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Flated, a company co-founded by longtime Gypsum resident Ken Hoeve, was recognized with a Global Media Award at SEMA in Las Vegas on Nov. 6. , the acronym for the Specialty Equipment Market Association, represents over 7,000 member companies that create, buy, sell and use specialty-automotive parts that make vehicles more unique, attractive, convenient, safer and fun.

“The SEMA Show is the largest trade show dedicated to the aftermarket automotive industry, attracting the most enthusiastic and influential people in the field,” Hoeve said from Las Vegas. “Every major car, truck, van, SUV and performance manufacturer is present, so winning an award here is a huge honor.”

Flated, which takes that same durable drop-stitch material used in stand up paddle boards, creates innovative inflatable vehicle products that enhance travel. The Air-Topper is a patented inflatable truck shell that can be added and removed easily and can be stored when not in use; the Air-Deck is a patent-pending inflatable raised platform that can be placed in a vehicle for sleeping while still having room for storage underneath; the Air-Carrier is a patented inflatable rooftop cargo carrier.

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“In 2023, we were thrilled to win three awards for our Air-Topper and Air-Deck,” Hoeve said. “Coming back to SEMA this year and earning another award for the Air-Carrier is a testament to our industry-changing innovations.”

Unlike traditional cargo carriers that are bulky and often stay on vehicles permanently, the Air-Carrier is easy to store and quick to install. When not in use, just deflate it and place it on a shelf. Then, when you’re ready to hit the road, it inflates and installs in minutes.

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“It’s designed for flexibility — install it with or without roof racks and no tools are required,” Hoeve said.

Traditional rooftop boxes left on vehicles can also reduce fuel efficiency, costing hundreds of dollars in additional fuel each year. With the Air-Carrier, simply deflate and store it when not needed, helping you save on fuel.

Flated’s shows how quickly the products can be blown up with a pump and utilized and then how efficiently they can be broken down and stored compactly. Hoeve also hosts a series called “Flated Roadtrip” on YouTube. Flated’s social media channels also show all kinds of interesting ways the Flated products are tested for durability, including Hoeve taking the Air-Topper down the Colorado River with a paddle and running rapids with it just like a raft.

Hoeve, along with the Flated team, CFO Ryan Guay, CFO Monique Keefer and CPO Dan Watts, are outdoor enthusiasts who have developed these products based on needs they found while out on different adventures. Flated’s mission is to create affordable, durable ways to outfit vehicles with versatile options made possible by Flated’s unique, inflatable designs.

“At Flated, we’re proud to be making a real impact on the automotive market with innovations that truly stand out,” Hoeve said.

Although Flated offers truck camper shells for all brands, it is now an officially licensed product with General Motors, with exclusive Air-Topper and Air-Deck designs tailored to their vehicles, plus a new inflatable furniture set for the Corvette. Flated’s designs have gained press in Men’s Journal, Gear Patrol, Expedition Portal and the brand has appeared on ABC’s “Shark Tank.”

Not bad for a company that came about over a few beers.

“I said to the guys, ‘Why do we only make paddle boards out of this? This material is amazing, we could make other stuff’ and the ideas just started flowing,” Hoeve said.  

Flated was founded in 2021 and it’s already been an incredible journey, evolving from an idea to a brand recognized by leading vehicle manufacturers and performance designers.

“I’m incredibly grateful for the team at Flated and excited for everyone to experience not only our current products but also the innovations we have on the way,” Hoeve said.