Why We Built Steadi
Steadi was built by people who have seen firsthand how much this transition matters — and how rarely it's met with a product that actually takes it seriously.
Cole Strange, PA-C
Technical Founder
Cole spent years in emergency medicine and didn't expect the job to change him the way it did. The schedule wore down his sleep first, then everything else followed. His energy dropped, his patience shortened, his focus slipped, and he started noticing things that felt off like brain fog that wouldn't clear and a version of himself that felt harder to access. At home, with his wife and two young boys, he could feel the gap between who he wanted to be and how he was actually showing up.
What stayed with him most was that it didn't feel random. He was seeing the same kind of strain in the patients he treated every day, different stories on the surface, but underneath, the same patterns tied to disrupted sleep, chronic stress, and a body that just wasn't responding the way it used to. It forced him to look at health differently, less about isolated symptoms and more about how the body handles pressure over time.
When he stepped away from the ER, it wasn't to walk away from medicine, it was to move closer to that understanding. Perimenopause and menopause stood out quickly, not because they are simple, but because they aren't. It's a stage where so many women start to feel like their body has changed the rules overnight. Sleep becomes unpredictable, energy fades at the wrong times, weight shifts without explanation, and even thoughts and emotions can feel unfamiliar. It's frustrating, and often dismissed or oversimplified.
Steadi was built from that awareness, with respect for how real and layered this experience is, and with a focus on supporting the systems underneath it in a way that makes sense, using ingredients that have been studied and an approach that doesn't talk over women or reduce what they're going through, but instead meets them where they are.
Eric Banks
Co-Founder
Eric has spent over 15 years in health and wellness, focused on turning good science into products that actually fit into people's lives. With a background in Biological Sciences and an MBA, he began his career in product development at Procter & Gamble and has contributed to multiple peer-reviewed research publications. He later went on to build and launch health products across the U.S., Canada, and the U.K.
At Steadi, Eric helps shape the product with a focused goal in mind: it should be grounded in science, but more importantly, it should work for real people.
John Serafano
Co-Founder
John brings a unique blend of healthcare experience and brand-building to Steadi. He began his career as a Physical Therapist Assistant and holds a bachelor's degree in Health Science Administration, giving him a strong foundation in how people experience care and navigate the healthcare system. Over the past decade, he's worked behind the scenes helping grow health and wellness brands by listening closely to what people actually need and building systems that meet them there.
At Steadi, John focuses on how the brand shows up for women, making sure everything feels clear, supportive, and rooted in real-life experiences.
Lucía de Santibañes
Creative Director
Lucía is an Argentine graphic designer based in Uruguay with more than 15 years of experience creating visual identities, packaging, digital experiences, and brand systems across wellness, lifestyle, tech, and public sectors. Her work has spanned international companies, visual communications for the G20 Argentina 2018, and collaborations with both the Government of Buenos Aires and the Argentine National Government.
At Steadi, Lucía leads creative direction with a focus on building visual experiences that feel both elevated and emotionally connected — thoughtful, modern, and designed to convert.
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