This episode of Busine$$ of the V features a game-changing new FemTech response to urinary incontinence, a very common and largely unseen condition often linked to pregnancy, childbirth and menopause. As Dr. Dweck knows from her own practice, Kegel exercises can be very effective in restoring pelvic floor muscle strength, but many busy women aren’t able to make the commitment of time and intention required. That’s where Elitone comes in. It’s the brainchild of Gloria Kolb, CEO at Elidah, Inc., who dug into the research after herself experiencing the physiological impacts of delivering three large babies.

Elitone offers women a quick, pain-free treatment modality that has been shown to reduce urinary incontinence in 95% of users – for some in as little as four weeks. Using a comfortable gel pad no bigger than a panty liner, the device uses gentle, low-frequency pulses to tone pelvic floor muscles. The best part? Set the remote control timer and, hands-free, go about your day while the Elitone invisibly does its work.

It may be little discussed, but about a third of all women’s quality of life is compromised by either urge or stress urinary incontinence – often but not always as the result of childbirth. Many factors can contribute to this problem. Although there are some lifestyle modifications that can help in a limited way, sufferers still deal constantly with low-level stress over availability of bathroom facilities, odor and curtailed activities. Elitone, which is available direct or at, is all about giving women a route back to their most vibrant, worry-free selves.

Learn how Gloria has navigated research, development, fundraising, FDA approvals and Covid impacts on the marketplace. Elitone now also offers a new tracking app for your mobile device. Click here to watch videos testimonials and demonstrations.

Click here to subscribe or listen to previous episodes of the Busine$$ of the V podcast with Rachel Braun Scherl and Dr. Alyssa Dweck.

HOT FLASH: Urinary incontinence is prevalent in about 1/3 of women – twice as common among women as compared with men. And a substantial number of sufferers never seek treatment.


  • Gloria describes a progression of small “aha” moments that culminated in her decision to do something about the incontinence so common among women, especially after childbirth.
  • How Elitone products work by using electrical stimulation that sends currents through the pelvic floor muscles, essentially replicating Kegel exercises, but with longer and stronger contractions and demonstrated results.
  • Attached to a small remote control, the device looks and is applied much like a light-flow menstrual pad. Women can “set and forget” a 20-minute Kegel-style workout while going about the business of daily life.
  • Dr. Dweck shares thoughts on Kegel exercises, which definitely work but seldom make top priority among busy women with competing demands.
  • The Elitone is completely pain-free, using a gentle gel and moderate current at a high frequency that goes directly past the skin barrier and is modulated for comfort.
  • Gloria explains that the initial recommended treatment period is generally six weeks but that most women see significant improvement by the four-week mark.
  • According to research, women are incontinent on average 11 years before seeking treatment. TIP: The longer you wait, the longer the time to improvement!
  • Clinical study results have shown 95 percent improvement among Elitone users.
  • Defining terms:
    • Stress Incontinence: The result of weakened pelvic floor muscles unable to keep the opening of the bladder closed when placed under pressure (such as that typically experienced during a squeeze or while jumping).
    • Urge Incontinence: An impulse/need to rush to the bathroom, which often comes on suddenly.
  • Measuring for success: Gloria cites clinical studies in which 21 “quality of life” questions showed significant improvement in many aspects of urinary incontinence, but most especially when it comes to constant anxiety about managing the condition in daily life.
  • Dr. Dweck highlights the lack of language and open conversation, even in gynecological offices, with regard to the hugely common issue of urinary incontinence.
  • Risk factors: Having especially big birth-weight babies, after-effects of instrumental deliveries, genetic factors.
  • Lifestyle Suggestions: Eliminate caffeine and alcohol (which are bladder irritants), urinate on a schedule so your bladder is never full, see a female urologist.
  • Gloria provides an update on where Elitone is in its product life cycle, including the amount of time required to secure FDA clearance, launch, fundraise and cope with Covid impacts on growth. The product has a new mobile app and is available online.
  • What does Elitone cost? The starter kit is $399 and payment plans of $34 per month are available. In many cases Medicare coverage applies.
  • Gloria loves testimonials from women who have resumed activities that urinary incontinence had curtailed, such as running, dancing or socializing.


(6:40) – “(Elitone) is non-intrusive both being non-vaginal as well as non-intrusive on your lifestyle.”

(13:05) – “It’s just overactive bladder if you can make it to the bathroom. If you leak on the way to the bathroom, then it’s probably a mix (of urge and stress incontinence).”

(17:05) – “This is a very distressing issue … The odor and feeling of aging is really notable with the concern about urinary leakage.” (Dr. Dweck)

(18:17) – “Heavy women – that’s just a lot of weight that the pelvic floor muscles have to support. I’ve heard stories of women who lost weight and their incontinence went away.”

(21:13) – “We were able to fund the company almost entirely with federal, non-diluted funding. We received National Science Foundation grants, Department of Defense grants and a little bit of NIH money.”

(23:40) – “The testimonials that mean the most to me are the ones where (women) are able to get back to doing something that they used to do … We want women to get back to active lives.”

About Gloria Kolb:

Gloria is the founder and CEO of Elidah, Inc., maker of ELITONE, the easiest treatment for incontinence for women. She is a serial entrepreneur of medical device companies and advocate for women’s health, FemTech, women entrepreneurs, and women leaders. Gloria consults on medical device product development, from the conceptual to commercialization stages, including design, CAD, quality and regulatory work and consumer marketing.


More about Gloria and Elidah @Linked In

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