BetterBack After ‘Shark Tank’: 15,000 Sold Since Deal With Lori


BetterBack entered the Shark Tank in Season 7 with its support belt that helps correct posture while sitting. We spoke to founder Katherine Krug, who gave us a glimpse into how the company is faring since striking a deal with Lori, who she credits with being “so generous with her time.”

Here’s what else she told us about…

Interested in BetterBack? Buy it here.


What Happened After the ‘Tank’

When we taped Shark Tank, we had just finished our Kickstarter campaign and customers hadn’t received their BetterBacks. Customers have had BetterBack for nine months now and we have over 500 reviews, 82 percent of which are 5 stars out of 5 stars. We are helping vets, grandmothers, meditators, tech CEOs and parents get out of pain and back focusing on what they love!


Becoming an International Team

We have grown from one-person company into an international team. It’s been so amazing to work with people from the UK to Brazil to the Philippines. We work from home and the team is mostly parents with young kids.


Advice for Future ‘Tank’ Contestants

-Talk to angel investors or VCs before you go on Shark Tank. Make sure you know your company’s worth in the broader market.
-Before you jump in the Tank, write down every question you think a Shark could potentially ask you. Spend time crafting thoughtful responses then practice them over and over and over again.
-Have energy and have fun! Being on Shark Tank is a truly once-in-a-lifetime experience. When the lights are on you and the Sharks are circling, convert your fear and nerves into excitement. Let your personality shine and enjoy the unique adventure.
-After you tape, even though you aren’t secured a spot on the show, prepare for airing. Get your website ready, build a database of journalists you can reach out to, set up retargeting pixels on your website and prep Facebook ads to capitalize on the momentum.
-Don’t ask to phone a friend.


Plans for the Future & New Products

We are preparing for our next Kickstarter campaign this fall. We have listened to all of the great feedback from our backers and are putting the final touches on BetterBack+, which will be a big leap forward for back pain sufferers. BetterBack is just the beginning. We are building out a whole line of products that will help people feel better and be better. We are working on expanding into key international markets, partnering with both doctor networks and corporations and will hopefully be on QVC in the near future.

Interested in BetterBack? Buy it here.