Our Story
Our Story
Developed manual iliacus release technique
Realized a need for an official psoas & iliacus release tool
Started designing prototypes
Outgrew garage as a Hip Hook fulfillment center
Hip Hook pro users in all major sports: NFL, NBA, NHL, MLB, and Ironman
More tools on the way
Improvising with homemade iliacus release tools
Tight Hip Twisted Core is an Amazon bestseller
First Hip Hook shipped
15k Hip Hooks sold
Nuckle launch
We're taking a new angle on muscle tension
There's a simpler way to address pain
Over 20+ years as a physical therapist, Christine Koth discovered how tension in the iliacus is responsible for pain in many areas of the body. After initial success inventing the Hip Hook to replace her highly-effective manual release techniques, she co-founded Aletha with her husband, Shridhar Swaminathan, a serial entrepreneur with over two decades of investment and technology experience. Their mission is to bring this tool and her philosophy of solving pain into the mainstream.
As of today, Aletha has sold over 25,000 Hip Hooks, released 50,000 iliaci (yes, that's the plural) and helped thousands of people out of pain. Aletha is set to release two more inventions for neck pain as well as professional education courses and a practitioner affiliate network.
Adriana Kevill,
VP of Marketing & Task-master
Superpower: Knows more about Asana than Asana
Kate Sadowsky,
Content Director & Punchline-maker
Superpower: The Oxford comma
Jess Plinck,
Executive Assistant & Relationship Builder
Superpower: Can juggle 15 schedules and still show up on time
Christine Koth,
Founder, CEO, & Iliacus Queen
Superpower: Big picture thinking
Christine Koth, MPT, CEO/Co-founder of Aletha Health and inventor of the Hip Hook, is a holistic Physical Therapist with 20 years in clinical practice specializing in muscle-tension issues. After realizing the primary role of the iliacus in overall health, she shared this knowledge through her bestselling book Tight Hip, Twisted Core – The Key to Unresolved Pain and developed the Hip Hook. Co-founding Aletha with her husband Shri has led to profound and scalable growth on all levels.
Bobby West,
Product Specialist & Staff Squat Instructor
Superpower: Making food disappear
Tanya Oldenburg,
Operations Assistant and Tyer-of-Loose-Ends
Superpower: Princess of Positive Spin
Linford Rohrabacher,
VP of Growth
Superpower: Able to see around corners and find opportunities
Shridhar Swaminathan,
Co-Founder, COO, & Data Czar
Superpower: Scales small start-ups in a single bound
As a serial entrepreneur for over 20 years, Shridhar Swaminathan is recognized as a leader in technology and investing. He co-founded Aletha, Inc with his wife C hristine while recovering from a hip injury due to an overzealous relationship with Crossfit. Prior to starting Aletha, Shri led technology at a startup hedge fund for over 12 years, helping to grow the fund to 8 billion USD AUM and resulting in a recent acquisition. In the other 24-hours of his day, he is also a co-founder in a stealth mode fintech startup, due to be launched 2021.
Meet the Hip Hook
We’re not going to romanticize the process of making the Hip Hook.
There were a million considerations: getting the angle of the tip exactly right from finding the best density and material for maximum effectiveness, designing the weighted base in the right spot to create balance, developing a pivot and the right length of handle that wouldn’t slip and could lever the tip into the iliacus on any body shape and size.
The earliest prototypes were bouncy balls and pencils duct-taped together. The earliest fulfillment center was the living room, with an assembly line of four kids under 14.
Fast forward to today’s Hip Hook: every one of these pieces has been designed, tested, and manufactured to last a lifetime of full body weight. We’ve got your back. And your front.
Our Company
We are a drama-free workplace.
We believe in people over plastics, collaboration over competition, and innovation over convention.
We are a small team who genuinely adore each other (so much love). Virtually we stand side by side as we grow as individuals and as a company, witnessing the magic when both of those happen simultaneously.
Our Commitment
We will ask good questions, and question the status quo, to create innovative tools that target and release pain.
When you purchase from Aletha, you don’t just get a product. You get a team of trainers, therapists, educators, and BFFs ready to support and celebrate your success.
We hang out to make sure you’re getting the relief and information you need, and our virtual doors are always open.
Our Mission
Addressing the key to pain is difficult without the skilled hands of a practitioner. Aletha not only designs innovative muscle release tools that mimic an expert’s magic fingers, we make it our responsibility to propagate the most essential pearls of wisdom to uncover the root of muscle tension, and ultimately the root of pain.
With a skip in our step, a latte in hand, and a textbook in our back pocket, we are here to empower people to solve their own pain with simple, effective solutions in a confusing world of information overload.
We want you to be able to get down on the floor with your kids or grandkids, beat your last race time, sit in front of your computer to write the next NYT bestseller, and hike until the sun goes down… all without pain.
We are hiring for several positions - see below. Don't find a position that is a good fit but it's your life mission to work for Aletha? Send your resume and cover letter by visiting our Contact Us page
Get more details and apply to join our family.
Digital Marketing Manager (eCommerce)Get more details and apply to join our family.
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