02Phlex Swim

Phlex 1.0. EDGE was a goggle-mounted swim tracker with real-time heart rate and in-water haptic alerts. I ran the Indiegogo campaign that funded it: the strategy, the page, the launch film, and the athlete shoot with Olympian Calvyn Justus.

Phlex 2.0. In 2023 Phlex moved from its own hardware to a software platform paired with the Polar Verity Sense heart-rate sensor. I developed the iOS app and the native Apple Watch app, so swimmers could train with a device they already owned.

I managed the partnerships that made 2.0 work: Polar on the hardware side, Arena on the league and its athlete ambassadors. In parallel I sold Phlex to teams and clubs, onboarding coaches onto Phlex PRO so they could follow a whole squad’s training from one dashboard.

I worked with sports scientist Eva Piatrikova to define how Phlex measured effort: training zones, set recognition, stroke metrics, and training load. That work became the basis for the app’s analysis and, later, the league’s Splash Score.

A global, gamified swimming community inside the Phlex app. Swimmers join teams led by Olympic and world-class athletes who set workouts and keep them motivated, then log pool or open-water swims on an Apple Watch or Polar Verity Sense.

Every swim earns splash points based on intensity, feeding team scores and global leaderboards. Seasonal battles, levels, and prizes ran through partners including Arena, whose champions became league ambassadors for a three-month season.

Alongside the business, I directed, shot, and edited most of Phlex’s films: athlete stories with Calvyn Justus and Cody Miller, the launch teaser, and the product explainers. For the flagship “Every Breath Is Fuel” commercial I produced and cut the social edits while Innerbloom Film directed.