💌 Weekly: A bodybuilder and a grandma walk into a gym

WHAT’S ON DECK

• Tell Me More: Who will care for us?

• FQ Leaders Spotlight: Rajia Abdelaziz, CEO & Founder, invisaWear

• Inside Track: Leaders on the move

• Dear FQ: My team bonds through venting

• Poll the Pack: Vacation…or just working remotely?

TELL ME MORE

Macho Care

By 2050, 40% of Japan’s population will be over 65 and the country is facing a caregiving crisis, with a projected shortfall of 600,000 caregivers. So one company did something unexpected: they hired bodybuilders.

Visionary Co.’s “Macho Care” program is reimagining what caregiving can look like, blending physical strength with emotional support, and challenging outdated ideas of who belongs in this work. And it couldn’t come at a more critical time.

Globally, women carry nearly 76% of all unpaid care work, everything from caring for children and aging parents to managing households and emotional labor. In the U.S. alone, women are 2x as likely as men to provide full-time care for an aging relative, often at the expense of their own careers, income, and well-being. But with more women than ever before in the workforce, driving growth and contributing essential income, fewer can step away to take on unpaid caregiving roles. And yet, the system still assumes they will.

By 2050, there will be 1.6 billion people over the age of 65 globally. Demand for care is rising fast, and supply isn’t keeping up. Caregiving is physically demanding, emotionally taxing, and chronically undervalued. Workers in the field face higher rates of stress, anxiety, and burnout, and despite the skill required, the pay barely reflects it. In the U.S., caregivers earn just slightly more than fast food workers, despite needing specialized training and carrying immense responsibility. 2024 wage data found that a fast food worker makes $15.06/hour while a caregiver earns $16.82/hour. It’s no surprise that people aren’t lining up for these roles.

Japan is doing something different. “Macho Care” recruits men, many from bodybuilding communities, to bring strength, energy, and a new perspective to caregiving. But what makes the program work isn’t only physical ability. It’s the reframing. These caregivers lead muscle recovery sessions, support mobility, and bring a sense of joy and dignity to the people they care for. They’re also offered benefits like paid gym time and protein shake subsidies, aligning the job with their existing interests and identity.

And it’s working. Before launching the program, the company struggled to hire even a single caregiver each year. In 2024, they hired 168. It’s a reminder that sometimes the solution isn’t forcing people into a broken system, it’s redesigning the system to meet people where they are.

Creative solutions are happening in other countries too. In the Netherlands, Hogeweyk Village is the world’s first “Dementia Village” designed for seniors to roam safely in a facility that resembles a small town. Leave it to our friends in the Netherlands to reimagine what aging with dignity can look like. The “Dementia Village” gives people the freedom to live and play beyond the walls of traditional nursing homes. The “village” is complete with parks, grocery stores, cafés, and everyday spaces that offer comfort, routine, and a sense of independence. The care is still there, it just looks a little different.

It matters especially for women. Because women tend to live longer than men, they’re disproportionately affected by dementia. In fact, nearly 2x as many women have Alzheimer’s, the most common form of dementia, compared to men. Rethinking care models like this is essential for supporting an aging population, and for protecting the long-term well-being of women everywhere. Dr. Paul Newhouse said, “Ethically this is a better solution than what we currently do, namely putting patients in 'mini hospitals' and pretending that this is an appropriate care environment.” 

The Netherlands isn’t stopping there. A Dutch nursing home has found a brilliant, mutually beneficial model: free housing for college students in exchange for companionship with elderly residents. At Humanitas in Deventer, students live rent-free with one condition. They must spend at least 30 hours a month connecting with residents through conversation, shared meals, and simply showing up. This intergenerational living setup tackles loneliness, boosts mental well-being, breaks down age-related stereotypes, and gives everyone involved a greater sense of purpose.

As populations age and support systems stretch thin, caregiving can’t continue to fall disproportionately on women. It’s time we start seeing care for what it truly is: essential infrastructure. Not invisible labor and not a personal burden, but a critical system that supports families, economies, and the way we all live and work. And like any essential system, it deserves investment, innovation, and respect. Because aging isn’t optional, it’s universal. We owe our oldest and wisest citizens better.

What if building a great brand didn’t take six months?

Instrument’s Brand Sprint model challenges the idea that great brands require months of process. Built in just five weeks, Highwire shows how strategic clarity, focused collaboration, and decisive leadership can turn an established methodology into a category-defining brand built for real-world impact. Read more.

FQ LEADERS SPOTLIGHT

Troublemakers who don’t fit the mold, and don’t try to

Rajia Abdelaziz is a serial tech entrepreneur who could save your life. At 21 years old, she founded invisaWear, where she creates personal safety products disguised as necklaces, bracelets, keychains, fitness bands, and scrunchies that are equipped with a button to alert friends, family, or the police if you're ever in an emergency situation. 

Under her leadership, invisaWear has received Fast Company's Innovation by Design Award and was chosen as one of TIME Magazine's Best Inventions. Abdelaziz was named to Forbes’ 30 Under 30 in the Social Impact category, and true to her social impact roots, she wants to pay it forward. With a passion for helping young entrepreneurs achieve their goals, she also serves as a mentor through UMass Lowell’s Entrepreneurship Program.

What’s the worst career advice you’ve gotten?

When I was trying to raise money for my company, I was in my early 20’s and had very long hair. So many people gave me the advice to cut my hair or wear it in a tight bun so that I would look more masculine and be taken seriously. I didn’t follow that advice. I showed up to every investor pitch exactly as I was, with long hair, wearing a skirt, and never hiding my age. I told my story about how one night, when I was walking alone, a group of men came after me. That moment has always stayed with me.

So in every pitch, I reminded investors: I’m the age of your daughters, and I’m building something to help keep them safe. I raised $3 million dollars. Since then, we’ve been able to help thousands of people a month in scary situations and emergencies.

What’s the best piece of non-obvious career advice you’ve gotten?

Hire people who are smarter than you. As a CEO, founder, or entrepreneur, you have to put your ego aside. You’ve done your job well when you’re the dumbest person in the room. I've made sure to surround myself with incredibly talented team members and advisors.

What was a heartbeat moment for you in your career?

When my company was a little over a year old, we were starting to get a lot of traction. I was brainstorming ways to grow, and I had a heartbeat moment where I knew I needed to reach out to the security company, ADT. They have millions of safety-conscious consumers who are protecting themselves and their loved ones while they're at home. I thought that if I could pitch my business to ADT, perhaps they would partner with me and their customers could learn about our products. 

Because ADT is such a giant, a lot of people questioned me and told me that they would just take my idea and create it themselves. I realized that in order to succeed, I needed to find the right person to advocate for me. I researched their executives to find a father with a daughter in college. I knew he would understand the importance of keeping loved ones safe outside the home. Within hours, he responded to my cold email telling me it was an incredible pitch, and that he was going to buy our product for his daughter. Within 3 months, we had a strategic partnership signed with ADT that doubled our company's revenue in one month.

Who is one person you’d love to give flowers to from your career that influenced your journey? What advice or lesson did you learn from them?

It would be Hudson Leogrande. He’s coming onboard invisaWear as a partner and founder. He came from nothing, was unhoused in his early teens, and has been open about his lifelong struggle with anxiety and depression. Despite that, he went on to found Comfrt, the fastest-growing e-commerce brand in the world. They make weighted sweatshirts that help people with anxiety.

Meeting Hudson was life-changing, and he transformed the way I look at business. Comfrt makes $500 million in revenue a year, and a percentage of their proceeds goes to supporting mental health. He not only inspired me with his work ethic, but also his desire to give back.

Where have you caused some good trouble in your career?

Oh boy, I've caused lots of trouble. A few years ago, a distributor owed my company over $2 million dollars. Because it was such a massive distributor, they disregarded the contract we had in place and tried to negotiate a 40% discount after we had already purchased the cost of goods sold. I told them they would be in breach of contract and that I would take them to court, and they essentially said, “Go ahead. We’re a major company, and this will drag on for years.”

My mentors encouraged me to settle, but instead, I called the distributor back. I told him that while they were the bigger company and could cause me a lot of financial distress, I had connections with the press and would share what they did. He said that I would be in breach of the non-disclosure agreement, but I countered with the fact that they were already in breach of our contract, so what would stop me from breaking the NDA? He immediately wired us the $2 million dollars owed. I’ve found that a lot of times, people will try to take advantage of you in business, especially if you're a woman. They assume you won’t fight back. It’s so important that we stand up for ourselves and advocate for what's right.

Want to nominate a “Troublemaker” you admire? You can do so here.

INSIDE TRACK

Leaders on the move

• Samantha Avivi has stepped into the role of Global Chief Marketing Officer for Bayer | Consumer Health

• Kristie Patten is the next Gale and Ira Drukier Dean of NYU Steinhardt School of Culture, Education, and Human Development

• Elaine Shen has been named CFO of the Los Angeles Lakers

• Martina Suess Cromer has been appointed SVP of North America Marketing and Head of Global Brand & Communications at Kantar

• Juliet Scott-Croxford is now President, North America at Q5

• Amanda Farrand has taken on the role of CEO of Upworthy

DEAR FQ

Your burning career questions answered

Carly Davidson of The Female Quotient weighs in:

Venting isn’t always a bad thing. In the right context, with a trusted colleague or friend, it can be a healthy way to process, get perspective, and work through a tough situation. Sometimes saying things out loud is what helps you move forward.

But when venting becomes constant, especially in group settings, it can start to take a toll. Being the person who listens, mediates, and absorbs everyone else’s frustrations comes at a cost. Research shows that people in this role often take on others’ emotions without a way to release them. Over time, that emotional load builds, pulling energy away from your own work. 

You can influence the tone, perspective, and productivity of your team by how you show up. When negative conversations start, gently shift the focus toward solutions. Try asking, “Is there something we can control here?” or “What would move this forward?” It keeps the space open for people to feel heard, while moving the team out of a loop of frustration.

And if the dynamic doesn’t change, it’s okay to protect your energy. Limit your participation and refocus where you can have the most impact. Supporting your team shouldn’t come at the expense of yourself. The goal isn’t to stop caring, it’s to care in a way that’s sustainable for you. And we’ll always be here if you need to vent about venting.

P.S. Got a burning career question? Serve it up here to Dear FQ to score advice from a powerhouse leader in our network.

POLL THE PACK

Vacation…or just working remotely?

We’re living in an always-connected, always-on world. When we’re so used to being “on,” sometimes it’s hard to switch “off.” The ease of connection can make it so that it’s hard to let go and relax, and for those who do relax, being conveniently reachable can be…hugely inconvenient. 

We often think that resting or taking a break is a waste of time but, in fact, the opposite is true. Rest is critical not only for our health, but for our productivity and creativity too! For every additional 10 hours of vacation time employees take, their year-end performance improves by 8%. On top of that, using all your vacation time statistically increases your chances of getting a promotion or raise.

Put it on your calendar, plan for it, and utterly enjoy it. (It’s good for you!)

This is your PSA 🚨: take those vacation days!

Xo,

The FQ

Don’t forget to let us know what you think of The FQ Newsletter here.

HAPPENING AT THE FQ

RSVP to join us:

• June 22 - 25 | FQ Beach @ Cannes

• July 25 | FQ Lounge™ During WNBA All-Star