WoW Woman in Women's Health I Mary Fenske, CEO and inventor of Posture Wings
Mary Fenske is the CEO and inventor of Posture Wings™, a patented posture concept that revolutionizes bra design.
Mary engineered garments with leaders from multiple universities in biomechanics, physical therapy, wearables, technical textiles, and garment construction. She is listed in the top 100 inventors in FemTech & FemHealth, recipient of a WTIA Entrepreneur grant, 2015 Seattle Health Innovator, HAX incubator (Shenzhen), in the Women’s Health Innovation Coalition, #1 Forbes Future in Focus podcast, and contributor to the 2020 State of FemTech ebook.
Every day women wear uncomfortable and unsupportive bras and that has led to 51% of women suffering severe breast tissue pain. Breast pain is increased by movement and hormonal changes of menstruation, pregnancy, nursing, menopause, illness, etc. Breast pain impacts a women’s decision to exercise. Less exercise causes women to suffer many more specific illnesses than men and the bra industry pays for the science of bras.
Posture Wings™ (PW) is on a mission to disrupt the outdated bra industry by fashioning a new breed of bras that are comfortable, effective, and beautiful that will improve women’s wellness. Expanding the science of breast tissue support will evolve the industry and advance women’s health.
Mary, tell us a bit about your background and your projects so far.
My journey started to address my own need to improve my posture. Having a job at the computer I had constant neck and back pain. I began Physical Therapy and they diagnosed me with a Musculoskeletal Disorder (MSKs) caused by my bad posture and they would tape my skin in an effort to improve my posture. The tape pulled my skin, and did not work to improve my posture, and when I asked my PT “where could I get an effective posture brace or garment?” she told me that no brace was proven effective to improve posture. I researched the market size and was shocked to learn that MSKs are a global epidemic of pain affecting the GDP and more people than heart disease and all cancers combined! I analyzed all the posture products and discovered the missing key to correct posture and patented the solution for any gender for any type of embodiment with adjustability claims of manual, wired, wireless or phase change technology.
How did you get into this industry? Has it been an easy industry to get into or have you had many challenges?
Being a woman, I did not want to wear a brace and a bra and every woman I knew wanted a better bra. Also, women suffer more MSKs than men, so I decided the flagship product would be a bra. My background is in analytics – not the bra industry, therefore my approach was not industry-typical. I began sewing on my kitchen table and had a fashion designer with a degree in biology. After 9 months, I was ready for a manufacturer and sourced a Nike innovation manufacturer. During the time that I was engineering manufacture prototypes, I began collaborating with the head of biomechanics at the University of Washington. For almost two years of R&D, many discoveries occurred that led me to question – “why the h*!! are we wearing these bras that are so unhealthy!” I became an expert on the history of breast tissue support starting with corsetry of the 1700s to today’s bra market.
Women are trapped with a perpetually bad bra design for a few reasons. 1) Some of the best marketing campaigns of all time have been on the bra product. 2) That marketing has been successful to convince women that wearing a bra gives them support and makes them sexy (Victoria Secret marketed to men, not women) 3) The sports bra, with strong circumference compression is for active exercise, but the compression impedes respiration and breast tissue continues to painfully move up and down. 4) The bra industry pays for the science of bras. That is the most problematic of all!
How long did it take you to be where you are now?
I’ve been researching and developing for 14 years.
What was the biggest obstacle?
By far, the biggest challenge is attaining money as a female solo-entrepreneur and the taboo of breasts with men investors. Also, catch 22 of can’t get money without management and can’t get management without money!
What are the challenges of being in the industry you are in?
Changing the marketing from sexy products and the “science” statement of “80% of women are in the wrong size bra” – blaming women not the problem of the bra design. The gaslighting of research and the narrow science that has occurred for years from bra manufacturers. With the use of hormones in the food supply; breasts have grown from the 1950s size of 32B to today’s 36D. Breast tissue is connected by only ligaments and skin, creating the need for a garment to support breast tissue that is not naturally supported by our musculoskeletal system. The medical community is funded for breast cancer research that is focused on cells and drug treatment. The impacts of bra design and breast lymph drainage, pain, and hormonal changes have not been studied.
What are your biggest achievements to date?
Having so many dedicated PhDs in diverse areas, including a product development class at NC State, College of Textiles dedicated solely to Posture Wings. Discover the root cause of today’s bras and how we can evolve and start a new trend of innovation.
What are the projects you are currently working on?
Continuing to raise money to commercialize Posture Wings and fund the mission to expand the science of breast tissue support.
Is the #WomenInTech movement important to you and if yes, why?
The FemTech community is critical to the advancement of women’s health and that is directly aligned to the goals of Posture Wings.
What will be the key trends in your industry in the next five years and where do you see them heading?
We have to change the marketing message of bras; from suggesting that wearing a lacy bra makes you sexy - to beneficial breast support that gives you optimal health and being vibrant is way sexier than lace over your boobs! Expanding the science of breast tissue support will show the negative impacts on the current bra designs.
What is the most important piece of advice you could give to anyone who wants to start a career in this industry?
Don’t use the current bra design and believe that changing the textile can be a big enough improvement. The movement needs help, so I would hope we could join forces!
Who are three inspirational women in your respective industry you admire?
1. Rachel Carson blew the whistle on the negative impacts of DDT and took on the chemical companies and fought to change the perception that DDT was a harmless miracle.
2. Eleanor Roosevelt had six children, the wife of a crippled president, and was an advocate that worked tirelessly for civil and human rights.
3. Melinda Gates with three children and head of a billion-dollar philanthropy fund works to annihilate childhood illnesses and create equality for women across the world.
Find out more about Posture Wings™ on their website.
Connect with Mary on LinkedIn.
Follow Posture Wings™ on Facebook.
This interview was conducted by Marija Butkovic, Digital Marketing and PR strategist, founder, and CEO of Women of Wearables. She regularly writes and speaks on topics of wearable tech, fashion tech, IoT, entrepreneurship, and diversity. Follow Marija on Twitter @MarijaButkovic and read her stories for Forbes here.