Contact Us – Fairvilla

Meet our Chief Executive Officer

With over 28 years of hands-on experience in adult retail, Wade Ulrich brings a rare blend of industry insight, operational expertise, and passion for people to his role as CEO of Fairvilla. Having started at the ground level and worked his way through every facet of the business, Wade leads with a deep understanding of both team dynamics and customer experience. Under his leadership, Fairvilla continues to grow as a bold, inclusive brand rooted in education, empowerment, and pleasure-positive exploration. Wade’s vision is simple yet powerful: create spaces where everyone feels seen, supported, and confident in their journey toward self-expression.

Wade@Fairvilla.com

Meet our Chief Operations & Procurement Officer

Erica Ulrich serves as Chief Operating Officer and Chief Purchasing Officer at Fairvilla, bringing nearly two decades of leadership and deep institutional knowledge to the organization.

Since joining the company in 2008, Erica has led company-wide operations, purchasing strategy, and retail execution across all locations, playing a key role in Fairvilla’s continued growth and evolution. Her leadership balances operational discipline with a strong understanding of merchandising and store performance, supporting both profitability and long-term brand consistency.

“I look forward to continuing the forward momentum of a company I have grown to love and helping position Fairvilla for long-term success,” says Erica.

Erica@Fairvilla.com

Meet our Chief Marketing Officer

With a background in media, marketing, public relations, and retail, Jo Badger brings both strategic vision and heart to her role as Chief Marketing Officer of Fairvilla. Since joining the brand in 2023, she has helped shape Fairvilla’s evolution into a modern adult lifestyle brand—one that honors its legacy while boldly expanding its voice, reach, and cultural relevance. A UC Santa Barbara marketing graduate, Jo is passionate about people-first leadership, pleasure-positive storytelling, and creating space for more open, empowered conversations around sexual health. Her approach is simple and unapologetic: lead with intention, listen deeply, and build a brand that makes people feel seen, confident, and curious.

Jo@Fairvilla.com

Meet our Company General Manager

Lauren joined Fairvilla at the tail end of the COVID shutdowns, starting as a relief supervisor at the Megastore before quickly rising through leadership roles. She went on to manage the Kissimmee and I-Drive locations and now serves as General Manager of the company. Lauren is passionate about Fairvilla’s commitment to inclusivity and supporting communities that are often overlooked. Known for her strong business acumen and hands-on leadership style, she leads from the front, holding high standards while always showing up for her team.

Lauren@Fairvilla.com