Best Seat In The House? Lift Chairs Aren’t Just For Grandpa Anymore

Written By: Cindy W. Hodnett // Executive Editor of Brand Development at Furniture Today // September 18, 2023

HIGH POINT — In a recent Good Morning America segment titled “Hips Don’t Lie,” 30-something reporter Will Carr shared a personal story about his own hip replacement surgery and recovery, noting that he is one of a growing number of younger Americans who’ve gone under the knife for an operation once thought to be the domain of elderly patients.

According to the segment, 6% of all hip replacements are now done on people under age 45, and many expect the surgical trend to continue in the future as athletes, dancers, gymnasts and everyday fitness buffs make the decision to replace hips and knees in response to years of intense physical activity.

This younger age of patients with either temporary or permanent mobility issues also represents a potential new subcategory of consumers shopping for health and wellness seating products for their homes.

UltraComfort America’s Director of Marketing Sarah Lydon has firsthand experience with the possible furniture industry ramifications.

“My husband was 38 when he had a hip replacement,” Lydon said. “After his surgery, he used one of our lift recliners in our house to recover, and after his recovery, we kept the chair and used it as a regular recliner because of the comfort positioning it offered.”

Lydon says that she thinks the stigma around lift chairs has and will continue to decrease as companies like UltraComfort serve younger consumers such as her husband. Noting that UltraComfort has four models that also include HeatWave Technology (Far Infrared Heat) and that retail price points are between $1,060 and $3,360, Lydon adds that today’s lift technology aligns perfectly with consumer demand for health and wellness products for the home.

“The lift function on its own provides a wellness component for all age demographics,” she said. “Our positioning function is good for anyone, whether someone who’s been gardening or working on their feet all day, or runners and lifters. Additionally, the HeatWave technology penetrates up to 3 inches in the body, and it is full body heat, from shoulders to seat to feet. That offers a revitalization and soothing functionality that represents wellness for all ages.”

Growth category

Bob Bruns, CEO of Cozzia, agrees that lift chairs are a growth category. Like Lydon, he has personal experience and recognizes that technology will continue to drive product development.

“My wife has been a dancer all her life and was also a cheerleader, and she had her hip replaced at an early age,” Bruns said. “Our research shows that the 30- to 40-year-old demographic that are athletes need this type of product.”

Bruns adds that Cozzia’s Chair Doctor technology is another component that is upping the cool factor of lift chairs and massage recliners.

“The scanner in our chairs measures back tension and within three minutes builds a program tailored to that specific customer at that time,” said Bruns. “In the beginning, our core customer was an upper-income Baby Boomer with back pain. But now, we have all price points and age demographics using our products. All customers have the same issues and need the same solutions.”

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