We believe agency is core to well-being. Where self-administration is a possibility over clinical delivery, we place emphasis on providing greater control to the patient or caregiver in their home or community. Enabling patients to be active participants in regaining and maintaining their health is as important as the therapy itself.

for all.

We stand against financial toxicity in healthcare. We focus on cost-effectiveness from the ground up, aware that pennies can limit access to care. Our goal is to reach as many people in need as possible. Profitable growth, essential for sustainability, will follow good science and social responsibility.

Impact as a

We believe that social impact is not an afterthought. There is room in good business process, design protocol, and regulation for early engagement of those with the greatest need. Doing good requires deliberate intent, rigour and resources. And developing for people in the most severe circumstances and austere environments will lead to a superior design with broader applications.

The collective
power of trust.

We’re not insiders. We don’t have a long history in the healthcare system. The trust we earned elsewhere is not currency we can solely rely on. Our reputation is built on how we work together and with whom. The teammates we choose, the people we collaborate with, and the partnerships we form determine our trustworthiness. Being innovative, developing superior products and adhering to the highest regulatory standards are our basic duties. Trust is what will distinguish us.

Kenneth Irving

Irv’s work experiences include over 25 years in energy that began as a labourer on offshore drilling rigs, oil tankers, and seismic crews. After working with Chevron in a management training program, Irv returned to his family’s business in New Brunswick, Canada. He worked in several business units within the company, eventually assuming the helm. Irv led a six-fold growth in the business. Under Irv’s leadership, the company was designated an industry Pacesetter, achieving the top decile of benchmarked efficiency and simultaneously building the highest level of employee engagement across all segments of the business. Addressing a health setback, Irv left his industrial endeavors for the pursuit of his passions in the networked information economy. His business perspective combines a steel and concrete infrastructure mindset with agile-development protocols of high growth digital businesses. Irv married Tasha vanderLinde in 1993. They have four daughters and reside in Victoria, British Columbia.

Evan McCordick

Evan has over 30 years of experience in financial services, with a concentration in alternative asset management, where he has had senior roles in both investing and capital raising. While at the IFC (World Bank Group) and Baring Private Equity Partners, he invested in both private equity and private debt of companies ranging from start-ups to mid-market enterprises, primarily in emerging markets. While at Cordiant Capital and Elm Ridge Management, Evan led capital raising and investor relations efforts targeting family offices, endowments, foundations, pension funds and insurance companies. Evan was also a co-founder of IBIS Capital Management, the captive advisor to a private conglomerate with holdings in insurance and banking, energy (methanol), wine and spirits, and real estate in the Americas and Europe. Evan has a B.A. in Economics from Queen’s University (Canada) and an MBA from INSEAD (France). He is married and has three sons, and resides in Rye, New York.

Kenza Coubrough

Kenza has experience throughout the medical device lifecycle from concept to launch, and she has committed herself to improving patient health outcomes through low-cost medical device design. Serving as lead R&D engineer, Kenza managed two independent medical device project collaborations between the University of Washington departments of Surgery and Mechanical Engineering. She spearheaded pre-commercialization efforts of a novel ostomy support-belt through customer-discovery, product management, capital raising, and de-risking of IP and regulatory strategies. Kenza has collaborated with physicians, legal professionals, medical device consultants, university technology transfer offices, and ostomy industry leaders to build cross-functional knowledge of bringing a medical device to market through a lean startup framework. Kenza graduated from the University of Washington in 2017 with a B.S. in Materials Science and Engineering, minor in Applied Mathematics, and interdisciplinary honors. Kenza resides in Phoenix, Arizona.

Peter Oxley

Peter has been involved in the medical industry for over 25 years. Peter was part of the team that launched Viagra into the Canadian market. After several successful years in the pharmaceutical business Peter moved to the challenges of the medical device industry. Several years were spent managing a large territory for Boston Scientific in the G.I., Cardiology and Neurology spaces. Wanting to do more Peter built TSG Medical, Canada’s largest micro surgical company that serves surgeons all across Canada with many innovative microsurgical and nerve repair solutions. Peter is a lifelong athlete who spent most of his formative years with an oar in hand. This love of the sport of rowing was the primary reason for attending The University of Western Ontario. Since retiring from competitive rowing, Peter has pursued several marathon rows (75 KM plus), ultramarathons and Jiu Jitsu. Peter is married with three children, a big dog and a small dog, and resides in Saint John, New Brunswick.

David Alt

David has worked for over 25 years in process technology, capital project development and the successful execution of these projects. While at Fluor Corporation, he held executive positions managing large and diverse teams for large capital projects incorporating process technology development for novel applications, piloting and licensing of technology. His sector expertise covers energy, chemicals, petrochemicals and mining, and he’s worked in countries across Asia, Europe, and North America. While at KPMG, David has assisted clients in merging data analytics and augmented reality tools assisting in problem solving and visualization of key operations with significant financial impact. He has also provided consulting for capital project governance structuring and analysis of capital cost forecasting and management processes for the heavy industrial construction and chemical industries. David has a B.Sc. in chemical engineering from Northwestern University. He is married and has two children, and resides in Vancouver, British Columbia.


Fortitude is a private, impact-investment company founded by Kenneth Irving (‘Irv’) of Victoria, B.C. The company is focused on concept stage of business development. Businesses are non zero sum, encourage reduced consumption, embrace digital age constructs, and have real potential for positive change at global scale. Decisions are inspired by the career and life experiences of Fortitude’s partners.

Investments rely heavily on the intellectual and social capital of individuals, not financial might. Fortitude’s value is achieved by exceptional engagement of diverse people and partners motivated by mutual trust and respect.


StarFish is a leading service provider and Medical Device Design company with a full complement of design, development, and manufacturing services. We successfully partner with innovative companies (both large and small) to create breakthrough products for a number of medical specialty areas.

Medical device product definition, technical engineering and product development use our proprietary Pathfinder™ process.  Prototype and volume production are delivered in an ISO 13485 certified facility with FDA registration and class 100,000 clean room capabilities.


We’re out here.
Right at the edge.
Where collective creativity takes over from yesterday’s norms.
With gratitude and a sense of awe for life.

We’re happiest and most productive when we’re off the beaten path, trailblazing.
We’re innovators, not experts. Uninspired by convention.

Our wisdom comes from diverse backgrounds and differing opinions formed by fact and reason.

Respecting the life experiences of each individual.
Endeavouring to see with the broadest of perspectives.
We listen and think with open minds.

More than anything, we’re people motivated by making positive impact.
With nothing more than our humanity to guide us.

“From space, national boundaries vanish, the conflicts that divide people become less important, and the need to create a planetary society with the united will to protect this pale blue dot becomes both obvious and imperative.” Michael Collins, Apollo 11