Americans are getting bigger and so is the business potential behind initiatives that cater to that market. Studies show in the San Fernando Valley more than half of the population is either overweight or obese; nationally, nearly two-thirds of adults fall under that category. Although manufacturers and retailers have been slow to cater to this fast growing consumer segment, more entrepreneurs are now seeing opportunities of immense proportions. “As overweight people get more comfortable asking for bigger more comfortable products, and overall acceptance increases, manufacturers will respond automatically,” said John Weisman, a partner of Big John Products Inc. in Canoga Park who has been a beneficiary of this growing trend. Since its inception five years ago, the company, which manufactures the Big John Bariatric Toilet seat- the first and largest highest capacity toilet seat in the world- has seen revenues grow more than 50 percent year over year. “We’re seeing a 60 percent increase this year alone in an otherwise difficult economy,” he said. The Big John products are now distributed by 8,000 retailers across America, up from about 100 a few years back, Weisman said. Products like the bariatric toilet seat, with a 1,200 lb capacity, and the The Big John Toilet Support, which mounts underneath the toilet bowl to redistribute the weight and increase weight capacity from 350 lbs to over 1000 lbs, are being purchased and installed in at least 1,000 hospitals across America, he added. Nursing homes, educational institutions, health centers and residences among other places are also buying these products nationally and abroad in Europe, Canada and Australia. At the Annual Conference and Technical Exhibition of the American Society for Healthcare Engineering held in Anaheim August 5, “we were huge, we were on fire,” said Weisman, highlighting rising demand for the products. America’s weight gain is also boosting demand for products such as larger robes, bigger beds, and bigger wheelchairs at hospitals and health care institutions, where screening equipment and other medical devices now also have to accommodate heavier patients. “Durable and high capacity medical equipment like wheelchairs are in high demand,” said Julie Muradyan, Assistant Manager of Sherman Oaks Medical Supplies. The store, which has been around for 12 years, serves about ten clients that are over 400 lbs, she said. “Demand is growing, and equipment for an overweight person is much more expensive. A regular wheelchair can cost $200 dollars but for a person that is 400 lbs it costs $600.” In private residences the need for stronger, sturdier furniture, as well as for products that enhance quality of life, increase self-sufficiency, safety and comfort for the overweight population are driving market trends. Across all industry sectors, businesses are having to re-think how they design everything from sofas, car seats and seatbelts to clothes. “There’s definitely a market out there and some people are tapping into it,” said Mark Farnsworth, a Santa Clarita resident who not long ago weighed 450 lbs. Before undergoing gastric bypass surgery at Providence Saint Joseph nearly two years ago and loosing more than 200 lbs, Farnsworth faced inconveniences such as not fitting into restaurant booths, and fearing that patio furniture at some locations would collapse under his weight. He struggled to fit in chairs with armrests at concerts and other venues, and rode in cars where the seat belt did not fit him. Now, Farsnsworth said, the different industries are being more accommodating to this growing population. From cars to furniture, companies are meeting the needs of heavier people by making products wider, stronger and/or bigger. “There’s definitely a profit to be made, but there’s also a fine line, at what point is this reinforcing behavior?” he said. “People are not just getting heavy, they are getting grotesquely heavy.” Plus-Size Population When it comes to the apparel industry, wardrobe consultant Cindra Lee Henry sees a wealth of untapped potential and missed opportunities in the plus-size market even when studies indicate that the most often purchased size dress today is a size 14. “There’s huge potential for growth in this market. We have clients from all over the world- England, Egypt and Scandinavia- who come here because they can’t find it anywhere else.” Henry, who works at Abundance, the upscale Boutique in Sherman Oaks that caters to the plus size female population, has done extensive market research on this market in the San Fernando Valley. “There’s definitely a missed opportunity for businesses. From our perspective, we’re happy because we don’t have any more competition, but from the consumer’s side, it’s terrible, it’s just not right.” The high-end boutique, the only one of its kind in the San Fernando Valley, has positioned itself as the resource of choice for affluent clients, and in the last decade has more than doubled in volume of customers and sales revenues, according to Henry. The store’s customers, which include high powered attorneys and celebrities, Henry said, can’t find a boutique that caters solely to sizes 14 on Rodeo Drive, in Beverly Hills or other popular L.A. shopping spot. “It’s absurd to think there are people out there who don’t think there is money to be made here. It’s sad. Everyone deserves to feel beautiful and look beautiful.” Historically the fashion world has been tainted by a culture that ignores plus sized women, she said. Apparel brands and retailers offer only a minimal amount of options that fit sizes 14 and up at their stores. There are only a handful of plus sized chains including Lane Bryant.
