Sitting is the new smoking they say, that’s why the chair you sit in matters. Because of this, Bing Howenstein has designed a chair to improve both posture and comfort. Will he scoot away with a deal on
Shark Tank All33 Update
- Entrepreneur: Bing Howenstein
- Business: Desk chairs to promote back health
- Ask: $500,000 for 2.5% equity
- Result: No Deal
- Shark: None
All33 appeared on Shark Tank Season 12 Episode 9 and introduced the sharks to its patented office chair that aims to help prevent back pain and improve overall health. The chair has a unique uni-ball type section that will keep all 33 vertebrae moving around while you sit in it.
With the claim, “chairs may be killing you,” Ben quickly tapped into a widespread concern: the health hazards of prolonged sitting. We’ve all heard the saying, “Sitting is the new smoking,” and Ben strongly agreed, emphasizing the health risks of traditional chairs. From neck pain to lumbar issues, even the high-end chairs the sharks were seated in weren’t exempt.
But All33 wasn’t just another ergonomic chair. Its unique selling proposition was the patented sitting motion technology that mimics the body’s natural movement.
To demonstrate, he invoked the pop icon, Justin Bieber, drawing parallels between the star’s fluid dance moves and All33’s design. This chair promised to engage all 33 vertebrae in the spine, a feat no other chair in the market could boast.
Kevin O’Leary decided to give it a try, after sharing that he recently hurt his back playing squash. After trying it out was instantly aware of the rocking motion and felt an intuitive nudge to sit upright.
Ben credited this breakthrough design to Dr. Dennis Cornell, a seasoned expert with 45 years of practice under his belt. While the doctor was the brain, Ben was the force that propelled this idea into a scalable business. Their collaboration had already resulted in an impressive $800,000 in sales.
When it came to pricing, All33 was positioned as a premium offering but at a competitive rate. Most high-end chairs in the market hovered around $2,000, but All33 was priced at $799, boasting a healthy margin given its production cost of $260.
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However, the sharks quickly zeroed in on the company’s valuation. With projected sales of 5.5 million for the year, Ben’s $20 million valuation raised eyebrows.
He defended his stance by pointing to competitors with similar revenue multipliers. But the sharks remained skeptical, questioning why he sought their investment if he had already gauged interest elsewhere.
Ben responded by highlighting the value of “shark money” over regular investments, hinting that he’d consider a discount given the sharks’ influence.
But for many of the sharks, the valuation remained a sticking point. They appreciated the product’s merit but felt the valuation was simply too steep.
One by one, the sharks dropped out. Reasons ranged from conflicts of interest to sheer disbelief in the valuation. And just like that, Ben’s time in the tank came to an end without securing an investment.
The pitch served as a reminder of the delicate balance between innovation and valuation. While All33 promised a revolution in seating, its lofty valuation was a seat too high for the sharks.
So, what happened to the company after
We have sad news to share in our All33 update. It appears that the company is out of business.
In searching all over the internet for evidence of life, no website could be found. We did find the chairs listed on some retail sites, however the products were listed as out of stock, or unavailable.
It is unclear exactly what happened, but it seems likely that the company simply ran out of money. This will be our final All33 update.
For updates on the other companies that appeared on
For more Season 12 company updates, be sure to check out our Season 12 products page.
Andrew Smith is the founder and owner of Shark Tank Recap. He is a longtime Shark Tank fan that has been watching it for years and has seen every episode multiple times. His friends know him as the Shark Tank expert, because he can answer any question about the show! His favorite Shark Tank products are Bertello's pizza oven and Bug Bite Thing!