We are a team of beauty, nutrition and fitness enthusiasts, with a passion for overall wellbeing.

Our mission is to bring you unbiased, expert guidance and advice throughout your pregnancy and until your child turns three. We’ve combined our unique backgrounds and experiences from all over the world to help you live better.


Melinda Nicci

CEO & Founder & Mum

A mom of two, a Sport Psychologist and an innovator in the world of health technology – her passion for healthy living is the heart of our company. On weekends you’ll find Mel catching the latest episode of Suits, taking her beagle – named Bagel – for a walk or going to her local Virgin Active and hopping on her personal favourite – the Woodway Curve.

Melinda’s top tip: Life’s not a dress rehearsal, make the most of every single day. Oh, and never skip this routine: exercise, cleanse, tone, moisturise.

Paula Wada

COO & Fitness Enthusiast

Coming from New York to London in 2013, Paula has many years of experience in investment consulting – and her prowess in financials, spreadsheets and keeping us on point is her specialty. Paula is a passionate fan of dynamic Pilates, spinning, Kobe Bryant, and she is possibly the most unusual Millwall supporter.

Paula’s top tip: Think of exercise as the least expensive option for promoting your future health. But don’t forget to indulge… reward yourself post-exercise with a combination of bath salts, candles, and a soothing cup of tea or glass of wine.

Caitlin Hanley

Content manager & wellbeing guru

Fresh off the boat from the states, Caitlin brings a background in Clinical Psychology – and she has settled in nicely as head of content creation, editing and copywriting. Outside the office she’s been busy exploring the UK, squeezing in a round of golf, or cosying up in her ‘flat’ with a good read.

Caitlin’s top tip: Remove all toxins from your life where possible – including food, bad habits, and even toxic relationships – your health is in your hands. Also: love the sun but love your SPF even more.

Emma Gresko

Content consultant & Nutritionist

Currently the Operations Manager of Forward Partners and very close to receiving her diploma in Advanced Nutrition – Emma serves as our nutrition consultant and is helping us develop supplemental powders. She is always sure to make time for the gym, a ride on her beloved bike and regular trips to nearby farmer’s markets.

Emma’s top tip: Try and stick to unprocessed / unrefined foods that are in as natural a state as possible, with no added ‘nasties’. Your body will love you for it!


Stefan Roever

Chairman & Angel Investor

He’s what you’d call a serial entrepreneur – having founded Genia Technologies, a DNA sequencing company, and OnCircle, a video content sharing platform. Stefan is still the CEO of Genia, though it was recently sold to Roche. He is an avid reader of libertarian texts, has a passion for snacking on gummy bears, and swims for an hour a day in the California sunshine.

Forward Partners

Venture Capital Firm

Forward Partners are a venture firm based in Hoxton, London. They’re investors in early stage ecommerce companies. Forward caters for smart entrepreneurs who can demonstrate that they have a smart idea. For these people, Forward offers a distinctly unfair advantage. Their resident team have experience and methodologies to drive results.