Wit Twin Cities's Podcast

Infertility. We don’t like to talk about it. If you are going through it, finding someone who understands can be hard. Elyse Ash knows. And she doesn’t want you to feel alone, so along with her husband, she created Fruitful Fertility (https://www.fruitfulfertility.org/). Pairing her background in advertising and marketing with her husband’s skills as a developer allowed them to create a service they wished they had: a way to pair people who have been through the infertility journey with those who are in the middle of it, a space to have the uncomfortable, messy conversations you may not be able to have with your friends. They were not mobile-app first, that came later when they wanted a better way for their mentors and mentees to interact, and to learn from their users’ experiences. And while Elyse was a little app-averse, in deciding to move full time into the business, she learned that you’re never really ready - you just have to take a first step. Like her toddler daughter learning to put on her shoes, you