An early stage Boulder prosthetic company hired an industry veteran as its CEO and repositioned its brand.
The privately held Tensegrity Prosthetics, which developed a prosthetic foot with joints that mimic the motion of a walking foot and ankle, announced Thursday it hired Eythor Bender as its CEO and changed its name to FitBionic.
Bender previously served as the president of Ossur Americas, a division of the Iceland-based Ossur, an orthopedics company that posted nearly $400 million in net sales during 2012.
In an interview with the Daily Camera, Bender likened the five-person FitBionic to his early days with Ossur and Ekso Bionics, which developed a “wearable robot” that allowed wheelchair users to stand and walk.
“This is really how I like it,” Bender said of the small and nimble nature of the firm. “I enjoy that because it gives you a chance to take it in a direction without too much hesitation.”
Bender kept specifics close to his vest, but indicated the firm intends to position itself by having a “true consumer focus.” The combination of the K3 Promoter prosthetic foot with additional coaching could be extremely beneficial to people who lost their legs to trauma or diabetes, he said.
FitBionic officials are in discussions with potential investors to raise additional funds to expand its Boulder-based headquarters and enable the firm to become a global player in the $2 billion market, he said.
“We are serious about our statement that we want to become leaders in this field,” he said. “Our intention is to really build out our headquarters of the company from here. It’s going to be a global company.”