About Us

It started as a birthday present.

I made the first Good Flex for my partner, Lana.

She’s been working remotely for years, spending long hours at her desk. Like so many people, she was dealing with back pain, stiff joints, and the quiet toll of sitting still for too long. But for her, it went a little deeper—she lives with lupus (a chronic autoimmune disease), which makes movement, mobility, and joint support not just helpful, but essential.

I’d seen something similar online, but it wasn’t available here in South Africa. So, being a woodworker, I decided to rework the design and make one for her. Something that would make her feel better without needing extra effort.

It worked.

So when her dad, Bradley (my now co-founder), came by the farm to wish her happy birthday and saw her standing on it, the gears started turning. We got talking about how to improve it, how to make it sturdier, more versatile, better for long-term use. One idea led to another, and we headed straight into research and development—right here in the workshop on our farm in the Overberg.

We built The Good Flex to help Lana. But the more we refined it, the more we realized: this isn’t just for her.

It’s for anyone who works at a desk.

It’s for people with joint pain, chronic illness, or tech neck.

It’s for those who want to feel better in their bodies without adding more to their to-do list.

We believe that preventing burnout starts with the little things—like what’s under your feet. And that healthy movement should feel natural, effortless, and good.

The Good Flex is still evolving. We’re always testing new improvements and love hearing from customers about what works and what could work even better. So if you have thoughts, we’re listening.

Thanks for being part of the journey.

– Hugh

Co-founder, The Good Flex