we are a feminist tech brand. We are using
tech to improve gender equality, to give women more
control over their bodies. Mhm So I never had
a plan to work in tech or become an entrepreneur
. I was working in women's health and I became
pregnant and like many women suddenly realized there's so many
things that happen to our bodies that nobody talks about
until they happen. So that was 2013 when the
company got going and your first product was the trainer
, you had the success with the product enough to
start thinking about a 2nd 2nd product, breast pumps
. Can you talk us through how that thought process
went and how did you decide upon doing breast pumps
next? I wish I could say I had this
amazing long term strategy when I started it was a
passion project. Saw product problem, I wanted to
solve, focus on the pelvic floor health could see
that it was beginning to gain traction but then suddenly
finding myself in the tech space and recognizing that all
medical devices, particularly for women are horrifically designed and
nothing is as bad as the breast pump. I
mean epitomizes everything that's bad about bad tech for women
. I don't know if you're familiar with the old
architecture, it's like a huge motor hasn't been innovated
for decades, plug it into a wall. It
like makes is like horrible noise more than that.
It's actually painful to use. You have to clasp
on these breast shields, You have to sit there
. You know, women told us they felt like
they were being milked like a cow. So it
was an example of like an intimate piece of technology
that's very important to women during a quite life changing
period has been so horribly designed that women are having
a really negative experience. So having seen that product
and seeing it so badly designed, we just sort
of ripped up the rulebook, started a blank piece
of paper and said, you know how how should
a breast pump be designed? Obviously though one of
the key differences is this is very high tech,
it's got bluetooth, it connects to your phone.
How does that overall change the experience for women compared
to those devices that I would have seen and even
the manual pump that you described with both of them
, you have to use your hands, which means
you can't actually do much else. So in fact
, we've launched even to the manual pump, this
is our wearable options. So we basically turned the
whole category on its head. So we've changed the
hot both skews both manual and wearable into a very
discreet proposition. So the idea or the vision being
what if I can have something that's so discreet,
pop it in my bra, I let go and
the app does the rest and that's what we've managed
to achieve. But yeah, from a technological challenge
point of view, it's incredibly complex, right?
Because in order to be very discreet, it needs
to be very small and it needs to also be
silent because if it's noisy, that's that's the opposite
of discreet. So we have to use very different
technology. So most pumps use a rotary motor.
We use a pump, which vibrates silently 10,000 times
a second. So again, it's about what we
keep doing with women's health is using innovation in other
spaces and applying it to women's health because there's not
been any attention. That's kind of, that's how
we're able to to redefine categories really.