Product Update
Is Better Back Still in Business? (2026 Update)
Is Better Back from Shark Tank still around in 2026? The deal it made, the sharks who invested, and where to buy Better Back today.
As an Amazon Associate I earn from qualifying purchases.
Katherine Krug pitched a simple strap designed to fix slouched posture without a rigid brace, and Lori Greiner offered a deal on the spot in Season 7. What makes BetterBack's story unusual is what happened next: Katherine turned the offer down and built the business a different way entirely.
The Short Answer
BetterBack is still in business. The brand sells through Amazon and through QVC, in addition to its own website, giving it a wider retail footprint than a lot of companies that actually did close their Shark Tank deals.
This is a good reminder that a rejected offer on the show is not the same thing as failure. Sometimes it is the opposite.
The Shark Tank Pitch
BetterBack appeared in Season 7, Episode 20, pitching a posture-support strap marketed as a back supporter that helps users sit and stand with better alignment without a bulky brace.
Founder Katherine Krug asked for 750,000 dollars in exchange for 7.5 percent equity, a straightforward ask for a simple, wearable consumer product with an easy retail story.
The Deal That Got Done
Lori Greiner offered the full 750,000 dollars but wanted 8 percent equity instead of the 7.5 percent on the table, a small adjustment from the original terms. On air, that looked like a deal.
Off air, Katherine Krug turned Lori's offer down. Instead of taking the shark's money, she went to Indiegogo and raised an additional 1.9 million dollars in crowdfunding, choosing to keep more ownership and control over the business rather than bring in a Shark Tank investor at all.
Better Back net worth in 2026
There is no widely reported, independently sourced net worth or revenue figure for BetterBack as of 2026 in the available Shark Tank tracking coverage. What is documented is the 1.9 million dollar Indiegogo raise that followed the rejected Lori Greiner offer, plus continued sales through Amazon and QVC years later, both signs of a company still moving product rather than one running on fumes. Without an audited figure or a company-disclosed number, a specific 2026 valuation would not be honest to print, so the fair statement is that BetterBack appears to be a stable, ongoing consumer products business rather than a venture-scale breakout.
Building It Without a Shark
Turning down a shark on national television is a bold call, and BetterBack's path since the episode suggests it worked out. The Indiegogo campaign that followed the rejected offer brought in nearly 2.6 times the deal amount Lori had put on the table, giving Krug capital without giving up equity to a shark.
From there, the company built out retail distribution that many Shark Tank products never manage to land, getting onto both Amazon and QVC, the same shopping network platform most associated with Lori Greiner herself, notably without Lori as an investor. BetterBack has also described partnerships with doctors to refine the product's design, adding a credibility layer beyond the original as-seen-on-Shark-Tank marketing hook.
The Bigger Lesson in This One
Most of the posts on this site are about whether a Shark Tank deal held up. This one is about what happens when a founder decides the deal is not actually the best path forward. Turning down 750,000 dollars from a shark with Lori Greiner's retail reach takes real conviction, especially live on national television with millions watching.
It worked here because Krug had an alternative already in mind rather than walking away and hoping something would turn up. Crowdfunding gave her the capital without the equity dilution or the strategic direction a shark investment usually comes with, and the QVC and Amazon distribution she built afterward suggests the retail relationships a shark like Lori might have opened were reachable through other means as well.
Where Things Stand Now
BetterBack pitched in Season 7 asking for 750,000 dollars for 7.5 percent, got an on-air offer from Lori Greiner at 8 percent, and then turned it down in favor of a 1.9 million dollar Indiegogo raise. Years later, the product is still available through the company's own site, Amazon, and QVC.
If you are wondering whether this one made it, it did, and it is one of the more interesting examples on this site of a founder walking away from a shark and still landing on solid ground.
Where to buy Better Back
Still selling as of January 17, 2026. Check today's price and availability.
Affiliate link — we may earn a commission at no extra cost to you.
See the full Better Back deal breakdown and term sheet →
