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Silver Design Win - Australian yoga strap on the international stage.
"It’s such a thrill to be chosen amongst these huge brands..."
Lift Women - Take your Zen with You
"Your yoga mat is meant to be a place of zen..."
Kickstarter Fail - Lift Women Collaboration
"In the start-up space stats for female founders aren't great..."
Kickstarter Launch - Take your yoga kit up a notch.
"If you’ve ever struggled to keep your yoga mat under control getting it to or from class..."
108 Yoga Road is a female run, independent company founded on the ancient Yama principles of Pantajali, specialising in a yoga mat carry strap, hand-made in Melbourne. It is yogi tested, yogi approved.The Feelix Yoga Strap launched on Kickstarter on 10 June 2021 and is the first strap of its kind to provide the full functionality of a yin stretching strap with a carry strap. The Kickstarter campaign made it over half way but was ultimately unsuccessful. The campaign re-launched on women led start-up crowdfunding platform Lift Women and was not only the first ever campaign but the first successful campaign!
Travel effortlessly to places you need to be with your mat kept secure. The intricate lock and smooth, firm strap can be used in multiple configurations to suit your mode of transport. While the removable locking system allows you to use the strap for all your yin stretches.
Jen first came up with the idea for Feelix in 2018 when trying to carry her mat and her backpack while cycling. There were over 100 prototypes before the first design made it into the hands of yogis for official testing. A couple of tweaks were made to improve the durability and usability in 2020 before launching in 2021.
14 days the locks were left outside, exposed to the raw elements of Melbourne weather (ie everything!) for testing.
2+ years of development to launch
100+ prototypes designed
1,000+ hours yoga experience held by the small team of yogi testers
20,000km'ish of travel through 4 international airports, on planes, buses, a boat, taxi/uber, scooters, public transport, bicycle, trains undergone - before the prototype was shared with the official testing team.
100,000 goal for number of followers on social media - kidding. I just want the people who love yoga and want a beautiful ethical yoga strap, or people who have things they need to carry and are looking for a new way to do so.
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All images copyright 108 Yoga Road 2021