Béa Fertility hires Elvie’s Darren Goode as a key commercial advisor

Elvie’s former president and global chief marketing officer is taking up a new role as a leading advisor at femtech start-up Béa Fertility.

Darren Goode led Elvie to become a health tech brand with revenues exceeding US$26m. He now joins Béa as the team gears up to bring its fertility device to market.

Béa Fertility is developing the world’s first clinical-grade at-home fertility treatment by bringing back intracervical insemination (ICI) in an attempt to level the playing field when it comes to assisted conception and provide access to affordable fertility treatment

Co-founded by Tess Cosad, medical doctor Dr Louise Rix and product engineer George Thomas, the company aims to become the first affordable step on the fertility journey for people struggling to conceive.

Expected to launch in summer 2023, the Béa device will enable couples with infertility to carry out a simple ICI treatment at home, before exploring other costly clinical treatment options.

ICI has been shown to have efficacy of 50 per cent over six cycles of treatment, and was recently included in the NICE clinical guidelines as a recommended approach to fertility treatment.

The start-up raised US$1m in pre-seed funding last year to expand their team and bring their fertility solution to market.

As a key advisor, Goode will help steer Béa’s marketing and growth strategies, with the aim of making the Béa device a category leader.

He will support the creation of a commercial infrastructure to support both UK and international growth, working with the CEO on brand strategy, positioning, growth and fundraising.

Darren brings over twenty-five years’ global marketing and commercial experience from the likes of Apple, L’Oreal, P&G, Paramount Pictures, Elvie and Babylon Health.

“I’m really excited to be joining Tess and the wider Béa team at this critical stage in their journey,” the new adviser said.

“My first child was born through IVF, so I’m acutely aware of the complex challenges surrounding fertility. Currently, there’s really nothing available between trying (and struggling) to conceive and going to a fertility clinic.

“This is what drew me to Béa. This is the first time I’ve seen fertility innovation that isn’t just offering advice or a new route into clinics, but is getting to the very heart of the problem and offering a totally new treatment solution.”

He added: “My role will be equal parts operational, practical, philosophical and pastoral. Tess is an inspiring founder and I can’t wait to see where we can take this.”

Tess Cosad, CEO and co-founder at Béa Fertility, said: “I’ve been working with Darren since the inception of Béa, and at every step of the journey his advice has been invaluable.

“I couldn’t think of a better leader and advocate to have in our corner, and look forward to seeing where we can take the company with Darren on board.”