Flow signs US deal to bring Icelandic wellbeing technology to veterans

Icelandic innovation company Flow has signed a distribution agreement with US company USVetServe, opening a route to offer its meditation and wellbeing technology to US veterans, Morgunblaðið reported.

The agreement was signed in early autumn. USVetServe, led by founder and chief executive Don Lee, will handle sales and distribution, while Flow will provide the technology and content. Flow founder and CEO Tristan Elizabeth Gribbin said Lee had extensive experience bringing technology solutions into the US federal system.

Flow’s digital offering uses Icelandic nature, meditation, music and virtual reality to support mental wellbeing. Gribbin said the content can be accessed through virtual reality headsets, phones, tablets, computers or televisions, allowing people to use it both in healthcare facilities and at home.

Flow has also held discussions with the US Department of Veterans Affairs (VA) about a possible partnership. Gribbin said the VA uses virtual reality in healthcare to support veterans through meditation, relaxation and stress management. She said the agency’s work in the field spans more than 90 hospitals and health centres, with a professional network of more than 3,000 members involved in developing and using the technology.

Gribbin said the VA has developed clinical guidance and training, as well as procedures for providing veterans with virtual reality headsets for home use. She described the USVetServe agreement as an important milestone for Flow, which has increased its focus on healthcare and the US market in recent years. In September 2025, she presented Flow at the Cambridge Innovation Center in Massachusetts at the invitation of Business Iceland.