BackJoy wants to fix the way you sit, stand and sleep

The Boulder company has more than tripled its revenues recently


Boulder – – Founded: 2005

“Create a category.”

That’s Bing Howenstein’s advice to aspiring biz builders. For his purposes as the CEO of Boulder-based BackJoy: “We want to fix the way the world sits, stands and sleeps.”

When the business began in California in 2005, the company sold posture-improving, sit-smart inserts that could be used anywhere. Moving to Colorado five years ago and seeking the counsel of former Crocs executives, BackJoy shifted from a single direct infomercial sales channel to a multi-channel model with an emphasis on wholesale. The company has more than tripled its revenues in the last few years and currently develops 27 products sold across 40 countries, including 50 of its own retail locations.­

KEEP WATCHING FOR:  BackJoy’s footware will make its way into major department stores stepping into the future. Additionally, while the company produces pillows for prime positioning and posture that are available in the U.S., BackJoy is looking at bringing mattresses to its North American customers, already doing so in South America.

Categories: Companies to Watch, Magazine Articles