Jana Danielson: Retailers Must Broaden Mature Intimate Care

Jana Danielson, a Pilates master instructor and pelvic floor educator, has highlighted the opportunity for retailers to expand their approach to mature intimate care. Danielson, who is also a fascia specialist and author, suggests that a broader understanding of pelvic floor function and its impact on arousal, comfort, and orgasm can enhance customer service and product offerings.

Expanding the Mature Intimate Care Conversation

Danielson, founder and CEO of Bloom Better and creator of Cooch Ball, published her insights on November 4, 2026. She notes that while retailers often provide lubricants and moisturizers for customers seeking solutions for dryness, these products may not address underlying issues such as pain, reduced sensation, pelvic tension, or urinary leakage. Danielson emphasizes that customers may lack the language to describe these more complex concerns.

The conversation around sexual wellness has been shifting, with major retailers increasingly incorporating sexual health products. Rebecca Alvarez Story, CEO of Bloomi, noted in February 2023 that intimacy and sexual wellness have become more normalized. This trend includes a diversification of products beyond sex toys, encompassing "pleasure serums" and sex-conscious skincare. The sexual wellness category continued to mature in 2025, with consumer expectations evolving and retail channels diversifying, blurring the lines between education, wellness, and pleasure.

Danielson points out that a customer inquiring about "tightening" their pelvic floor might be experiencing leakage, diminished sensation, pain, or a feeling of pressure. These symptoms can require different approaches, and automatically recommending strengthening may not be appropriate. Pelvic floor muscles contribute to bladder and bowel function, support, and sexual response, requiring both strength and the ability to relax. A chronically tense muscle may have difficulty moving through its full range, potentially leading to pain, urinary or bowel symptoms, and sexual difficulties. Conversely, weakness, coordination problems, hormonal changes, or other health conditions can also be involved.

Staff Training and Product Assortment

Danielson advocates for staff training that equips associates to ask neutral clarifying questions, such as, "When you say tighten, do you mean leaking, sensation or pain?" This approach can guide the conversation without requiring staff to diagnose. Staff can then offer a reframe, explaining that pelvic floor symptoms can involve strength, tension, or coordination, and offer products and educational resources for these different needs.

The importance of a referral line is also highlighted. Symptoms such as bleeding, severe or worsening pain, difficulty urinating, symptoms of prolapse, or concerns following surgery should prompt a referral to a physician or pelvic floor physical therapist. Retailers should focus on discussing product features and general wellness education, avoiding diagnosis or promises of treatment outcomes.

Genitourinary syndrome of menopause, which can include vaginal dryness, irritation, painful sex, and urinary symptoms, is common. However, many individuals do not discuss these concerns with a clinician due to embarrassment, limited expectations, or the belief that discomfort is a normal part of aging. Danielson suggests that a pleasure retailer may be one of the few places where a customer raises the subject. Staff should avoid labeling symptoms as "normal" or "abnormal," instead conveying that common symptoms may be treatable and warrant attention, especially if they are painful, persistent, or disruptive.

Most adult stores already carry lubricants, moisturizers, vibrators, and dilator sets. Danielson proposes a broader pelvic wellness assortment that includes educational materials, relaxation tools, positioning aids, and carefully selected fitness products. This merchandise should be organized by customer need, distinguishing between relaxation, comfort, mobility, strengthening, and clinical-use products, rather than using a generic "Kegels" label. Clear packaging information is essential, including intended use, dimensions, materials, cleaning instructions, contraindications, and whether professional guidance is recommended. Buyers should be cautious of products that make unsupported claims about curing incontinence, eliminating pain, or transforming orgasm.

Plain language in signage is also recommended, using phrases like "support for pelvic comfort, relaxation and strength" over clinical jargon. Signs should avoid implying treatment for medical conditions unless the product is authorized and marketed for that purpose.

Staff training is identified as a differentiator. Role-playing exercises can help associates practice responding to vague requests, asking clarifying questions, explaining relevant product categories, and identifying referral boundaries. This builds confidence and reinforces that a sale is not always the immediate next step.

Retailers are encouraged to evaluate products and their claims using the same standards applied to any wellness item: evidence, instructions, contraindications, staff training, and appropriate referrals. While lubricants and moisturizers address real problems, Danielson argues they represent only part of the conversation. Customers may also benefit from better language, broader product options, and encouragement to seek qualified care. The objective is not to transform sales associates into clinicians, but to enable them to recognize that a question about lubricant may be the start of a more complex inquiry. A retailer that responds with empathy, accurate education, and clear boundaries can serve mature customers more comprehensively and build long-term trust.

Key Facts

• Jana Danielson, a Pilates master instructor and pelvic floor educator, published insights on mature intimate care for retailers on November 4, 2026.
• Danielson is the founder and CEO of Bloom Better and creator of Cooch Ball.
• She emphasizes that customers may lack the language to describe complex intimate care concerns beyond dryness, such as pain, reduced sensation, or pelvic tension.
• Danielson advocates for staff training to ask clarifying questions and offer educational resources, distinguishing between strength, tension, and coordination issues.
• Retailers should offer a broader pelvic wellness assortment, including educational materials, relaxation tools, and positioning aids, organized by customer need.
• A referral line to physicians or pelvic floor physical therapists is crucial for severe or persistent symptoms.