This flexible bollard provides asset protection beyond what a steel bollard can do; it not only guards what is behind it from wayward vehicle traffic but also reduces repair and maintenance requirements when the bollard is struck or sideswiped. The bollard absorbs the shock of collision, minimizing damage to the vehicle and concrete floor as well as the bollard itself, which bends upon impact then returns to its original form. The energy dispersal also protects the driver from the jolt of a sudden stop. The bollard is easy to install with just four included anchor bolts— no coring or special concrete pour required.