Feel Good Massage Chairs

What Feel Good Massage Chairs does

Feel Good Massage Chairs is a privately held, Australian family-owned retailer and operator of therapeutic massage chairs, founded in 1996–1997 by Alex Stamos and headquartered in Adelaide, South Australia. The company sells and operates massage chairs across entry-level to ultra-premium price points ($1,399–$17,999), spanning 2D through 6D roller mechanisms, AI body scanning, SL-track rail systems, zero gravity recline, airbag compression, lumbar heat therapy, voice control, and Bluetooth audio. It also distributes portable massage devices (massage guns, eye massagers, foot massagers) and operates a commercial B2B vending machine network of 500+ locations across airports, shopping centres, corporate offices, and public spaces, charging end users $7–$10 per session via tap-and-go payment.

The company monetises through three primary streams: (1) hardware sales of massage chairs and portable devices via owned showrooms in Adelaide and Melbourne, the brand's e-commerce site with phone ordering and live chat, and authorised stockist partners in NSW and QLD; (2) recurring vending revenue from 500+ partner locations under fixed monthly rental or revenue-share arrangements; and (3) in-house financing interest income from weekly payment plans starting at $17/week. Customer segments include chronic pain and injury sufferers, seniors, NDIS-funded participants, post-surgery rehabilitation patients, athletes, and general wellness consumers — with NDIS support provided as a dedicated channel. The company is 100% Australian family-owned, holds ARTG therapeutic goods listing and NDIS-approved supplier status, and reports 15,000+ home-chair customers and 100,000+ total customers since 1998. No external funding, institutional investment, or M&A activity is disclosed.

Name

Feel Good Massage Chairs

Legal name

Feel Good Massage Chairs

Website

https://feelgoodmassagechairs.com.au

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

Feel Good Massage Chairs is a family-owned Australian retailer and operator of therapeutic massage chairs, selling through owned showrooms, authorised stockists, and a 500+ location vending machine network to chronic pain sufferers, seniors, NDIS participants, and general wellness consumers across Australia.

Ownership category

akta.pro rank

Product category

Massage Chairs

NAICS

Other Personal Care Services (81219), Personal Care Services (8121)

SIC

Retail-Furniture Stores (5712), Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Chair Massage (On-Site/Corporate) (HSALAEAL)

akta.pro secondary industries

Chair Massage & Corporate/On-Site Massage (HSADAHAO), Mobile Massage Therapy (HSALAMAF)

Keywords

• Therapeutic massage chairs
• Massage chair retail
• Portable massagers
• Vending massage chairs
• Massage furniture

Headquarters

HQ city

Hindmarsh

HQ country

Australia

HQ region

Oceania

Offices9 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Therapeutic Massage Chair Sales: One-time sale of premium massage chairs ranging from $1,399 (Therapeutic Sofa) to $17,999 (Aetherian). Revenue recognised at point of delivery and installation. Multiple financing options (Afterpay, Zip, Humm, PayPal Pay in 4, In-House Finance) available to reduce upfront cost barrier.
2. Vending Massage Chair Network: Revenue generation from 500+ vending machine locations across airports, shopping centres, corporate offices, and public spaces. Chairs are rented or placed in partner establishments at fixed monthly fee or revenue-sharing model. End-consumers pay $7 for 10 minutes or $10 for 16 minutes via tap-and-go payment.
3. Portable Massage Products: One-time sales of portable massage devices including ZenEase Portable Massage Pillow ($129.99), Feel Good Foot Reflexology ($299), FlexiRelief Handheld Massage Gun ($59.99), RejuvenateX Massage Gun ($99), SleepWell Smart Eye Massager ($149.99), and SculptEase Pro Cellulite Massager ($99.99).
4. In-House Financing Interest: Proprietary in-house financing program generates interest income from custom payment plans. Weekly repayments from $17-$70 depending on chair model. No interest options also available.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels8 records

Core offering

Feel Good Massage Chairs is an Australian family-owned retailer that sells therapeutic massage chairs ranging from entry-level through premium flagship models, along with portable massage devices for personal use. The company also operates a vending massage chair network deployed across Australia and is an approved NDIS provider for therapeutic equipment.

Product overview

Feel Good Massage Chairs is Australia's #1 massage chair provider, operating as a family-owned Australian business for 29+ years. The product portfolio consists of two core categories: full-body therapeutic massage chairs (ranging from entry-level to premium flagship models) and portable massage devices. The massage chair range spans from compact models like The Elysian ($2,699) and the entry-level Therapeutic Sofa ($1,399) through mid-range chairs like the Genesis Plus Dual Core ($5,999) with health monitoring capabilities, up to premium flagship models including The Galaxy Dual Core ($8,999) with AI body scanning, the Miyakiwa Hikari ($8,499) with Japanese therapeutic certification, and the Phantom Rovo Dual Core ($9,999) featuring revolutionary Dual Rovo Legs technology. All chairs feature varying combinations of roller mechanisms (2D to 6D technology), airbag compression, zero gravity recline, heating therapy, and AI-powered features including body scanning and voice control. The company also operates commercial vending massage chair services in 500+ locations, provides NDIS funding support, offers white glove delivery/installation, and provides flexible financing options including Afterpay, Zip, Humm, and PayPal Pay in 4.

Differentiator

Problem solved

Functional benefit

Products and services

• Cosmic 4D Massage Chair

Quantifiable outcome

• 15,000+ Australian families served with home massage chairs
• +4 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature8 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Vending Location Partners (Airport, Shopping Centre, Corporate, Public Space Operators)coreChannel Partner/ Reseller/ Distributor · 1 January 1997500+ partner establishments where Feel Good vending massage chairs are placed under fixed rental or revenue-sharing arrangements. Includes airports, shopping centres (Westfield), corporate offices, and public spaces. Partners receive additional revenue generation and customer foot traffic benefits.
• ANP Mobility CarecoreChannel Partner/ Reseller/ DistributorAuthorised stockist partner with two locations in NSW — Liverpool (R9/33 Moore Street) and Campbelltown (Unit 1/178-180 Queen Street). Selected Feel Good chairs are on display with specialised mobility-focused staff who assist customers including NDIS participants.
• Beds R UscoreChannel Partner/ Reseller/ DistributorAuthorised stockist partner with two NSW locations — Caringbah Warehouse (175 Taren Point Road) and Castle Hill (HomeCo. Castle Hill). Selected chairs displayed alongside bedding and furniture for complementary consumer browsing.
• Citylife FurniturecoreChannel Partner/ Reseller/ DistributorAuthorised stockist partner in Brisbane QLD at Sumner showroom (42 Spine Street). Selected Feel Good chairs on display for south-west Brisbane customers.
• Sitting AroundminorChannel Partner/ Reseller/ DistributorAuthorised stockist partner on the Sunshine Coast QLD at Warana (Shop 8/278 Nicklin Way). Selected chairs available for viewing by appointment on Saturday mornings.
• WoolworthsminorChannel Partner/ Reseller/ DistributorVending massage chair locations within Woolworths supermarkets. Featured as a trusted partner in the vending page logos section.
• WestfieldcoreChannel Partner/ Reseller/ DistributorLong-standing vending chair partner with multiple locations in Westfield shopping centres across Australia. Feel Good was the first to introduce massage chair vending in Australia, with early contracts at Southland and Doncaster shopping centres in Melbourne.
• NDIS (National Disability Insurance Scheme)coreStrategic or Co-development PartnerFeel Good is an NDIS-approved supplier. Massage chairs are eligible for NDIS funding, enabling self-managed and plan-managed participants to access therapeutic massage chairs. The company provides dedicated assistance navigating the NDIS claim process in collaboration with support coordinators.
• TelstraminorChannel Partner/ Reseller/ DistributorVending massage chair location partner. Featured as a trusted partner in the vending page logos section.
• Commonwealth BankminorChannel Partner/ Reseller/ DistributorCorporate office vending massage chair location partner. Featured as a trusted partner in the vending page logos section.
• David JonesminorChannel Partner/ Reseller/ DistributorVending massage chair location partner at David Jones premium department stores. Featured as a trusted partner in the vending page logos section.
• Hilton HotelsminorChannel Partner/ Reseller/ DistributorVending massage chair location partner at Hilton hotels in Australia. Featured as a trusted partner in the vending page logos section.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Cozzia: Massage chair brand with Australian distribution, offering 2D through 4D technology chairs in comparable price tiers. Directly competes for the same Australian home-use therapeutic massage chair customer.
• OSIM: Singapore-headquartered global massage chair and wellness product retailer with showrooms across Asia-Pacific. Most direct competitor to Feel Good in premium massage chair retail, with comparable 4D/5D technology tiers and pricing.
• Inada (Family Inada): Japanese premium massage chair manufacturer behind Feel Good's Hikari model. Comparable therapeutic-grade positioning with Japanese osteopathic certification and medical-device-adjacent claims.
• Ogawa: Malaysian premium massage chair brand with international distribution and similar product technology tiers (SL-track, 4D rollers, AI body scanning). Competes in the same premium home-use category as Feel Good's Hikari and Aetherian models.
• Luraco: US-based premium massage chair manufacturer targeting therapeutic and medical-grade use cases. Competes on advanced 4D mechanisms, SL-track, and zero gravity features at similar premium price points.
• Human Touch: US-based therapeutic massage chair and recliner brand. Competes on premium positioning with similar SL-track, zero gravity, and therapeutic feature sets aimed at chronic pain and wellness consumers.
• Kahuna Massage Chair: Australian-headquartered direct competitor also selling premium massage chairs in the local market. Competes with Feel Good on similar product tiers, financing options, and Australian retail/distribution footprint.

Broad incumbents

• HoMedics: Mass consumer wellness and personal care products company offering massage chairs, massage guns, and portable massage devices. Directly competes with Feel Good's portable massage range and entry-level chairs.
• Brookstone: US mass-market retailer historically known for massage chairs and personal wellness gadgets in airport and mall locations. Conceptually similar to Feel Good's showroom-plus-vending distribution model in US markets.
• Panasonic: Global electronics incumbent with massage chair line under wellness/healthcare category. Competes at the premium end (Real Pro series) but massage chairs are a small fraction of its broader portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/feelgoodmassagechairs
• Instagraminstagram.com/feelgoodmassagechairs.com.au
• LinkedInlinkedin.com/company/feel-good-massage-chairs

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Feel Good Massage Chairs