March 2019 - Hex Performance hires new CEO, plans Boulder operation

March 2019 - Hex Performance hires new CEO, plans Boulder operation

Hex Performance LLC, a line of eco-friendly cleaning products for activewear fabrics, has a new CEO and will open a dual headquarters in Boulder.

Tom Arcuri will serve as CEO, starting immediately. Arcuri’s background is in consumer packaged goods category, most recently at Ripple Foods, Celestial Seasonings and Method.

“With the rise in popularity of premium athleisure and the boom in the wellness industry amongst millennials, Hex Performance is at a pivotal position to grow as a leading fabric care solution for the next generation of laundry-doers,” Drew Westervelt, founder of the company, said in a prepared statement. “Tom’s leadership approach combined with his experience in the cleaning space and his astounding success at building start-ups will be critical as we bring Hex into a new chapter.”

Westervelt, a former pro-athlete, creating Hex Performance in 2016 after experiencing challenges with traditional detergents.

The company was founded in Baltimore but as it plans to grow will be dual located in Boulder and Baltimore, a spokesperson for the company told BizWest.

Hex is found in more than 2,500 retailers, including Target and Amazon.

Arcuri will oversee retail and marketing for Hex, with a focus on leveraging the company’s patented technology of more effectively cleaning performance fabrics.

“I am ecstatic for the opportunity to work with HEX Performance, a game-changing product and the incredible people behind it,” Arcuri said. “The innovative HEX technology that drives the product’s unparalleled performance is an exciting starting point to build a powerful brand in the cleaning category…

Avalon Securities, Ltd. has acted as exclusive Advisor and Placement Agent to Hex Performance.