Company: Elitone
Founder and CEO: Gloria Kolb
Website: https://elitone.com
About Elitone
Elitone, is a US FemTech company that has developed a non-invasive, wearable bladder incontinence treatment that is safe, trusted and effective, bringing relief to millions of women who suffer from bladder leaks. It has been used successfully by tens of thousands of women in the US and launched in the UK in 2024.
Elitone was started just over 10 years ago by Gloria Kolb after starting to suffer bladder incontinence post-partum and not finding an effective solution on the market. It was created to help women, whose lives are negatively affected both physically and emotionally, regain bladder control and confidence and put an end to the frustration and embarrassment suffered from the issue.
The Elitone solution, certified for use in Europe and FDA-cleared in the US, works by doing Kegel exercises for the user, but longer and stronger than she could on her own. It delivers gentle neuromuscular stimulation through an external, reusable GelPad, which is applied externally on the skin, much like a panty liner. This stimulation contracts and relaxes the muscles 100 times in only 20 minutes to strengthen the muscles.
In the UK, a staggering 42% of women reportedly suffer from bladder incontinence, although this figure is believed to be even higher, as many feel too ashamed to seek help or don’t realise they can do something about it. They suffer in silence, often for years, and many cover up symptoms by wearing pads. It’s most often caused by weakened pelvic floor muscles due to childbirth, ageing, menopause or other causes.
To understand the issue more deeply, Elitone recently carried out research1 on female UK sufferers and the results paint a stark picture. An incredible 40% of sufferers – over one million women – say the condition has affected their self-confidence, while 22% say it’s taken a toll on their mental health. A fifth of those surveyed reported experiencing this issue for over a decade, and more than 10% of these long-term sufferers have never sought help.
Elitone, which launched in the UK in 2024, is available through various British online suppliers, such as Pharmacy2U and Currys. What’s more, Elitone recently achieved approved supplier status for the NHS, offering a new potential solution path for sufferers.
It’s reported that the average UK woman suffering bladder incontinence spends approximately £600 every year on incontinence solutions like pads if they don’t seek medical help, so with this new availability, both through retailers and the NHS, individuals can save money while enjoying freedom from bladder incontinence and start living their lives to the full again.
Elitone has worked hard to evolve and grow its bladder solution over the years, to ensure there will always be a reliable, effective and accessible solution for the millions of women who suffer. The way it does this is to ensure the financial and operational management is solid and provides the basis for continued success. It is well documented that FemTech companies, often founded and run by females, face a tougher uphill battle to get investment, so Elitone’s achievements thus far are impressive.
1 Research was conducted in May 2025, with 500 women in the UK who suffer from incontinence. The research was commissioned by Elitone and carried out by FindOutNow.
