The Snorinator Shark Tank Update — Shark Tank Season 17
Lloyd Ecker and Sue Ecker appeared on Shark Tank stage to promote their brand, The Snorinator. An anti-snoring pillow which helps people eliminate snoring by sleeping in the upright position.
A couple, Lloyd Ecker and Sue Ecker, turned up at “Shark Tank Season 17 Episode 2,” with a unique product design outlined to help people eliminate snoring. The product was launched in 2023 when Lloyd Ecker’s wife gave him an ultimatum to stop snoring. This personal rebuttal in most marriages turned out to be an invention of the brand, The Snorinator.
Now, the question that looms is, did this bedtime invention make the Sharks dream of a deal or put them to sleep?
About The Snorinator
| Category | Details |
| Business Name | The Snorinator |
| Founders | Llyod Ecker and Sue Ecker |
| Industry | Luxury comfort |
| Product | Anti-snoring pillow |
| Investment Asked | $100,000 for 10% of the equity |
| Deal Status | Deal secured with Lori Greiner and Michael Strahan |
| Deal Outcome | $100,000 for 25%% equity, divided equally between Lori and Michael |
In his 60s, Lloyd found a way to get back in the bedroom. He explored a doctor’s research in 1888, Ryerson Fowler, who was the chief of surgery at the Brooklyn Methodist Hospital. He discovered a now-standard procedure in which the body is elevated between 60 degrees and 90 degrees.
The position promoted oxygenation through maximum chest expansion and helped to relieve episodes of respiratory distress. Fowler’s Position allowed for improved breathing.
The Snorinator is a marriage saver because almost 45% adults snore occasionally and 25% adults snore regularly, disturbing the sleep of their partners.
Though it can be difficult to build a proclivity for customers to sleep in the upright position, one cannot deny the charisma, charm, and attractiveness of the anti-snoring pillow.
The Snorinator Shark Tank Pitch
Lloyd and Sue Ecker stormed the stage of the tank, asking for $100,000 for 10% equity in their brand. Sue mentioned that she has a friend in the foam business, so they designed the finished product. Lori Greiner and the guest Shark, Michael Strahan, were very intrigued by the product, so they decided to try it.
Both the Sharks loved the experience of The Snorinator. The first-time guest shark on Shark Tank Season 17 mentioned that the pillow squeezes into the head, so the person cannot hear any sound. He felt very comfortable when he used the product, and so did Lori. However, Lori mentioned that she tends to sleep in a more upright position.
Talking about the brand’s background, they commenced it in 2023, investing their own money worth $341,000. The money was good enough to get the inventory. Thus, the cost of producing one pillow was $38.
The couple sells it for $160, which is a significant profit margin considering the cost of production. Robert Herjavec was curious to know more about sales for the last three years. Hence, Lloyd mentioned that they made $100,000 in the first year.
In the second year, they made $214,000, and in 2025, they have made $325,000 to date. They also mentioned that if they get help from the deal with the sharks, they could end 2025 with $6 million.
Sharks were also interested in pillows and cases. Are there any repeat rates? Hence, Sue assures the investors that people always buy a second pillowcase. However, sharks find things interesting when they ask about the money they have made.
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What Makes The Snorinator Unique?
There are various ways that make The Snorinator unique and irreplaceable:
- Improve oxygen flow: The upright position started by Dr. Fowler allowed room for improved breathing, relieved respiratory distress, and reduced the pressure on the chest.
- An Ergonomic design: Leveraging The Snorinator’s ergonomic design combines lumbar support, neck cushioning, upright positioning, and a cozy head nest.
- Certified Snorinator: It is not made of other Snorinators’ foam, which uses ozone depleters, formaldehyde, and phthalates. It is forged with CertiPUR-US.
Did The Snorinator Get A Deal On Shark Tank?
After listening to the sales figures of the past three years, sharks were intrigued to know about the profit they had generated overall. Robert Herjavec asked about the amount they had lost, and Lloyd confronted the investors, telling them they had lost $500,000.
Lori researched the utility patent and spoke with the founders of the anti-snoring pillow. Sue mentioned that the patent has already been issued. Barbara Corcoran mentioned that she had neck and back surgery last year and cannot sleep in the upright position, though she does snore. Hence, she refused to invest.
Kevin O’Leary did not take much interest in the startup, The Snorinator, from the very beginning of the pitch. So, Mr. Wonderful also refused to participate, mentioning that there were a lot of marketing issues. On the other hand, Robert Herjavec found it really difficult to build a tendency among adults to sleep upright, so he decided not to participate.
However, Lori and the guest shark, Michael Strahan, loved the product. Lori even confessed that snoring is a big problem among adults. Michael related the product as his father is a snorer. Hence, Michael and Lori decided to offer a flyer deal of $100K for 25%.
Thus, the deal got locked with 12.5% equity in the brand for $100,000.
Quick Summary
- In his 60s, Lloyd found a way to get back in the bedroom. He and his wife, Sue Ecker, invented an anti-snoring pillow for adults who snore occasionally or regularly.
- Lloyd and Sue Ecker stormed the stage of the tank, asking for $100,000 for 10% equity in their brand, The Snorinator. The brand helps people sleep in the upright position, which increases the flow of oxygen.
- The deal was locked between Lori and Michael at $100,000 for 25% equity, in which 12.5% is allocated to each.
