{"podcast":{"title":"Commerce Untold","slug":"commerce-untold-6726169","podcast_index_feed_id":6726169,"rss_url":"https://feeds.captivate.fm/commerce-untold/","website_url":"https://www.expanio.com","image_url":"https://artwork.captivate.fm/4669e79e-3649-4c6c-af0a-70d8e280e7e6/CU-LI-DP.jpg","author":"Eitan Koter","episode_count":221,"summary":"Commerce Untold goes beyond the headlines to uncover the real stories shaping eCommerce and retail today. Hosted by Eitan Koter, founder and CEO of Expanio, the show focuses on one of the hardest problems in commerce: how brands and retail-tech companies break into and scale in the U.S. market. Each episode gets into what that actually takes, from channel strategy and marketplaces to retail media, brand building, social commerce, live shopping, customer experience, and the technologies changing how people buy. You'll hear from founders, CMOs, retail and eCommerce leaders, and operators who have done it, sharing what really drives U.S. growth behind the scenes. The wins, the missteps, the expensive lessons, and the insights you won't hear anywhere else. If you care about how products get built, marketed, sold, and scaled in the U.S. and beyond, this one's for you.","last_synced_at":"2026-09-04T02:19:36.560007+00:00","page_url":"https://stenobird.com/podcast/commerce-untold-6726169"},"episode":{"title":"215. Why Passive Knee Braces Are Failing You with Adoram Leshem","slug":"215-why-passive-knee-braces-are-failing-you-with-adoram-leshem","published_at":"2026-07-09T16:20:00+00:00","page_url":"https://stenobird.com/podcast/commerce-untold-6726169/215-why-passive-knee-braces-are-failing-you-with-adoram-leshem","show_page_url":"https://stenobird.com/podcast/commerce-untold-6726169","url":"https://expanio.com/test-v1/215-why-passive-knee-braces-are-failing-you","audio_url":"https://episodes.captivate.fm/episode/62f07f57-d5b3-45ed-8e88-d79f8f4665ee.mp3","summary":"Adoram Leshem is the Chief Executive Officer of Nübrace, an orthopedic aids company he founded after years of knee pain from martial arts, hiking, and dirt biking left him searching for a brace that actually worked. When nothing on the market gave him real support, he spent seven years engineering his own solution. The core problem Adoram uncovered is that traditional knee braces are passive. They stabilize and limit movement, but they do nothing to actively support the leg during everyday actions like standing up, sitting down, or climbing stairs. In this conversation, Adoram breaks down the mechanics behind Nübrace's Power Boost Active System, a spring-based design that absorbs body weight on the way down and releases power on the way up. He also explains why the company is targeting the aging knees demographic first, how mobility loss triggers a broader physical and mental decline, and what changed between the first and second generation of the product. Listeners walk away understanding why an entire industry stayed stagnant for decades, and what it actually takes to turn a passive medical device into an active one. Website: https://expanio.com/ Podcast website: https://expanio.com/commerce-untold-podcast/ Eitan Koter's LinkedIn: https://www.linkedin.com/in/eitankoter/ YouTube: https://www.youtube.com/@CommerceUntold/featured Guest: Adoram Leshem, Chief Executive Officer and Founder, Nübrace Adoram Leshem's LinkedIn: https://www.linkedin.com/in/adoram-leshem-a1a83b/ Nübrace: https://nubraces.com/ Watch the full episode video here: https://youtu.be/hBh_6greJWQ Key Takeaways: • Most knee braces only restrict movement. Nübrace's dual spring system actively absorbs body weight on descent and pushes back on ascent. • Reduced mobility creates a downward spiral: less movem…","meta_description":"Adoram Leshem is the Chief Executive Officer of Nübrace, an orthopedic aids company he founded after years of knee pain from martial arts, hiking, and dir…","key_points":[],"chapters":[],"topics":[],"duration_seconds":2048,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/commerce-untold-6726169/episodes/215-why-passive-knee-braces-are-failing-you-with-adoram-leshem/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/commerce-untold-6726169/215-why-passive-knee-braces-are-failing-you-with-adoram-leshem.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}