The Freshette Interview

Vanessa Ivie, President and Owner of Freshette, was kind enough to give me some of her time to talk about the Freshette female urinary director (or as I would call it, a stand-to-pee device). We were able to discuss the company’s history, the device itself, and the impact it has had on its users’ lives.

What is your own personal story, and how did you come to be involved with Freshette?

It’s an interesting story! The Freshette has been a family business for decades. My husband started working for the company back when he was thirteen, alongside the original inventors, a  husband and wife team. Just a few years later, my father-in-law purchased the business. He was a military veteran who saw the great need for female service members, and worked diligently to form relationships with the military. Knowing that female service members have access to the Freshette to make their experience a bit easier is just incredible! During this time, I’d always been on the sidelines—involved, but in a more peripheral role.

I’ve always had careers focused in community health, most recently with a local healthcare system. Working to improve community health through collaborations and grassroots mobilizing has always been such a passion of mine. However, during the pandemic, I was unfortunately laid off. The field of healthcare was hit very hard by the pandemic and community health is not an immediate revenue-generating branch of healthcare work.

But the silver lining was that I had the perfect opportunity to finally dive into the family business and help take it to the next level! And, believe it or not, to finally be the first woman to enter the picture and be at the helm. [Laughs] There’s a silver lining to everything right? It worked out perfectly.

It’s been really fun for the past six years to guide the business, forge the relationships, and to get to better know our customers—some decades-long Freshette loyal customers! One thing I found a little bit challenging, because I’m so used to community health, where you’re working with face-to-face partnerships, was transitioning to where I am more often interacting with people who are buying from us online—I don’t have as many face-to-face interactions. That was a big transition for me. So anytime I have a meaningful exchange with customers, it’s such a lift! I love it. When they tell me their stories, or I have conversations with them on the phone, it just means the world to me.

Who is Freshette for, and what populations do you serve?

There are so many different types of people that I hear stories from! But often it’s those who are doing outdoor activities: kayakers, ice climbers, ice fishers, backpackers, hikers, snowmobilers—I hear the most fascinating stories. And then there’s anyone traveling, if they feel the restrooms where they are traveling to might be unsanitary, or not as easily available if they’re doing long treks.

Most importantly, pee funnels are allowing women to stay hydrated. I’ve heard stories from people who would say, “Before I discovered a pee funnel, I would try to hold back on drinking water so I wouldn’t have to pee as often.” And they’re doing the type of activities where they are exerting themselves in oftentimes extreme ways, so if they’re not hydrating, there can be severe health impacts. It can be devastating.

And then the other thing I love hearing is when our product has helped people with health challenges and who struggle with being able to urinate in a safe and accessible way. That’s something you take for granted when you have your health! I have so many people wanting to order the accessories—like the long tube, if they’re in a wheelchair. And they have found this allows them to have freedom and mobility. Those stories sometimes bring me to tears. Just to know something so simple like our pee funnel can make that kind of difference to someone is very gratifying.

So on that topic, Freshette does offer a 36-inch and 48-inch tube. Most pee funnels do not have one. You’re also unique in offering collection bags. Can you talk about those products?

Those are legacy items we’ve had for decades and they’re great sellers. Our customers who utilize wheelchairs often love having the collection bags so they can easily use the longer tube with the collection bag, and then dispose of it later whenever it’s convenient. The bags are also useful for tent camping so you don’t have to get up in the middle of the night to use the funnel outside (brrrr!). The collector bag works great as a receptacle. And it ties off at the top, so you can tie it and dispose of it later, or empty it and reuse the bag.

And we wanted to have a step-by-step guide because we would get questions like “Can I use it sitting down?” It may not be the easiest thing to do, but it’s definitely possible, and those who use wheelchairs tell me, “Oh, I’ve got it mastered—it works!” So we do have the step-by-step guide on our site, including how to use it from a seated position.

We’ve also had people explain to us how they’re modifying for van life! They’ve come up with their own creative ways that make urinating easy. For example, a dedicated area in the van with the funnel, our long tube, and then a collecting receptacle. It becomes a permanent fixture, rather than something they have to store. Love the ingenuity!

I review 15 brands of stand-to-pee device on this website. What makes Freshette stand out?

The fact that Freshette is made of a more rigid plastic makes it stand out, because when you hold it up to yourself, you can hold it firmly and get a good, leakproof seal. There are quite a few others that are on the market that are made of a more flexible material. Everyone will find a pee funnel design that works best for them, but I think what really sets ours apart is that fact that it IS rigid, and it does hold a seal really well, which is of course what you want.

Another benefit is that the rigidity of the funnel allows you to gently swipe it forward when you’re done peeing to gather any residual drops.  Saving toilet paper, especially when in the outdoors, is a big plus! Reducing waste is really important to us; we try to always have a Leave No Trace mindset.

The new Freshette also has the tube that attaches securely right to the funnel. With the previous model, the loose tube would get lost so often – and it’s almost impossible to find if it’s dropped in the water or snow. So the model where the tube attaches was a really important improvement. The new tube is flexible silicone and is a bit longer at seven inches, so it can be folded back and clipped to the funnel for storage.

And the longevity! The Freshette was first patented and sold in 1977 so we’re proud to be the first one on the market. The very first. Which is so cool! Now there are so many out there but I think that just speaks to the need. We understand that everyone will find what works best for them, whether it’s functionality or price point, but I love that we have customers who say they still have the original pink version from 20+ years ago! So—we have great, loyal customers and a very long-lasting product.

How was Freshette designed and tested?

The most recent Freshette model – we call it our 3rd generation Freshette - was launched just a few years ago. When we were working on a new design patent, we carefully reviewed the feedback we’d received over the years—emails, phone calls, and even hand-written letters –regarding features women liked and what that they would want to see changed or enhanced. We also worked with a researcher who is affiliated with the military, so she was able to provide vital input from field-testing.

Overall, there was a loud-and-clear call for the funnel to be a tad bit wider. The change is ever so slight but we implemented that enhancement. And then addressing the tube situation, like I said, with the tube getting lost so easily. So we really just try to listen hard and respond very thoughtfully.

The design process involved quite a few trial runs. We worked with a CAD designer, and with every iteration, we studied 3D models to make sure we got it exactly right. We had the final prototype extensively field tested by a broad cross-section of women, including our military-affiliated researcher. We made sure we had people out there using it in differing environments. It was a really interesting process. We wanted it to be the best product it could be. The exciting culmination was being awarded our 3rd design patent for this 3rd generation Freshette.

What is a common misconception people have about your product?

Sometimes people say that they feel it’s hard to use, or that pee funnels leak, or overflow. If they’ve never tried using a pee funnel, I totally get that concern. I always encourage people to keep an open mind, give it a try, practice in the shower, and don’t take it out for the first time when they’re camping! For first time pee funnel users, it can also be a mind over matter practice – it can be hard to give yourself the mental “okay” to start peeing while standing up if you’ve never done it!  My advice always is to practice, practice, practice…until it becomes second nature, and the shower is the perfect place to do that. Eventually, to use a pee funnel is to love it! [Want detailed instructions? See How to Pee Standing Up or, if you’re having trouble, Help! It Won’t Work]

There’s one story that always makes me shake my head and laugh. I had been talking to a woman who was clearly not our target consumer. She asked what I do, and as I was explaining the Freshette (always a fun conversation to have with people who have no idea what a pee funnel is or why it even exists haha), she incredulously asked,  “What? So women use this to pee standing up, like a man? HOW is that empowering to women?”

I was speechless for just a second – I’d actually never encountered that perspective before.  Because we’re providing something that IS empowering, that gives freedom. For example,  being the reason someone in a wheelchair or with a chronic health condition tells you they can now leave the house confidently (because before the Freshette, they were anxious about how to handle it when they had to pee). And for women in the military, or anyone in the outdoors who need an easy, safe way to pee – the Freshette means they have a convenient option that allows a sense of normalcy with something so basic as being able to easily urinate where they aren’t completely exposed. There are just SO many endless examples of pee funnels being empowering and embraced passionately.

What challenges has Freshette faced as a company?

Well, we’re a small business, so we have all the typical challenges that come with that. I’d say that especially over the past couple of years, we’ve experienced increasing costs coming our way from all sides….vendors, shipping, materials and supply costs, etc. But we are committed to not raising our prices; we’ve made the decision not to pass that on. Instead, we’ve taken really hard looks at where we can cut our own operating expenses, instead of passing on increases to our customers.

What’s next for Freshette? Whom do you want to reach out to, and how do you want to expand?

I would love to see the Freshette in more gear stores. We are so incredibly grateful to have our product carried by REI, as well as an outdoor retailer in Iceland. But there are so many other retailers that are popular and important, including international stores. We receive many inquiries from those looking to purchase in Canada, the UK, and Norway, so we really hope to explore those opportunities.

And then our social media presence too is something I personally want to continue working on. For a small business that often does require a dedicated person – it’s a big role with huge potential for creativity and growth. We’ll get there!

Bonus Question: Why did the color change from pink to army green?

Some people LOVE pink, some people HATE pink – those who would share their opinions had really strong ones! So we felt that the army green was 1) more of a neutral choice for outdoor gear; 2) not a stereotypical feminine color that could be off putting; and 3) a good fit with use by the military. At some point down the road we may introduce a second color – definitely a possibility!

Is there anything I haven’t asked that you would like to share?

Just that any opportunity to normalize conversations around personal hygiene in the outdoors and the need for pee funnels is so important. Real, honest conversations without embarrassment. We’re getting there, and it’s resources like this site that you are creating that help moving that forward. Thank you.

The Freshette pee funnel is really a simple innovation that solves a very real, everyday challenge. This isn’t just a product—it’s a shift in convenience and independence. Pee funnels give people the ability to move through the world a little more freely, comfortably, and confidently. And once you try one and embrace it, it’s really hard to imagine going without it.

And, finally, I want to express the deep appreciation I have for our customers. That’s what any business is all about. We truly believe that our care for our customers comes through, and we thank each and every person who shares about the Freshette to family and friends. The power of word of mouth and grassroots support is truly incredible and means the world to us.

Thanks Vanessa! You can learn more and get your own Freshette at freshette.com. You can see how I evaluated the Freshette pee funnel on my page What’s the Best Pee Funnel? Want to hear from a loyal Freshette user? Check out my interview with Stefanie. And as always, if you want to share your story, hit me up at gostandingup@gmail.com.