Gary Flaks

Founder & CEO

Gary moved to the USA from South Africa in 2007 after he successfully founded, grew and sold a 500+ store retail chain. From 2007 to 2010 he was a divisional vice president at The Children’s Place Retail Stores before deciding to create something of his own again. He founded Launch Footwear and launched Bushtec Adventure and Safari canvas products in the US market. He also spent the a few years developing and introducing VitaFilta to the market. Gary is a Chartered Accountant (CPA equivalent) with vast corporate and entrepreneurial experience.

Anthony Dickson

Production and Design Engineer

Anthony is an engineering graduate out of Georgia Tech. He spent 15 years at East West Manufacturing in Atlanta, most recently as their head of engineering until 2016. Anthony is responsible for engineering the VitaFilta water cooler.

Clive Goldin

Director of Sales

Clive spent 20+ year as a sales executive and partner at Protect-a-Bed, managing a large sales team of representatives nationally and was responsible for starting and growing the company in the USA.

Ted Finch


Ted is an experienced marketing specialist. He is the former VP of Marketing at General Electric, Senior VP at Motorola, VP of Marketing at Harcourt (Neiman Marcus, Sea World), and has built channels for over 400 products at Sony, Apple, Intel, HP, and others. In other words, he’s a “chanimal.”

Richard Flaks

E-commerce and Retail Consultant

Richard is an MBA and experienced retail executive currently at Chico’s. Formerly SVP at Big Lots, COO of Ruum American Kid’s Wear, SVP at The Children’s Place, Victoria’s Secret, Burdine’s and Today’s Man. He is an industry expert in planning, allocation, finance, and e-commerce.