New drug-free gel addresses joint pain and stiffness for a healthier, active lifestyle

FLEXISEQ Sport, the new drug-free gel for those who want to protect and care for their joints, has launched in the UK.

The product, which will initially retail in a 100g pack size priced at £34.98, is now available for consumers to purchase exclusively at all LloydsPharmacy stores and online, with availability in other major retailers such as Boots and Superdrug from April.

Pro Bono Bio, the parent company behind the brand, has invested significantly in an integrated marketing campaign to support the launch, which includes a line-up of international rugby ambassadors to emphasise key messaging around the product, including TV advertising, sports events advertising (perimeter and balcony), digital advertising and PR support. The company has also invested in an ongoing social media campaign.

John Mayo, CEO of Pro Bono Bio said, “We’re extremely excited about the launch of FLEXISEQ Sport. As a completely drug-free product that prevents joint pain in all sports players, from leading athletes to those who play for fun in their spare time, we’re anticipating strong demand.

“The success of our original brand, FLEXISEQ, has seen LloydsPharmacy push for an exclusive opportunity to stock FLEXISEQ Sport and we’re delighted to be working with them during the product’s initial UK launch period.”

FLEXISEQ Sport will be serving a market of almost 30 million active adults in the UK* who take part in at least one hour of sport or exercise every week.

Louise Martin, head of category management at LloydsPharmacy, said: “We are excited to have exclusivity of FLEXISEQ Sport at LloydsPharmacy having seen an overwhelming response from our customers and patients on the launch of FLEXISEQ.

“Pain management is a key area for LloydsPharmacy, so it is important for us to offer our patients the most innovative healthcare products to help them manage their pain, and we’re pleased that FLEXISEQ has had a positive impact on people’s lives.”

FLEXISEQ Sport is suitable for all active people and has been tested on and developed by professional athletes across a range of sporting disciplines to manage joint pain and restore function, without the use of drugs.

While the product is clinically proven to relieve the symptoms of all stages of osteoarthritis, including pain and stiffness, its use in sport has generated some remarkable examples of injury rehabilitation. As it is tested for contaminants to WADA standards (one part in a hillion), FLEXISEQ Sport is the safest choice for all athletes from both a clinical and professional perspective.