Former innovation director at women’s health charity Marie Stopes, Tania Boler, 40, started Elvie in 2013 to address women’s pelvic floor issues. She was joined by Alex Asseily, 42, co-founder and ex-CEO of Jawbone, the wearable technology firm. With £8.4m from venture capital, government grants and angel investors, the firm has developed a pelvic floor exercise device – called Elvie – which links to an app to provide user feedback. Elvie is sold by the likes of Amazon, John Lewis and Goop to customers in 60 countries, and is set to striple its revenue this year. The London firm has two ex-Dyson engineers designing its next product, which will be aimed at new mothers and is set to launch in early 2018.
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