We have normalised hunching and slouching on a chair, and more so at work, to such an extent that we no longer realise that we are incapable of sitting straight. Colonello claims the chair moves when a person sits, keeping their back and posterior in the same relation to one other. No matter how they are seated; they simply cannot slump.
He explains, "When we sit, we end up slumping and slouching, all of which puts pressure on our back and nerves, while contributing to many other health issues. No matter what your individual, most natural posture is, the chair lets you move as you find a natural and comfortable posture while remaining upright and aligned."
Designed after consultation with doctors, physiotherapists as well as patients, the chair will be available in India in early 2018 and will retail in the $700 range. Reportedly, the technology behind the chair has already attained a lot of celebrities' interests. As the inventors claim, "This is the chair designed to fit Elon Musk's needs and recommendations and is backed by Chelsea Handler, Justin Bieber, and Kimora Lee Simmons."
"We have seen so many people claim relief from a wide variety of issues including neck pain, disc issues, hernias, sciatiaca, hip pain, tail bone pain, shoulder pain. Improper posture only aggravates and inflames related pain. General back pain and discomfort from prolonged sitting are the primary fixes. Since all bodies are different from one another, the chair will help different people and in many and different ways," says Colonello.
Talking about how the chair might help pregnant women, he says, "While there is not a specific prescription in this case - the chair will most certainly alleviate the pressures in the back and neck that are common amongst women who are pregnant. The movement of this chair will help improve circulation and oxygen in a pregnant woman's lungs and her blood and ensure the pressure caused by the changes in her body does not make her feel unduly uncomfortable."
The saddle of the chair is so designed that it secures one's bottom and hangs from the arm supports. This imitates the natural actions of a sitter's hips and pelvis. This rocking motion of the chair engages the body's core muscles and at the same time shapes the sitter's sides. This enables the spine to be upright and in constant motion.
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Currently, the chair has a US patent though multiple international patents have already been granted, while several more patents have been filed around this unique technology and are in progress. The initial production run will start in November and the startup aims to ship the first chairs before February 2018.
Interestingly, the chair has been launched and wants to raise money through the crowdfunding website Kickstarter, as opposed to angel investment and venture capitalists (VC). Colonello says, "Today, launching a new product without Kickstarter makes little sense for two reasons.
First, most VCs will not want to fund you until you have proof of concept. No longer do an idea and a plan work. They want to see what customers think and more importantly if they will be willing to buy. If you can prove that, through a Kickstarter campaign for example, raising the funds required to build a healthy company becomes a very different conversation."
Second, according to Colonello, the Kickstarter community is hugely valuable as a set of potential consumers who will provide extremely important feedback on a multitude of items such as design, colour, price, feel, etc. "There is no better way to bring a product like this to market than right alongside and with our target consumers who can help us move past our best guesses to the best answers," he says.
Simtec, the company behind BackStrong was founded in 2016 and reportedly the technology behind the chair has been effectively tested by several of Colonello's celebrity clients. Presently, Colonello is the team chiropractor for LA Clippers.
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