Zynex Inc (NASDAQ:ZYXI) executive vice president of sales Steve Fox talked with Proactive about the company's mission to provide noninvasive, non-addictive at-home pain management options through its flagship device, NexWave.
Fox discussed how Zynex Medical is addressing the opioid crisis by offering alternative pain solutions that empower both healthcare providers and patients.
Proactive: Welcome back inside our Proactive newsroom. Joining me now is Steve Fox. He is the Vice President of Sales for Zynex Medical. And Steve, it's good to see you. How are you?
Steve Fox: Hey, I'm doing well. Good morning.
Good to have you along. Excited to learn a bit more about yourself and what your role is within the company. So let's start there—give me a bit of your background, Steve.
Sure. I've been in sales and operations for almost 20 years across several verticals, including DME, medical devices, healthcare, oil and gas, and SaaS sales. I've done a little bit of everything geared around sales and operations historically.
What brought you to Zynex? What was it that made you feel this would be a perfect fit?
It was a pivot for me. It was the culture, the mission, and what we were doing at Zynex that ultimately brought me here. I loved that we were combating a problem like the opioid crisis. That was something I could get behind. Also, the growth—tremendous growth—and I wanted to be a part of something bigger than myself. This checked all the boxes.
So the company’s core is noninvasive, non-opioid pain management. Is that really the message you lead with when talking to clients?
That's exactly right. We have close to 300 sales reps across the U.S., and our mission is to educate providers and offer options for at-home pain management—an alternative to opioids. We want to provide another tool in the toolbox that providers can use to manage patient pain in a noninvasive, non-addictive way.
Tell us a bit about NexWave and some key features you share with clients.
It's a 3-in-1 device. Most people know about TENS—Transcutaneous Electrical Nerve Stimulation—but we also include IFC (Interferential Current) and NMES (Neuromuscular Electrical Stimulation), which is great for muscle re-education and post-operative care. It’s an all-in-one device that checks a lot of boxes in rehab and pain management. Providers like it because it’s very universal.
You're leading the sales organization. What's your vision for growth this year and beyond?
We’ve already had tremendous growth. My job is to continue and expand on that—getting in front of more providers, educating them, and helping Zynex become a household name. We have a problem, and we offer a solution. It’s our job to deliver that value and raise awareness.
Is the growth focus mainly in the U.S., or are you looking internationally?
Right now, our primary focus is still the U.S. It’s a big market with a lot of opportunity. There are still many providers we need to reach. We could do marketing like freeway billboards, but if providers don’t understand who we are and how we operate, it doesn’t help. That’s why our sales reps focus on education.
One thing you mentioned earlier was culture. Can you expand on that—from the top down, what’s the message to employees about what Zynex is?
I cover this in our training calls with new hires. I want them to see the passion and the “why” behind what we do. Our mission is to provide at-home, noninvasive, non-addictive pain management. That won’t change. It drives us. All our reps are aligned with this mission—it’s their job to educate providers and offer them that option. That belief in our mission has created buy-in and fueled our growth.
Lastly, with an aging population, how does your offering align with those demographic changes?
Absolutely. More people are opting to avoid surgery, and they need to manage pain without relying on opioids. Our solution is noninvasive, non-addictive, and easy to use. The elderly population is really embracing it and seeing great results.
Quotes have been lightly edited for clarity and style