Adoram Leshem is the Chief Executive Officer of Nübrace, an orthopedic aids company he founded after years of knee pain from martial arts, hiking, and dirt biking left him searching for a brace that actually worked. When nothing on the market gave him real support, he spent seven years engineering his own solution.

The core problem Adoram uncovered is that traditional knee braces are passive. They stabilize and limit movement, but they do nothing to actively support the leg during everyday actions like standing up, sitting down, or climbing stairs.

In this conversation, Adoram breaks down the mechanics behind Nübrace's Power Boost Active System, a spring-based design that absorbs body weight on the way down and releases power on the way up. He also explains why the company is targeting the aging knees demographic first, how mobility loss triggers a broader physical and mental decline, and what changed between the first and second generation of the product.

Listeners walk away understanding why an entire industry stayed stagnant for decades, and what it actually takes to turn a passive medical device into an active one.

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Podcast website: https://vimmi.net/commerce-untold/

Eitan Koter's LinkedIn: https://www.linkedin.com/in/eitankoter/

YouTube: https://www.youtube.com/@VimmiVideoCommerce/featured

Guest: Adoram Leshem, Chief Executive Officer, Nübrace

Adoram Leshem's LinkedIn: https://www.linkedin.com/in/adoram-leshem-a1a83b/

Nübrace: https://nubraces.com/

Key Takeaways:

• Most knee braces only restrict movement. Nübrace's dual spring system actively absorbs body weight on descent and pushes back on ascent.

• Reduced mobility creates a downward spiral: less movement means less blood flow, slower healing, and greater dependence.

• The orthopedic aids industry hasn't meaningfully innovated in 60 to 70 years, dominated by a handful of traditional European brands.

• Nübrace is HSA/FSA eligible and holds a CE Class 1 medical device mark in Europe, with FDA registration in progress.

• The brace doubles as a wearable training device, letting users attach resistance bands to strengthen the quad and hamstring at home.

• Nübrace's second generation focused on comfort fixes, lighter materials, adjustable strap length, and a flatter spring housing, based directly on first generation customer feedback.

Chapters:

[00:26] Introduction and welcome

[01:05] Adoram's personal story: sports, injuries, and aging knees

[02:01] The injury that led to founding Nübrace

[03:24] Why launch another knee brace in a saturated market

[04:37] The breakthrough: the Power Boost Active System explained

[08:28] Who Nübrace is built for: the aging knees demographic

[10:03] Mobility, pain, and avoiding unnecessary surgery

[13:34] Certification, testing, and HSA/FSA eligibility

[17:43] Product demo: fit, sizing, and what's in the box

[21:08] Second generation upgrades, US launch strategy, and what's next

[30:10] Closing vision: turning passive braces into active devices