Successful founders who achieve this have a powerful strategy, one that not only provides a product, but has the goal of transforming its industry. What’s their secret? From my previous leadership position at Adidas, to my current role in femtech, spearheading Hormony which is providing a solution to the underrepresented phase of perimenopause, there’s a powerful strategy at play that’s transforming industries. But what do they have in common and what can founders learn?

The Adidas playbook: listening to athletes

Adidas has long recognised the value of athlete input in designing game-changing footwear and clothing. When developing their iconic Ultraboost sneakers, the brand didn’t start with assumptions or creatives’ designs; they started with athletes. Professional runners and casual joggers alike tested early prototypes, providing essential insights on factors like cushioning, support, and durability. This iterative feedback loop allowed Adidas to refine the Ultraboost until it became the go-to shoe for comfort and performance. The result? A product that not only meets the technical demands of elite sports but also resonates with everyday consumers – a dual-market success story powered by co-creation.

The femtech revolution: built by users, for users

The rise of femtech is no accident, and it’s certainly not just a buzzword. The industry is thriving because of its user-first ethos – a foundation unlike many traditional sectors. In femtech, solutions are developed with the consumer in mind because it’s the actual consumer driving the research, development, and marketing.

This isn’t a top-down approach; it’s grassroots innovation. The women creating these solutions are solving their own health challenges and sharing those solutions with their community – which makes up half of the world’s population. This organic, authentic connection – "I build it, I use it, it works" – is the ultimate strategy. It naturally captivates audiences, fostering trust and loyalty while cutting through marketing noise.

Additionally, women are the primary decision-makers in healthcare spending. Studies consistently show that women make 80% of healthcare-related purchasing decisions for themselves and their families. This means femtech products aren’t just “nice to have” or relegated to niche markets; they address critical needs and drive significant economic impact.

And with societal and technological shifts now supporting women’s health innovation, the sector is positioned for commercial success. Investments in digital health tools, accessible diagnostics, and wearable technologies have unlocked a wave of new opportunities, proving that femtech is more than just an impact investment – it’s a lucrative, high-growth industry solving real problems for a large and engaged market. For investors, this fundamental truth of femtech should act as a reminder of its potential and inherent product market fit.

Whatever the industry, why does co-creation yield such powerful results?

1. Real problems, real solutions: engaging directly with users ensures products address real pain points rather than assumed needs. Athletes highlighted discomfort during long runs, and women in FemTech shared frustrations with outdated or inadequate tools for managing their health. These insights drive practical, impactful solutions
2. Iterative improvement: involving users in the development process allows for ongoing refinement. Feedback isn’t a one-off; it’s a continuous conversation that improves both the product and the user experience
3. Built-in marketing: in femtech, the creator and user are often one and the same, resulting in authentic storytelling that resonates with a highly engaged audience. These women don’t just market a product – they embody its value, driving organic growth within their communities
4. Commercial Viability: When 80% of healthcare spending decisions are in women’s hands, it’s clear that these products aren’t optional extras – they’re essentials. femtech is proving itself to be a profitable, high-demand sector by providing solutions that women desperately need

At first glance, Adidas and the femtech industry might seem worlds apart. But both leverage user-driven innovation to achieve the same goals: superior product-market fit and deeper consumer engagement:

• Feedback Loops: elite athletes running laps in prototype sneakers aren’t so different from women tracking symptoms through femtech apps or testing new diagnostics. Both are generating data that drives product improvements
• Problem-Solving at Scale: whether it’s a marathon runner shaving seconds off their time or a woman gaining clarity on her hormonal health, these products solve challenges that make a tangible difference
• Building Communities: co-creation transforms customers into advocates. The runner who helped design their shoe is likely to evangelise it, just as a woman who shaped a femtech product will share her story

Whichever industry your startup is part of, the secret lies in starting with the consumer. In increasingly crowded industries, the brands that rise above the noise are those that truly place their users at the heart of the process. Co-creation isn’t a passing trend; it’s a proven strategy for building meaningful, high-impact products and ensuring lasting success.

Whether it’s Adidas crafting high-performance footwear alongside world-class athletes or femtech pioneers reshaping women’s health with user-driven solutions, the message is clear: the most successful products are designed with their users, not just for them.

Adidas and femtech prove that building with the consumer leads to products people can’t live without. Whether it’s sneakers or hormones, the formula is the same: listen, collaborate, and innovate together. It’s not just a marketing tactic; it’s a proven strategy to achieve product-market fit, cultivate loyalty, and drive breakthrough innovation. It’s a winning strategy – and the fundamental but surprising truth behind what really makes products sell.

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