United For A Common Goal

We’ve brought together the best and the brightest to solve one of the biggest opportunities in tech.

Our Team



Danika Kelly
Co-founder, CEO

Danika Kelly is a health and wellness professional and trained socio-cultural scholar in issues around female health and representation. For the past 14 years she’s worked globally focusing on health advancement and knowledge translation in developing economies. Danika has a strong history of leadership excellence in the social innovation space —winning awards and recognition from Telus and The Future of Good, DMZ Woman of the Year, FemTech Analytics, Femtech Focus, Alberta Women Entrepreneurs, and more. Danika acts as an advisor on sex and gender equity to the Commonwealth Businesswomen Network and the United Nations Office of Outer Space Affairs. 


Renee Kokts-Porietis
Co-founder, COO

Renee Kokts-Porietis is a  trained epidemiologist who specializes in person-first and population level female health research. Renee is the Research and Development and Machine Learning lead at My Normative. Her experience with clinical studies, data analytics and, time-to-event biostatistical modeling has enabled her work to focus on addressing gaps in knowledge for underrepresented female populations. Renee’s academic career has been supported by the Canadian Institutes of Health Research, Government of Alberta and the University of Calgary.

Strategic and Expert Advisors:


Rebecca Greenan

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Rebecca is an accomplished President, Senior Executive and Advisory Board Member with over 25 years of cross-sector experience in financial and risk management, strategy development, marketing, and start-up scaling. She specializes in the energy and technology sectors, having held executive positions in NYSE and TSE listed companies, as well as start-ups and a boutique consultancy firm. Through-out her career, Rebecca has worked with government, post-secondary institutions, public and private entities and is actively involved in the innovation ecosystem. She has played pivotal roles in securing various levels of financing, as well as establishing critical financial and operational systems required to commercial start-ups. Rebecca is recognized for leading transformational change, long-term growth initiatives, as well as developing and implementing disruptive strategies that deliver significant shareholder and stakeholder value.


Eve Blossom
Women’s Health

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Eve Blossom is a social impact serial entrepreneur, a seasoned advisor, mentor and investor in technology, digital health and women’s healthcare. Eve builds and invests in ventures that transform how we define, access and interact with care. She has been active in startup and growth companies for over two decades nationally and internationally. Eve is an Associate at Creative Destruction Lab, an author and an Aspen Institute fellow.


Peter Fenwick
Institutional Sales

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Peter has expertise in system enterprise level procurement; digital health and medical device commercialization (deep dive in revenue models/strategic selling), scaling to international markets, and executive talent development. A known ‘health systems agitator’, having held senior and executive roles inside GE Healthcare, Greenshield Canada, Alberta Health Services and the Ontario Public Service, Peter loves working inside organizations going through existential change; especially those redefining health systems based on quality, innovation, and citizen centered care. This means he’s worked the buy side and the sell side for multi-million dollar contracts in Canada and the USA. Peter was last Board Chair of eHealth Ontario (a $280M healthcare IT agency) prior to its integration into Ontario Health. He was Board Vice-Chair of The Community for Excellence in Health Governance. He is currently on the Advisory Board of Wosler Corp (a robotics guided, tele-sonography platform) and Chair of the Board Finance Committee at Imagine Citizens Network.


Gord McDonald
Research Business Development

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Gord is a civil and industrial engineer, he has over 30 years’ experience in work systems design and operations management. He spent many years in the design and development of online transaction systems and facilitating large groups for the creation of networks and collaborative work methods. Having spent the 20+ years specifically in the research administration, higher education, and health sciences sector, he is considered a preeminent leader in the design and deployment of digital systems that support research administration. Gord’s thought leadership in data classification, security, workflow processes, rationalization, and knowledge mobilization has made him a much sought-after expert.


William Adams
American Eco- System Development

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Dr. William Adams is currently the Associate Director of Sports Medicine Research with the United States Olympic & Paralympic Committee where he oversees the Sports Medicine Research Program focused on injury and illness prevention in sport. He also is the Director of the US Coalition for the Prevention of Illness and Injury in sport, which is one of twelve International Olympic Committee designated Research Centres that are located around the world. In addition to his current roles, Dr. Adams also holds appointments at the University of North Carolina at Greensboro and the University of Colorado - Colorado Springs. Dr. Adams research areas of expertise are focused on optimizing human health and performance and currently has over 110 publications in scientific journals or edited textbooks on these topics.

Team Members:


Allison Swelin
Director of Growth

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Allison Swelin is passionate about building high-performing teams using trust and vulnerability. With over 15 years of tech industry experience, Allison has collaborated with thought leaders and led strategic initiatives for Garmin, SMART, and Motorola. Spearheading the creation of the Garmin Health division, Allison helped to build an ecosystem of over 100 Global API partners and inspired its growth to $25M in less than 3 years. She has held senior leadership positions and built high performing teams across multiple disciplines including product management, business development, marketing and sales. Allison is also the mother of three young children and passionate about all things leading to longevity!


Jasmine Shaw
Project Manager

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Jasmine Shaw is a professional engineer, project manager and changemaker with 7 years experience in systems engineering and project management across the defence, aerospace, and tech industries. Jasmine is a relentless advocate for women in STEM and has led initiatives across the country that have impacted hundreds of women. She is the host of #TechTalks, an interview series featuring women that are thriving in STEM.


Cate Daniel
Lead Developer

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Cate is the lead developer for My Normative. She brings with her several years of experience in software development, has worked in healthcare in the past, and is excited to be working on this project. When she’s not refactoring code and adjusting algorithms, Cate likes to enjoy time outdoors and loves to fly.


Ted Kim
Intermediate Backend Developer

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Ted is a software engineer with seven years of experience in diverse fields. He does not only bring technical expertise but also a mindset that values progress and adaptability over perfection. His enthusiasm lies in contributing his skills and experience to the team, driven by a passion for constructing scalable and reliable backend systems. He enjoys regularly attending seminars and workshops alongside a developer group to connect with like-minded individuals.

Are you interested in joining the team at My Normative?

We’re always looking for talented humans to join our team who, above all, are inspired by our mission to close the sex and gender data gap. If that’s you, no matter your specific talents or our current openings, we want to hear from you to keep you in mind for future opportunities!