About Us

BackJoy owes its inception to a son’s passion to ease his father’s back pain and help him get back to fully enjoying life. In 1984, Preston Willingham embarked on a road trip with his father, Jim. What neither man expected was that the pain of sitting would force Jim to lie in the back seat long before the trip was over.Jim’s pain proved an inspiration to his son and ultimately resulted in the development of his first “sitting device”.

Fast forward 20 years to Hollywood screenwriter and producer, Bing Howenstein, who was looking for an opportunity to translate his experience in movies into building a lasting brand to make a difference in consumers’ lives. Upon introduction toWillingham, Bing immediately saw an opportunity to build a brand that could become a trusted ally for consumers looking to take greater responsibility for their health and wellness.

Today the BackJoy is carried in 20 countries in Asia and distributed by Primer Group of Companies in the Philippines. Much like Preston and Bing, BackJoy Philippines is dedicated to helping the world sit, stand, sleep and move better.