As I sat at my desk late last year before our annual Christmas company vacation, after yet another rollercoaster year, I felt exhausted. It’s been five and a half years since Mahdis and I started the female factor, and I’m not exaggerating when I say that not a single one of those years has been “normal.” We’ve been through a lot: from a global pandemic to wars to recession, and despite it all, we’ve watched our vision grow into a sustainable business that empowers women to step into leadership roles around the world.
Looking at our yearly reflection exercise on our Canva board, I realised something important: it was time for a change. The passion that had driven me through those early, chaotic days hadn’t faded, but it had shifted. Mahdis and I had built something we were proud of, but the long road toward equality is just that—long. It needs new energy and fresh ideas to keep pushing forward. After five intense years, I knew the time had come.
I picked up the phone and called Mahdis. “I think it’s time,” I said, and without hesitation, she agreed. It felt right. Lisa was our VP of Partnerships for quite some time already and we had just promoted Olena to VP of Product, and we both knew they were ready to take the lead. They had been with us through thick and thin, and it was clear that they were the right people to carry the female factor into its next chapter.
Knowing when to step down as a founder and CEO is for sure not an easy choice—but it felt right. The female factor is our baby, and it’s hard not to think that we know best. But it’s been a little easier because Lisa and Olena have been with us for so long. We’ve watched them grow into leaders who care just as much about this mission as we do. Over the past few months, Mahdis and I have worked closely with Lisa and Olena to prepare them for this transition together with our leadership coach Karina. Over the last months, we’ve tried to teach them everything we know, but we’re also realistic—there’s still a lot of learning to come, especially with this being their first official C-level roles. Leadership is something you grow into, and they’re more than ready for the challenge.
Now, as Mahdis and I step back, we’re confident in their ability to lead the female factor into its next chapter. We’ll still be involved as owners and as part of the advisory board, but it’s their time to lead. I feel a mix of pride, excitement, and yes, a bit of relief. The female factor is in good hands, and I can’t wait to see where Lisa and Olena take it from here, but let’s hear it from them first-hand.
Lisa: Tanja, Mahdis—wow, where do we even begin? Five years! How are you both feeling as you prepare to step down from your roles as CEOs?
Tanja: laughs It’s been a rollercoaster, that’s for sure. We always joke that we’ve never had a regular year—pandemic, war, recession, you name it, we’ve lived it. But honestly, I feel a mix of pride and relief. We’ve built something truly special, and now it’s time to let it grow beyond us.
Mahdis: I couldn’t agree more. It’s bittersweet in some ways because we’ve poured so much of ourselves into the female factor, but we’re also really excited about what’s next—for the company and for us personally. Plus, you two are more than ready to take over, and that makes this transition easier.
Olena: Let’s talk about that journey a bit more. You both started the female factor with a clear mission: to empower women and get them into more leadership positions. What drove you to start this, and did you ever imagine it would become what it is today?
Tanja: We started the female factor because we saw a gap. Women have so much potential, but there were—and still are—barriers holding them back from leadership roles. We truly believe that the world would be a better place with more women in leadership. But honestly, we had no idea it would take off the way it did. We gave ourselves three years to build something sustainable, and here we are five years later, thanks to a few unexpected global events! laughs But we’ve loved every minute of it.
Mahdis: Exactly. We’ve always been passionate about empowering women, and the female factor was our way of turning that passion into action. I’m very proud of the fact that we’ve not only survived but actually built a functioning business. All possible thanks to the amazing team we’ve had by our side, including you two.
Lisa: Speaking of challenges, we’ve heard some stories—like the trademark issue. Can you share what happened there (so we don’t make the same mistakes)?
Mahdis: laughs Oh, the trademark f*ckup! So, we were all set on “the female factor” as our name, only to get a lovely letter from a lawyer saying it was already taken and they are gonna sue us. But hey, we managed to buy the rights, so it all worked out in the end. It’s one of those lessons you learn the hard way—always, always triple-check your trademarks!
Tanja: And that wasn’t the only challenge. Leading a company from different continents was another big one. I was in Israel, and Mahdis was in Austria at the time, which made coordination tricky. But it also taught us a lot about flexibility and trust. And when the pandemic hit, we were more than ready with our remote team setup (that wasn’t really a thing back then :D)
Olena: It’s amazing to see how you both turned those challenges into learning experiences. On a lighter note, what have been some of your personal highlights over the years?
Tanja: There are so many! I’d say the big events we hosted where the whole team got together were definitely a highlight. There’s nothing like the energy of those moments—seeing the impact we were making firsthand. Our team trips to Cyprus were also special. We created some unforgettable memories there. And then of course, watching talents like you two grow and step up as leaders. That’s what it’s all about.
Mahdis: I completely agree. Those events were incredible, but for me, the proudest moment was when we got an offer to sell the company. It was such a validation of what we’d built—that a community focused on empowering women could be seen as valuable in the business world. We decided not to sell because we believe the potential of what we can build is so much greater. But knowing we had that option was a big moment.
Lisa: Can you tell us more about why now is the right time to step down and what you both plan to do next?
Tanja: This has always been the plan, believe it or not. We initially gave ourselves three years to build a sustainable company, but, well, life happened. A pandemic, a war, a recession—it all dragged things out a bit. The very moment we decided it was time, it was at the end of last year when it became clear that it was time to move on. While I’m still excited about the mission and what we’ve built, I just feel it’s time to invest my energy into new things. I’m a builder, not a manager, and five years is a pretty long cycle to build! laughs The great part was, Mahdis and I discussed it and quickly agreed on it. Personally, I’m excited to focus on some fun projects I’ve had on the back burner, and I’m also planning to start a family with my husband. I really want to be all in on that and not try to juggle too much at once. I actually find it empowering to make that conscious choice.
Mahdis: As Tanja said, it was actually an easy decision, observing the both of you for the past years. We both want to make sure we’re leaving the female factor in good hands. In the past five years there were so many things I personally wanted to try out and so many milestones we still wanted to accomplish with the female factor (e.g. expanding to the middle east). Now I’m proudly looking back at those milestones and I feel like it’s the perfect time to hand over to the next generation. Because we gave it our all and in my opinion it’s best to leave on a high. I’m excited to step away from the day-to-day of leading a company and focus on new adventures. Not being the CEO operationally, doesn’t mean I’m leaving the female factor. To me it means I can concentrate on the part that is most fun to me: representing the brand and bringing in new partnerships globally, but having the freedom to also pursue other business and passion projects. I’m looking forward to travelling with my partner and just enjoying life a bit before diving into whatever comes next.
Lisa: It’s clear that you’ve put a lot of thought into this transition. How did you prepare us for this huge responsibility?
Tanja: Handing over as a founder is never easy since it’s literally our baby, and we always think we know things better. laughs But it’s been a little easier with you two since you’ve been with us for the past few years. It was clear to us that you’d be the right choice because you’ve grown to invest as much as we have into the female factor. The way you care, the way you think, and the vision you can push forward—it all made it clear that you were ready. Over the last months, we’ve worked hard to teach you everything we know, but of course, there will still be a lot of learning over the next year or so, especially with this being your first official C-level role. How do you feel about it?
Lisa: Well, when you asked us to take over, I felt excited but also quite calm, followed by moments of insecurity and imposter syndrome, ‘how the hell should we make this work??’ I needed a bit of time to digest and see what it really meant, but my heart already said yes. It’s such a great opportunity to build on the legacy you two created, and I can’t wait to get started. Thank you for your trust and this opportunity.
Olena: Yes, I was shocked when you offered it to me! laughs I was just being promoted to VP, and I was still trying to figure that role out. I wanted to ensure that I was ready, but I guess you’re never really ready anyway! laughs With our leadership coach’s support, I feel we’re on the right track. And knowing that you two are still on the advisory board gives me a lot of confidence that we’re getting there.
Mahdis: So, how did Karina, our leadership coach, prepare you for this transition?
Lisa: After our initial big workshops together in Vienna, we had a lot of individual coaching sessions to ensure we stepped into our superpowers and really got to know our leadership selves. laughs It was quite an eye-opening journey and a steep learning curve. I, for example, really learned how to say “no” more often, which is quite a success for a people pleaser like me. And it’s definitely a skill you need as a CEO! Laughs
Olena: Yes, and then we had sessions together with a lot of strategic input. It feels really good to have this outside perspective that helps you see things from a different angle. Plus, we have our regular check-ins with the five of us to ensure we’re on the right track.
Mahdis: That support system is crucial, and we’re so glad Karina has been able to guide you both. It’s all part of making sure you’re confident and prepared to take the female factor forward.
Tanja: Where do you two see things going from here?
Lisa: For us, the focus is definitely on the core of what makes the female factor special—the community. With the inner circle and the leaders circle, we’ve built some great products that support the next generation with their career development and female executives with visibility, credibility, and the right network. That’s something we both really want to concentrate on moving forward.
Olena: Exactly. We’re committed to strengthening these offerings and ensuring they continue to provide real value. But of course, there’s more to come once we’ve fully settled into our roles and got the hang of everything! laughs
Lisa: How do you feel now about the future of the female factor under our leadership?
Tanja: We couldn’t be more confident. You both have shown incredible growth and dedication, and the way you’ve stepped up over the last few months has been amazing to watch. We’ve worked closely with you and our leadership coach to ensure you’re ready, and we know you’ll take the female factor to new heights.
Mahdis: Absolutely. We’re not disappearing—we’ll still be involved as advisors and owners. But we’re stepping back because we trust you. You’re going to do great things, and we can’t wait to see it.
Lisa: That means a lot to us. We’re ready to take on the challenge, and knowing you’ll still be there for guidance is reassuring. Any last words of wisdom before we officially take the reins?
Tanja: Just remember to stay true to the mission. The world needs more women in leadership, and the female factor is a big part of making that happen. Don’t be afraid to take risks and make it your own. And above all, have fun with it. This is an incredible journey, and you should enjoy every moment.
Mahdis: Also, don’t be afraid to ask for help—whether it’s from us, the team, or each other. Leadership can be tough, but you’re never alone. Lean on the amazing community you’ve helped build, and remember why we started this in the first place.
Olena: We will, thank you both for everything. It’s been an honour to learn from you, and we’re excited to carry on the legacy of the female factor.
As Tanja and Mahdis step back from their roles as CEOs at the end of 2024, the female factor enters an exciting new era under the leadership of Lisa and Olena. The founders’ legacy will continue to inspire as they transition into advisory roles, ensuring the mission of empowering women remains at the heart of the company’s future.
Stay tuned—there’s so much more to come!
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