Back in March of 2024, I received a press release from Secretlab. The brand, having just reached its 3 millionth customer, issued a statement from one of its CEOs. "We don’t make 'gaming chairs'", it read. "Our design mentality is that we design chairs suited for long hours of gaming and other activities. Hence, our design philosophy is starkly different from most 'gaming chairs' on the market", said Ian Ang.
I must admit, when I read that, I scoffed. Secretlab is maybe the brand most synonymous on planet earth for making gaming chairs, so to claim that's never been the focus felt a tad silly. It's a company with inextricable links to gaming, from licensed gaming designs of its products to its co-founders forming a friendship through a love of games. I've now been fortunate enough to meet Ian and his fellow CEO, Alaric, and what's become clear to me is that the statements made in that press release match up far more with where the company was headed, not where it's been. Secretlab isn't satisfied with just the gaming market, and looking back now, that 3 million customer statement was really just a long-term teaser for what was to come.
