Founders
Dr. Elliot Justin
Founder and CEO of Firm Tech Inc.
Dr. Elliot Justin is an Emergency Medicine specialist and health care technology consultant in urology, cardiovascular disease and diabetes. As an entrepreneur, he has originated and advised several health service, telemed and tech startups.
His interest in regenerative medicine and his passion for regular playful lovemaking and its health benefits have inspired FirmTech, his latest venture promoting sexual wellness.
Keenly interested in keeping men firm and fit for a lifetime of lovemaking, Justin began exploring aphrodisiacs in medical school in 1975. (Bad news, none of them work). More recently he researched neuro-modulation therapy for sexual dysfunction. Part of the study involved testing a pacemaker-like implant to help achieve erections in rams (and himself). Nicknamed “Project O,” the experiment ultimately failed, although it refuted published claims in peer reviewed journals.
His wife has nicknamed him “The Louis Pasteur of Human Sexuality” for his bold research and self-experimentation.
Undeterred and focused on “sexcess,” Dr. Justin and his FirmTech team have developed a transformative tool to help men optimize personal “erectile fitness,” and to inspire better cardiovascular health.
Since 1988, Dr. Justin has founded and exited three Emergency Medicine service companies, and established Swift MD, a telemedicine company. He’s also a lead investor in KORE, a company that transforms agricultural and industrial waste into natural gas.
Dr. Justin concentrated on Slavic studies at Harvard University (1971-’75) and medicine at Boston University (1975-’79). His studies instilled skepticism toward the conceits and prognoses of experts, antipathy to authoritarians and true believers, and kindled a passion for liberty and objectivity. Above all he believes the inability to admit error and uncertainty are the roots of friction and failure.
In 2014 he established Pegasus Liberty Foundation to fund research on the prevalence of slavery and efforts to rescue and rehabilitate slaves in India, Nepal and Burma. He also has served on the advisory board of the Freedom Fund.
Passionate about history, economics and pre-20th century literature and art, Dr. Justin wrote the novel “The Chastity of Honor,” about the country’s first war against jihadis during the Jefferson presidency.
Happily married for 33 years and the father of three adult children, Dr. Justin and his painter wife live in Montana with two energetic mares. He is a passionate trail rider who sometimes imagines, to his wife’s chagrin, that he’s a centaur.
Rachael Kierych
FirmTech General Counsel
Specializing in complex corporate and commercial litigation, Kierych has served as General Counsel and on the Board of Directors for numerous start-up ventures throughout her career. At FirmTech she oversees compliance, corporate governance, licensing, financials and contract review. Based in Austin, Texas, Kierych earned her Juris Doctor at Fordham University in New York. While there she served as business editor for the Brendan Moore Trial Advocacy Center, and was a staff member for the Fordham Environmental Law Review. She earned a Bachelor of Arts degree in Government from the University of Texas, Austin, where she made the Dean’s List while earning the Distinguished College Scholar Award. She earned admission to the New Jersey State Bar in 2012, followed by New York (2013) and California (2014). Named a Super Lawyers Rising Star each year from 2015 to 2018, Kierych was an Anderson Kill Eugene Anderson award winner in 2017.
Advisory Board
Dr. Jim Hotaling
An associate professor of surgery (urology) and director of Men’s Health at the University of Utah, Dr. Hotaling has founded four companies related to men’s health. He holds multiple patents, is widely published and has received more than $8 million in grants from the National Institute of Health. The director of Andrology Services at IVIRMA (the largest fertility group in the world), Dr. Hotaling has expertise in scRNA sequencing, the impacts of male infertility on somatic health, genetics of ED and innovation in men’s health and infertility. He is also an associate editor of Fertility & Sterility and in 2022 will become the president of the Society for the Study of Male Reproduction (SSMR), the pre-eminent U.S. male infertility society. Hotaling graduated magna cum laude from Dartmouth College (Biophysical Chemistry and History), and earned his M.D. at Duke university School of Medicine. He became a surgical intern at the University of Washington School of Medicine, and later served a residency in urology at the school. Dr. Hotaling earned a Masters in epidemiology from the University of Washington School of Public Health before becoming a fellow at University of Illinois at Chicago School of Medicine in the department of urology.
Dr. Philip J. Cheng
Dr. Philip J. Cheng is a board-certified urologist and Director of Urology at Reproductive Medicine Associates of New Jersey (RMANJ) and Peak Men's Health. He is affiliated with Morristown Medical Center as well as Rutgers Robert Wood Johnson Medical School, where he is an assistant professor in the Department of Obstetrics, Gynecology, and Reproductive Sciences. He provides a full spectrum of care to his men's health and LGBTQ+ patients. Dr. Cheng grew up in New Jersey and went to Rice University to study psychology. He received his medical degree from Baylor College of Medicine in Houston, graduating with honors. He completed his general surgery internship and urology residency at Harvard Medical School/Brigham & Women’s Hospital. After residency, he went to the University of Utah, where he completed his Genitourinary Reconstruction and Men’s Health fellowship.
Dr. Ashley Winter
Dr. Ashley G. Winter is an urologist in Clackamas, Oregon and is affiliated with Kaiser Permanente Sunnyside Medical Center. She received her medical degree from Rutgers New Jersey Medical School and has been in practice between 11-20 years.
SPECIALTY - Urology
Urologists specialize in the male and female urinary tract and male reproductive organs. Urologic organs include the kidneys, adrenal glands, bladder, ureters, urethra, testes, epididymis, prostate. Patients may have bladder or prostate cancer, kidney stones, urinary tract infections, and other genitourinary disorders. Urologists may have additional subdisplinary training as well.
Dr. Amy Pearlman
Pearlman is a urologic surgeon with a sub-specialization in genital and urinary reconstruction, as well as male-specific quality of life concerns. She offers medical and surgical therapies for erectile dysfunction, penile curvature, testosterone deficiency, and bothersome male urinary symptoms.
Stanley Lewis
Dr. Stanley T. Lewis is Founder and CEO of A28 Therapeutics. Dr. Lewis has dedicated over 25 years to patient care, teaching, clinical research, and drug development. Prior to founding A28 Therapeutics, Dr. Lewis served as Chief Medical Officer of Ansun Biopharma where he successfully led the company’s clinical development team to design and conduct late-stage clinical trials in parainfluenza, influenza, and COVID-19. Before joining Ansun, Dr. Lewis was Chief Medical Officer at TaiMed Biologics where he led the company to US FDA approval of TROGARZO, the first monoclonal antibody treatment for multi-drug resistant HIV disease. Prior to his career in drug development, Dr. Lewis served as Assistant Professor of Medicine in the Department of Medicine at the McGovern Medical School at the University of Texas. Dr. Lewis is a graduate of The University of Texas Medical School-Houston where he completed his residency and fellowship training in Internal Medicine. He also earned a Master’s in Public Health from the University of Texas School of Public Health. Dr. Lewis is a leader in life sciences who serves on multiple scientific and medical advisory boards as for both for-profit and non-profit healthcare organizations.
Caitlin Oponski-Luca
Digital Marketing Director
A University of Iowa alumna, Caitlin is a small business and horse rescue owner in Phoenix, Arizona with a background in social media marketing and consultation. Caitlin is passionate about helping people use their social media platforms to articulate their "why" and support their small business dreams. "Cowgirl Cait" has been featured in Cowgirl Magazine, Ariat International, Wrangler and Stetson advertisements with her rescue horses.
With a background in communication in the public policy domain, Caitlin has written countless speeches, press releases and communications for political candidates, office holders and bipartisan non-profits.
Caitlin and her husband are passionate about traveling with their German Shorthaired Pointers and their rescue horses, hunting and hiking.
Caitlin is thrilled to be joining the FirmTech team to help promote our wonderful product and help couples achieve the most fulfillment possible in their relationships.
Celeste Jones
Director of Marketing
Celeste Jones is a Phoenix – based marketing director who has experience in social media, marketing, event planning, financials, customer management/service, and design. Celeste is also a published photographer, blogger, and model. Her passion is in the equine/outdoors industry, as well as veteran outreach.