About

Bia is the first by women for women lifestyle brand marrying style and technology together in products that propel your inner athlete.

Bia is the result of our frustration with the tools and products for women athletes. The women who have to prioritize and plan between family, job, obligations and self. It’s Cheryl’s fruitless search for a multisport GPS training watch to replace the Timex Ironman (yes, that small plastic chrono watch, with the bright front button we ALL wear because it sucks less) and Sylvia’s quest for one site to log and plan her training replacing three sites, a calendar and stacks of post-it notes.

Necessity is the mother of invention and if you want something done right you’ve got to do it yourself. So we are. We look forward to supporting and hearing from you.

So we are.

Cheryl & Sylvia

 

Cheryl Kellond
I am an experienced product management exec and general manager, a mother of 4, and a triathlete,..and too frequently in that order. I specialize in concept to launch and have delivered $750M in revenue from V1 products at great companies like NEC, Adobe, Yahoo. If you want to know how I am wired, I went to MIT Sloan as a single mom, always opt for the redeye, and have been described by my team as a high fiber cereal with magical marshmallow surprises.

I started doing triathlon to turn myself into a runner because it was a portable sport. I’m not quite there yet, but my pace mantra is no longer “I hate running”, so it feels like progress.

2011 Goals:

  • Relinquish the throne as queen of the 10 minute mile: check (at least for short races)
  • Workout more often with other women: Check (nothing beats hills with girls)
  • Launch the first GPS sports watch that I would LOVE to wear: Game on! <wink>

My dream for Bia: I want wearing Bia to be a badge of sisterhood between fitness focused women. It can happen with a little wink or nod, or with a small intro between strangers and sharing of a personal best. Just some real-life acknowledgement that helps power us through the rest of the day and the next workout.

 

Sylvia Marino
I bring to Bia 15 years of online product experience from the earliest of online communities to the latest in social media in addition to projects that are data heavy (love, love data) and mobile. I’m a wife and mother of 3 and if you want to include the dog – 4. Entrepreneurial in spirit and practical in action, I throw caution to the wind and love to play with new ideas that solve real-world irritations.

I started in triathlons after having my second child and needing a goal with an end-date that would help me over the baby blues. I had a bike, could trot the run but had to take swimming lessons so I could survive the swim. The bike gets dusted off a few times a year, I love my long hikes and am addicted to open water swimming. With swimsuit, cap and goggle in hand, give me the open water – any temperature but the colder the better – and let me go.

2011 Goals

  • Swim across the Great Salt Lake: check
  • Swim the English Channel: check (5-woman team 15:24)
  • Rehab my should and improve stroke: surgery Oct. 7 and in rehab mode!
  • Launch a site that meets the needs of tracking everything we are when we train: Oct. 27, 2011 - onward!

My hope for Bia is to provide a place to track, log and plan your goals and celebrate your progress. It’s about personal bests and “firsts”.