Noureddin Chahrour: Society Has Become More Sedentary With the Advancement of Technology

Society has become more sedentary with the advancement of technology. Our lifestyles now involve constantly being on our laptops, cell phones, or driving.

Humans sit for an average of 8 to 9 hours per day, significantly affecting postural health. Our Posture Apparel was designed to counteract these effects by fitting seamlessly into daily life.

Proper alignment ensures the correct utilization of the muscles and joints in our bodies. Good posture reduces stress on certain muscle groups that are overly active.

According to the McKenzie Method, discomfort caused from being in a static position for long durations, such as sitting at work, can be mitigated by moving the body in the opposite direction.

Our mission is to provide world-class products to the public that assist them in leading a more ergonomically safe and healthy lifestyle.

Tell us about yourself?

University of Toronto Kinesiology graduate, Noureddin Chahrour, worked with several world-class athletes at the Canadian Sports Institute, where he realized that he was one of many people experiencing neck and shoulder pain.

Therefore, as any kinesiologist would do, he embraced all areas of science to solve a problem linking cell to society.

After spending a few years researching postural products, Chahrour came to the conclusion that most products do more damage than good to an individual’s posture. Generic postural products cause our bodies to become dependent on the product in order to maintain a neutral posture.

Thus, these braces actually weaken our muscles, exacerbating the problem. Chahrour’s recognition of this issue marks the birth of Adrenalease.

The patented Reflex Kinesio-bands, integrated in our Posture Performance Apparel, provide the user with the option of adjusting the tension as per their comfort.

Our core value at Adrenalease is to create ergonomic products tailored to your daily lifestyle. Whether you use it in the office or during exercise, we have the product to make your lifestyle better.

If you could go back in time a year or two, what piece of advice would you give yourself?

Always stay true to who you are and do not ever regret a decision you have made as everything happens for a reason. Life is like a roller coaster there are ups and downs but its about having faith in yourself and your abilities.

There are things you can control in this life and things you cannot control, do not dwell on things that are out of your control, just keep pushing and work towards your goals.

What problem does your business solve?

Studies have shown that 80% of North Americans will develop neck and shoulder pain at some point in their life1. The most common condition that contributes to neck pain is forward head and shoulder posture. Solutions for these illnesses have traditionally been posture braces and Kinesio tape.

Kinesio tape is expensive and time consuming since it needs to be applied by a healthcare professional. It also leaves rashes and unwanted marks on the skin due to the adhesive material used to stick directly to the skin.

Traditional posture braces are often large and hinder daily life activities of the patients. As a result, are often not able to do the activities they love or often compromise their health by removing their posture brace.

What is the inspiration behind your business?

To address the problem we developed the Posture Performance Apparel which is the only line of products of their kind that offers users the ability to adjust each posture band individually to an upright posture.

This relieves the stress from specific muscle groups that may be under pressure due to a prolonged, protracted sitting posture.

The Posture Performance Apparel also stretches the pectoralis minor muscles that tend to shorten during “slouching”, therefore acting as a passive stretching mechanism to relieve stress off certain muscle groups such as upper trapezius.

The efficacy of this has been tested by qualified, skilled health care professionals by palpating these muscles and sensing the difference through Electromyography Devices which broadcast muscle activation.

Adrenalease’s Strap and Release mechanism, along with the adjustability of the posture bands on the posture garment, gives the wearer full control of retracting and stretching their muscles and
releasing or loosening the posture band on the shirt in seconds rather than taking the shirt off every hour, as is when wearing a brace, to prevent muscle atrophy.

In contrast to bulky posture braces our posture apparel is form fitting and seamless, making it easier to wear under business attire.

Our posture apparel does not merely have the same side effects as posture braces or other posture shirts due to its strap and release concept. The Posture Performance Shirt is quite functional and can easily be used by athletes.

What is your magic sauce?

In Adrenalease we have designed our straps in a way that they need to be strapped on for 45 mins then off for 1.5 hours.

The science behind that is that those recommended time intervals are the best way to train your neck and shoulder muscles to get stronger and so with time improving posture through muscle memory and proprioceptive feedback.

Our current competition’s posture brace and shirts lack the patented adjustable nature and streamlined design of our Posture Performance Shirt

This means that other posture garments either don’t provide enough support or provide support but tend to hold the person passively in a retracted posture for prolonged periods of time and this shutting off the muscles.

In doing so, this can weaken the muscles and worsen posture in the long run. This means that with the old traditional shirt design the wearer has to take the entire shirt off every 20 – 30 minutes so as not to weaken the muscles. Research literature also goes against traditional posture braces as they do more harm than good

What is the plan for the next 5 years? What do you want to achieve?

We want to grow our business and brand. We believe we are giving something back to society to help it advance.

Our sedentary lifestyles and sitting for long hours has increased musculoskeletal disorders and we are making it our mission to make peoples lives that much better with our products.

This is done through research and innovation to truly create the best most ergonomic products to our consumers.

What is the biggest challenge you’ve faced so far?

Accepting that life is not always fair. As I mentioned there are things you can control and things you simply cant.

Always work towards your goals and strive to be the best version of yourself. Life is not about me verses him/her its about me verses who I was yesterday and who I want to become.

How do people get involved/buy into your vision?

People can follow our journey and contact us via email at [email protected] if they feel they can help in any way or want to be involved in our business. We are always open to doing business.