Natasha Williams, CEO of Phoenix Hipwear and BHOF Corporate Advisory Roundtable Member

On this episode of BoneTalk, BHOF CEO Claire Gill reconnects with Natasha Williams, CEO of Phoenix Hipwear and a member of BHOF’s Corporate Advisory Roundtable. Natasha has spent over a decade developing innovative solutions to help prevent hip fractures, beginning with a soft hip protector that became the market leader in New Zealand and a preferred option in senior care communities across the U.S. Her work has been featured in international journals and at leading osteoporosis conferences, and she continues to collaborate with global partners to advance the science and design of hip protection. Most recently, Natasha and her team launched Phoenix Hipwear Active, a new solution created for women 55 and older who want to stay active through activities like walking, hiking, biking, traveling, and pickleball, but are also at an increased risk for a hip fracture. Claire and Natasha discuss the launch of this exciting new product, the technology behind it, and how it’s helping women protect their independence while continuing to live full, active lives.

Here are some of the key takeaways from their inspiring conversation:

• A Decade of Innovation: Natasha began working on hip protection in 2014, after seeing how ineffective and unattractive traditional hip protectors were. Her mission: create something women would want to wear.

• Bridging Function and Fashion: Phoenix Hipwear Active blends advanced material technology with athleisure design, creating protective garments that are breathable, flexible, and stylish enough for hiking, biking, and pickleball.

• Real Women, Real Input: Natasha collaborated with active women living with osteoporosis to ensure that the product didn’t signal frailty but instead offered both physical and emotional reassurance.

• Advanced Materials, Proven Results: Using 3D-printed lattice shield technology, the shorts offer protection that meets or exceeds biomechanical standards, including a global motorcycle safety benchmark.

• Reframing Aging with Confidence: Natasha and Claire discuss the mental reset many women experience in midlife. A diagnosis like osteoporosis can be scary but with the right tools women can continue to live joyfully, actively, and confidently.

• More Than Protection—Peace of Mind: Wearing hip protection isn’t about expecting to fall, it's about being prepared just in case. Like a bike helmet, it’s a small step that can prevent a major injury.

• Hope and Healthy Aging: Advances in treatment, wearable protection, and active communities mean osteoporosis doesn't have to sideline anyone. Claire and Natasha encourage women to move beyond fear into empowerment.

• About Natasha Williams

• Phoenix Hipwear Active

• Phoenix Hipwear Case Study

• Phoenix Hipwear

• Preventing Falls and Broken Bones

• Bone Health & Osteoporosis Foundation (BHOF) Website

• BHOF Corporate Advisory Roundtable