Learn About UpLyft™
Learn more about the team behind this innovative
product with the potential to positively impact the lives
of people who suffer from mobility challenges, their
loved ones, and healthcare workers across the globe.
Our Story
UpLyft™ began in 2016 when our Founder, Anton Simson, a mechanical engineer with a penchant for invention, developed the first prototype in his garage. Anton’s dear friend’s son had recently been in a bicycle accident that tragically resulted in him becoming paraplegic. After the incident, his wife became his primary caregiver and, after hearing about their hardships, Anton set to work to find a product that could help with his mobility challenges. Upon learning that no adequate technologies existed for assistance getting out of bed, Anton made it his mission to develop a solution. Five years and nine prototypes later, UpLyft has become more than just a product — our ultimate goal to improve peoples’ lives.
Mission
To restore independence to those who suffer from mobility challenges
and best protect caregivers from encountering patient lifting injuries.
Craig Misrach
President & CEO
Craig H. Misrach is the President of UpLyft and joined the organization in 2018 to help spearhead the company’s product launch and commercialization efforts. Prior to UpLyft, from 2006-2014 Craig was the Founder, Chairman and CEO of Freedom Meditech, a diabetes medical device company he led from concept through FDA 510(k) clearance and global marketing and sales. Freedom Meditech completed a sale of the business to Sinocare, LTD in China in November 2016. From 2016-2018, Craig served as a Series 7, 31, and 66 licensed Investment Advisor for AB Bernstein in La Jolla, CA where he crafted wealth management plans for corporate executives and closely held business owners in preparation for selling their respective businesses. Craig began his career at Deloitte where as a Senior Accountant he audited various lower middle-market businesses and assisted in the preparation of S-1, 10K, and 10Q filings for various public companies. In addition to his responsibilities at UpLyft, Craig is the Founder & Managing Director of Poppy Capital (a private equity acquisition fund) and serves on the Board of Directors of Aculief (consumer medical products company) and the Jewish Community Foundation San Diego ($500M+ philanthropic endowment). Craig maintains an active Certified Public Accountant (CPA) license in the State of California, has a B.S in Accounting and Finance from Indiana University, and an MBA in General Management from the Darden Graduate School of Business at the University of Virginia.
Anton Simson
Founder & Chief Technology Officer
Anton Simson is the Founder and Chief Technology Officer of UpLyft. Anton has worked for 35 years in the aerospace industry at General Dynamics, McDonnell Douglas, L3, and then as a private consultant. His experience includes being Small ICBM Program Manager, Director of Planning for Astronautics Division, and VP of Programs at McDonnell Douglas Technology Incorporated. Anton is a successful inventor with multiple diverse patents. He has founded and lead several successful commercial product companies. His entire professional career has revolved around the invention, engineering, and management of advanced technology programs. Anton has a BS, MS, and PhD from MIT, and an MBA from Wharton.
Todd Simson
VP Engineering & Manufacturing
Todd Simson has worked for 25 years in new product design and manufacturing. He was the Production Design Engineer for Diversified Vending Corporation and the Chief Engineer for Multi-Max Corporation. At Multi-Max, in addition to leading engineering activities, he set up in-house production for key components and was in charge of all production. He is a successful inventor with multiple patents in the field of electro-mechanical equipment. Todd’s engineering and production experience includes extensive QA responsibility on new products. As our head of engineering and manufacturing, Todd manage oversee the product engineering and production subcontract of UpLyft. Todd has a BS in mechanical engineering from MIT.
Bria d’Amours
Director, Marketing & Business Development
Bria d’Amours has a wide variety of experience in marketing, fundraising, sponsorship sales and management, as well as event logistics. She began her career in the non-profit sector, managing business development & partnerships for severely ill children. Bria then gained several years of experience and knowledge within the sports and entertainment industry, working in marketing and partnerships for various companies including Formula 1, one of the largest sporting events in the world. Bria then branched off on her own to offer her consulting services in the marketing industry. She holds a BCom from Concordia University and an MBA from the University of San Diego.
Rajit Malhotra
Executive Chair
For over 25 years, Rajit Malhotra has been a noteworthy leader in the healthcare industry. Rajit is a former McKinsey Managing Partner, where he led the SoCal Practice. He currently manages his family office which has investments in healthcare, as well as in food technology, real estate and other areas. Rajit can be credited with co-founding numerous successful businesses over his career, including Dyve Biosciences, IHD Labs, Kitchen United (Google Ventures backed), Miso Robotics, Shantha Biotech (NSE: SANOFI, acquired by Sanofi for $850M), Tour Engine, Truentity, and Vegolution. In addition to his role with UpLyft, Rajit is the current Co-Founder and Executive Chairman of both Dyve Biosciences, a late-stage clinical development biotech company, and IHD Labs, a large regional clinical diagnostic company. Rajit has dual Masters degrees. He received an MPA/ID from the Kennedy School at Harvard and his MBA from Kellogg.
Mark Bentley
Sales Advisor
Mark Bentley has successfully owned and operated a vending company for 12 years and has over 18 years of industry experience. As an industry veteran, he enjoys building relationships with customers and business partners. Mark believes that trust is the foundation that leads to long-term success. Hailing from San Diego where the weather doesn’t change much, he enjoys traveling and working with operators across North America. Mark is an alumnus of Point Loma Nazarene University (PLNU) in San Diego, California where he studied Business Administration. He attended PLNU under a soccer scholarship and started the North County Soccer Park during his time there, which he owned and operated successfully for 17 years.
Kelly Jensen
Advisor
Kelly Jensen is a management consultant and business leader with over 30 years of experience introducing new technologies and management practices in high technology, application software, manufacturing, government, and health care. As a business leader, his roles have included General Manager/CEO and VP level assignments in operations, marketing, and sales. His experience includes both large firms (Baxter Healthcare, Pitney Bowes, IBM, and PricewaterhouseCoopers) and entrepreneurial ventures. As the owner of durable medical equipment vendor Northwest Medical Supplies, Kelly has experienced the challenges of patient transfer for both patients and caregivers and has eagerly supported the early development efforts of UpLyft. His credentials include a BA from Harvard University, an MBA from Harvard Business School, and various professional certifications.
Vicki S. Anastasi
Regulatory & Quality Advisor
Vicki Anastasi has over 30 years of experience in the medical device industry, with over 20 years specifically focused on global medical device and diagnostic strategic consulting. She has held senior management roles for medical device and therapeutic companies focused in orthopedics, cardiovascular/metabolic disease and combination products. In diagnostics, she held senior positions at companies involved in the development of infectious disease and genetic-based products including companion diagnostics and precision medicine Her most recent role was at CRO where she served as Global Head for ICON’s Medical Device and Diagnostics Research business unit. Vicki guides pharmaceutical, biotechnology and medical device companies in developing and implementing roadmaps for demonstrating drug and device value, safety and effectiveness by leading innovative approaches including RWE initiatives, Ph IIIb/IV, pilot/pivotal studies and HEOR evaluations across the globe to optimize market access.
Craig Misrach
President & CEO
Anton Simson
Founder & Chief Technology Officer
Todd Simson
VP Engineering & Manufacturing
Bria d’Amours
Director, Marketing & Business Development
Rajit Malhotra
Executive Chair
Mark Bentley
Sales Advisor
Kelly Jensen
Advisor
Vicki S. Anastasi
Regulatory & Quality Advisor
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