Wisconsin startup Rowheels isn't reinventing the wheel—just the wheelchair.
Rowheels, based right outside of Madison in Middleton, Wisc., started out in 2011 by selling patented wheelchair wheels that make it easier to get around. The startup’s wheels are geared with “pull-wheel” technology, allowing users to propel themselves forward using a pulling (or rowing) action rather than the traditional pushing motion of hand-rim wheels.
Rowheels’ invention eliminates forces that lead to shoulder-related injuries and pain in users, and they also turn 30 percent faster than hand-rim wheels. It’s a product that the startup says can change the lives of wheelchair users, but so far, it’s been hard to get consumers to buy them. Purchasing a second set of wheels after spending thousands of dollars on a wheelchair is just not realistic for most people.
Now Rowheels is gearing up to begin selling its own entire wheelchair, built on the same technology they used to develop their wheels.
To help steer the company in its new direction, it brought on Gaurav Mishra earlier this month as CEO. Mishra, who is a former fighter pilot in India's air force, comes from leadership roles at major global prosthetic and medical device companies, such as Touch Bionics and OttoBock Healthcare.
Just in June, Rowheels raised $400,000 from undisclosed Wisconsin investors. The funds will be used to finance the research, development and production of its new wheelchair, which is available for pre-order now for $999 and is expected to be delivered in October. And since Rowheels is manufacturing the chair itself, the startup is applying for clearance from the U.S. Food and Drug Administration.
“It’s a lovely opportunity for us to disrupt the market in this industry, which needs a shake up,” Mishra said.
Rowheels was originally founded by Rimas Buinevivius, who was the CEO of Sonic Foundry, a Madison-based company that makes video and web-casting software. After he broke his leg during a sail boat accident, he used a wheelchair for about two months. During that time, he discovered the challenges of the standard wheelchair and began collaborating with Salim Nasser, a paraplegic NASA space engineer who had built a wheelchair prototype that eventually became Rowheels' product.
Buinevivius now sits on the company’s board of directors, while Mishra leads the company in its new direction.
Mishra said he is confident the new wheelchair will help the company grow, estimating that it will have 20 employees within the next year. Consumers will be able to purchase Rowheels’ wheelchair on its website, but Mishra said he expects it to be available from other online retailers like Amazon in the future.
To make it even simpler for shoppers, Mishra also envisions integrating a prescription and insurance claim system onto its e-commerce platform to help expedite the time it takes for the chair to be delivered to patients. As the platform expands, Mishra said he also sees Rowheels selling pediatric wheelchairs for children, ultralight ergonomic ones and bariatric versions for plus-size people.
“All of this will take the company to the next level,” he said.
