CEO Victoria Repa Is Leading the Way to a Healthier Tomorrow. Here’s How.

Victoria Repa, the Founder and CEO of BetterMe, embodies a transformative mission centered on holistic well-being and diversity, equity, and inclusion (DEI). Her personal journey from overcoming health struggles to becoming a certified Health Coach is the driving force behind BetterMe’s innovative approach.

Raised in a rural community in Ukraine, Victoria’s experiences instilled in her a strong work ethic and adaptability. Tragically, her hometown’s devastation by Russian military attacks turned her into a wartime CEO, emphasizing the need for a robust foundation in anticipation of turbulent times. At BetterMe, Victoria’s commitment to accessibility and personalized wellness is evident. By eliminating potential wellness barriers, the platform offers tailored solutions for diverse journeys. With a strong emphasis on ongoing support, BetterMe empowers users to achieve their well-being goals while addressing the growing challenge of chronic diseases. 

We asked Victoria about the most meaningful impacts BetterMe has had thus far, the achievements she’s most proud of, and what’s next for her and her company. 

Q: Tell us the story behind your company’s founding. How and why did you start working on BetterMe?

A: During my teenage years, I struggled with extra weight and low self-esteem, which made it hard to stay active. By 27, I excelled in acrobatic yoga and later became a certified Health Coach. That transformation happened only when I embraced a new mindset, learning that true change starts from within. I genuinely embody our target audience, having navigated the same challenges. 

The main takeaway from my journey is that enduring change needs a comprehensive approach. Quick fixes, like medical advancements, tech, or fad diets, fall short in securing lasting results. Holistic solutions for a healthier and more fulfilling life are at the core of BetterMe.

Q: What problem does BetterMe solve? 

A: BetterMe is dedicated to making a healthier life accessible to everyone. We strive to eliminate barriers to wellness, be it too-intense workouts, high costs, or complex interfaces. Recognizing the lack of diversity, equity, and inclusion in the health and wellness market, we strive to create a platform that caters to people from diverse backgrounds and experiences. Rather than following the outdated one-size-fits-all approach, we offer personalized health solutions that adapt to the unique journey of each individual. We understand the challenges of staying motivated, which is why we prioritize ongoing support to inspire and encourage BetterMe users in achieving their well-being goals.

Also, in a world where chronic diseases are increasingly prevalent, we're committed to being part of the solution. Our integrated strategies empower individuals with the knowledge and resources necessary for proactive health management, ultimately contributing to a future with fewer health-related obstacles.

Q: What are some of the most meaningful impacts BetterMe has had so far? 

A: BetterMe has made a significant impact by promoting a healthy lifestyle for everyone through its inclusive DEI approach. Our holistic platform covers workouts, nutrition, and mindfulness, ensuring that people of all ages, physical abilities, and economic backgrounds can embark on a journey to well-being. 

One of the achievements we're particularly proud of is our bio-individual approach. For example, personalized coaching driven by wearable data from the BetterMe Band leads to double the weight loss compared to self-guided efforts.

Our commitment goes beyond physical health. We're dedicated to supporting the community through tough times, fostering resilience and mental well-being. We've partnered with the Ministry of Education, WHO, and the First Lady to empower Ukrainians to take charge of their mental health and find strength through our platform.

Q: In what ways has your upbringing or past experiences contributed to how you operate as an entrepreneur?

A: Growing up as a farmer's daughter in a small village has significantly shaped my entrepreneurial approach. Witnessing the hard work and resourcefulness needed to make a living in a rural area instilled in me a strong work ethic and an appreciation for resilience.

Life took an unexpected turn when my village was devastated by Russian military missile attacks. Recently, my parents, who had to flee our hometown Novobakhmutivka in the Donetsk region after a massive bombardment, shared with me a video from a Russian propaganda channel showing how our town looks now.

Today, I recognize my role as a wartime CEO. Navigating creation amidst ruin taught me how crucial it is to build a strong foundation that can withstand unexpected storms. This experience ingrained in me the significance of risk management and the need to diversify strategies to thrive under any circumstances.

Q: We dare you to brag: What achievements are you most proud of?

A: Even the best MBA program can't fully prepare you for leading a company during times of war. We not only survived but also hit some important milestones in 2022–2023. 

We expanded our business model by launching a bio-individual approach that combines digital tech, health coaching, and reliable wearables to create an affordable, personalized holistic tool and initiate a transformative shift in the health and wellness market.

We launched the BetterMe Store, offering users high-performance everyday sportswear and wearable tech.

And we introduced the BetterMe Band, a health tracker designed to boost motivation and fast-track habit changes.

Even in the face of a full-scale war, BetterMe quickly adapted its operational processes to ensure uninterrupted business and ongoing support for our global users. Despite the turbulent year, our company saw impressive growth, with a 20 percent increase in financial performance and employee count in 2022.

Q: Have you discovered any underappreciated leadership traits or misconceptions around leadership?

A: One of the often-overlooked traits of effective leadership is the importance of corporate wellness, which gives teams a stable foundation and helps them be more flexible amid any crisis. At BetterMe, we embrace the concept of energy—how a leader's energy shapes the company's overall vibe. My personal growth paralleled the company's expansion, showcasing how leadership development fuels corporate growth. This connection highlights the underestimated role of corporate wellness and energy management in impactful leadership.

Drawing from my experience leading a team during the war, I've launched BetterMe For Business to share our insights with other companies. This corporate wellness solution offers tailored support for physical and mental health based on users' needs, lifestyles, and health risk goals.

Q: What have you learned about building a team and a support network around yourself?

A: My experience in team-building during the war has given me invaluable insights. I've learned that a leader's energy level significantly affects the team's performance, so it’s important to recharge it consistently.

Viewing your team as a sports team rather than a family fosters discipline and accountability, ultimately boosting overall performance. Each player should focus on the part of the field they can control.

Giving your team freedom is a powerful way to enhance creativity and innovation. This autonomy encourages team members to explore ideas independently, leading to fresh and groundbreaking solutions.

Q: What’s next for you and BetterMe?

A: My company and I have a promising future ahead. We're broadening our DEI efforts by introducing workouts tailored for those who lost their limbs, promoting inclusivity and empowerment. We're also committed to supporting peace in Ukraine, making sure all Ukrainians have access to reliable tools to care for their physical and mental health.  

Central to our mission is the goal to ensure healthier and happier lives for more people. Through innovative fitness solutions, inclusive initiatives, and ongoing social commitment, we're excited to contribute to a more equitable future for communities worldwide.

Victoria is a member of Dreamers & Doers, an award-winning community that amplifies extraordinary women entrepreneurs, investors, and leaders by securing PR opportunities, forging authentic connections, and curating high-impact resources. Learn more about Dreamers & Doers and get involved here.

The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.

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