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 © 2025 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

opinion

Kraig McGee Blends Family Biz Experience, Creative Background at TAF Distributing

Walk into any Adam & Eve store in the Mountain West region of the U.S. and you’ve likely stumbled into a TAF Distributing outfit. Owned by industry veteran Kraig McGee Jr. and staffed by his closest family members, McGee’s 35 TAF-operated stores span 13 states, from woodsy Idaho to scenic Utah and well beyond.

Colleen Godwin ·
opinion

How Pleasure Brands Can Ethically Market to LGBTQ+ Communities

Every June, the rainbow floodgates open. Suddenly, pleasure products are “Pride-themed,” companies change their logos and brands rush to show just how inclusive they are — at least for 30 days. But as a queer, nonbinary marketing strategist who works with adult brands year-round, I’m here to say: Rainbow dildos alone are not progress. They’re often just noise.

Hail Groo ·
opinion

A Retailer's Road Map for First-Timers' Anal August

Anal August offers a prime opportunity for brands and stores to capture new customers and drive growth in a category that’s gaining mainstream momentum. As consumer interest in anal play continues to rise, now is the time to meet first-time buyers where they are, with approachable products, trusted education and a clear path to pleasure.

Matthew Spindler ·
opinion

Optimizing Your Leadership Through Wellness Practices

For many of us, 2025 has proved intensely stressful — and we’re still only halfway through the year. In times like these, it may seem counterintuitive or even irresponsible to talk about seeking pleasure. Yet pleasure, presence, joy and connection can help you return to a mental and physical state that allows you to face and handle stressors.

Sarah Tomchesson ·
opinion

Chastity Play Is Trending: Why It Should Be in Your Marketing Strategy

From chastity fetishes to power play, erotic control — once considered an esoteric niche within the world of BDSM — is now entering the mainstream. Google searches for “chastity cages,” “chastity fetish” and “orgasm denial” have exploded over the past year, with interest especially high for beginner-friendly models.

Naima Karp ·
opinion

A Look at Adult Retail's Role in Community Care

In the adult retail industry, we focus on empowerment, exploration and connection. We connect people with products that can transform their relationships with their bodies, with their partners and with themselves.

Rin Musick ·
trends

A Deep Dive Into Key Trends Shaping Pleasure Products

In 2025, the pleasure industry is evolving in intentional ways. Rather than racing toward newness for novelty’s sake, brands are reassessing everything from shape and function to what price intended shoppers can afford.

Ariana Rodriguez ·
profile

WIA Profile: Jia Jeng

Modern branding is all about storytelling — and Jia Jeng certainly knows how to tell an authentic, perspective-shifting tale. As brand manager for ID Lubricants, Jeng applies her creative talent to shaping the long-established company’s public image in a way that aligns with her own vision for an ethical future.

Women in Adult ·
profile

Spicerack Market Offers Indie Brands a Launching Pad

Spicerack Market is an ecommerce platform with the heart of an artisan crafter and the soul of a kinkster. On the website, independent sex toy makers, lingerie seamstresses and kink gear craftspeople can set up a personalized shop to sell their handmade wares, unhindered by censorship or bans on adult products.

Colleen Godin ·
opinion

Strategies to Bring Pleasure Brands into the Spotlight

Every brand dreams about landing a feature in The New York Times or Men’s Health — and pleasure brands are no exception. After all, mainstream media coverage isn’t just a vanity milestone. It builds trust, attracts new audiences and opens doors to connecting with retailers, partnerships, and investors.

Hail Groo ·
Show More