Today Atlantic Therapeutics announces that Heidi Zak, co-founder and CEO of ThirdLove will take on an advisory role in the acceleration of the INNOVO brand. INNOVO is a direct-to-consumer, FDA-approved medical device offering a clinically proven solution to stress urinary incontinence (SUI).
INNOVO wants to disrupt the huge SUI category in which millions of women are being told that their only option is to use feminine hygiene pads and just live with bladder leaks. Heidi Zak brings a phenomenal track record in category disruption. In ThirdLove’s case this has been in the way women choose and buy bras. She knows how to change the conversation, bringing women an authentic solution and relating to their experience with respect and integrity. This focus on consumer insight, excellence in ecommerce and pursuit of quality has made ThirdLove into the third largest online bra and underwear company in America.
Atlantic Therapeutics CEO, Susan Trent said: “I am delighted to have this opportunity to work with someone as inspirational as Heidi. Female CEOs unfortunately remain in the minority, and this collaboration represents a desire to share experience and promote women’s health and well-being collectively. Heidi will contribute enormously to the pace at which INNOVO can succeed.”