Have you ever experienced the discomfort of long hours spent hunched over a desk? Katherine Krug sure did, and she took action by creating a revolutionary posture correction device: BetterBack. This device not only promises to alleviate back pain but also helps in transforming any ordinary chair into an ergonomic one. Let’s explore the inspiring journey of BetterBack, from its inception, through its appearance on Shark Tank, and its evolution into a successful business.
BetterBack Pitch and Deal at Shark Tank
BetterBack grabbed the spotlight when Katherine Krug pitched it on Season 7 of Shark Tank. She walked onto the stage asking for a $750,000 investment in return for 7.5% equity, putting the company’s valuation at $10 million. Talk about high stakes! Katherine’s presentation was simple yet effective. She demonstrated how BetterBack could restore the spine’s natural curvature by fastening around the user’s back and knees. Her pitch struck a chord with several sharks, leading to some intriguing negotiation dynamics.
Robert Herjavec offered the full amount but wanted 20% equity in return. Kevin O’Leary took a different approach with a $750,000 loan for 24 months at 7.5% interest plus 5% equity. Lori Greiner, known for her focus on consumer products, matched Herjavec’s offer and later sweetened the deal to a 36-month loan at 7.5% interest with 8% equity. Katherine accepted Lori’s revised deal, although it ultimately did not materialize.
Is BetterBack Still in Business?
Thankfully, the absence of a formal deal with Lori Greiner did not slow down BetterBack’s momentum. As of 2025, BetterBack is thriving. The company has not only stayed afloat but has expanded its operations significantly. Initially, the company gained traction on major e-commerce platforms like Amazon, allowing it to reach a larger audience. Today, BetterBack serves customers in over 115 countries, reinforcing its global footprint.
User feedback, primarily from reviews on platforms like Amazon, suggests a positive reception, with the product boasting a solid four-star rating. However, it’s worth noting that some users have found using the device challenging, revealing room for product improvements.
BetterBack Net Worth
With its steady market presence and expansion, BetterBack has achieved an estimated annual revenue of $5 million. This figure reflects the robust demand for posture correction solutions and Katherine’s successful efforts in marketing and product innovation. The company’s net worth benefits from not only its core product but also the introduction of various models and accessories, such as the BetterBack Therapy and Upper Posture Corrector, further diversifying the revenue stream.
Moving forward, BetterBack remains focused on strengthening its market position by investing in product development and enhancing customer service, crucial for sustaining its impressive growth trajectory.
What’s Happened Since Shark Tank?
Since its Shark Tank journey, BetterBack has come a long way. Despite the deal with Lori Greiner falling through, the company capitalized on the exposure and momentum gained from the show. Katherine continued to harness the support of her Kickstarter backers, leveraging the strong community she had built. The product line expanded to include diverse models like BetterBack Therapy, Therapy Plus, Luxe, and Deluxe to cater to varying customer needs.
The company also pursued strategic partnerships and collaborations to increase its reach, spanning both online and retail spaces. BetterBack’s unwavering focus on quality and customer satisfaction has earned it a loyal customer base, enabling sustained business growth over the years.
BetterBack Business Overview
BetterBack’s business strategy centers around creating high-quality, effective products that solve real problems. At the heart of BetterBack is the original posture correction device, designed with careful attention to detail to ensure user comfort and efficacy.
The company’s commitment to innovation is evident in its expanded product line, which now includes not only posture correction devices but also complementary accessories such as heat pads and back stretchers. This diversification allows BetterBack to address a broader spectrum of customer needs, enhancing its value proposition in an increasingly competitive market.
Furthermore, BetterBack has shown a resolute focus on customer satisfaction, actively listening to feedback and refining its offerings. By fostering a strong online presence and refining logistics, BetterBack has managed to maintain an efficient supply chain that supports its global footprint.
How Shark Tank Helped Shape BetterBack’s Future
Appearing on Shark Tank undeniably played a pivotal role in shaping BetterBack’s trajectory. The exposure from the show introduced the product to millions of viewers, providing a valuable springboard for further success. Even without a finalized deal, the feedback and interest from the sharks validated Katherine’s vision and bolstered consumer confidence in the brand.
The lessons Katherine learned from the Shark Tank experience informed her subsequent decisions, particularly in terms of business scalability and marketing strategy. As a result, BetterBack has been able to sustain its momentum by continuously evolving and responding to market demands.
Moreover, being backed by a crowd of early supporters from Kickstarter provided Katherine with invaluable market insights. This grassroots support base not only offered early validation of the product but also laid the groundwork for a strong brand community.
Conclusion
BetterBack’s journey from a simple product idea to a thriving business showcases the power of innovation, resilience, and community support. Katherine Krug’s story is a testament to what can be achieved through determination and smart strategy. Despite the deal with Lori Greiner not closing, BetterBack leveraged the Shark Tank experience to fuel its growth.
Today, Katherine’s vision of alleviating back pain and improving posture continues to resonate with thousands of satisfied customers worldwide. As BetterBack steers into the future, its focus on product expansion, customer satisfaction, and market reach ensures its lasting success in the ergonomic industry.
For anyone looking to bring their ideas to life, the BetterBack story offers inspiration and insight into transforming challenges into opportunities. BetterBack remains a shining example of how entrepreneurial spirit and innovation can lead to lasting impact. For more on inspiring business stories, check out My Business Vibes.