Jen Govier, Founder & CEO of HUX

Jen Govier is the founder and CEO of HUX Performance Underwear, a Canadian women’s performance-underwear company known for its patented bamboo-charcoal gusset designed to help prevent camel toe, manage moisture, reduce odour and stay comfortably in place.

• Founded and designed in Canada 🇨🇦
• Patented innovation
• Shipped to customers in 19 countries
• Thousands of customers
• Featured on Breakfast Television, CTV and Global’s The Morning Show
• Official collaboration with WWE Hall of Famer Trish Stratus
• Winner of the People’s Choice Award (TechAlliance Limitless), honouring a standout entrepreneur in innovation

In the Media

As seen on

Jen has shared the HUX story on:

• Hustle & Grind Podcast — Ep. 22
• A Mo’ment with Mo — “Confidence Starts Underneath”
• The Brand is Female — “The Camel Toe Gap”
• London Inc. Magazine — “Camel No, Performance Yes”
• IMPACT Magazine — “Our Favourite Fitness”
• Fresh Magazine — Pursuit 365
• The Wanderlust Girls

How HUX Began

It happened mid-workout. Founder Jen Govier looked down and thought: why does every pair of underwear I own fail me the second I start moving? The bunching. The adjusting. The confidence-killing camel toe. The constant awareness of what was happening beneath her leggings when she should have been focused on her workout.

She knew she wasn’t alone...because every woman in that room was having the same silent struggle. So she decided to fix it.

Three years of development and a patent later, HUX launched with something no one else had: a flat-front gusset engineered specifically to help prevent camel toe, paired with a bamboo charcoal insert that naturally absorbs moisture and helps reduce odor. Not a workaround. Not a compromise. An actual solution.

“No more camel toe!!!! These are a game changer. They have given me more confidence. Only downfall...I wish I found these sooner.”

— Shannon

Female-Founded. Canadian-Made. Built for Real Life.

HUX is proudly female-founded and Canadian. We show up at pop-ups, fitness events, and farmers markets because we believe the best way to introduce HUX is to let women feel the difference themselves. Once you try them, you get it.

From 5am bootcamps to 15-hour flights to everyday life...HUX moves with you. Our customers don’t just come back. They bring their friends.

“They didn’t roll, shift, or bunch…even after 15 hours on a plane. These are the only underwear I’ll travel in now.”

— Nikki

The Technology Behind the Confidence

Patented flat-front gusset — specifically engineered to help prevent camel toe. No adjusting. No second-guessing. Just smooth, confident coverage under anything you wear.

Bamboo charcoal insert — our proprietary lining naturally absorbs moisture and helps reduce odor, so you stay fresh from morning through your workout and beyond.

Nylon-spandex body — four-way stretch that holds its shape, stays in place, and moves with your body all day long.

“From the very first wear, the bamboo charcoal insert provides welcome reassurance, allowing me to exercise and laugh out loud freely without concern.”

— Asra

HUX Has U. 💋