Felicity Wood Bio

Felicity Wood, the founder of the health website Bad Backs is proving that age is not

a limiting factor in being a successful business woman. At 64 years of age, Felicity has

become a self made internet entrepreneur when she created the Bad Backs website

back in 2001.

From starting off her career in the advertising world, Felicity was able to develop her

business savviness. And it was also her job within advertising that lead her to do

consultancy work with the CSIRO that she decided to go down the path of developing

a website, which provided people with a source for back pain related remedies and

products.

After having a skiing accident back when Felicity was 18 she was left with a bad

back. From then Felicity tried numerous products and therapies to help alleviate the

pain and became very experienced and informed about the methods of how to

manage pain. This is what drove her to enter into a new world of e-commerce.

With the launch of her website; soon after the hard work began to pay off. By adding

references to medical information to her site, it provided credibility to the products

and information that Felicity was making available to people, so that they could be

better informed when making decisions about their purchases.

Felicity teamed up with national and international suppliers to offer her customers

top quality products which were specifically designed to manage bad back pain.

Some speciality products included top of the line beds, ergonomic office furniture

and work stations.

A problem that Felicity came across with the sale of the more expensive items like

beds and ergonomic furniture was that customers were more reluctant to buy online

without having the ability to be able to tangibly try the products out. This lead

Felicity to open up her first Bad Backs showroom in South Melbourne. Today Felicity

and her Sydney based business partner Jonathan Hulme have opened showrooms in

Sydney, Melbourne and Perth which has helped expand her business and the Bad

Backs brand name nationally.

The Bad Backs website has a section with an A – Z of therapies that Felicity

recommends for solutions to back pain, from Acupuncture through to Yoga. As not

everybody suffers pain in the same way, this guide provides solutions to satisfy many

different needs. The website includes various tips and medical research from various

international research centres and hospitals.

Felicity is constantly learning and being challenged by being in this business and

encouraged by the support and positive word of mouth buzz that her online store

has created for her customers. Whilst most of her friends are retired, now at the age

of 64, Felicity is having fun and more stimulated than ever.