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On a roll: Madison’s RoWheels could revolutionize the $2 billion manual wheelchair market

(page 1 of 2)

Any businessperson knows that it’s hubris of the highest order to try to reinvent the wheel, but if Rimas Buinevicius is right, the wheelchair may well be another story.

As the CEO of RoWheels, a Madison-based start up, Buinevicius is hoping his company can radically improve the lives of wheelchair users through an engineering breakthrough that’s nothing less than a revolution in how a wheelchair’s wheels function.

In short, RoWheels’ innovation allows users to pull rather than push a chair’s hand rim in order to propel themselves. It may seem like a small thing, but it’s an improvement that’s been a long time coming and could make all the difference to manual wheelchair users, who often suffer serious repetitive stress injuries as a result of the pushing motion they’re currently forced to use to navigate their environment.

“I also explained the advanced manufacturing acumen that’s up here in Wisconsin and also the strong biking and health care industry, and explained to him that this would be a valuable resource if he wanted to work with us on getting the business going.” – Rimas Buinevicius

Sound like a problem in search of a solution? Not if you’re one of the approximately 1.6 million Americans who regularly use a wheelchair. According to Buinevicius, pulling a wheelchair’s hand rim is much more efficient and far easier on the arms and shoulders than pushing it. He said that shoulder-related injuries among manual wheelchair users are common – afflicting as many as 51% of operators, according to some estimates. In addition, the incidence of carpal tunnel syndrome and rotator cuff tendonitis is north of 50% for manual wheelchair users, as opposed to 3% for the population as a whole. Given the sheer number of wheelchair users in the U.S., those numbers should be no less than alarming.

“We’ve been told by physiologists and folks who have studied nature and animals and things like this in terms of the biomechanics of human movement that the basis of all animal movement is a pull-based motion,” said Buinevicius. “So think about dogs that run, cats in the wild and such. The real power of their motion is in the pulling that they do, and it’s similar to humans as well.

“Another way to think about it is to look at major league baseball pitchers who throw overhand, versus women softball pitchers. Major league pitchers are doing probably the worst thing they can do to their shoulders in terms of inflicting stresses and strain. So it’s that difference between pulling and pushing that we can highlight.”

Space-age technology?

But while the advantage of pulling a hand rim versus pushing it is well understood, it took the acute needs of two forward-thinking individuals to get the technology up to speed. Indeed, while wheelchair engineering may not exactly be rocket science, it did take a full-time NASA engineer working in his spare time to get the RoWheels concept off the ground.

Salim Nasser, a structural design and analysis engineer at NASA’s Kennedy Space Center, came up with the invention after being hit by a drunk driver and suffering a spinal cord injury about 18 years ago at the age of 20. Nasser soon identified a need for a new kind of chair that would be easier to propel, and while in graduate school, seized on the concept, exploring it in his master’s thesis.

Unfortunately, while an inventive mind can accomplish great things, marketing a product and raising capital often require a radically different skill set, and that’s where Buinevicius came in. With his background in technology, finance, business planning, and marketing and his extensive experience with early-stage companies, Buinevicius was just the sort of champion Nasser’s invention needed – but he never would have come along had it not been for a bad break of his own.

A little less than two years ago, Buinevicius suffered what he referred to as a “fairly severe” leg fracture as a result of a sailing accident. The injury was bad enough to confine him to a wheelchair for about nine weeks, and he quickly recognized the limits and inefficiencies of standard manual wheelchairs. That’s when he went looking for a product that would make his life easier and stumbled upon Nasser’s innovation.

“I was looking at about an eight- to 10-week rehab and recovery period and wanted to maintain some mobility and exercise during that period, and I ran across his invention on TechCrunch, and I called him primarily as a potential user, a customer for a product,” said Buinevicius. “And we got to talking, and I realized that he had been trying to get his product out to market for maybe eight to 10 years, and it wasn’t that easy to do, primarily because he had a full-time job at NASA. And I explained to him what we do with start ups and getting businesses going.”

The “we” in this case was Madcelerator, a Madison-based business accelerator headed by Buinevicius that works directly with entrepreneurs, offering them management expertise and help in sourcing working capital. Nasser was listening.

“I also explained the advanced manufacturing acumen that’s up here in Wisconsin and also the strong biking and health care industry, and explained to him that this would be a valuable resource if he wanted to work with us on getting the business going, and he agreed,” said Buinevicius. “And that’s where we started the relationship back in 2011.”

Feb 27, 2013 01:46 pm
 Posted by  Bill Baker

This seems to be a wonderful product and I am hopeful that it will benefit many many people. I do have concerns regarding the applications and reimbursement of the product. The majority of wheelchairs provide nation wide are primarily a medicare reimbursed product and are in a rental category with term limit. Not sure this will get the nod from Medicare to be a purchased product. In addition, I challenge the comments that a manual mobility product should be prescribed by a physician to prevent obesity. The selection of mobility type is determined by function, ability, and environment. A power chair is prescribed to provide independence, in addition to assisting with ADL's, occupation, and lifestyle.
Again, I believe this is a wonderful product and compares directly with the lever type chairs created by Belgium wheelchair manufacture,Vermeiren that use "Pull vs Push". The challenge will be as always, approval from Medicare, Medicaid, private insurance.

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