Global Sales Director, Miguel Capilla, shines a spotlight on the lasting success of Fleshlight.
(NOTE: This story appears in the April 2025 issue of SE Magazine.)
Since their creation in 1995, Fleshlight has risen to become the leading brand in male sex toys. Today, Fleshlight products are available in retailers around the globe, including the US, Canada, Europe, Asia, Central and South America, and several countries in Africa. Leading the charge in sales is Miguel Capilla. Capilla, who has been with Fleshlight for over 14 years, began his career as part of the sales team in the brand’s facility in Spain. He quickly grew in his role, soon becoming the EU Sales Director in charge of internal operations, production, and product releases. Today, he is the Global Sales Director at Fleshlight. Capilla credits his tenure in Fleshlight to his extensive background in economics and years in the banking sector. He is also a firm believer in building strong, collaborative teams to drive global growth. “Fleshlight employs hundreds of individuals across the globe with teams working in marketing, production, packing, engineering, design and logistics,” Capilla shares, discussing the growth of the brand, “our presence continues to expand, and we are proud to be the dominant player in the male pleasure category.”
SE: Fleshlight is considered the vanguard of male pleasure devices, how do you maintain that reputation after all these years and what do you attribute the sustained success to?
Capilla: Maintaining our reputation as the leader in male pleasure products is a combination of our relentless commitment to innovation, high-quality manufacturing, and listening to customer feedback. The sustained success comes from a focus on continuous research and development. Our R&D department is always working on the next big thing, whether it’s a new texture, a more realistic sensation, or an interactive feature. We stay ahead of the competition by diversifying our product line and constantly refining our designs to meet changing consumer demands. We also pay close attention to market trends to ensure that we’re addressing their evolving needs.
SE: Fleshlight has diversified its portfolio to include fantasy collections, Fleshjack, Fleshskins, Quickshot, and various accessories like Fleshlight Launch. What is R&D like at Fleshlight now and what are some of the more successful offshoots in the Fleshlight line in adult retail? Are there ones that just didn’t work, or sell?
Capilla: R&D at Fleshlight is focused on continuously improving our products. One of the most successful new lines is Fleshlight Fantasy, as we have launched two new Anime/Hentai icons, Lilith Fukumoto and Sasha Nakamoto, because of the success of the line, we will launch a third one in June this year. The Fleshlight Launch, for example, is one of our most successful products, due to the technology for an automatic experience. The Fleshlight STU (Stamina Training Unit) and Go are always the top sellers from our portfolio. The Quickshot line serves as a compact and discreet toy for any on-the-go situations. The Fleshlight Girls collection is another top seller. All these different products to fulfill different tastes, experiences and pricing. Not all products are guaranteed success though, while some have exceeded expectations, others haven’t met our goals. For instance, some early prototypes didn’t take off, but have helped us create more successful products in the long run. I am excited to announce that we are working on a new interactive toy that will launch during the following 18 months.
We stay ahead of the competition by diversifying our product line and constantly refining our designs to meet changing consumer demands.
— Miguel Capilla
SE: Being a “Fleshlight Girl” is a prestigious title. Who was the first Fleshlight Girl and why did the company choose her? How many models do you have now and what does the company look for when selecting a model to mold?
Capilla: The first Fleshlight Girls were in 2008, Puma Swede and Sandee Westgate sleeves were available in Wonder Wave texture, but since then many more have been released, all of them well-known in the adult entertainment industry. Between 2009 and 2010, many more were launched like Jenna Haze, but also Stoya, Tera Patrick, Eva Angelina and so on, with new girl-specific textures. Since then, we’ve worked with numerous models and adult stars to create a diverse range of Fleshlight Girls. Currently, we have over 50 models, and when selecting new ones, we look for individuals with strong fan bases, diverse appeal, and a willingness to be part of the innovative process behind our products. We are also working with a new Fleshlight PRO to be able to launch any women´s anatomy on the market, so many OnlyFans and webcam models are contacting us for this incredible successful new business channel.
SE: How active is founder, Steven Shubin, in the company?
Capilla: As the visionary founder of Fleshlight, he remains an integral part of the company and is still involved in the strategic direction of the brand, frequently providing invaluable input on product development. His passion for improving male pleasure has been the driving force behind our success and continues to shape our future.
SE: Fleshlight is one of just a few American-based pleasure manufacturers. Why is that still so important to you as a company and how it benefits your retail partners?
Capilla: Being American-based is important to us because it aligns with our commitment to high-quality manufacturing standards and ethical business practices. It also allows us to maintain direct control over the production process, ensuring that every Fleshlight product meets the highest standards. For our retail partners, it means they can count on a reliable supply chain and a company that is committed to ongoing growth.
SE: How does Fleshlight balance selling to both end-consumers and wholesalers? Is one model more profitable than the other? Additionally, what strategies does Fleshlight use to support brick-and-mortar retailers?
Capilla: Different models have different levels of profitability depending on their appeal, production costs, and market demand. We work closely with retailers to ensure that they have the support they need to sell our products effectively. This includes providing a wide range of high-quality marketing materials, training, point-of-sale displays, digital assets, promotional content and testers. By maintaining open communication and offering incentives, we help our retail partners succeed and grow with us. One of the best tips for selling Fleshlight products is to educate the sales staff on the product’s features and distinct benefits, this helps ensure that the customer is getting the information they need to make informed purchases.
By maintaining open communication and offering incentives, we help our retail partners succeed and grow with us.
— Miguel Capilla
SE: What can retailers look forward to with Fleshlight in 2025 and beyond?
Capilla: Retailers can expect even more exciting product innovations, including the integration of advanced technologies like AI and interactive features that elevate the user experience. We are focused on further expanding our product range to cater to evolving consumer needs and are excited for the expansion of the Fleshlight this year. Launch will be announced in July 2025. Make sure to keep an eye on us!
For more information, visit Fleshlight.com.
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