Press & Media

55K+ Products Sold
SF Bay Area Headquarters
2+ Products in the prototype pipeline
34K Aletha Customer Countries
July 2020 First Hip Hook Shipped
20+ PRO Athletes using the Hip Hook
2018 Aletha founded
16+ Aletha Customer Countries
34 Aletha Customer Countries
50K+ Iliaci released
60+ Media Placements

May 19, 2021 - A Tool to Help with Hip and Back Pain During Roadtrips

May 6, 2021 - Creative Gift Ideas for Mother's Day

April 13, 2021 - A Producer Pick for Your Fitness Routine

April 12, 2021 - A Product to Improve Your Health & Wellness

Brand Assets

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Our Story

Developed manual iliacus release technique


Realized a need for an official psoas & iliacus release tool


Started designing prototypes


Outgrew garage as a Hip Hook fulfillment center


Hip Hook pro users in all major sports: NFL, NBA, NHL, MLB, and Ironman


More tools on the way

Jan 2019 ~ Aug
Jul 2020 ~ Sep
Feb 2021 ~ Mar ~ Sep

Improvising with homemade iliacus release tools


Tight Hip Twisted Core is an Amazon bestseller

Jan 2019

First Hip Hook shipped

Jul 2020

15k Hip Hooks sold

Feb 2021

Nuckle launch

Learn more


“I've been a PT for 22 years and I wish I had thought of this.”

Marci had chronic back pain on one side from marathons, triathlons, and Jiu-Jitsu. The Hip Hook replicates what she does with her hands for her patient, and finally has a way to work on her own body!

“Two minutes was all it took and instantly my knee felt better”

Mark had tendonitis creating pain on the inside of his right knee and was given the usual advice by his doctor: ice, wrap it and take pain relievers. It wasn't working. He wanted something more.

“It's the only tool that ultimately addressed my tight hip flexors and solved my pain”

Taylor had two hernias when he was playing on the Mens National Soccer Team, plus chronic groin pain and lower back pain that was getting worse with age. Not only did the Hip Hook get rid of his pain, but it helped him figure out find what his core issue was: a torn labrum.

“The first time I used the Hip Hook, I stood up and my pain was 80% gone.”

Tony struggled for decades with intense chronic pain after 20 years of flight service in the Navy and a car accident rendered him disabled. He’d tried so many different tools and therapies, and the Hip Hook made the difference.

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