Loud and proud about disrupting the sexual health industry

Joey Pomerleau talks about the unusual business model he adopted to allow Wednesday Co. to service communities that have been overlooked

Joey Pomerleau is founder and CEO of Wednesday Co.

Joey Pomerleau
Joey Pomerleau

What is Wednesday Co. and what does it do?

Pomerleau: At its core, Wednesday Co. is a subscription condom company. We deliver condoms every month to your doorstep. You set it and forget it, then it’s there when you need it.

In the greater scheme, Wednesday Co. is an all-inclusive brand that not only focuses on equality but is also trying to foster a real sense of community through our partnerships with outreach programs and our charitable donations.

How and why did you come up with this idea?

Pomerleau: I was previously working on another company that followed a similar business model, but I didn’t feel connected with the idea. I took a step back and decided to rethink my product, and after milling over various household products, I looked to my nightstand and then it hit me – condoms.

Upon further research, I realized that there were many issues with the way condoms were currently being marketed and sold. For the most part, condoms are targeted toward heterosexual, white males. Being that I identify as queer, this really struck a cord with me and I decided to fill the gap.

Who is your target market?

Pomerleau: Although our company is all-inclusive, our target market is the LGBTQ+ community. Wednesday Co. is unique in that we align with the LGBTQ+ community without our messaging being over-sexualized or being specifically about HIV and AIDS prevention.

Some brands attempt to be inclusive by pushing a neutral message, but that is not enough; we are about being loud and proud and providing our community with a high-quality product and a consistent message of equality.

What’s your vision for the company?

Pomerleau: My hope is to change the rhetoric that’s being used in the condom industry and the general conversation about sex. My goal is to disrupt the sexual health industry and to service the communities that have been overlooked. My vision is to expand on our current offerings to include various other products that fall under the sexual health umbrella and to expand our reach globally.

What have been some of the biggest challenges you’ve had to overcome in becoming an entrepreneur?

Pomerleau: Aside from all of the logistical and regulatory challenges that I’ve faced and continue to deal with, I have found my biggest challenge is my own mind. Like many entrepreneurs, I’m my toughest critic; and it has been a real struggle for me, as a perfectionist, to realize that everything is not always going to go my way.

Throughout this process I’ve learned that sometimes you just need to go with the flow and that asking for help is not a sign of weakness, but rather a step towards greater self awareness.

Interviewed by Mario Toneguzzi, a Troy Media business reporter based in Calgary.

© Troy Media


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