Massage Chair Relief LIVE! Podcast — Guest: Michael Kogure, Daiwa

Hello, this is Dr. Alan Weidner from Massage Chair Relief, and welcome to our Massage Chair Relief LIVE! podcast for June 20, 2024. My guest today is Michael Kogure, founder and CEO of Daiwa Massage, along with Yoko Kogure, Marketing Director, and Charles Rida, Service Manager. We’ve got a great team here to discuss Daiwa’s history, innovations, and support.

Michael, thank you for being here. I know English isn’t your first language, so we have Yoko and Charles to help with any translations if needed. I appreciate you stepping out of your comfort zone—it means a lot.

Let’s start with a bit of history. How did Daiwa begin, and what led you into the massage chair business?

Michael: Thank you, Dr. Weidner. It’s an honor to be here. I came to the United States from Japan and, a few years later, in 1982, began importing health products from Japan—mostly reflexology items and compact massagers. I saw an opportunity to introduce holistic and preventive health products to the U.S. market.

When I lived in Japan, I often visited spas that had reclining massage chairs. I enjoyed using them and recognized their health benefits. That inspired me to bring Japanese health technology to the U.S. The first massage chairs I imported had kneading and tapping functions, with rollers that moved up and down the back. Over time, as Americans became more health-conscious, the importance of massage grew. I wanted to offer something that could help relieve stress and improve overall well-being.

We were one of the first companies to introduce massage chairs to the U.S., and seeing how they’ve helped people live healthier lives has been very rewarding.

Dr. Weidner: That’s amazing. I know Daiwa has been around for a long time. You used to focus on shows and expos, but now you’re working more with retailers. What led you to make that change?

Yoko: In the beginning, when we introduced massage chairs to the U.S., it was still a new concept—people didn’t really understand them yet. So, we took chairs to trade shows and demonstrations so customers could actually try them. Later, health stores and chiropractic offices started showing interest.

Eventually, retailers approached us, and since we were already in the wholesale business, it made sense to expand through trusted retail partners. However, we’re very selective about who we work with. We value long-term partnerships with reputable businesses like Massage Chair Relief.

Dr. Weidner: I appreciate that. When I first discovered Daiwa, I didn’t know much about your chairs. Once I learned they were made in a top-tier factory, I knew they’d be high quality. One of the most revolutionary products you’ve released is the Daiwa Supreme Hybrid—the first “split track” massage chair. Can you explain how that innovation came about?

Yoko: Sure! Traditional massage chairs used either S-track or L-track designs. The S-track follows the natural curve of the spine, while the L-track extends down to the glutes for a full-body massage. However, the L-track design limited stretching functions that only S-track chairs could provide.

Daiwa wanted to combine the best of both worlds, so we created the split-track system with the Supreme Hybrid. It uses two sets of rollers—one for the upper body and one for the lower body—so you get deep, precise massage coverage from neck to glutes while maintaining the ability to perform a full-body stretch. It’s like having two pairs of hands working together.

This innovation truly changed the industry, and we’re proud to have pioneered it.

Dr. Weidner: Absolutely. That design has reshaped the entire industry, much like the Inada DreamWave did years ago. I’ve noticed other companies trying to copy the concept, but none can quite replicate your stretch mechanism.

How else does Daiwa set itself apart from other brands in the U.S. market?

Yoko: We focus heavily on health benefits and massage effectiveness, not just flashy features or lighting. Michael has a close relationship with the factory engineers—he visits regularly to collaborate with them and even consults with massage therapists to fine-tune each chair.

We started with reflexology products, so our foundation has always been holistic wellness. Reflexology teaches that massaging certain points on the feet and body benefits internal organs and overall well-being. That same philosophy guides our chair designs—we want each session to feel therapeutic and meaningful.

We’ve been in the wellness industry for over 40 years, which gives us deep experience in designing products that actually help people feel better, not just entertain them.

Dr. Weidner: That’s clear when I visit your headquarters. It’s impressive how much care and thought goes into your work. I also know you provide excellent support and service coverage across the U.S.

Charles: Yes, we have 10 branch offices nationwide, each with in-house technicians trained specifically on our equipment. This allows us to provide faster service and more accurate repairs than third-party providers. We take great pride in our after-sales support—it’s one of our top priorities.

Dr. Weidner: I can confirm that. We work closely with your team on warranty cases, and your responsiveness is excellent.

Now, one viewer from Austria asked how they could purchase a Daiwa chair in Europe.

Michael: Orders from outside the U.S. are handled directly through our Los Angeles headquarters. We can ship from our factory in Shanghai, but warranty coverage is limited internationally. Because of that, we offer special export pricing to balance the lack of warranty support.

Dr. Weidner: Understood. That makes sense. Another viewer asked if you’ve developed a model for taller users.

Charles: Yes, we’ve created a new version of the Supreme Hybrid with an extended leg rest—about 1.5 inches longer—to accommodate users up to 6’5″ or slightly above.

Dr. Weidner: Excellent. That’s an important improvement.

Let’s talk about the future of the industry. Michael, where do you see massage chairs heading?

Michael: I believe massage chairs will eventually become a household essential, much like refrigerators, washing machines, and microwaves. In Japan, around 25% of homes already have one. Massage chairs are an important part of a healthy lifestyle, especially for managing stress, which is one of the main causes of illness today.

Yoko: Yes, in Japan massage chairs are even regulated like medical equipment because of their health benefits. We’d love to see them recognized in the U.S. as legitimate wellness tools that support relaxation and stress relief.

Dr. Weidner: I completely agree. The industry has exploded since I started in 2004. It’s still somewhat unregulated—like the Wild West—but as awareness grows, quality and standards are improving. Daiwa’s commitment to engineering, reliability, and customer support sets a strong example.

Thank you, Michael, Yoko, and Charles, for joining me today. Your insights and dedication are invaluable. And to our viewers, thank you for tuning in.

I’m Dr. Alan Weidner from Massage Chair Relief. We’ll see you next time on the Massage Chair Relief LIVE! Podcast.