Steven DuFresne and Eric Murphy, co-founders of Anthros, have spent decades designing elite wheelchair seating systems — the kind used in top rehab hospitals around the world. Now they’ve brought that biomechanical precision to the workplace, designing an office chair so effective it’s FDA-registered as a sitting orthotic.

But beating Herman Miller and other giants in the space takes more than just a better product — it takes a smarter go-to-market strategy, deep customer education, and a brand story that disrupts an industry that’s clinging to aesthetics over ergonomics.

In this episode, Nick and Jay help Steven and Eric:

• 🧠 Reposition their brand to challenge legacy players like Herman Miller and Steelcase  
• 📈 Use influencer-led education to shift consumer mindset and overcome price objections  
• 🚚 Expand beyond DTC while avoiding the dealer-driven pitfalls of traditional office furniture sales  
• 🏋️ Lean into performance-based messaging to attract high-performing professionals and biohackers  
• 🤝 Explore brand partnerships with Eight Sleep, Upright, and other premium wellness brands



Learn more about Anthros and save over $200 using our link here: https://configurator.anthros.com/discount/Optimize?redirect=%2Fproducts%2Fchair&platform=grin&link_id=1958503&token=2KxCdlsRqZx8Fz3qqm1SGRV6feRa3EoB&contact_id=c7789246-db3e-4a4e-aef1-7406c1b8db04&attribution_window=60

Want to get in the hot seat? Submit your business right now at theoptimizepodcast.com

If we think you’re a good fit, we’ll get you on the show. ®