# Tempur-Pedic: Bobby Trussell

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2018-10-22
- Length: 1h 02m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2018-10-22-tempur-pedic-bobby-trussell

## Summary

Bobby Trussell, former horse trainer and founder of Tempur-Pedic USA, explains how he pivoted from a bankrupt horse racing career to distributing Swedish memory foam products in the U.S. He details the initial failure of selling 3-inch overlays to chiropractors, the breakthrough success of mailing free pillows to 500 chiropractors, and the pivotal moment of convincing Brookstone to stock the product. Trussell also discusses the strategic decision to position the brand as a high-end luxury item, the eventual merger with the Swedish manufacturers, and the company's path to going public on the New York Stock Exchange.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-10-22-tempur-pedic-bobby-trussell#t=0) Introduction: Bobby Trussell and Tempur-Pedic
- [3:51](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-10-22-tempur-pedic-bobby-trussell#t=231) Trussell's Background in Horse Racing and Bankruptcy
- [15:11](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-10-22-tempur-pedic-bobby-trussell#t=911) Discovering Memory Foam in Sweden
- [22:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-10-22-tempur-pedic-bobby-trussell#t=1320) Raising Capital and Initial Distribution Failures
- [30:19](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-10-22-tempur-pedic-bobby-trussell#t=1819) The Pillow Breakthrough with Chiropractors
- [34:26](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-10-22-tempur-pedic-bobby-trussell#t=2066) Breaking into Brookstone and Retail Expansion
- [41:35](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-10-22-tempur-pedic-bobby-trussell#t=2495) Scaling to Mattresses and Direct Response Marketing
- [46:31](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-10-22-tempur-pedic-bobby-trussell#t=2791) Merger, Private Equity, and Going Public
- [58:27](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-10-22-tempur-pedic-bobby-trussell#t=3507) Postscript: Christopher Rannefors and BatBnB

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

early-stage companies, companies scaling up

## Mentioned

- Tempur-Pedic (product)
- Brookstone (company)
- Sealy (company)
- Simmons (company)
- Serta (company)
- Spring Air (company)
- Danfoam (company)
- BatBnB (company)
- Christopher Rannefors (other)
- Michael Magnuson (other)
- Doug Lanvik (other)
- NASA (company)
- IKEA (company)
- Sharp Image (company)
- Relax the Back (company)

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- [Bootstrapped to 800,000 Units Sold Worldwide: The Story Behind Rockit](https://hardwarepodcasts.com/podcast/its-only-a-prototype/2025-04-17-bootstrapped-to-800-000-units-sold-worldwide-the-story-behind-rockit) (It's Only a Prototype)
- [Founder Feature: Erica Groussman of Trubar](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-12-05-founder-feature-erica-groussman-of-trubar) (The Startup CPG Podcast)
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- [Founder Feature: Becca Wright of Piedmont Pennies](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-01-17-founder-feature-becca-wright-of-piedmont-pennies) (The Startup CPG Podcast)

## Citing this page

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