Gloria Kolb

Gloria Kolb is the Co-Founder and CEO of Elidah, Inc., maker of ELITONE, the first non-invasive wearable treatment for stress urinary incontinence. Based in Newtown, Connecticut, Elidah is a woman-owned medical device company backed by nine patents and more than eight years of clinical research.

Before founding Elidah, Kolb spent nearly two decades in the healthcare and biomedical engineering industries. She holds an engineering degree from MIT (Class of 1994) and went on to co-found the company alongside her husband, Eric Kolb, whom she met through their shared background in medical device product development.

The idea for ELITONE came from personal necessity. After delivering a 9.5-pound baby and then 13-pound twins, Kolb developed pelvic floor weakness and began experiencing bladder leaks. Dissatisfied with the existing options, which were either invasive or required lying on her back for 20-minute sessions, she and Eric designed a wearable external device that uses electrical stimulation to do the work of Kegel exercises automatically.

ELITONE received FDA clearance and launched in 2019, right before the COVID-19 pandemic forced a pivot from clinical distribution to direct-to-consumer sales. The company grew 100% year over year through the pivot period and remains self-funded, a point Kolb has described as both a source of pride and a fundraising challenge in a category women's health receives less than 2% of total healthcare funding. Kolb was featured on the Advice Line episode of How I Built This Lab in 2025, where she discussed the challenges of building word-of-mouth growth in a category many women hesitate to discuss publicly.