A muscle roller specifically designed to self-massage spinal muscles from the base of the skull to the lower back and buttocks.
Inventor Dr. Eric Paczewski of Dallas, PA has created a muscle roller specifically designed so users can self-massage spinal muscles from the base of the skull to the lower back, hips, and buttocks. He is a doctor of physical therapy and a manual therapy specialist with 20 years of clinical experience.
To relieve his own muscle spasms, Dr. Paczewski used to place a golf ball behind his back while in the car. While effective, keeping the ball in place was difficult. This technique did not work well inside the home because the seats were either too soft and the ball would get lost, or the ball would slide down his back if up against hardwood. As a physical therapist, his patients would frequently ask him how to deal with their spasms outside of therapy. The self-massage tools on the market were not providing enough leverage to get deep into the muscle and would often slide off the muscle in the process. Muscles need to be in a relaxed state for a massage to be effective and the golf ball in the car method proved to be the most effective. In turn, Dr. Paczewski developed Back-In-Action!
This clever new invention will serve the needs of those with back pain, neck pain, and sciatica, along with competitive athletes and fitness enthusiasts who must roll muscles prior to and after activity. Massage depth can be increased simply by adjusting ones body position or pushing the handles forward, focusing on the areas that need treated.
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One Device, Two Huge Target Markets:
Pain Management/Healthcare Market
As a massage device, the target population will be people who suffer from neck pain, back pain, sciatica, tension headaches, and muscle spasms. Along with direct marketing to this population, health care professionals such as physical therapists, chiropractors and massage therapists will be advocates of Back in Action. They can use the product with their patients while billing for their services and encourage them to purchase the product for home use.
Athletic/Fitness market
As a muscle roller, the target population will be athletes who are already accustomed to pre and post activity muscle rolling. Rolling sticks and foam rollers are the hottest selling items in the fitness industry. They are great for stretching and preparing lower extremity muscles for activity and flushing metabolic waste out of muscles after activity. However, they don't work well with spinal muscles. This is due to the shoulder blades, ribs, pelvis and spine interfering with the rolling devices preventing deep penetration to the muscles. Back in Action rollers are narrow, small in circumference and adjustable in order to easily access muscle tissue without bony obstructions. Depth can easily be calibrated by the user to suit his or her needs. Muscle rolling devices are common place in fitness centers, crossfit gyms, yoga studios, Pilates studios, and group fitness center, and are owned by most runners, cyclists, and triathletes. Targeting these groups individually with online marketing is guaranteed to create a quick buzz in the industry.
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