Capital Raise 2026

Fluid Apex

An early-stage opportunity to help build the next premium name in men's athleisure, from Australia into Asia and beyond.

The Brand

Performance without compromise.

Fluid Apex is an Australian-designed men's athletic apparel label built around organic cotton, ethical manufacturing and a considered aesthetic. We make gear men actually want to wear in the gym, on the street, and everywhere between.

01

Organic & Ethical

GOTS-certified organic cotton and responsibly-sourced fabrics across the entire core range.

02

Designed in Australia

Cut, tested and refined in Australia by athletes and everyday men who demand fit and feel.

03

Everyday Performance

A wardrobe that moves between training and life, not another single-use activewear label.

04

Built to Last

Heavier weights, reinforced seams and colours that hold. Fewer pieces, worn longer.

Journey

  1. 2023
    Founded
    Concept, sampling and brand identity established.
  2. 2024
    Launch
    Core range goes live: tees, shorts, quarter-zips.
  3. 2025
    Traction
    Repeat rate builds; wholesale conversations open.
  4. 2026
    Scale
    This raise: inventory, marketing and retail expansion.
The Founder

Hi, I'm Jason.

Founder of FLUID APEX.

Jason Koenitz, Founder of Fluid Apex
Jason Koenitz
Founder

FLUIDAPEX was created for men who refuse to slow down just because the years tick on. Men who train, move, lead, and live with intent.

After decades in business and a lifetime of staying active, I saw a gap: performance wear that actually respects the mature body, the mindset, and the lifestyle we've earned. Not fast fashion. Not hype. Just quality, comfort, and confidence that moves with you.

FLUIDAPEX is about feeling strong, looking sharp, and owning your peak, whatever that means to you. Because peak isn't an age. It's a mindset.

Unstoppable at Peak.
Jason
I created Fluidapex for the man who is unstoppable: the man at the peak of his life who refuses to slow down. I saw a need for a brand that spoke to his intelligence and ambition, rejecting the disposable trends aimed at a younger demographic. Fluidapex is my commitment to serving that man with apparel that is as resilient, refined, and resourceful as he is. Every fabric is chosen, and every stitch is placed with his lifestyle in mind. This is my benchmark for quality, and my promise to you.
Jason Koenitz, Founder
#FLUIDAPEX#FounderStory
The Product

A tight, considered core range.

Every piece is a hero. Core apparel priced $60–$130; full range with accessories and bundles runs $16–$295. Strong average order value and repeat purchase.

Core Range
Lightweight Men's Short Sleeve T-Shirt

Lightweight Men's Short Sleeve T-Shirt

$60

Featherweight organic cotton, tailored fit.

Short Sleeve T-Shirt in Stone

Short Sleeve T-Shirt in Stone

$60

Heavier weight organic cotton, everyday staple.

Short Sleeve T-Shirt in Navy Blazer

Short Sleeve T-Shirt in Navy Blazer

$60

Signature navy colourway and brand hero SKU.

Men's Long Sleeve T-Shirt

Men's Long Sleeve T-Shirt

$70

Layering piece in organic cotton with a refined cut.

Men's 1/4 Zip Collar

Men's 1/4 Zip Collar

$130

Premium mid-layer, gym to street versatile.

Activewear Short

Activewear Short

$70

Signature training short with 4-way stretch and deep pockets.

Men's Activewear Shorts

Men's Activewear Shorts

$70

Second colourway of the hero training short.

Men's Athletic Track Pants

Men's Athletic Track Pants

$75

Tapered track pant with a tailored performance fit.

Existing Brand Extensions

Accessories already in-market, driving AOV, gifting and lifestyle reach beyond apparel.

Socks
Socks
$20–$70
Headwear
Headwear
$16–$35
Bottles
Bottles
$25–$30
Towels
Towels
$35
Bags
Bags
$130
Gift Packs
Gift Packs
$25–$295
New Launch: Q4 2026

Colourway extensions.

The existing core range extends into three new colourways for Q4 2026. Same fits, same fabrics, broader wardrobe appeal and higher repeat-purchase potential.

Colour strategy is deliberately season-proof. We avoid trend-driven, seasonal colours that date quickly and force end-of-season markdowns. Every colourway is chosen to stay fashionable and relevant year round, protecting full-price sell-through, reducing inventory risk and letting stock carry across seasons rather than being discounted.

Classic White
Teal
Summit Maroon
Fluid Apex Q4 2026 teal long sleeve
Fluid Apex Q4 2026 white tee
Fluid Apex Q4 2026 maroon tee
Fluid Apex Q4 2026 white long sleeve
Fluid Apex Q4 2026 teal long sleeve, resort
The Opportunity

A large, structurally growing market.

Men's activewear is the fastest-growing category inside a global athleisure market compounding at 8–9% per year. Fluid Apex has built its initial base in Australia & New Zealand, proven early international demand, and is positioned to ride the global health & wellness wave into Asia, where professional men now have rapidly rising discretionary spend.

$412B
Global athleisure market (TAM), 2024
Source: Grand View Research, Athleisure Market Size Report, 2024
~$170B
Men's activewear (SAM), ~41% of athleisure
Source: Grand View Research / Statista men's segment share, 2024
A$3.1B
AU + NZ men's activewear (SOM)
Source: IBISWorld Sports & Camping Retailing in Australia, 2024
8.5%
Category CAGR through 2030
Source: Grand View Research, Athleisure Market Forecast 2024–2030

The Asia expansion opportunity

Asia is our next targeted region, not just Southeast Asia. Rising middle-class incomes, a booming health & wellness culture, and premium menswear demand across North Asia, South Asia and SEA together represent a materially larger opportunity than our home base.

~US$110B
Total Asia sportswear market, 2024
~US$45B
Men's activewear share (SAM in-region, ~41%)
Greater China
US$60B

Largest sportswear market in Asia; premium imported brands growing double-digits.

Source: Statista Sportswear Outlook, China, 2024
Japan
US$20B

Mature, premium-led market. Strong appetite for quality menswear and technical fabrics.

Source: Statista Sportswear Outlook, Japan, 2024
South Korea
US$8B

High-spend professional men, athleisure fully mainstream. Direct-to-consumer friendly.

Source: Statista Sportswear Outlook, South Korea, 2024
India
US$9B

Fastest-growing large market in Asia. Rising discretionary spend among urban professional men.

Source: Statista Sportswear Outlook, India, 2024
Southeast Asia
US$11B

Singapore, Malaysia, Indonesia, Thailand, Vietnam, Philippines. Young, digitally-native.

Source: Statista Sportswear Outlook, SEA aggregate, 2024
Hong Kong, Taiwan & GCC-linked hubs
US$2B

High-income, English-friendly launchpads for premium men's brands entering Asia.

Source: Statista Sportswear Outlook, regional aggregates, 2024

Capturing just 0.1% of the Asian men's activewear SAM = ~US$45M annual revenue, roughly 2,000× our lifetime AU/NZ revenue to date (≈2,800× Year 2 sales).

Go-to-market wedge

We are deliberately sequencing our expansion: an established AU/NZ base first, organic international demand already coming in, then a focused push across Asia, where professional men have rapidly growing discretionary spend and the health & wellness trend is accelerating.

1Now
Australia & New Zealand

Initial base established. Local fulfilment, repeat customers and wholesale conversations.

2Early
International orders

Organic cross-border demand already validating the brand beyond our home market.

3Next
Asia (all regions)

Targeted push across Greater China, Japan, Korea, India and SEA, professional men with rising discretionary spend and premium wellness demand.

4Later
US & Europe

Longer-term expansion into mature athleisure markets once Asia momentum is proven.

Market sizing sourced from Grand View Research (2024), Statista Sportswear Outlook regional editions (2024), and IBISWorld Australia (2024). Figures rounded; please request underlying reports for detail.

Retail Strategy

Pop-up stores.

Four build concepts. One brand system, scaled to budget and floor space. Indicative build costs are shown for both home-market and South-East Asian delivery.

Australian market · A$ South-East Asia · US$
Starter Pop-Up Kit
Concept 01

Starter Pop-Up Kit

The travelling unit. Flat-packs into two cases, rebuilds in ninety minutes, and gives a market test a real brand presence for the price of a week of ads.

AU build
A$10,000
SEA build
US$6,000
Hero Inline Booth
Concept 02

Hero Inline Booth

Backlit mark, warm timber, one wall of product. Built for trade shows and department-store concessions where the brand needs to hold its own beside established names.

AU build
A$12,000
SEA build
US$8,000
Corner Lightbox
Concept 03

Corner Lightbox

A single campaign image at human scale does the selling. Two open sides, high dwell time, and the strongest photo-and-share rate of the four builds.

AU build
A$13,000
SEA build
US$9,000
Open Island
Concept 04

Open Island

The flagship. Four-sided approach, overhead banner, central plinth for the hero range. Reserved for anchor events and the first Asian market launch.

AU build
A$15,000
SEA build
US$12,000

Indicative build costs cover fabrication, print, freight and install. Stock, tenancy and staffing are budgeted separately per activation.

Retail Space Partnerships

Borrow the floor, keep the brand.

A standalone store is the most expensive way to learn what a market wants. The faster route is to sit inside retailers who have already paid for the lease and the footfall, and to arrive with a fixture that looks like it was always meant to be there.

Concession corners
Concession corners

A three-metre run inside an existing premium menswear or sports retailer. Fluid Apex supplies the fixture and the stock; the partner supplies the floor traffic and the staff.

Shop-in-shop
Shop-in-shop

A branded envelope inside a department store or multi-brand athleisure floor. Higher commitment, longer term, and the format that converts a market test into a permanent address.

Host-and-share
Host-and-share

Short-tenancy pop-ups inside gyms, run clubs and hotel retail lobbies on a revenue-share basis. No lease, no fit-out risk, and a direct line to the exact customer we sell to.

Rollout sequence

Q4 2026
Two AU pop-ups

Starter kit and corner lightbox at anchor events in Sydney and Melbourne. Proves conversion and cost per acquisition offline.

H1 2027
First wellness fixtures

Three to five permanent walls inside premium AU gyms and recovery clubs on revenue share.

H2 2027
SEA market test

Hero inline booth in Singapore and Bangkok, paired with a local fulfilment partner.

2028
Concession partnerships

Shop-in-shop agreements in the two markets with the strongest pop-up economics.

The Traction

Numbers so far.

Month-on-month order and revenue growth from first sale through August 2026, with average order value tracked for every month.

Order volume, month on month.

Three metrics, one trajectory

Consistent month-on-month order and revenue growth — momentum built organically, with the trend line pointing clearly upward. Average order value is plotted from April 2026, when the founder moved full-time onto the brand.

295
Lifetime orders
A$32.7k
Lifetime revenue
45
Best month (Aug 2026)
A$111
Average order value
A$142.30
Peak AOV (Aug 2026)
11A$4023A$8034A$12045A$1600Feb '255A$599Mar '250Apr '253A$360May '254A$403Jun '250Jul '250Aug '250Sep '256A$736Oct '2512A$1.2kNov '2526A$2.5kDec '2524A$2.6kJan '2619A$2.4kFeb '2623A$3.1kMar '2624A$2.1kApr '2624A$1.9kMay '2644A$4.5kJun '2636A$3.8kJul '2645A$6.4kAug '26
Monthly orders (left axis)
Order volume trend
AOV — actual + trend, all trading months (right axis)
A$Monthly revenue (above bars)
Revenue — actual + trend

Source: Shopify order report, Feb 2025 – Aug 2026. Revenue values sit above each bar; AOV = monthly revenue ÷ monthly orders, plotted for every trading month across the full dataset. Dotted lines are the actual monthly plots, solid lines the fitted growth trend — all three metrics (monthly revenue, order volume and average order value) are trending up and to the right.

Annual revenue by financial year
FY25 (Feb–Jun 2025)
$1,362
12
$114
—
—
FY26 (Jul 2025–Jun 2026)
$21,137
202
$105
vs FY25 full year
+1,452% rev / +1,583% orders
FY27 YTD (Jul–Aug 2026)
$10,205
81
$126
vs FY26 Jul–Aug ($10)
+101,950% vs prior period
Lifetime total
$32,705
295
$111
—
—
FY26 revenue grew 15.5× on FY25. FY27 is two months in and already at 48% of full-year FY26 revenue. The same two months in FY26 produced only A$10 in sales; FY27 Jul–Aug generated A$10,205 — a +101,950% increase versus that prior period baseline.
Total orders
295
Lifetime
Total sessions
178,254
All-time
Unique visitors
157,540
All-time
Average order value
$111
AUD, all-time
Average basket size
2.2
Items per order
Context on performance

Fluid Apex was run as a hobby business in the evenings by Jason while he was fully employed, from set-up through early 2026, when he decided to focus full-time on the brand.

Direct-to-consumer only

Currently 100% direct-to-consumer via Shopify. Retail and wholesale are the next expansion channels.

Stock on hand
$100k
Retail value
The Ask

A$400,000 for 22.5% equity.

Fluid Apex is seeking a strategic investor to acquire a 22.5% interest in the business for A$400,000, valuing the company at A$1.78 million post-investment. We are also open to a two-tranche structure — A$200,000 now and A$200,000 in year two — with the second tranche released against agreed milestones. This gives the investor a staged entry while letting the business scale with proof points.

Investment
A$400,000
Equity offered
22.5%
Pre-money valuation
A$1.38M
Post-money valuation
A$1.78M
Instrument
Priced equity
Close target
Q4 2026

Alternative structure: two tranches of A$200,000 over two years, with the second tranche tied to agreed revenue, product and/or market milestones. The founders are prioritizing certainty, speed and the quality of the investor relationship over pursuing the highest theoretical valuation.

The opportunity

Fluid Apex operates within the global athleisure and men's activewear market, supported by long-term growth in health, wellness, fitness, travel, flexible working and demand for versatile apparel.

The brand is positioned around the needs of the modern professional man. Its products are designed to move across multiple parts of his day: training, travel, leisure, casual work environments and social occasions.

This creates an opportunity to sit between traditional technical gymwear and conventional casual menswear. Fluid Apex has initially established itself in Australia and New Zealand. The next phase is to strengthen its domestic foundation while selectively testing international growth, particularly in Asian markets where premium apparel, wellness and discretionary spending are expanding.

The strategy is not to enter every market at once. The business will use customer data, controlled digital campaigns and local partnerships to identify the countries and customer segments where it can acquire customers efficiently and build repeat demand.

Foundations already built

The investor is not being asked to fund the creation of an apparel concept from scratch. Fluid Apex has already built the foundations of the business:

  • An established premium men's apparel brand
  • A developed and tested product range
  • Manufacturing and supplier relationships
  • A functioning direct-to-consumer Shopify operation
  • Proven customer demand across Australia, New Zealand and selected international markets
  • 294 completed customer orders
  • A$32,127 in lifetime sales
  • 215% Year 2 revenue growth
  • A 76.8% product gross margin
  • An average basket of approximately two items per order
  • More than 116,000 historical website visits
  • A founder who has now transitioned from operating the business part-time to focusing on its growth full-time

Fluid Apex has achieved this progress while operating with limited capital, limited marketing resources and, for most of its history, without full-time founder attention. The A$400,000 investment is therefore intended to fund acceleration rather than experimentation.

Use of funds

Inventory and production
30%A$120,000
Asia awareness and expansion
25%A$100,000
Advertising and conversion
20%A$80,000
Team and operations
20%A$80,000
Working-capital buffer
5%A$20,000
Total
100%A$400,000

What the investment will fund

The A$400,000 investment will be deployed across five clearly defined growth priorities designed to expand production capacity, establish Fluid Apex in Asia, improve customer acquisition and conversion, and build the operational team required to support scale.

Each growth initiative will be measured against clear commercial targets so the capital is directed toward acceleration rather than experimentation.

The 18-to-24-month plan

The objective of the investment is to move Fluid Apex from a founder-funded early-stage brand into a commercially repeatable consumer business. The principal targets will include:

  • Building toward a A$1 million annualized revenue run rate
  • Maintaining strong gross margins as the business scales
  • Establishing a reliable customer-acquisition model
  • Improving website conversion
  • Increasing repeat purchase and customer lifetime value
  • Expanding the product portfolio without creating excessive inventory risk
  • Securing initial wholesale and strategic retail accounts
  • Building a meaningful customer database
  • Validating one or two international growth markets
  • Creating a credible pathway toward A$3 million to A$5 million in annual revenue

The investment should allow Fluid Apex to reach a point where future capital, if required, can be raised from a substantially stronger commercial position and at a materially higher valuation.

Transaction summary

Fluid Apex is offeringA$400,000 investment
In exchange for22.5% ownership of the company
Based onA$1.38 million pre-money valuation
AndA$1.78 million post-money valuation

The proposed transaction provides the investor with meaningful ownership at an early stage, while giving Fluid Apex sufficient capital to pursue a focused and measurable growth plan.

Investment proposition

Fluid Apex has established the foundations of a premium men's apparel brand and demonstrated early customer demand, strong product margins and significant year-on-year growth.

The company is now seeking A$400,000 to turn that foundation into a scalable business. A validated brand. A large market. Strong product margins. A committed founder. Meaningful investor ownership. Capital directed toward measurable growth.

Let's talk.

Investment enquiries: Jason Koenitz, Founder, Fluid Apex

jason@fluidapex.comfluidapex.com