Founder and President of Knix
Joanna Griffiths: Biography at a Glance
- Founder of Knix and pioneer of the leakproof underwear category, Joanna disrupted the $100 B+ intimate apparel industry by addressing real consumer needs and scaling one of the fastest-growing segments in intimate hygiene globally.
- Joanna made headlines when she refused to take investment from anyone who questioned her ability to lead as a mother, ultimately closing a $50M Series B just days before giving birth to twins, demonstrating fearless leadership and unwavering commitment to changing perceptions of women in business.
- She broke Canada’s record for the largest sale of a private company by a solo female founder ($400M valuation) and continues to reinvest in social impact through initiatives like the Knix Fund, which supports causes such as menstrual equity and female-driven media.
- A tireless advocate for body diversity and inclusivity, Joanna has reshaped industry standards, launching the first lingerie TV campaign featuring women over 50 and consistently showcasing products on people of every size and background.
- Named Canada’s EY Entrepreneur of the Year, AdWeek Women Trailblazer, and Glossy’s Founder of the Year, Joanna pairs business success with a track record of purpose-driven leadership to empower audiences to lead with authenticity, courage, and impact.
Biography
Joanna Griffiths is the Founder and President of intimate apparel and activewear brands Knix and Kt by Knix. Since launching the company in 2013, Joanna has been credited with helping invent the leakproof underwear category, which is considered the fastest-growing segment within intimate hygiene and has changed the lives of millions of people around the world.
Over the past decade, Joanna has fought for representation in body diversity, paving the way for a needed shift towards inclusivity in the intimates category and in advertising more broadly. Reinforcing this ethos, the brand has always featured products on people of every size, and in 2o2o, Knix was the first lingerie brand to create an entire TV advertising campaign for women over 50.
Joanna is a champion for female entrepreneurship, stressing the importance of supporting female-founded businesses and being vocal about the stereotypes that exist around women in business today. In 2021 Joanna made headlines for disqualifying any potential investors who questioned her ability to run a company and be a mother. Holding her ground, Joanna closed Knix’s $50M Series B financing just three days before giving birth to her twin daughters - on International Women’s Day no less.
In 2022 Joanna broke the Canadian record for the largest publicly disclosed sale of a private company by a solo female founder when Swedish health and hygiene Giant Essity purchased 80% of Knix valuing the company at $400M USD. Always one to push for greater change when asked about the record Joanna shared she hopes it is a title she holds for a short period of time and can’t wait to cheer on whoever holds it next.
A firm believer that it is every business’s responsibility to give back to the community, in 2022, Joanna launched the Knix Fund committing $1M in giving over the next three years. Each year the Knix employees vote on the fund’s focus and find partner organizations that are working in the community to effect change. The fund’s first mandate was a cause near and dear to the Knix team’s heart, Menstrual Equity. The next cohort for the Knix Fund will be a collaboration between Knix and Catalyst, to self-finance and produce female-forward documentaries that ignite conversation and inspire change.
Joanna's long list of accolades includes Waterstone's Most Admired CEO, Glossy’s 2024 Founder of the Year, an AdWeek Women Trailblazer, and in 2023 was named Canada’s EY Entrepreneur Of The Year® and represented Canada for the Global title. Joanna holds an MBA with Distinction from INSEAD, sits on the board of the Toronto International Film Festival, holds multiple patents, and released her first book Life After Birth via globally renowned publisher Rizzoli in 2021 and her first children’s book Some Periods in 2023.
Joanna resides in Toronto where she lives with her husband, Dave and their three kids.
Topics
The Knix Way: Building a Brand with Purpose
How sticking to your values and reimagining the impact your business can have will help you win the hearts, loyalty, and buying power of your community.
In today’s digital world, brands have the opportunity and the onus to facilitate hundreds, if not thousands, of interactions with their customers every single day. With this increased level of transparency, defining your company values and embedding them across every single touch point of your organization has never been more important. As the lines become blurred between commerce and content, marketing and community, and impact vs. income a new way of business has evolved and leading the charge is Knix.
In this session, Knix Founder and President Joanna Griffiths takes audiences through lessons learned from building one of the most successful and prolific mission-driven brands of the digital era.
Audiences will learn:
- How to reimagine your organization's mission and values and leverage them as a North Star for strategic decisions
- The importance of community and collaboration in today’s digital world
- How to leverage every touch point of the customer journey as an opportunity to showcase your values
- The power of a brand as a storyteller and the role that content plays in digitally native brands
Prioritize Your Customers
Customer care is the key to sustainable growth, Joanna says. Prioritize the customers you have, not just the customers you don’t have. This should be your strategy from day one, otherwise, you risk losing a customer for every new customer you gain. Knix’s customer care strategy came down to focus. In those early days, we were trying to do a lot of things with a very small team, Joanna said. So, we took a step back and chose to focus on what we wanted to be good at, which for us was being at the forefront of marketing and product development. As simple as it may sound, focus is what propelled Knix’s success. Because of their deep focus on product, they were constantly working on the next iteration. We beat ourselves before our competitors could, Joanna says. And their marketing campaigns have always featured every skin tone, age, body shape, and size because Knix was, and always will be, for everyone — a ground-breaking approach at the time.
In 2020, Knix was named “Brand of the Year” by Strategy magazine. Don’t be afraid to pick the thing you’re good at and strive for excellence, Joanna says.
Use Your Values as Your North Star
When making tough business decisions, Joanna recommends entrepreneurs use their mission and values as their North Star. For Knix, their focus is on women’s empowerment and diversity and inclusion. These ground Joanna and her team in their strategic planning, from the products they develop to the marketing campaigns they run, to the partners they work with. The Essity deal took over a year and a half from initial contact to announcing the deal. Joanna spent nine months of that largely getting to know the Essity team. Knix is so much more than just numbers, Joanna says, we’re a team with a mission, and it’s important our partners are aligned with that.
Traditional funding approaches never worked for Joanna because value alignment takes longer to determine than a couple of meetings. She likes to understand the people she’s going to work with — do they support their partners through the good and the bad, how long do they typically work with people, are they good to their employees, etc. Joanna has given up higher valuations in pursuit of values, respect, alignment, and partnership to protect the Knix brand.
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FAQs
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Joanna Griffiths's speaking fee varies by event type, location, and requirements. As a top keynote speaker, Joanna Griffiths's fee reflects their expertise and market demand.
Speaking fee factors:- Event type and audience size
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- Virtual vs. in-person delivery
Additional costs: Travel, accommodation, A/V requirements, and optional meet-and-greets.
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The cost to book Joanna Griffiths as keynote speaker includes their speaking fee plus travel and logistics expenses.
Total booking cost includes:- Joanna Griffiths's keynote speaking fee
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Include your event date, location, audience size, and budget when contacting CAA about booking Joanna Griffiths.
Is Joanna Griffiths available for virtual speaking events?
Yes, Joanna Griffiths speaks at virtual events with professional-grade equipment and interactive presentation style.
Joanna Griffiths's virtual event options:- Live virtual keynotes with Q&A
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Book Joanna Griffiths for corporate conferences, industry events, private functions, and virtual presentations. Joanna Griffiths customizes content for any audience size or event type.
Event types:- Corporate meetings and conferences
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Joanna Griffiths engages audiences from private executive meetings to large conferences with thousands of attendees.
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Joanna Griffiths booking information and availability
Check Joanna Griffiths's speaking availability through CAA Speakers at speakers@caa.com. Book 3-6 months in advance for best date selection during peak seasons (September-November, March-May).
Availability factors:- Event date and location
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- 3-6 months: Best availability
- 3-6 months: Best availability
- 2-3 months: Good availability
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- Under 30 days: Limited availability
Contact CAA early in your planning process to secure Joanna Griffiths for your preferred event date.
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Book Joanna Griffiths through CAA Speakers for guaranteed authentic representation and professional event coordination. CAA is the preferred booking agent for Joanna Griffiths, with direct access to their speaking availability and decades of experience representing the world’s top keynote speakers.
CAA booking advantages:- Direct access to Joanna Griffiths's calendar
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Trusted by Fortune 500 companies for their most important speaking engagements. Contact speakers@caa.com to book Joanna Griffiths for your next event.
Will Joanna Griffiths speak at private events?
Yes, Joanna Griffiths speaks at private corporate events, executive retreats, board meetings, and exclusive functions.
Private event types:- Executive retreats and board presentations
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Private event benefits: Customized content, enhanced interaction, complete confidentiality, and flexible scheduling.
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Response timeline:- Initial acknowledgment: Within 24 hours
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- Urgent requests: Same-day priority response
Include complete event details (date, location, audience size, budget) for fastest response times.
How far in advance should I book Joanna Griffiths?
Book Joanna Griffiths 3-6 months in advance for best availability, especially during peak speaking seasons. Early booking ensures better date selection and rate negotiations.
Recommended booking timeline:- 3-6 months: Optimal availability and pricing
- 2-3 months: Good availability
- 1-2 months: Select availability
- Under 30 days: Limited availability
Peak seasons: September-November and March-May book fastest. Contact CAA Speakers early for priority consideration.
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