For Wild.AI founder Helene Guillaume, the path to building a women’s health platform began with confronting her own internalized biases about women in sports. “Growing up in a French-speaking country, there was this concept of being a ‘tomboy’ – in French, ‘garçon manqué,’ meaning ‘failed boy,'” explains Guillaume. “I embraced that label with pride, but later realized I was discriminating against my own gender.”
This realization, combined with her background in data science and AI, led Guillaume to question fundamental assumptions about women’s bodies and performance. “I wanted to understand: Is my body actually inadequate as had been suggested to me, or do we just not understand it properly?” she says.
The answer became Wild.AI, an app helping women optimize their exercise and health across various life stages, from menstruation to perimenopause. The company recently expanded beyond its direct-to-consumer app to offer its AI technology to B2B partners, allowing integration of Wild.AI’s capabilities into wearable devices.
Building a Public Voice
In December 2023, Guillaume made a conscious decision to become more active on LinkedIn. Initially hesitant about writing publicly, she worried about her investors’ reactions. “They invested in my business, not for me writing online,” she recalls thinking. However, the platform has since become one of her most valuable business tools, driving fundraising, hiring, and partnerships.
Her approach to content creation is methodical, drawing on her data science background. “I analyze what works on LinkedIn,” she explains. “For instance, creators shouldn’t repost content – instead, create new content based on existing articles.” She tracks metrics carefully, studying how different post formats perform and what drives follower growth.
Guillaume breaks down content into three levels: top of funnel (easily digestible content that generates high impressions), middle funnel (more complex topics that build trust), and bottom funnel (personal stories that create deeper connections). “The numbers might be smaller for personal stories, but they’re crucial for building trust,” she notes.
Her most impactful post, titled “The Pregnant Founder,” addressed her fears about telling investors about her pregnancy. The post resonated deeply with many entrepreneurs.
To create content, Guillaume uses a combination of tools including Claude AI, Perplexity, and Canva. She studies successful creators in her field, paying special attention to what content generates the most reposts – which she considers the strongest engagement metric. To make all these insights more accessible she recently also created a new tool that helps others to create spot-on content – more on this soon.
Despite her success on LinkedIn, Guillaume remains selective about what she shares on the platform. “There are still some topics I won’t write about when they’re too current or personal,” she explains.
The Business Impact
Her LinkedIn presence has transformed into a crucial business channel. “It’s become an important source of income,” Guillaume notes. “Many of my biggest deals – fundraising, hiring, partnerships – come from LinkedIn.” The platform has also helped establish her authority in the women’s health and AI space, leading to speaking opportunities and business partnerships.
Through her platform and public voice, Guillaume continues to challenge assumptions about women’s capabilities, whether in sports, business, or technology. Her experience demonstrates how authentic content creation, when approached strategically, can become a powerful tool for both personal brand building and business growth.
“The reality is that people have biases,” she reflects. “If I think that way, I know others do too. The goal isn’t to complain but to create change by sharing our stories and building more awareness for the real success and challenges women in business experience every day.”
