company bios

Michael Ehrenreich, MD, Founder
Prior to founding SOMA Cycle, Inc., Dr. Ehrenreich was Founder, President and CEO of SOMA Partners, LLC (formerly named Techvest, LLC), an NASD member firm specializing in biotechnology and medical device investing. Dr. Ehrenreich conceived of and launched the highly successful Techvest Healthcare Conferences, which were sold in July 2003, along with the Techvest name, to Rodman & Renshaw. He is a noted investment analyst, investment banker and industry consultant, with more than 15 years of Wall Street experience. Prior to founding Techvest, he worked as a sell-side analyst at Brean Murray & Co. and a buy-side analyst specializing in small capitalization securities at Sanford C. Bernstein & Co. He holds a BS in Finance from Yeshiva University, an MA in Biological Sciences from Columbia University, and an MD from University of Medicine and Dentistry of New Jersey—New Jersey Medical School.

Joel Hoag, Vice President Engineering and Industrial Design
Joel Hoag is an award winning designer whose work has been featured in I.D., Interior Design, R & D, Intramuros, and Graphis, as well as at the Cooper-Hewitt National Design Museum. He has worked at several industrial design firms, including MACHINEART in Hoboken, NJ and GRPD Inc. in New York, NY. Branching out on his own, he started Elseware, a creative consulting and product development collective, through which he developed projects ranging from soft sided coolers to a commercial wine preservation system. In 2005, he joined Lifetime Brands, Inc., a major manufacturer of licensed home brands such as KitchenAid. In 2006, he joined the Company as a full-time consultant. Joel Hoag holds a Masters Industrial Design (MID) from Pratt Institute and a Bachelor’s of Science in Mechanical Engineering (BSME) from Ohio Northern University.

Steven Mitchell, Territory Manager, Europe
Prior to joining the Company, Steven Mitchell was a business consultant with some of the worlds biggest businesses including: Ford Motor company, Sun Microsystems and British Airways.  His specialty is process improvement, systems implementation, project setups, negotiating contracts, outsource suppliers and making logistics work cross border and across the world. He holds a degree in engineering from Manchester University, as well as a Masters.  He is based in London, UK.

Brian Rhee, Industrial Design Associate
Prior to joining the Company, Brian Rhee was the Founder, President, and Chief Designer for American Loft, a company specializing in dormitory furnishings for University of Michigan housing residents. After developing a successful two product family, the designs and the American Loft name were sold in 2004. Brian Rhee also worked as a Graphic Designer for the University of Michigan Health System's Department of Radiology. He holds a B.F.A. in Industrial Design from the University of Michigan.