SpinLife puts down roots in retirement hub

COLUMBUS, Ohio – SpinLife’s acquisition of Triton Medical gives the e-commerce-focused company an in-person foothold in a key retirement market, part of a broader strategy to enhance customer experience through targeted brick-and-mortar expansion.

The deal brings a retail location in Lady Lake, Fla., a growing retirement community that overlaps with the northern end of The Villages, one of the nation’s largest and fastest-growing 55+ populations – an area where demand for hands-on evaluations and service is high.

 “It’s not about expansion for expansion’s sake,” said Amber Dube, senior vice president of Numotion, which bought SpinLife in 2021, and general manager of SpinLife. “Lady Lake is an area where we can expand our reach and market where hands-on evaluations and service really matter.”

SpinLife began testing a brick-and-mortar strategy in 2022 following its acquisition of True Mobility in 2021, positioning physical locations as a complement to its e-commerce platform.

Triton Medical’s retail-first model

Triton Medical founder Matt Cheshire launched the company 12 years ago, opting early on to focus on retail and cash sales against the backdrop of Medicare’s then-new competitive bidding program.

Over the years, he says he has built the company on word-of-mouth and repeat business, leveraging a high-touch model that has earned strong customer loyalty – and, at times, even hugs from customers.

“It’s been a wonderful experience – we continue to build every day with the customer,” said Cheshire, who is staying on as general manager of SpinLife-Lady Lake. “Retail is what I’ve grown to love.”

Without a large advertising budget, Cheshire relied on grassroots outreach, including building relationships with nursing agencies, to drive growth.

Combining local service with national reach

Now part of SpinLife, Triton Medical is already seeing the impact of expanded marketing capabilities.

Following a soft reopening in May—weeks ahead of its official grand reopening—the location reported increased foot traffic, Cheshire says.

“As a small business, we had reached a plateau,” he said. “With SpinLife, we can springboard to the next level.”

SpinLife is leveraging 25 years of data from digital marketing, social media and geotargeting to better predict customer behavior and drive engagement at the local level, Dube says.

“The power of taking a local DME and combining it with the power of the marketing arm of SpinLife is pretty strong,” she said.

A targeted growth strategy

SpinLife plans to remain active on the acquisition front but will prioritize companies that align with its model, particularly those with strong local leadership, Dube says.

“Matt built Triton Medical on a foundation of trust, service, and deep local relationships,” she said. “We’re excited to build on that legacy.”

As the company refines a hybrid approach that uses brick-and-mortar locations to enhance – not replace – its e-commerce business, it will continue to take a measured approach to expansion, Dube says.

“What we’re doing is adding locations that improve our customer experience,” she said. “We’re learning from this model and we’ll continue to grow.”

Photo courtesy of SpinLife