When I first heard about the All33 BackStrong C1 chair on Shark Tank, I was intrigued. Here was an office chair promising to do what no other chair could – support spinal health by allowing all 33 vertebrae to move. Backed by cutting-edge design and celebrity endorsements, the chair seemed like a game-changer in the world of ergonomic furniture. Yet, despite a compelling pitch and initial success, the All33 story is a sobering reminder of the challenges startups face, even when they start strong.
The Introduction: What is All33?
The All33 BackStrong C1 chair was the brainchild of Bing Howenstein, chiropractor Dr. Dennis Colonello, and product designer Jim Grove. The trio came together with a shared mission: to revolutionize office furniture by addressing one of the most common modern health problems – poor posture and back pain.
Unlike traditional ergonomic chairs that focus on lumbar support, the BackStrong C1 was designed to encourage active sitting. Its patented “Sit In Motion” technology allowed for natural movement of the spine, promoting better posture and reducing discomfort during long hours of sitting. Celebrity endorsements from the likes of Justin Bieber and Cindy Crawford further amplified the product’s appeal, making it a buzzworthy innovation.
Their big moment came when they pitched their product on Shark Tank in Season 12, Episode 9. With high stakes and high hopes, they stepped into the Tank.
The Shark Tank Pitch: High Hopes and Big Asks
The All33 founders walked into the Tank with confidence, asking for $500,000 in exchange for 2.5% equity. This valuation of $20 million raised eyebrows among the Sharks, but the team was prepared to defend their numbers. The pitch featured a video endorsement from Justin Bieber, highlighting the chair’s ability to improve posture and comfort. The team also demonstrated the product’s unique functionality, with Kevin O’Leary taking a seat to test it out himself.
The Sharks, however, were skeptical. While they appreciated the innovation and design, they were concerned about the high valuation and the scalability of the business. As discussions progressed, it became clear that the Sharks were hesitant to take the leap. Despite their best efforts, the founders left the Tank without a deal. But the exposure from the show turned out to be a catalyst for the brand’s post-show journey.
The Data Behind All33
Here’s a detailed breakdown of the All33 story, based on its journey through and beyond Shark Tank:
| Category | Details |
|---|---|
| Product Name | All33 BackStrong C1 Chair |
| Founders | Bing Howenstein, Dr. Dennis Colonello, Jim Grove |
| Season & Episode | Season 12, Episode 9 |
| Ask (Investment & Equity) | $500,000 for 2.5% equity |
| Final Deal | No deal |
| Shark(s) Involved | None |
| Memorable Episode Moments | Justin Bieber endorsement video; Kevin O’Leary testing the chair |
| Current Net Worth | Not publicly disclosed |
| Current Business Status | Ceased operations as of November 2022 |
| Revenue Since Shark Tank | $4 million annual revenue by mid-2021 |
| Social Media Presence | Inactive since company closure |
| Key Achievements | Featured in major publications; celebrity endorsements |
Life After Shark Tank: Riding the Wave
Leaving Shark Tank without a deal is far from the end for many companies, and All33 was no exception. The national exposure gave the brand a significant boost. By mid-2021, the company reported $4 million in annual revenue. This growth was fueled by a combination of effective marketing and high-profile endorsements, which continued to draw attention to the product.
All33 leaned heavily into its health-focused branding, positioning the BackStrong C1 chair as a must-have for professionals working long hours at a desk. The company’s messaging resonated with a post-pandemic audience more aware than ever of the importance of ergonomics and wellness.
However, despite their initial success, the road wasn’t entirely smooth. Scaling a business comes with its own set of challenges, and for All33, these hurdles eventually became insurmountable.
The Decline: What Went Wrong?
By November 2022, All33 had ceased operations. The reasons for the closure have not been publicly disclosed, but several potential factors could have played a role. High manufacturing costs, supply chain challenges, and competition in the ergonomic furniture market may have created financial strain. Additionally, the high valuation presented during their Shark Tank pitch hinted at ambitious growth targets that may have been difficult to meet in the long term.
The closure was a disappointing end to what seemed like a promising venture. For customers and fans, the disappearance of All33 was sudden, with the website going inactive and no official statement from the founders.
Lessons from All33’s Journey
So, what can we learn from the rise and fall of All33?
- Innovation Matters, but Execution is Key: The BackStrong C1 chair was undeniably innovative. But innovation alone isn’t enough; businesses need to balance creativity with sustainable practices and sound financial management.
- Scalability is Crucial: One of the Sharks’ primary concerns was the scalability of All33’s business model. As the company grew, it may have struggled to meet demand or control costs, ultimately affecting its viability.
- Exposure Can Be a Double-Edged Sword: While Shark Tank gave All33 incredible exposure, it also set high expectations. Managing growth after such a significant boost can be challenging, and for All33, the pressure may have been too much.
The Current Status of All33
As of January 2025, All33 is no longer in operation. Its products are no longer available online, and the company’s social media accounts have been inactive since its closure. For a product that once seemed poised to change the way we sit, this outcome is a stark reminder of how quickly fortunes can change in the world of startups.
Final Thoughts: A Cautionary Tale for Entrepreneurs
The All33 BackStrong C1 chair was a product that captured the imagination of many. Its innovative design and focus on health made it a standout in the crowded ergonomic furniture market. Yet, despite its initial success, the business ultimately faltered.
For aspiring entrepreneurs, All33’s story is a valuable lesson in the importance of balancing innovation with practicality. While big ideas can spark interest and drive initial sales, sustainable growth requires careful planning, adaptability, and a deep understanding of market dynamics. The future of any business lies in its ability to not only meet but also anticipate the challenges ahead.
Although All33’s journey has come to an end, its impact remains. The BackStrong C1 chair challenged the way we think about sitting and brought attention to the importance of spinal health. In that sense, its legacy lives on, reminding us that even in failure, there are valuable lessons to be learned.