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30 Best Leaders to Watch 2022

Your one stop provider for top-quality personal protective equipment and safety supplies at the best pricing in the market: WeShield


Since the inception of the COVID-19 pandemic, global healthcare systems have become overwhelmed to deal with potentially infectious patients on a daily basis. To prevent the spread of infection, healthcare professions make use of various protective measures like the use of personal protective equipment (PPE) — face mask, goggles, gloves, respirators, gowns, and air-purifying respirators. An increase in demand and supply shortage for the same has already developed in places where the infection rate is on the higher side. PPE, something that was formerly available in abundance in a healthcare environment, has become a very precious and scarce commodity in many locations. An immediate increase in PPE supply is the need of the hour, and if delayed, it can lead to a lot of negative outcomes.

Globally, there are various companies delivering excellent PPEs for the healthcare segment, but WeShield stands out from the rest. WeShield was founded by a group of entrepreneurs who want to help those around them during the pandemic outbreak by searching for ways to solve problems more efficiently and meet the safety needs of people and workforces fighting front line against COVID-19. WeShield offers medical supplies & PPE to health care organizations, government institutions, and both large and small businesses. Essentially the company is a reliable solution to the currently broken supply chain.

In conversation with Michael Sinensky Co-Founder and CEO of WeShield

Q. What was the motivation behind starting WeShield?

Prior to the pandemic, I was a successful restaurateur with approximately 25 venues. When Covid hit, all of them were forced to close. For the first time in my life, I was without work and trying to figure out unemployment insurance. Watching the news, one couldn’t miss the cries for help in regards to PPE needs for hospitals and health care institutions so I decided to go back to my charity, Friends of Rockaway, to raise funds and awareness to donate medical supplies to institutions in need. That turned into a mess and realizing the huge void that existed as the supply chain was broken. After numerous people in my network reached out with contacts spanning several industries like government, health care, and the business community, I started WeShield to supply these groups with PPE and medical supplies.

Q. Could you tell us about the challenges that WeShield has had to tackle so far? How pivotal is the role of a CEO in guiding a company through difficult times?

WeShield was started by 4 entrepreneurs and co-workers who never bought or sold a single mask, let alone medical supplies so figuring out how to source the scarcest and necessary supplies in the world with zero experience was a big hurdle to get over. As CEO, it’s extremely important to assemble the proper team, give them the tools to succeed, and then give them the space to actually do it. During these tumultuous times when we were building WeShield, I was lucky enough to bring along several key members of my restaurant company with me who were able to help me assemble and grow our company extremely fast to 75 people within 2 months. I would never have been able to get there by micro-managing each division.

Q. How do you help encourage inclusivity in the workforce at WeShield?

My feeling on this matter is that inclusion to make others feel excluded is not the right way to lead. And to talk about inclusion just because it’s trending doesn’t do anything to make things better either. We hire based on merit & interview performance. That’s it.

Q. Amongst the entrepreneurs and industry leaders, whom do you look up to and why?

I look up to every entrepreneur that lost their job due to the pandemic and successfully pivoted to protect their families. I look up to my partners who put in 18 hour days for over a year to supply our country with the goods needed to both save lives and reopen.

Q. How important is it to focus on great partnerships as a CEO of a company?

Partnering with the right people and companies allows you in your business to grow and scale properly. Without them you could find yourself stuck in the same place indefinitely.

Q. How do you market your services?

The secret to our success is the use of artificial intelligence lead management software to get our product information into the right people’s inboxes. We couple this with proprietary sales and marketing processes that allows us to pivot based on the fast changing trends in the PPE market.

Q. Do you have any new services ready to be launched?

We are looking to feature and partner with cutting edge software companies in the healthcare space that help companies provide healthier work environments such as telemedicine and remote patient monitoring. One thing we believe in is in the post-COVID world, remote healthcare will be a huge industry to work within.

Q. What does the future hold for your company and its customers? Are exciting things on the way?

We are excited to continue growing in the healthcare space and exploring new areas such as telemedicine and mobile health. We are also looking forward to getting past this pandemic and seeing things get back to normal, but one thing is for sure, PPE is here to stay.

Meet the leader behind the success of WeShield

Michael Sinensky is the Co-Founder and CEO of WeShield (Assure Global LLC). He is a recognized business leader and philanthropist in the greater New York City area. He is also the Co-Founder of SimpleVenue, a New York-based hospitality group which owns and operates unique food and beverage micro-concepts within hotel and restaurant properties. Mr. Sinensky founded WeShield in response to the Covid-19 pandemic, applying his strengths in leadership and supply chain management to meet escalating market demand for personal protective equipment. Mr. Sinensky sits on the Boards of the New York City Hospitality Alliance, the Manhattan Chamber of Commerce, and previously represented NYC Comptroller Scott Stringer on the Board of the American Museum of Natural History and Wildlife Conservation Society. He is a graduate of New York University’s Stern School of Business and lives in NYC with his wife and three children.

“Whether your needs are for immediate delivery, or long time production, WeShield has you covered.”