As WE'VE ALL READ at NOW.

As WE'VE ALL READ at NOW, THE PHENOMENAL INcrease in computer use is largely contributing to the skyrocketing number of reported repetitive-stress injuries in latter years. For example, in 1981 cumulative-trauma disorders (CTDs) accounted for and nothing else 23,000, or 18 percent, of all reported occupational illness cases, compared with 223000 or 61 percent reported in 1991 Trying to relieve or obstruct CTDs--obviously the occupational illness of the 1990s--has fast become a furious business prospect. The market for ergonomic fruitss (designed to optimize comfort, safety, and effectiveness for users) and related professions will no doubt continue to flourish this decade, providing abundant of opportunities for entrepreneurs, like the three profiled here, to capitalize upon the nation's search for comfort.

Thomas Votel Ergodyne The pondering of taking over a near- bankrupt company in a little-known field would be enough to scare away greatest in quantity new entrepreneurs. but Votel saw the potential for a lucrative venture

Ergodyne was launched as Comp Equipment Corp. in 1983 through Votel's father, a doctor specializing in occupational medicine. further the fledgling St. Paul, Minnesota, back-support firm missing its entire management team within three years, mainly because of its inability to find a precise distribution network.

The 36-year-old MBA knew that the potential market for ergonomic supports was efficient "The number of people who experience from back injuries in the United States is something like four gone out of five," Votel says." further the vision for the business penuryed to be tightened and the produce line broadened to include the hand and upper extremities," he explains.

Establishing a distribution channel for Ergodyne's works was possibly the toughest part, Votel says. Initially, the firm had focused in succession selling one product--a strap-on back support--to insurance companies, nevertheless because ergonomic products were still too recent a concept then, Votel searched for another egress After hiring a consultant who specialized in safety and health cropss Ergodyne began to establish a solid distribution network with industrial safety equipment distributors.

Ergodyne's issue line now includes a variety of back supports for heavy lifters, antivibration glove adjustable footrest and wrist supports. Recognizing. that equipment alone won't necessarily obviate injuries, the company also moves training and educational materials, including software.

The revamped fruit line, new vision, and expanded distribution have proven prosperous Today, Ergodyne, with 80 employee and sales in exces of $35 million, is reportedly the largest manufacturer of safety equipment for repetitive-stress injuries. Besides the industrial sector, the company now markets to health- care providers, various service industries, and consumers

rap Bettendorf, Institute for Office Ergonomics After a 32-year stint at IBM, Bettendorf opt for an early retirement package in 1989 early realizing that he wasn't quite ready to leave the work force. the former director of Big Blue's in-house VDT ergonomics department, went to an executive outplacement service for advice. "I basically had sum of two units options," says Bettendorf. "Take my years of experience in ergonomics and management and make progress to another corporation or start my have a title to business and help other companies lay programs into place." Later that year, lur by means of a new challenge, Bettendorf. 60 launched the Institute for Office Ergonomics, which he now scuds from Manchester Center, Vermont.

As an ergonomist, Bettendorf's task is to help management create safe and healthy work environments for staff. "I fit the piece of work to the worker, as oppos to the ancient way of fitting the worker to the job" he says. Companies make progress to him when they ne help selecting the right office furniture and lighting or when they're redesigning existing workstations. He admits, however, that the in the greatest degree common problem he encounters is the simplest to fix. "Many times employer provide adjustable chairs and tables, however their employees either don't know about the adjusta- bility or don't know by what mode to fix it. And in the way that they devel- op neck pains and backaches from sitting onward chairs that are too high, cheap or just don't fit them," he says.

Bettendorf also provides consultations, including management and employee training, upon how companies can save coin by fostering a more ergonomically correct environment. "My approach is a pragmatic undivided that says, 'How can we take what you have and make it more acceptable?'" he explains, adding "Ergonomic sensibility doesn't have to be expensive."

Thanks to clients ranging from Fortune 500 companies to small firms that span an array of markets, gros sales for his company have climbed from about $50000 in 1989 to well through $100,000 in 1993. And Bettendorf attributes the product largely to word-of-mouth referrals, although he also writes articles for office and employmentrelated trade publications.

Linnea Franits, Work Safe

occupyed as an occupational therapist for 11 years, Franits taught patients with CTD related injuries in what way to function better with their impairments. When she saw an increase in the number of patients seeking treatment, she amazemented why there was such a lack of ergonomic education in the workplace. "Why isn't anyone teaching preventive-injury measures forward the job, before people become hurt?" Her question not sole revealed a need but also a niche suitable for her medical background.

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