Tanner Kohara, Twig Fertility: Building a Better Fertility Experience

Tanner didn't set out to build a fertility company. He set out to build a family and what he found on that four-year journey changed everything. In this episode, David sits down with the co-founder of Twig Fertility to talk about what happens when a broken system becomes a business opportunity, how designing for the patient experience transforms outcomes, and why resilience isn't just a leadership trait - it's the whole company culture. This is a conversation about turning personal pain into real purpose. 0:00 — Intro 0:32 — A four-year fertility journey 2:42 — From patient to founder: starting Twig 3:10 — The broken clinic experience 4:07 — Rethinking the system: booking and wait times 5:43 — Why "Twig"? The name and tagline 7:31 — AI in the fertility business 8:50 — Watching embryos develop in real time (Chloe) 10:18 — Teaching AI to grade embryos 11:16 — Personalized care through data 12:24 — Scaling: the de novo strategy 14:45 — The B.C. market 15:22 — Designing spaces that feel human 16:36 — What growth looks like next 18:14 — The impact on personal lives 20:03 — Moments that made it worth it 24:10 — Building families, building Canada 25:26 — Best advice: regret minimization & resilience 27:40 — Closing