Let’s shape the future of female health together.

Here is What's New:

Please join us in welcoming Dr. William Adams, PhD, ATC, FACSM to our Advisory Board as an Expert Advisor.

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. He also is the Director of the US Coalition for the Prevention of Illness and Injury in sport, which is one of eleven International Olympic Committee designated Research Centres. Additionally, Dr. Adams holds appointments at the University of North Carolina at Greensboro and the University of Colorado - Colorado Springs.


Dr. Adams’ research expertise and interests are focused on optimizing human health and performance. He is currently overseeing projects related to head injuries in sport, women’s health, mental health, and para-athletes with the long-term goal of reducing injury and illness risk and optimizing performance among elite athletes.

He has been either a lead or co-author on 95 publications (wow!) in both peer-reviewed scientific journals and edited textbooks on topics related to exertional heat stroke, maximizing athletic performance in the heat, hydration on human health and performance, and preventing sudden death in sport and physical activity.

Dr. Adam's work as an expert advisor with My Normative includes providing insight and expertise on the scientific development of My Normative as well as the facilitation of strategic partnerships in the US market. 

Welcome, Dr. Adams!

Need a little extra help? 

We've partnered with Eunoia Medical, an innovative 100% virtual medical clinic specializing in the comprehensive treatment of women’s mental health symptoms.

Offering talk therapy, lifestyle changes and medications as needed, the female physician-therapists at Eunoia Medical are passionate about helping women improve their mental health in a way that works best for them.

Consults are covered by Alberta Health Care and are available to women over 18 years of age. Learn more and book a Meet + Greet to see if Eunoia is right for you at eunoiamedical.ca!


Ready to represent the My Normative Community with some swag?

From the iconic Science, Feminism, and Love sweater to the classic Canadian toque embroidered with the Normative wave, we’ve got you covered for cozy.

*Only avalible while supplies last
*Shipping is limited to Canada only

Be a part of the conversation.

Past Initiatives

My Normative’s community storytelling series shared a collection of uncensored, unscripted, and unapologetically honest —if not a bit taboo— stories

These stories were shared to normalize, reshape and reclaim the narrative surrounding: periods, birth control, pregnancy, post-partum, perimenopause, gender norms, and reproductive health experiences… because those topics aren’t just meant for Wine Wednesdays or somewhere deep in a subReddit.

Find the complete catalog of stories on our Instagram



My Normative Run Club

Join the movement by getting moving.

Missing your accountability buddy or just looking for your next summer fitness goal? Join the My Normative Run Club as we prepare for The Banff Marathon’s Half Marathon and 10K runs on September 12, 2021.


Transparency Matters to My Normative.

My Normative was founded by two feminist researchers whose ethics data security values were formed around the professional standards demanded of them as health researchers. Our founders carry these standards into every business practice and ensure our organization’s actions meet strict ethical guidelines.


What My Normative is doing to give back to the community that raised us.

Small businesses have been hit hard by the pandemic. More than twice as many SME’s (small and medium-sized enterprises) have been affected, and, according to Statistics Canada, the revenue decline they’ve experienced is at least 20% worse (Statistics Canada, 2020)! Even more, the impact on…