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Valley woman competing for entrepreneurial prize

PHOENIX -- A Valley woman is battling two California-based startups in an online voting contest.

Brend McCaffrey is the creator of the Via Heartbeat Bracelet, a device that lets people know when they have hit their target heart rate while exercising.

The device comes in two parts: a chest strap and a bracelet. The two are paired via Bluetooth. When the target heart rate is reached, the bracelet will blink.

McCaffrey said she designed the product after her mother was diagnosed with Alzheimer's and she wanted to cut down her own risk. Studies have shown that exercising for 15 minutes four times per week at a target heart rate can reduce the risk of Alzheimer's by 50 percent.

McCaffrey said the device is stylish compared to other heart rate monitors.

The Via Heartbeat Bracelet is currently up against two other products in the Dream Big America contest. A public vote will determine which product will move on. The winner of the contest will receive seed funding, mentoring and resources.

The public vote closes Tuesday night.

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About the Author


Martha is the traffic controller in the KTAR newsroom. Her full time role is that of Assignment and Breaking News Editor of KTAR News. She oversees daily Breaking News planning and over-the air execution, and puts together the elements that make it happen. She gathers and distributes daily news assignments to reporters and editors. She also reports on a daily basis, anchors news afternoons 1-2p and fills in as anchor occasionally during other time slots. She began working at KTAR in the winter of 2012 as Desk Editor and was promoted to oversee Assignments and Breaking News in 2014. During that time, she received two awards as a journalist. The first was the 2013 APTRA Awards, where she took home 2nd place for Best Serious Future in the "Recycled Orchestra." The second was a 2014 Edward R. Murrow Award for her collaboration in KTAR's Voice for a Better Arizona Series: Immigration - seeking solutions. In her piece, Martha profiled two Arizona sisters looking for the DREAM. Martha was born in Mazatlan, Mexico. She moved to Arizona in 1996 with her parents and younger sister and has lived here since. She attended Barry Goldwater High School in Phoenix and graduated from the Walter Cronkite School of Journalism and Mass Communications at Arizona State University in Tempe. Prior to working at KTAR news she worked in news and production at Univision Arizona in Phoenix. She also supervised the marketing, catering and public relations department at Hotel Araiza, 5-star hotel in Mexicali, Mexico. She has also been a personal trainer and aerobics instructor. When she isn't in the newsroom or behind the microphone Martha is an avid gym-goer and marathoner. She trains for two races a year and enjoys taking group exercise classes, such as kickboxing, indoor cycling and weight lifting. Martha is married and lives in Surprise, AZ with 2 dogs, Tasha and Elsa, and a cat, Sammy.

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