A casual peek into the
world of Flex.
FlexMami is A Best-Selling Author, TV Presenter, Podcaster, DJ, Media Influencer, Social Commentator, Speaker, Brand Consultant, Model, Founder and CEO. Yes– all that and more.
In essence, FlexMami gets paid to be herself. Recognised internationally as a digital and cultural icon, she creates and facilitates challenging, nourishing conversations, cultivates communities and creates very good content.
With a platform focused on legacy, intention, and reprioritising people, Flex’s superpower is cultivating dialogue and encouraging her community to think critically about themselves and the world around them.
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Business
+ Entrepreneurship
Named Instagram Australia’s #YoungEntrepreneur 2020, Flex is the Founder and CEO of the conversation card game, ReFlex. Conceptualised and designed in house, ReFlex was initially created as merch for her brand, stemming from Flex’s penchant for deep, meaningful conversation.
Building her platform on Instagram, Flex became known for being a keen conversationalist and a facilitator of memorable dialogue. ReFlex removed a “barrier to entry” and became an encouragement for her audience to be accountable to their desire to dive inward.
ReFlex went from one card game to ten and has since become the eCommerce store, Flex Factory, expanding to be stocked in shops like Sportsgirl, General Pants, Goop, Tibbs & Bones, and Gertrude & Alice.
The mission of ReFlex is “to show people everywhere the power of intimacy and deep connection through conversations. Memorable, enlightening, empowering, exciting, and game-changing conversations.”
Influencer
+ Media Personality
Flex Mami has always created her own mould as an influencer, with a key focus on legacy, intention, and doing things differently. Expanding from her career as a DJ working in beauty-industry events, Flex pivoted to beauty influencing, collaborating with Rimmel London, Maybelline, MAC, Fenty, and Crayola.
She consulted with Fluff Casual Cosmetics on making their first bronzers for dark skin and her edit with Nasty Gal prioritised fashion for plus-size bodies.
Named Instagram Australia’s Young Entrepreneur 2020 and E! Australia Social Star of 2020, Flex has also worked with Swarovski, L’Oreal, Balmain, MiuMiu, Prada, Frank Body, AMEX, Afterpay, Destination NSW, Tourism Tasmania, and many other global brands. She has been featured in Elle, Harper’s Bazaar, Marie Clair, Cosmopolitan, Nylon, Refinery29, and Man Repeller. Notably, she also had an eight-page spread in the June 2021 issue of Vogue Australia.
In true Flex fashion, she gets paid to be herself. Among the first social media influencers to monetise her Close Friends story, she sees her value as a creator and influencer and she is not afraid to establish her worth. Her platform has grown beyond social media and expanded into other projects like Future Group Chat, a space Lillian created as an app-based extension of her audience where people can have complex discussions in a self-sustaining ecosystem of conversation.
This is Flex’s superpower: cultivating dialogue and encouraging her community to think critically about themselves and the world around them. Her brand collaborations are so much more pay-to-place. They have lasting impact.
Tour
+ Corporate DJ
Flex has been active in the Australian music industry and nightlife scene since 2013. Self-taught through YouTube and the support of her peers, Flex has DJ’d nationally and internationally for artists like Billie Eilish, Doja Cat, SZA, Kaytranada, Tinashe, Goldlink, Masego, and more.
She has also worked with global brands, festivals, and on the radio: highlights include DJing for brands like Fenty Beauty, Nike, Adidas, JD Sports, and more; performing at Splendour in the Grass, Listen Out Festival, and Groovin’ The Moo; performing at the Archibald Prize, an esteemed award at the Art Gallery of New South Wales; DJing for stations like ABC/Triple J; and is currently the face of contemporary music of the Sydney Opera House.
In 2017, Flex signed with the DJ agency Maker, solidifying the name she had made for herself. Having put active and intentional effort into being present in the local, national, and international music scenes, Flex has distinguished herself as an exceptional DJ throughout her nearly decade-long career in the industry.
Hosting
+ Presenting
Since the early/mid-2010s, Flex has been an authority in news, entertainment, and music hosting. She has presented on MTV and hosted shows and segments on FBi, a local Sydney radio station. Her segment on Lucy Smith’s breakfast show “Up For It” was titled “Your Best Self” and defined itself as a “witty-as-fuck segment about self-betterment for 20-somethings,” a foreshadowing to her signature tenacious brand of critical conversation and self-accountability.
In 2018, Flex created the podcast “Bobo & Flex” with Bobo Matjila, a cross-continental psychology and lifestyle podcast centered around two Black women, connecting through their individual and unique experiences of Blackness. The podcast made conversations about race and identity more accessible to a larger audience and became a place where people could ask questions and think critically.
Expanding her brand as a full-time conversationalist, this is the same year that Flex wrote an e-book (the prequel to her bestseller, The Success Experiment). It is currently a Booktopia Top 10 Bestseller and Sydney Telegraph Non-Fiction Bestseller. The Success Experiment turned her expertise in self-betterment, self-accountability, and critical thinking into a career as an author.
Flex Mami has credits as a presenter with Build Series Sydney and a host with companies like Vodafone, VICE, MECCA, Samsung, and Bumble, as well as on MTV’s Total Request Live and the Overshare podcast with Mamamia (hosted by Kelly McCarren, Flex Mami, and Lama Zakhari). She has interviewed figures like Olivia Rodrigo, Cody Simpson, Guy Sebastian, Jessica Mauboy, Dean Lewis, Chani Nicholas, Chantelle Otten, and Thandi Phoenix.
More recently, Flex hosted the third-ever Spotify Original podcast, titled “Flex’s Semi Factual History Lessons.” She is now a panelist of Love Island After Party, stepping into the role through her humorous and thorough commentary of Love Island on her Instagram Close Friends story. Her brand and platform have transformed into international media opportunities.
A full-time conversationalist, Flex Mami has become a public figurehead and resident advisor on conversations about race and womanhood, leading these conversations well before they were popular in public discourse. In 2022, her name is still synonymous with paving the way for Black Australians.
Flex is currently the co-host of national flagship show Flex and Froomes on CADA.