Former Spanx CEO Aims to End Hearing Loss Stigma

Laurie Ann Goldman, renowned for her leadership at Spanx, has been appointed CEO of Audien Hearing. She aims to expand the reach of the company's over-the-counter hearing aids, currently utilized by over 1.5 million individuals. Goldman's strategy involves destigmatizing hearing aids by emphasizing their health benefits, referencing studies linking mild hearing loss to increased dementia risk.

Audien Hearing, known for its affordable devices priced as low as $98 and available in major retailers like Walgreens and Walmart, operates in a competitive market. The U.S. Food & Drug Administration's 2022 establishment of an OTC hearing aid category has increased consumer options, even allowing devices like Apple AirPods to function as hearing aids.

Goldman is collaborating with Audien's founders—Ishan Patel, Dylan Garber, and Zack Hubbard—who were inspired by their grandparents' experiences. She plans to leverage marketing and creativity, similar to her approach at Spanx, to break down barriers associated with hearing health. This experience is expected to help Audien capture a significant portion of the 1.5 billion people globally affected by hearing loss.