ALL33, the maker of BackStrong, is an ergonomic office company that helps maintain good posture for the back. The BackStrong chair is unique because it is designed based on the human body, with the legs hanging like a saddle, creating a dynamic space to move the miniature cradle and “follow you” through “sitting in motion” technology. This helps improve the user’s circulation, core and back. a famous acupuncturist with over 35 years of experience and designed by Jim Grove.

The company launched an IndieGoGo and Kickstarter campaign, raising a total of $1,307,184 in late 2017 and early 2018. Despite some problems importing products from Hong Kong, All33 continued to grow and achieved significant success. In September 2021, the company received investment from Bruce Willis, Cindy Crawford, Tony Robbins, Snap’s Evan Spiegel and former Disney COO Tom Staggs to expand and grow. As of August 2022, the company had $4 million in annual revenue. The Axion chair, an upgraded version of the BackStrong, was launched in July 2022 for $999.