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

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 ·
opinion

How AI-Powered Loss Prevention Can Help Your Store

Years ago, I was deeply involved in upgrading the security camera system at a store in Hawaii. The process took several months. We provided store diagrams, mapped out camera lines of sight, waited for quotes, then coordinated with a contractor to install everything. It cost thousands — and by the time I left that position, the system still wasn’t fully operational.

Zondre Watson ·
opinion

5 Product Trends Retail Buyers Should Bet On in 2026

In 2026, expect consumers to prioritize one thing above all else: comfort.

Sunny Rodgers ·
opinion

Exploring the Shift Toward Pleasure Products Designed for All Bodies

The last few years have seen a positive change in our industry, as more brands and innovators are finally prioritizing accessibility. Whether they call it inclusive design, adaptive pleasure or accessible intimacy, the aim remains the same: Pleasure should be accessible to everyone, including people with limited mobility or physical disabilities.

Alexandra Bouchard ·
opinion

How January Retail Sales Prime the Pump for Valentine's Day

January may look quiet on paper, but anyone who has worked in a pleasure store knows that the first month of the year has a very particular energy.

Rin Musick ·
profile

WIA: Corrinne Musick Fosters Harmonious Retail Relations at Sportsheets

Wherever there’s a retailer needing guidance, a trade show booth crowded with buyers or a curious YouTube viewer looking for sex education, there you’ll find Sportsheets’ traveling pleasure product expert, Corrine Musick.

Colleen Godin ·
Show More