Mountain Mayhem: Presidents’ Day Pop-Up

May Selby
Mountain Mayhem
Rasheen Smith, Flexpower CEO Heather Vandenberghe and Aspen brand ambassador Kimberly Bakker.
May Selby
Flexpower’s gondola plaza pop-up.
Courtesy photo.
Forest, Sari, May, Tom, Sarah, AJ, Abbie and Pamela at Betula.
Team Flexpower looking radiant.
Rasheen Smith sitting back at Snow Beach as a guest of Flexpower.
Jordan Curet photo
Kelsi Moore and Riley Clark at the Betula party.
Kicking back in the Flexpower Lounge.
Courtesy photo
A power couple at one of Flexpower’s parties.
Courtesy photo
Rasheen Smith and Amanda Vanderpool Ryan at the Chica apres party.
Courtesy photo
Handing out samples on a sunny Aspen afternoon.
Courtesy photo

Wellness brand Flexpower flexed its muscles over Presidents’ Day weekend with an Aspen pop-up featuring signature events and special offers. Known as the premier scent-free, pain relief lotion used by pro athletes around the world, Flexpower activations popped up at all Gorsuch locations, at the base of Aspen Mountain and elsewhere over the Feb. 18-21 run.

“As a newish local I am proud that I was able to hire so much local talent to join the Flexpower team!” said Kimberly Bakker, their Aspen brand ambassador. “Ranging from my promo team of ten, including my daughter, who distributed 30,000 samples over the long weekend to local pastry chef Barbara Sanchez who baked branded cookies to the Gym at Aspen whose owner was our onsite stretch therapist at the Flexpower lounge. We also had five local DJs and events at The Ski Shop, Betula, Creperie, Chica, Cloud Nine and Snow Beach.”

“Our mission at Flexpower is simple: to help people feel good,” said CEO Heather Vandenberghe. “We all want to wake up and go about our day feeling our best. Flexpower’s collection of natural products that relieve and even prevent pain are just what the active Aspen community needs, and we were so honored by the enthusiasm and warm welcome.”

Founded in 2000 by former Cal Berkeley athlete Rasheen Smith, Flexpower has seen its reach grow from the best-kept secret among professional athletes, trainers, and fitness enthusiasts to anyone looking to embrace a brighter, healthier, more actively engaged life. Today, Flexpower offers a full suite of all natural feel-good products designed to help people feel good, every day.

“At Gorsuch, we try to find really special products, before other retailers. Flexpower was just that kind of product,” said John Gorsuch. “We are excited to be launching such an innovative and exciting brand that inspires feeling good, to our client base.”

On Friday, Feb. 18, which they dubbed “Flexpower Friday,” The Ski Shop in Aspen hosted an après-ski social event that included samples of scent-free pain relief lotions Warm and Soothe and music by DJ Haasy.

Saturday and Sunday featured the Flexpower Lounge at the base of Aspen Mountain with music by DJ Romina, recharging stations, sampling and refreshments by Lemon Perfect, a refreshing, hydrating flavored lemon water with zero sugar and no artificial flavors or sweeteners.

On Saturday Feb. 19, the brand hosted two VIP experiences: a cabana at the newly minted Snow Beach atop Aspen Mountain; and a packed launch party at the chic restaurant Betula.

On Sunday, Feb. 20, Flexpower closed out the weekend by hosting the ultimate après-ski party at the base of Aspen Mountain at Chica, complete with branded orange hats and ice shots of Flexaritas and Power Palomas.