Hex Performance Partners with IRONMAN in The United States

September 2nd, 2015

HEX Performance named The Official Detergent of the IRONMAN North American Series and will be available at U.S. retailers beginning in September

TAMPA, Fla./BALTIMORE, Md. (September 2, 2015) – HEX Performance LLC (HEX) announced today a multi-year partnership agreement with IRONMAN to become The Official Detergent of the IRONMAN North American Series. Hex Performance products are a line of cleaning solutions engineered specifically for synthetic fabrics typically found in modern technical athletic apparel and gear.

“We are proud to partner with HEX Performance as their products deliver results and solve a problem all athletes face,” said Bill Potts, Vice President of Global Licensing and Partnership Services for IRONMAN. “The HEX IRONMAN product is specifically designed to meet the active needs of our athletes by using advanced cleaning agents to restore and protect high-tech race gear while also providing odor-fighting technology.”

Professional lacrosse player Drew Westervelt created HEX products to solve a problem he faced daily: getting his lacrosse pads, gear and playing apparel thoroughly clean without ruining them. HEX’s proprietary formulas gently clean and protect performance fabrics from bacteria associated with sweat and moisture. Items treated with HEX products are instantly fresher, last longer and perform as they were intended.

“Partnering with IRONMAN was a natural fit for the HEX brand,” says Westervelt. “IRONMAN athletes are my heroes. The mental and physical toughness required just to finish a single race is beyond anything most people can imagine.”

The partnership with IRONMAN includes HEX’s participation at many IRONMAN® events through the remainder of the 2015 race season, including the 2015 IRONMAN World Championship presented by GoPro in Kailua-Kona, Hawai`i on October 10, 2015.

Beginning in September 2015, HEX Performance will begin shipping four products in exclusive IRONMAN packaging to sporting goods retailers, including:

  • Power+ Laundry Detergent: concentrated but safe enough for everyday use to clean workout apparel. No dyes, fragrances, or optical brighteners; dermatologist tested, odor eliminating, stain fighting; works with all washers including high efficiency (HE).
  • Enhance+ Performance Booster: used with Power+ Laundry Detergent to add softening and scent while preserving a fabric’s performance capabilities.
  • Ultra+ Gear Wash: a two-step system that cleans the un-cleanable, such as packs, gloves, pads, straps, covers, and sports medicine braces. Also scent and dye free; works with automatic washer cycles to deliver each solution separately.
  • On Demand: a handy on-the-go spray to keep HEX treated items fresh, or treat surfaces skin may come in contact with such as yoga mats or gym pads. On Demand is alcohol free too so it won’t degrade the items treated with it.

For more information on the IRONMAN line of HEX Performance products, please visit www.hexperformance.com/ironman. For more information on the IRONMAN brand and global event series, visit www.ironman.com. Media may contact press@ironman.com.



The iconic IRONMAN® Series of events is the largest participation sports platform in the world. Since the inception of the IRONMAN® brand in 1978, athletes have proven that ANYTHING IS POSSIBLE® by crossing finish lines at the world’s most challenging endurance races. Recognized for excellence through distinguished events, world-class athletes and quality products, IRONMAN has grown from a single race to a global sensation with more than 190 events across five unique brands: IRONMAN®, IRONMAN® 70.3®, 5150™ Triathlon Series, Iron Girl® and IRONKIDS®. For more information, visit www.ironman.com.

About HEX Performance

HEX Performance distributes cleaning products engineered to meet the demands of today’s performance athletic fabrics and gear. HEX keeps synthetic fabrics performing better, longer. Visit www.hexperformance.com/ironman.


2701 North Rocky Point Dr | Suite 1250

Tampa, FL 33607

(P) 813.868.5940 | (F) 813.868.5930



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Ellie Seifert

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