XR Brands has promoted Josh Ortiz – aka TheDadBodDom – to director of education and outreach. Ortiz joined XR Brands in 2018, quickly becoming a cornerstone of the company’s grassroots education efforts. XR Brands says that Ortiz’s “approachable teaching style, deep product expertise, and unwavering commitment to inclusivity have helped strengthen XR Brands’ relationships with brick-and-mortar retailers”.
Ortiz said: “Making inclusive and affirming sex education accessible has been my goal since day one. I truly believe knowledge is power. Empowering our brick-and-mortar retail partners – the very heartbeat of our industry – with that knowledge allows them to grow alongside us. I can’t imagine a better place to continue that mission than with my XR family.”
In his new role, Ortiz will lead the development of a retail education programme designed specifically for bricks-and-mortar store teams, which will include structured certifications, in-person store visits, private training and public classes.
Ortiz won the 2021 XBIZ Exec Award for Brand Ambassador of the Year, the 2023 XBIZ Award for Retail Training Programme of the Year (for his Screw Taboo educational series), and the 2025 AVN “O” Award for Outstanding Sexual Wellness Advocate. “We’re bringing Screw Taboo back in a BIG way,” Ortiz added. “This retail training programme is being built with our brick-and-mortar partners front and centre. We’ll be awarding store-level and individual staff certifications – and when possible, I’ll be delivering them in person. From urethral sounding to consent in kink and everything in between, we’re empowering retail staff with knowledge while celebrating them for the vital role they play. We’re screwing taboo – together.”
Rebecca Weinberg, president of XR Brands, said: “I couldn’t be prouder of the work Josh has done over the past seven years. He has elevated XR’s education and brand presence to an entirely new level – driving curiosity, excitement and genuine connection with retailers nationwide. Josh is deeply respected throughout the industry and an invaluable part of our team.”
Rob Phaneuf, director of sales and marketing, added: “Josh has a rare ability to connect with people in a way that feels genuine, welcoming, and empowering. I admired his work long before joining XR, and watching him shape the future of our reseller education strategy is incredibly exciting. Education and outreach are core pillars of our growth, and Josh is the ideal leader to champion that mission.”
