profile

WIA Profile: Shay Martin

What is your role and responsibility at Vibratex?

I am a co-owner and vice president of Vibratex. Since we're such a small company I've worn many hats. Anything from filing orders, unloading cargo containers, driving forklifts, marketing, tradeshows, bossing my husband around … the list goes on. Nowadays I tend to focus more on product development and working with my manufacturers in Japan on improving the quality of our products.

Self-confidence tends to subdue any potential harassment and negativity.

Describe a typical Monday at your desk.

Since I have such a fantastic staff, things tend to be lined up for me when I get in. I'm not the most organized person so they keep me in line and let me know what projects need immediate attention. Usually the priority is keeping check on shipments coming in for the week, developing more in depth relationships with my customers and finding out what they are looking for in products and improving their sales, walking the dog and working on product development.

What is the biggest challenge of being a woman in the adult industry?

Since I've been around this business all my life (my father owned retail adult stores), I've never really encountered any difficulties as a woman. Self-confidence tends to subdue any potential harassment and negativity. Business in the U.S. has been pretty smooth, but I remember the days when I was trying to work with the manufacturers in Japan and they had a difficult time having a business relationship with a woman. Now we all go out for sushi and sake and have a great time. The industry has changed over the past 15 years or so and I feel it has become a large family. Everyone tends to help each other out and support one another no matter what your gender is.

What is the most rewarding aspect of your job?

Getting calls or cards from women, men and couples telling me how our products have helped their intimacy and sex lives. Sexuality is an integral part of being human, but it's sometimes shuffled behind an invisible curtain in our society. Being able to expand someone's world and introduce them to pleasure has got to be the most rewarding thing I can do. A friend of mine once said he wished he could satisfy as many women as I have. I'll take that as a compliment!

How do you maintain balance in your life?

My husband Dan and I spend a lot of time outdoors and pursuing other sports activities. Anyone attending any of the tradeshows has probably seen me in slings, braces and whatnot from playing beach volleyball — my other passion. Even though we work together, we like to go on adventures outside. We try not to bring work home, but when you're doing business with a country on the other side of the world, it's hard not to work during dinner.

Each month, industry news media organization XBIZ spotlights the career accomplishments and outstanding contributions of Women in Adult. WIA profiles offer an intimate look at the professional lives of the industry's most influential female executives.

Related:  

Copyright © 2026 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

profile

Efren Méndez Leads LoveStore Mexico With a Community-First Approach

Fifteen years ago, Efren Méndez and a friend walked into a sex shop. They were looking for nothing more than a few items for a party. Instead, the moment altered the direction of his career, and ultimately his life.

Jackie Backman ·
opinion

Guiding Shoppers With Clear Pleasure Education

One of the most valuable skills in pleasure retail isn’t persuasion — it’s translation. Customers often arrive curious but cautious, unsure of terminology, functions or even what questions to ask. The goal isn’t to overwhelm them with specs or explicit details, but to describe product features in a way that feels approachable, relatable and easy to imagine.

Sara Gaffoor ·
opinion

High-ROI Marketing Tactics for Online Retail

In adult ecommerce, the marketing landscape never stops shifting. What succeeded brilliantly in March may seem outdated by September. When you look at the bigger picture, however patterns emerge: clear, repeatable paths to strong ROI that remain consistent even as algorithms, platforms and buyer behavior keep changing.

Hail Groo ·
opinion

A Hands-On Review of AI Camera Monitoring for Retail

Last month, I outlined the main AI-powered loss prevention options available to businesses: DIY solutions, hosted services and enterprise platforms. This time, I decided to test one out myself. I contacted a cloud video platform that integrates with Lightspeed POS and scheduled a demo.

Zondre Watson ·
opinion

Turning Fantasy Fans Into New Creature Play Shoppers

Adult “creature play” is no longer just a niche novelty. There’s even a term for this kink: teratophilia, meaning sexual attraction to monsters. A heady mix of sensory novelty, curiosity about unfamiliar bodies and potential power dynamics has made lusting after and role-playing mythological creatures more widely accepted. The erotically captivating allure of otherworldly beings has even become prevalent across pop culture, from “True Blood” and “The Shape of Water” to Guillermo Del Toro’s “Frankenstein” and “monster boyfriend” romantasy literature trending on TikTok.

Naima Karp ·
trends

Signals Ahead: Pleasure Brands Track the Rapid Convergence of Tech and Intimacy

It’s complicated. As the pleasure industry enters 2026, many industry observers predict that the coming year will be shaped not by a single game-changing breakthrough or standout celebrity partnership, but rather by the slow, powerful alignment of consumer psychology, economic reality, cultural openness and shifting demographic needs.

Ariana Rodriguez ·
profile

Kyrie Hara Fuels Tenga's Growth as U.S. Sales Lead

Kyrie Hara is making significant moves. After racking up sales and general management experience during her 14-year run with Hawaiian retailer Sensually Yours, Hara has quickly embraced her role as the newest U.S. sales lead with Japanese manufacturer Tenga.

Women In Adult ·
profile

Alex Feynerol Discusses Svakom's Male-Focused Brand, Kaotik Labs

Over the past 13 years, Svakom has built its brand on sensuality and emotional intimacy, focusing on elegant design, wellness-oriented messaging and accessible pricing for vibrators and couples’ products — what the company often describes as “affordable luxury.” Recently, however, the company has had to adjust its traditional marketing tactics to fit one particular category steadily gaining prominence: male masturbators.

Jackie Backman ·
opinion

Why Midlife Men Are the Next Big Bet in Sexual Wellness

The recent shift toward supporting pleasure for perimenopausal and menopausal women — a topic once treated as taboo — has clearly been a major breakthrough for the sexual wellness industry. However, there is an equally important yet often neglected market to consider: midlife men.

Karen Bigman ·
opinion

Retailer Tips for Building Customer Trust, Loyalty

Want to increase customer traffic and deepen engagement in 2026? Then it’s time to look beyond quick wins and start building true loyalty.

Staci Cruse ·
Show More