Behind the scenes of Velites with CEO Matias Hernandez Van Waes

This week, John and Adam sit down with Matias, CEO and founder of Velites, one of the most recognisable brands in functional fitness.

Matias shares the origin of Velites, the mindset behind the brand’s “Made Not Born” philosophy, and what it really takes to build products in the functional fitness space.

We dive into the evolution of Velites — from building jump ropes for friends at his local box to becoming the brand it is today, including sponsoring the CrossFit Games in 2025.

Matias also gives an inside look at what Velites is building next, sharing highlights from 2025 and teasing new products and announcements coming in 2026.

Whether you’re an athlete, coach, or someone who trains in functional fitness, this episode offers insight into building something meaningful, learning through failure, and staying committed to the process.

Velites: https://eu.velitessport.com/

The Progm at https://www.instagram.com/theprogrm/

The Progrm Hyrox: https://www.instagram.com/theprogrmhyrox

We have an EIC offer for you. You can get a 10% discount on all of The Progrm courses or the Athlete Academy, just pop in the code EIC at the checkout to get the deal. Visit https://theprogrm.com/ and take a look at the COURSES and ACADEMY and make your pick!

We have an EIC offer for you. You can get a 10% discount on all of The Progrm courses or the Athlete Academy, just pop in the code EIC at the checkout to get the deal. Visit https://theprogrm.com/ and take a look at the COURSES and ACADEMY and make your pick!

The Progm at https://www.instagram.com/theprogrm/