Numotion embraces retail

BRENTWOOD, Tenn. – Numotion’s acquisition of SpinLife is a big play by the company for the retail market for DME like wheelchairs and lift chairs, and longer term, a building block for it to serve as more of a one-stop shop for aging-in-place needs. 

Numotion has been selling some products like lifts and ramps for cash through its home access division, but SpinLife takes those efforts to another level by creating a specific retail division at the company, says CEO Mike Swinford. 

“As we’re expanding into multiple adjacencies and areas where our customers have needs outside of traditional reimbursed complex rehab technology, retail was something that excited our entire organization and board,” he said. “We’re also excited to see the opportunities that, together, we can better serve people with the best products and services possible.” 

Numotion has tapped Pattiann McAdams to manage the retail division as senior vice president and general manager. Lisa Stein, SpinLife’s founder and CEO, has become a member of Numotion’s board of directors, and all of the company’s employees have transitioned to Numotion. 

In addition to an established retail presence, SpinLife brings to Numotion a well-oiled platform for selling products online that includes “high-touch product expertise” and “white-glove customer service,” says Stein. 

“When we launched in 1999, there weren’t a lot of technology platforms available, so we had to build everything from scratch,” she said. “We’ve built SpinLife to spec to serve our customers in the most efficient and supportive way possible, automating the logistics and focusing our humans on helping people.” 

There will be a number of mutually beneficial opportunities for the companies, especially related to Numotion’s brick-and-mortar presence, Swinford and Stein say. A customer could, for example, check out a lift chair at one of Numotion’s locations before buying it through SpinLife’s website or the company’s print catalog. 

“We’ve never had a physical store presence before,” Stein said. “There are definitely opportunities for cross-marketing and opportunities for looking at what the feet on the street are really interested in product-wise.” 

Longer term, Numotion’s acquisition of SpinLife steers the company another degree toward a place where it can better meet the needs of customers who want to age in place, not in nursing homes, Swinford says. 

“Aging in place is a $1 billion market – it’s attractive, but very fragmented,” he said. “We want to bring those services together to serve customers in a more comprehensive way.”