Back in Action celebrates 37 years of trading with new website

After 37 years of trading, Back in Action remains at the top of its game. Founded by David and Lindall Newbound in 1987, the business has since been taken over by their daughters Lucinda and Romilly.

The sister duo and the wider team of ergonomic experts and specialists continue to dedicate their efforts to help manage, prevent, and treat the symptoms of back pain. With a new and improved website in place and validation from its five-star rating on Trustpilot, the leading ergonomic experts deliver a first-class service time and time again.

Lucinda Newbound, Partner & Senior Ergonomic Adviser explains that they have maintained their leading Trustpilot score of five stars "through a combined effort from the whole Back in Action team. We pride ourselves on providing excellent service at every stage. The moment you interact with our brand, from landing on our new website or stepping foot into one of our four stores, to trialling products and making a purchase, to receiving a delivery and experiencing our aftercare, we are dedicated to going above and beyond for our customers. It’s this reputation that garners return customers, and incredible word-of-mouth recommendations within local areas.” Recognised by Trustpilot as number one across multiple categories including: Home Furniture Companies, Bed Shops and Office Furniture Shop, Back in Action is a five-star business on a mission.

Reaching a major milestone in 2024, Back in Action has launched an updated and improved website to evolve its online customer experience. Featuring a revised interface and larger image gallery, additional video content and explanatory  information. The modernised site offers a cleaner and more responsive design with improved functionality to streamline navigation through the range of products.

Image: One of the products at Back in Action

Back in Action has already noticed a greater overall user experience and engagement per session with the new website is already up 15% year on year. Lucinda comments on the refreshed site, “Our priority as a business is helping our customers, however our previous website was not easiest to navigate and so we knew we needed to bring it up to date with our mission and we couldn’t be happier with the results. We have already received very positive feedback from customers following the website update. As a team, we spent a lot of time researching what we wanted from the website, and identifying areas that needed improvement to benefit the user experience and so it's rewarding to see and hear how the new site is improving customer experience."

With stores in Bristol, London, Marlow, and Amersham, you’ll find an incredible range of stylish, therapeutic furniture that complement any home or office. As a result of the wide variety of products on offer, Lucinda explains how the business experiences a diverse range of customers. “As a business, we must be agile as our customers vary hugely. One moment, we’ll be speaking with a young city worker looking for design-led furniture for their home office, to the next moment helping an older couple find the right mattress that will help ease their back pain. This means that we adapt how we deal with each customer, treating each individually and personably. Our specialist team is well-versed in a range of back related problems, and are dedicated to giving customers the time, care and attention necessary.”

Image: The newly resdesigned Back in Action website

Take advantage of the friendly and knowledgeable Back in Action experts and visit the Back in Action stores to try out the huge array of furniture for the office for yourself. The experts will talk you through all the design options and customisable possibilities that meet your needs. Back in Action offers seating assessments to help people sit freely, comfortably and with movement. Book an appointment at any one of their stores with a postural expert or schedule a call to discuss your needs over the phone.