Redefining physical posture

CEBU, Philippines – In the mid-1980s, American sculptor, entrepreneur and inventor Preston Willingham developed a type of "support device" which he made for his father - one that was intended to ease the back pain his dad was experiencing - to help the old man get back to fully enjoying life.

It's from this "device" where the BackJoy brand was born, with a mission to change the way people sit, stand and sleep and offering an array of posture-enhancing products designed to lessen the back aches and back-related problems brought about by bad posture.

Founded in 2005 in Colorado, the brand grew from one distribution channel to a company that operates through multiple distribution channels based in over 30 countries today. The brand currently highlights its "SitSmart" line, a range of posture-enhancing footwear, pillows and an active-wear apparel line.

"SitSmart" is a type of support, brace or splint used to support, align, prevent, or correct the function of movable parts of the body. The products are engineered to fit with the lifestyles of different individuals - from office workers to athletes, to help maintain correct posture and relieve back pressure by flexing and cradling the pelvis. These help users to find the most balanced and comfortable posture for extended durations.

BackJoy products are available at its store in the 3rd level of the Ayala Center Cebu and kiosk in SM City Cebu.