How an Iconic American Brand Grew Loyal Shoppers 50% in One Year

About Flex Seal: From a TV Spot to America's Repair Kit

A family-owned Florida brand that made rubberized sealant a household name

The Flex Seal Family of Products is made by Swift Response, LLC, a family-owned company in Weston, Florida, founded in 2011 by brothers Phil and Alan Swift. Phil, the inventor, CEO and on-screen spokesman, turned a liquid rubber sealant in a spray can into one of the most recognized repair brands in the United States, largely through commercials that show the product doing things nobody expects a can to do.

The family now covers sealants, tapes, caulk, coatings and adhesives, from the original Flex Seal spray to Flex Tape, Flex Paste and Flex Glue, and is sold through major retailers in more than thirty countries. The official store, flexsealproducts.com, runs on Shopify and sells the full range direct to consumers, from single cans to multi-packs, merch and storm-season flood protection.

The Challenge

Flex Seal does not have an awareness problem. Almost everyone in America has seen the commercials. What a famous retail brand has to work for is the second order on its own store.

1. The shelf owns the customer

When a can of Flex Seal is bought at a home improvement chain or a marketplace, the retailer keeps the receipt, the email address and the purchase history. The brand that made the product never meets the person who used it. Every sale through flexsealproducts.com is a chance to start a direct relationship, but only if the shopper has a reason to come back to that store rather than the nearest shelf.

2. Repairs are driven by need, not habit

People buy sealant when the roof leaks, the gutter cracks or a storm is on the way. Between projects there is no natural trigger to visit a repair brand's website, so without something pulling customers back, each order risks being a one-off.

3. The reward had to make sense in a second

Flex Seal sells to a mass audience, not to loyalty enthusiasts. A program built on points with fuzzy conversion rates and complicated rules would be ignored. The reward needed to be something a shopper could understand at a glance and see the value of on the very next order.

The Solution

Flex Seal partnered with Gameball in September 2024 and launched Flex Rewards on its Shopify store, with purchase rewards paying out from January 2025. Gameball runs the points ledger, the levels and the redemption logic through its Shopify app, and the Flex Rewards widget sits on every page of the store, so shoppers can join, check what they earn and see their level without leaving the page they are on.

Inside Flex Rewards

Flex Rewards is built to be understood without reading the terms. There is one earn rate, one point value and five levels, and each of them is printed right in the widget.

Cash back you can work out in your head

Shoppers earn 1 Flex Point for every $1 they spend, and every Flex Point is worth $0.05 off a future order. That makes the whole program one number: 5% back on everything. Because the value is fixed and public, the store can talk about rewards in dollars instead of points, with product listings showing, for example, $1.25 in cash back on a $25 Spray MAX 2 Pack.

Five levels named for the people who fix things

On top of the base earn rate, lifetime spend moves members through five levels. Each one is named in the brand's own voice, and each comes with a one-time entry reward in Flex Points.

The names do a lot of work. A contractor or a serious weekend fixer can see exactly where they stand and what the next step is called, and the progression rewards the customers who buy the most, without changing the simple 5% that everyone gets.

Spent where it was earned

Flex Points are redeemed as a discount on the shopper's next order at flexsealproducts.com. They cannot be spent at a retail chain or a marketplace, which is exactly the point: the balance earned on one repair becomes a reason to buy the next one direct.

The Results

Flex Rewards has one job: give shoppers a reason to buy on the official store and come back to it. Gameball's platform data shows the program doing that at scale, and growing year on year.

Rewarded purchases up 50% year on year

From January to September 2026, rewarded purchases on flexsealproducts.com were 50% higher than in the same months of 2025. Every month from March to September 2026 came in ahead of the same month a year earlier, and July 2026 set the program record at 1.9 times the volume of July 2025.

More than $109K in cash back, all of it pointing back to the store

Shoppers have earned 2.2 million Flex Points since launch, worth more than $109K in cash back. Every dollar of that can only be spent at flexsealproducts.com, which turns a reward into a standing reason to place the next order direct.

The program follows the seasons

Rewarded purchases rise when repairs do. November 2025, the Black Friday month, was the strongest month of the program's first year. The spring and summer of 2026, heading into storm season, then pushed it to new records, with May to August 2026 the four biggest months since launch.

Why It Worked

1. One number to remember

5% back on everything is a promise a shopper can repeat to someone else. There are no categories to track and no conversion tables to read. When the value of a reward is obvious, it actually changes where people choose to buy.

2. The program sounds like the brand

Quick Fixer, Handy Hero, Repair Rockstar, DIY Legend. The levels are written in the same voice as the commercials, so Flex Rewards feels like part of Flex Seal rather than a loyalty tool bolted onto the checkout.

3. Rewards only work on the official store

Cash back that is spendable only at flexsealproducts.com is the one thing a retail shelf cannot match. It gives the direct channel a reason to exist beyond price, and it compounds with every order.

4. Built on Shopify, not around it

Flex Rewards runs on Gameball's Shopify app, connected to the store's customer accounts and orders. Points land automatically on paid orders and the widget is live across the storefront, so the program keeps running without a team manually issuing rewards.

5. Spend levels reward the customers who matter most

Everyone earns the same 5%, but customers who spend $1,000, $2,000, $3,000 and $5,000 over time are recognized with a new level and a bonus at each step. That keeps the base program simple while still giving the heaviest buyers something to climb toward.

The Takeaway

A blueprint for well-known brands selling direct on Shopify

Most famous consumer brands sell the majority of their volume through retailers they do not control. Their own store is where they can build a relationship, but only if shoppers have a reason to choose it. Flex Seal's answer was not a bigger discount. It was a simple, branded cash back program that makes every direct order worth a little more than the same can on a shelf.

For any brand in the same position, the Flex Rewards approach is worth copying:

1. Pick one earn rate and one point value, and say them in dollars

2. Make the reward spendable only in your own store

3. Name the levels in your brand's voice

4. Reward lifetime spend without complicating the base offer

5. Put the program on every page, not behind a menu

6. Run it on your commerce platform so it works automatically from the first order