Founder, Femtech Startup, Boxer, Stockholm, Sweden

Inspired by the curious and the gutsy, I was excited to meet Ms. Hannah Lindström in Stockholm. Ms. Lindström is interested in promoting women’s health, specifically spreading accurate information about and tricks to manage and thrive through menopause. Hannah wants to make this topic less of a taboo. Menopause is inevitable, and Hannah has been gathering intelligence on how best to understand what to expect, how to prepare and most importantly, how to live one’s best life through it.

Although Hannah’s personal experience with menopause isn’t for a long while, I admire that she is thinking of women’s well-being. In fact Hannah was inspired to enter this space partly in an effort to understand her own mother and help her mom access the pertinent information. That’s how Hannah became a femtech startup founder. Femtech (female technology) is a term applied to a category of software, diagnostics, products, and services that use technology to focus on women's health. This sector includes women's sexual wellness, fertility solutions, period-tracking apps, pregnancy and nursing care as well as reproductive health. Ms. Lindström made a good bet; a huge need has developed in this space, with the changing age demographics and the generational comfort with technology on the upswing. In fact, according to Frost & Sullivan, femtech market has the potential to reach $50B by 2025.

Women spend one third of their life post-menopause, so why are there still the accompanied shame and stigma? My hunch is that this subject matter uncomfortably sits under the umbrella of a bigger hushed over topic - aging. Since no-one seems to talk openly about ageing, there exists much misinformation about menopause. Shameful, given that the by the year 2025, the number of postmenopausal women is expected to rise to 1.1 billion worldwide (according to the Population Reference Bureau).

Ms. Lindström is a WOW Woman because she designs and discusses openly and proudly the tools that can be used by the menopausal women to help them reset and empower their lives. I firmly believe that Hannah’s generation will crack the societal stigma about “women of a certain age” and shine light on the misguided tropes about menopause; and that is a good thing for all of us.

1. Name.

Hannah Lindström.

2. Where is your hometown?

I grew up in the suburb of Stockholm, Sweden, called Saltsjö-Boo.

3. What is your profession/career/title/self-label/designation? What does your average day look like?

I am the co-founder of the femtech startup Olivia, an app for women going through the transition of menopause. I don’t seem to have an average day, as nothing is ever the same. I participate in anything from product and design meetings, marketing research discussions, meetings with investors or raising money for the company. No one day is ever the same as the previous one which I thrive in as I have a tendency to get a bit bored from repetitive work.

5. What was the journey like to get where you are (in life and career-wise)? Write about some of the achievements that you are most proud of. What was the moment for you that changed your life (in your personal life and/or career?) that set you on the current path in life?

I think I've always been on my way to somewhere; to something new, more exciting. For as long as I can remember I’ve always had a hard time staying in the same place in life for too long. The traditional "alpha females don't run in packs" description really fits me. I remember as a young girl saying that I would become an entrepreneur one day, I just don't know in what field. I think I've always known I was never going to fit into a role of a traditional corporate nine to five-er.

I started travelling quite young as well, did internships early on, first in London when I was 18 and then in New York when I was 20. New York City completely stole my heart and I ended up staying there for about three years in different internships and jobs, both in fashion and then in the startup tech scene. When I moved back to Sweden at first I didn’t think I’d stay for long, and I felt something was missing. But then COVID happened. For me, the pandemic gave me a chance to re-focus, and really go for it. I wanted to try to build my own company, with the “the world is a mess anyway so no one cares” attitude. Not everyone could do that; I’m privileged in the fact that I have a partner who supported me fully in this decision and a family I could fall back on. It was a lot of hard work and super risky. But ask they say, high risk, high reward. I decided that if my gamble wouldn't turn into a new career, at least it would be an opportunity of a lifetime to learn something new and amazing.

I feel very proud of taking this leap despite maybe not being the best candidate on paper or confident in myself, I've always been confident in the fact that I know I will learn. I never felt like something is not for me or that I didn’t belong. Might be a bit of a narcissistic trait, but I've always felt that there can be space for me in a space where I want to learn and grow. I knew that I could do it if I just got a chance to. This sense of confidence may have been responsible for my daring to apply for positions I may not have been super qualified for on paper. To my surprise that confidence has brought me further than if I just waited for my turn.

I didn’t second guess when I decided to finally start working on my own startup. It has always been a dream of mine and I think when the idea came about I saw no reason not to proceed. I feel many of us walk around saying we are not ready because we are afraid. I’m not immune to this, but I also think I’ve always had a bit of a naïveté in underestimating how hard things could get; as a result I would psyche myself out less. Although ignorance was bliss to keep me in the game, I never doubted my abilities and intellect to figure things out along the way, no matter how hard it got. I guess I would say it’s the biggest thing, trusting that I’ll figure it all out as I go. Trust me, I still have to remind myself of that all the time. I’m learning, I am doing things I’ve never done before so of course it’s not always going to turn out perfectly. But that’s the whole point. I’d rather make a fool out of myself trying and doing something I love, than sitting in the same safe place for the rest of my life wondering “what if”.

6. How is your life different from what you pictured at 20?

When I was 20 I had just started a life-changing internship in New York City so everything was probably different from what that girl envisioned. I never thought I would be back in my hometown, in Stockholm as I am now. That is also the beauty of it, I threw myself into this effort completely and I love it. Lesson is, you never know where faith in the life’s next chapter is going to put you. Good or bad I try to have an "it's meant to be somehow" approach and philosophy. That makes the tough times feel more bearable, at least for me.

7. Was there a time when life knocked you down or out and how did you get back up on your feet?

Many times. Despite what I just said about being confident I have always struggled with my mental health, especially with anxiety. I heard someone once say “I go to war with myself every day" and I felt that really resonated with me. I make an active choice to be happy, productive and out there doing all the entrepreneurial things, every day.

It took many years to discover and recognize my inner strength and creativity. It was also about learning that I don't need to be superhuman every single day. Going to therapy and really reflecting on who I am on the inside, not the outgoing businesswoman I constantly project, has been life-changing. You can be many things and still be you, in all your multitudes.

8. Advice for other women?

We only have this one life. Everyone that is here on this earth is equal, we are all the same under the same sun. Some are born into more privilege or more assets to their brain or body. But everything can be taught, you can literally change how your brain works and become a better version of yourself. I'm so fascinated by exploring the capacity I have if I only give myself the chance to act and do, have faith in myself. So if I could give one advice to other women out there, it would be just to have faith. And really, why not you? You might have to work harder than everyone else but if you want it then it's worth the work.

9. Knowing what we know now in a current political climate, can women be "all that we can be" in today's world? What is the way forward, as you see it, for "feminist values"?

I get really heated up on this, obviously since I work with the hormonal health. I think that so many women are trying to function like men, leaving our biology out of the equation. Women have a completely different hormonal system than men for example, we run on a 28-day cycle, men on a one-day cycle. We deal with different social and societal norms as well as inherent patriarchal structures. We are definitely not equal, on so many grounds.

Men have an advantage in the world, that's just a fact. But that doesn't mean that we shouldn't continue on the path that we are on. For me, personally, I hope I can show an example in the tech world as a woman doing the work and leading the way for girls that come after me. It will take time but we need to continue doing the work.

10. Where in the world do you feel “tallest” (i.e. where is your happy place)?

I've had many places throughout my life where I felt happy. Since the young age I’ve been very athletic, competing in boxing and being on the Swedish national junior boxing team. Later on I moved on to strength training and CrossFit for fun. This sounds cheesy but I honestly feel at my best when I'm winning in my sport or lifting heavy weights.

11. What extracurricular activities/hobbies are you most proud of? Why?

Sports has always been my safe place. I started with boxing at the age of 12 and now more than 15 years later it still has a very special place in my heart. Besides that and being on the startup journey, there's not much time left, unfortunately.

12. What do you want to be when you grow up? Future goals/challenges?

I look forward to gaining more experience as the founder of a startup, maybe one day helping other great female founders, investing in them and also putting my experience to use.

13. What fears are you still hoping to overcome?

I think fears are a part of the journey. I have many. I have a drenching anxiety that I’ve always needed to accept and live with. I think with experience things get easier. I believe that what you fear the most is what you need to pursue the hardest. There's no other way around it. You need to walk with that fear and as the time goes by, things get less scary.

14. Anything you'd do differently, if you had another go at life?

I'd start earlier. I'd start going to therapy earlier. Many people think that it is all just supposed to “work out” or that things "are what they are". They certainly aren't. You can be exactly who you want to be if you set your mind to it.

16. What are you hopeful about?

Hopeful about the results we see in the work we are currently doing to promote equality will end up being simply as things are.

17. What are some ingredients to a good life? How did the global pandemic change your perspective about the world, about your life, your goals and dreams?

"Do something for your mind, body and soul every day" is the practice I try to live by. And being kind. If you decide to try to be kind to everyone (including yourself) and do nice things for people around you every day, you do feel better yourself; can be anything from complimenting a stranger to doing something nice for your parents. I realized that I feel better about myself if I try to think positive thoughts about others.

18. What are (at least) three qualities you most love about yourself and why? What are your superpowers?

• I'm very social (a social introvert, how odd right?). One of the things I can appreciate about myself is how easily I can speak to almost anyone and have a good time.

• I'm very physically strong, I can lift very heavy when I train.

• I take care of myself by setting healthy boundaries, going to therapy and practicing self-care daily.

19. What advice would you give your 14-year-old self? What advice would your 14-year-old self give you in return?

Ouff, that little girl. I speak to that 14-year-old in my mind a lot, as she is always ever present. I’d tell her that everything is going to work out, no need to hurry time. You will get everywhere you need to get. In due time. What is meant for you, will happen, if you manifest it first.

20. What are you reading now? (what books do you gift most and what are your favourite reads?)

I am currently reading, for the second time, "The Subtle Art of Not Giving a F*ck”, a book by Mark Manson. I enjoy this read when my thoughts get to be a bit too much, haha. I am currently reading and enjoying a book called "How Emotions Are Made: The Secret Life of the Brain” by Lisa Feldman Barrett.

21. Where can others find you/your work (links to websites, blogs, etc.)?

You find me on LinkedIn for work or Instagram for socials!

And my brainchild Olivia you find here.

Bonus Quick Round Qs:

1. What and who is worth suffering for? First and foremost, you are the one worth suffering for. For the life you want to live, for the mind and the body you want to live in. I can't stress enough the power we have over our own journeys.

Another thing - love! I couldn't be where I was today if it wasn't for my partner who has stood calm in the surrounding storm (meaning me).

2. What would you do if you knew that nobody would judge you?

Nothing different. There will always be someone judging. Hell, I judge people. It's part of being human. I work on that a lot personally, to always have an open mind with others. I can only expect that others are doing the same. I'm not proud of how I've handled everything in my life.

Besides, you know, people don't think that much about others anyway. We're all living in our own weird worlds, busy occupying our minds with thoughts and emotions. Thus no one really cares about what I do anyway. People are too busy thinking about themselves, so the 30 seconds someone wastes on judging me, I can live with that.

3. Who is/are your mentor/s (men or women)? I have many people I view as my mentors that I don't think know it, haha, but one very central person in my life is my dad. I call him more or less every day and we can talk for hours. He is very wise and has helped me enormously on my startup journey.

4. If you didn't have to work anymore what would you do with your days? I'd honestly work. Probably come up with another idea and run with that full speed. But besides that, I'd love to help others with starting their own businesses.

5. If you could be anyone for a day who would you be? It would be Beyoncé, no doubt.

6. If you could relive one year in your life, which one would it be? Next year.

7. What bothers you most about people? What do you love most about people? It bothers me how many people don’t feel they have enough confidence to make changes in their lives. I love how different we all are. We all come with our little backpacks of experience, good and bad. I love that I can soak up and learn from experiences of others just by listening to their stories. That's pretty wild.