates machine, hired John Lees, a seasoned business development executive, as Chief Business Officer. The key hire comes on the heels of a hot holiday season for the company, which sold all stock as consumer and studio demand for the Flexia Reformer continued to skyrocket. Lees formerly served as Chief Strategy Officer at Hydrow, a leader in the connected fitness market with $255M raised to date. At Hydrow, Lees was instrumental in the development of Hydrow's second rower, 'the Wave,' and the company's early international expansion. Lees also led consumer segmentation, brand equity, path to purchase, pricing analytics, and business modeling on multiple issues.

Flexia Smart Reformer
Flexia Smart Reformer
Demonstration of the Flexia Smart Reformer

Before Hydrow, Lees served as both an executive and strategic advisor to Kimberly Clark, Kellogg, Crossville Tile, PSI Inc. and Cengage Learning. Lees began his career as a lawyer before joining Boston Consulting Group as a Manager. A veteran of the business world, Lees has been a CEO and board member with a reputation for accelerating cross-functional and strategic business teams to long-term success.

'I am very excited to join Flexia. The potential for Flexia in the growing Pilates sector is very clear from very early sales success,' said Lees. He added, 'Flexia has built a studio standard reformer at costs, making it accessible to the consumer at home. Coupled with AI-based movement measurement, this is a game changer.' Lees expanded on the company's go-to-market strategy saying, 'Flexia's early work with studios shows the potential for enabling a unique omnichannel partnership that will reshape connected fitness.'

'I am thrilled to welcome John to the team at this pivotal point in Flexia's journey,' said Founder and CEO Kaleen Canevari. 'His industry expertise will propel Flexia beyond traditional at-home connected fitness into studios and gyms around the world as we revolutionize the way people practice Pilates. He brings excitement and a wealth of knowledge to our scrappy and passionate team, and will be instrumental in scaling our DTC growth and expanding into Pilates studios.'

About Flexia

Flexia is the world's first smart Pilates reformer built to in-studio standards and designed to be used at home with innovative technology that tailors workouts and measures mindful movement. For more information, visit

Contact Information:

Marisa Hildebrand
Inbound Sales Manager

SOURCE: Flexia


View source version on

More Austin News

Access More

Sign up for Austin News

a daily newsletter full of things to discuss over drinks.and the great thing is that it's on the house!