Snorinator Anti-snoring Pillow Net Worth Shark Tank Update

Snoring is one of those problems people rarely brag about, but nearly everyone knows someone who suffers from it. It causes sleepless nights, frustration for partners, and sometimes even health consequences. 

On a recent episode of Shark Tank, Lloyd and Sue Ecker from Pomona, New York, walked into the tank with a bold pitch: they wanted $100,000 in exchange for 10 % equity in their anti-snoring product business, which they called The Snorinators.

Their story was emotional and gritty: after decades of a “snore war” in the bedroom, Lloyd claimed he had tried every snoring aid imaginable, mouthpieces, strips, and clips, all of them ineffective. So he decided to invent his own solution, a hinged pillow system that would keep the sleeper upright and (he believed) dramatically reduce snoring.

In this article, we explore how they pitched, what the Sharks asked, what they got, and what has become of Snorinators / Snorinator since the episode aired. What happened to the business? Is it still in operation? Did the deal survive? We’ll follow that with a look at their product, market positioning, challenges and prospects.

Snorinator Anti-snoring Pillow net Worth Shark Tank Update

Lloyd and Sue Ecker asked for a $100k investment in exchange for 10% equity in their company. This meant they valued their company at $1 million. They made a deal with Michael Strahan and Lori Greiner for $100k in exchange for 25% of their company. This new deal valued their company at $400,000. After the show aired, Snorinators saw a big increase in website traffic, sales, and social media exposure. With an estimated 10% yearly growth rate (typical business growth), the current net worth of Snorinators is about $644,000.

What Happened to the Snorinator After Shark Tank?

Snorinator Enterprises, LLC (Snorinators) is still active, its website is live, and it continues marketing the Snorinator anti-snoring pillow.  Their site still offers the Snorinator pillow, pillowcase, and travel bag, currently priced at $159.99 for the pillow (from a prior $199.99 price).  The company also markets its product as based on memory foam, with a hinged design to lean the sleeper upright, and advertises “Sleep Upright” as the model. 

However, I found no credible, recent news confirming large-scale commercial breakthroughs, major retail partnerships, or significant expansions beyond their online presence. Media coverage about Snorinator after Shark Tank is limited, and I did not locate any public financial statements confirming that they reached the $6 million revenue goal they speculated about in the Tank pitch. Some fan or recap sites mention that they sell via their own site and still promote the idea of turning snorers into “ex-snorers.” 

Given the absence of strong press about scaling, and given the crowded anti-snoring device market (with many competitors, some clinically validated), it’s possible their growth has been modest and incremental rather than spectacular. The fact that their product is a niche category (a hinged pillow) rather than a widely adopted medical device could limit expansion. But as of 2025, the company is still offering its product online, so it has not disappeared.

Did the Snorinator Get a Deal on Shark Tank?

Yes, the company accepted a deal on the show. They initially asked for $100,000 in exchange for 10 % equity (valuing the company at $1 million). During negotiations, Sharks Michael Strahan and Lori Greiner made an offer to take 25 % equity. The Eckers countered with 22 %, but ultimately accepted Michael and Lori’s 25 % equity offer.

Shark(s) name	Offer & Demand	Accepted?
Michael Strahan and Lori	$100,000 for 25% equity	Yes
Lori Greiner	Out	N/A
Kevin O’Leary	Out	N/A
Barbara Corcoran	Out	N/A
Robert Herjavec	Out	N/A

Snorinator Anti-Snoring Pillow Shark Tank Pitch

Entrepreneurs Backstory

Lloyd and Sue Ecker’s backstory is deeply personal. For decades, Lloyd’s snoring had been so severe that Sue gave him an ultimatum: either fix the snoring or sleep elsewhere. Over the years, they tried nearly every anti-snoring aid on the market, nose clips, nasal strips, oral devices, mouthpieces, vent aids; none of them delivered the relief they hoped for. The continuous “snore war” had affected their marriage, their sleep, and their well-being.

Lloyd read about a concept from Dr. Fowler, dating back to the late 1800s, in which patients were placed in an upright breathing position to assist with lung treatment; interestingly, Dr. Fowler reportedly observed that some snorers ceased snoring after that procedure. Seizing on this idea, Lloyd decided to design a product that would let people sleep upright (or semi-upright), thereby improving airflow and reducing snoring.

With help from a friend in the foam industry, he built prototypes. After months of iteration, they settled on a design: a hinged memory-foam pillow that holds the head upright and stable. They secured a utility patent for the hinge mechanism (as presented in the Shark Tank pitch) to protect their innovation.

Challenges were substantial. Designing a pillow that is comfortable, stable, adjustable, and manufacturable is more complex than it sounds, especially for a niche medical / wellness device. They had to source foam, make molds, build inventory, and run marketing campaigns with limited capital. In their first two years, they invested heavily, reporting $341,000 put in for molds and inventory, and in total about $500,000 in invested capital by the time they pitched the Sharks.

Initial Pitch

The Eckers opened their Shark Tank pitch with theatrical flair: Lloyd and Sue introduced themselves, referenced how Lloyd’s snoring had wrecked their bedroom life, and asked the Sharks for $100,000 in exchange for 10 % equity. They told the audience how every snoring product on the market had failed them, how Lloyd’s mother joked that he was snoring from the moment he was born, and how Sue eventually said, “figure out how to stop that buzzsaw or get out of the bedroom.” That dramatic tension set the stage.

They explained their solution: the Snorinators (also called “The Snorrier” in parts of the pitch) is a comfortable, memory-foam hinged pillow that encourages a sleeper to rest in a vertical position, opening the airway and stopping snoring. They brought out a prototype and asked Sharks to try it. Michael Strahan lay into it on camera, and while reclining at an angle, he said it squeezed his head, nestled like a “womb,” and prevented hearing his partner (a humorous plus). They claimed that Lloyd had not snored in four years using this system.

The Eckers then moved into metrics: they had sales of $100,000 in year one, $214,000 in year two, and projected $325,000 to $6 million in the current year (depending on Shark support). They admitted they had not yet made a profit and disclosed that they had lost $500,000 in investment so far. They said the utility patent on the hinge was issued, and that their typical sale included a pillow and a pillowcase. They admitted cost pressures but asserted a high potential if marketed well.

Queries About the Product

Robert was the first to dig into numbers. He asked what the company sold the pillow for. The founders said it sold for about $160 and often came with a pillowcase. Robert followed up by asking about last year’s sales. Lloyd and Sue told him they had made $100,000 in the first year, then $214,000 in the second year. Robert pressed again: did they make money? The answer was no. They admitted they had lost about $500,000 overall.

Michael wanted to know how much of their own money had gone into the business. The founders said they had invested $341,000 in molds and inventory. Michael also asked about pillowcases. Sue explained that a typical sale was one pillow and one pillowcase, but many customers bought a second.

Lori’s main question was about patents. She wanted to know if the product was protected. The founders answered yes, they had a utility patent on the hinge, and it had already been issued.

Sharks’ Responses and Final Deal

Barbara was the first to step back. She said the two of them were “beautiful,” but she could not see herself using the product. After her own surgery, she could not sleep upright, and since she usually slept on her stomach, this device wasn’t a fit for her. She bowed out.

Kevin was polite but direct. He said he loved Lloyd and Sue as people, but he thought marketing would be very difficult. Snoring was a huge issue, but convincing customers to adopt this specific solution would be tough. He also bowed out.

Robert respected their passion but had his doubts. He reminded them that Colonel Sanders started Kentucky Fried Chicken in his 60s, so it’s never too late, but he still believed people would struggle to change the way they sleep. For him, that made the product too difficult to invest in. He was out.

Lori took a different view. She pointed out that the most successful products were the ones that solved a big problem, and snoring is certainly one. She liked the pillow and thought it was comfortable when she tried it. She believed the target buyers were not the snorers themselves but the partners who had to endure the noise. That gave her confidence it could be marketed well.

Michael also supported it. He tested the pillow in the Tank and said it felt comfortable, almost like a womb. He liked the potential and shared Lori’s optimism. Together, Michael and Lori offered $100,000 for 25% of the company.

Lloyd and Sue countered and asked if they would consider 22% instead. Michael and Lori declined, saying 25% was already fair. After a moment of thought, Lloyd and Sue agreed. The deal was done: $100,000 from Michael Strahan and Lori Greiner in exchange for 25% equity in Snorinators.

Product Availability

The Snorinator is a hinged wedge pillow made of high-density memory foam (CertiPUR-US certified), designed to prop the head and upper body upright at roughly a 60–66° angle to open airways and reduce snoring.  Its hinge mechanism is claimed as a patented utility design.  The pillow is offered in two sizes (“Standard” for taller users, “Small” for users under about 5′6″).  It also comes with a specially designed pillowcase and the option of a travel bag for portability. 

The company sells primarily via its own website (thesnorinator.com), where visitors can shop the pillows, pillowcases, and travel bags. The site advertises a “Shark Tank special” price of $159.99.  It also hosts sections explaining “How It Works,” “The Technology,” and an FAQ. 

I found no evidence of wide retail distribution in major brick-and-mortar chains. Their marketing appears to remain largely digital and direct to consumer. The product is marketed as nonclinical (i.e., not a medical treatment for sleep apnea) but more as a wellness or comfort aid. 

Pricing is relatively high (around $159.99). Shipping, returns, durability, and margin dynamics will be important factors in its financial viability.

Conclusion

The Snorinators’ pitch on Shark Tank was compelling and richly theatrical. Lloyd and Sue leveraged their personal story of marital snoring strife and offered a novel solution rooted in a historical breathing posture concept. They showed passion, had a working prototype, and disclosed real numbers and risks. The Sharks ultimately made a deal (Michael and Lori, 25 % equity for $100K), giving the founders capital and corporate partners.

Yet, the journey ahead is challenging. The Snorinator sits in a niche market, with stiff competition, significant behavioral inertia, and cost or margin pressures. Though the company still operates today via its website, I did not find evidence of a dramatic breakout. The road to widespread adoption in the wellness and sleep space is steep, especially when competing against clinical devices with stronger scientific backing.