Backjoy Orthotics is a personal wellness product company that exists to “change the way the world sits, stands, and sleeps,” according to its CEO Bing Howenstein. The foundation of the company was initially based on one product, a foam structure that lines the lower back and supports the stomach to improve lower and upper back posture. FeelGoodNow talked to Howenstein at the LOHAS conference, where Backjoy was preparing to release its new product: a pillow engineered to improve shoulder and neck posture. They also came out with orthopedic comfort soles to improve standing posture and foot comfort. The LOHAS community is an obvious niche to market their products to because of their consumer’s desire to take care of and maintain their bodies, even at an early age. They are also in process of improving their product manufacturing techniques to ensure that they are creating the most environmentally responsible product possible. You can buy your own BackJoy product on their website.