On this episode of BoneTalk, BHOF CEO Claire Gill talks with Natasha Williams, CEO of Phoenix Hipwear and a member of BHOF’s Corporate Advisory Roundtable. For more than a decade, Natasha has led innovations in hip fracture prevention, starting with a soft hip protector that became New Zealand’s market leader and a preferred choice in U.S. senior care communities. Most recently, she and her team launched Phoenix Hipwear Active, designed for women 55+ who want to stay active through walking, hiking, biking, traveling, and pickleball while reducing their fracture risk. Claire and Natasha discuss this new product, the technology behind it, and how it’s helping women protect their independence and live vibrant, active lives.