About Bellabeat: owner of IVY Period & Pregnancy Tracker, IVY+, and so much more

Woman-forward. Woman-centric. And woman-ran, Bellabeat is the women’s wellness HQ when it comes to cycle syncing, health and wellness trackers, and personalized goal achievement throughout your reproductive journey.

Where women and tech combine for a brighter future

A true pioneer in the fem-tech industry, Bellabeat is a women’s wellness company that has not only helped more than 380 million women successfully track and understand their cycle with precision, but also tracked and helped more than 2 million women with their pregnancy from preconception and planning, to and through postpartum.

The founders

Urška Sršen

Co-founder & CPO

Urska is the detail-obsessed execution force behind Bellabeat’s products which have been continuously recognized as some of the most innovative products launched within the digital health market.

Urska has a background in fine arts and design, studying fine arts sculpture at ALUO Ljubljana and Kuvataideakatemia in Helsinki. Urska was chosen by Forbes as the ambassador of the Technology field for their first European 30 under 30 list launched in 2016. She also received the Jabolko Navdiha (Apple of Inspiration) Award from the President of the Republic of Slovenia.

Urska spends most of her free time outdoors and is passionate about women’s rights, sci-fi and sustainable development.

Sandro Mur

Co-founder & CEO

Sandro Mur is a serial entrepreneur with an engineering background. Growing up, his sources of inspiration were his mother and grandmother, both business-oriented and progressive women.

At Bellabeat, Sandro is responsible for strategy, finance and growth. Given his passion for startups, Sandro created Bellabeat’s own investment program to nurture interesting local talent and technology.

In his free time, Sandro is a kitesurfer, amateur racecar driver, and a dog dad. Being active in sports and his many hobbies helped him grow as a startup founder and leader of a fast growing and diverse team of mostly young professionals.