Born of necessity. The Feelix Yoga Strap is designed and tested by yogis who move, with things to carry.
Soft against the skin with quality stainless steel rivets it is guaranteed to hold up against the tightest of muscles.
Fed up with trying to carry a mat by hand or armpit, Feelix designer Jen Paynter, pulled the strap off a broken satchel way back in the early naughties and re-configured it. Fast-forward through a decade of practice and she finally takes herself to yoga school to become a teacher. Recognizing an equipment upgrade was in order to allow her to carry her mat on the train or while cycling to training. She not only designed a universal strap but an entirely new way to carry a mat (and other long cylindrical things). It's kind of cool.
With yogi values central to the business philosophy of 108 Yoga Road, Jen intentionally chose to manufacture locally supporting other small businesses. Finishing, packing and custom etching are all done in-house.
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Prototypes designed before real-world testing.
Kilometers traveled during testing.
Hours of yoga practice held by the test team.
Jen Paynter goes to Yoga Teacher Training YTT200. Even with tetris-level packing skills she struggles to carry everything she needs on public transport.
Taking her handy skills to the next level, she volunteers with Habitat for Humanity to build a house and takes her yoga mat with her. Testing the first prototypes on the international trip, through airports, on scooters, buses, taxis proves to be a success.
Confident the design can hold up to the rigor of yogi's needs, a team of testers is recruited, barely a month before the world closes.
The first straps are made thanks to a successful crowdfunding campaign. All materials in the straps are locally made and sourced from Australian suppliers.
The new design wins Silver at the Muse International Design Awards for sporting and fitness products.
An exciting year of bringing yoga straps to the world with appearances at the Mind Body Spirit Festival, Bourne and Boho Luxe markets, and Bendigo Yoga Festival.
A new campaign to demystify yoga begins, with production commencing late in the year for a TV Show. Stay tuned!