Highlights
- Bing Howenstein pitched All33, a company specializing in ergonomic chairs, on Shark Tank.
- The Backstrong Chair aligns all 33 vertebrae for optimal posture.
- The product was co-created by Dr. Dennis Colonello, chiropractor for the LA Clippers.
Overview
| Category | Details |
|---|---|
| Name | All33 |
| Founder | Bing Howenstein, Dr. Dennis Colonello, Jim Grove |
| Industry | Ergonomic Furniture |
| Product | Backstrong Chair with ergonomic alignment of all 33 vertebrae |
| Funding | Raised $1.3 million through IndieGoGo and Kickstarter |
| Investment Ask | $500,000 |
| Equity Offered | 2.5% |
| Valuation | $20,000,000 |
Bing Howenstein, along with a mysterious “superstar,” pitches All33, the makers of the Backstrong Chair, in Shark Tank episode 1210. The company name, All33, refers to the fact that the chair ergonomically aligns all 33 of the vertebrae in your spine. Howenstein is the CEO of the company and he is set to appear with one of the many celebrity endorsers of the product (my guess is it’s Paula Abdul due to her public acknowledgement of back issues).
Howenstein didn’t invent the product, it was created by Dr. Dennis Colonello is a world-renowned chiropractor with over 35 years of experience who happens to be the team chiropractor for the LA Clippers. He co-founded the company with a man named Jim Grove who helped design office chairs that have over half a billion dollars in sales. Howenstein brings years of entrepreneurship and a lot of connections in the entertainment industry to the table.
The chair itself is unique in that the base of the chair is suspended – like a saddle – from the chair’s arms. The ergonomics “cradle” your back and “sit in motion technology” lets the chair moves with you. This helps your core, your back, and your circulation. The company got started with an IndieGoGo Campaign and a Kickstarter campaign that raised a total of $1,307,184 back in late 2017/early 2018. They had some issues with importing the final product from Hong Kong, so perhaps they want a Shark to help with that.
Company Information
Video
Posts about All33 on Shark Tank Blog
BackStrong Ergonomic Desk Chairs
All33 Shark Tank Recap
Bing enters seeking $500,000 for a 2.5% share of the business. He begins the pitch with Justin Bieber in a video endorsing the product. “If you gotta sit, this is it,” Bieber said.
Did All33 Get A Deal?
While the Sharks were impressed with the chairs, they couldn’t get past the $20 million valuation.
Barbara at one point calls Bing a slick salesman to which he takes offense. He ultimately leaves with no deal.
All33 Shark Tank Update
The Shark Tank Blog constantly provides updates and follow-ups about entrepreneurs who have appeared on the Shark Tank TV show. The company is still very much in business and claims its had record sales since filming last July. In September, 2021, the company got investments from Bruce Willis, Cindy Crawford, Tony Robbins, Evan Spiegel of Snap and former Disney COO Tom Staggs for scaling operations and accelerating growth.
In July, 2022, the company introduced a new chair: The Axion. It’s a more advanced version of the original and costs $999. As of August, 2022, they have $4 million in annual revenue. In November, 2022, Howenstein shuttered the company.
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