About Us

The Healthy Back Institute® was founded in Maryland in 2003 by fitness and rehabilitation expert Jesse Cannone and massage therapist Steve Hefferon. Today we’re headquartered in Austin, TX with team members located across the United States. Our mission statement is simple: We help people live pain free.

Jesse Cannone – CEO, Co-founder of The Healthy Back Institute®

Jesse is the co-founder and visionary CEO of The Healthy Back Institute®, the world-leading source of natural back pain solutions. His mission as a former back pain sufferer is to help others live pain free without surgery and pharmaceuticals.

As a personal trainer and post-rehabilitation specialist, Jesse’s hands-on work helped hundreds of clients with special conditions including stroke recovery, Parkinson’s and back pain. His success at helping his clients avoid back surgery led him to collaborate with massage therapist Steve Hefferon and a hand-selected board of medical advisors to create the world’s first self-assessment and self-treatment program for back pain and sciatica, the Lose the Back Pain® System.

Learn more about Jesse Cannone

Favorite Quote:

“I swear by my life and my love of it that I will never live for the sake of another man, nor ask another man to live for mine.”

–John Galt (Atlas Shrugged)

Steve Hefferon – Research Director, Co-founder of The Healthy Back Institute®

Steve is the co-founder and product development specialist at The Healthy Back Institute®. From the beginning, Steve has been integral in the development and testing of new products, starting with the best-selling Lose the Back Pain® System which has helped more than 65,000 back pain sufferers in over 100 countries.

A nationally recognized sports massage therapist and post-rehab specialist, Steve has helped numerous world-class athletes return to the field or track after an injury and continue to excel. Today he enjoys the challenge of helping a more diverse group of people reach their goals, whether it’s to end pain, improve personal fitness or reach whatever goal is in front of them.

Learn more about Steve Hefferon

Favorite Quote:

“In order to do something you’ve never done you need to become someone you’ve never been.”


Ashley Lane – Email Marketing Manager

Ashley thrives on challenge, making her a perfect fit for her role ensuring hundreds of thousands of our favorite email subscribers get the latest news, updates and product announcements every week. She takes personal satisfaction from knowing lives are being changed with every email sent. Ashley works from her home in northern California and dreams of building a dream home on the beach with her husband and young daughter.

Favorite Quote:

“Live every moment, Laugh every day, Love beyond words”

Bobby Hewitt – Conversion Optimization Specialist

Bobby throws the weight of his decade of web design and Internet marketing experience into making every web page compelling. His focus on continual improvement in all areas digital has received international recognition, including earning the Jim Novo Award of Academic Excellence for Web Analytics from The University of British Columbia and the Digital Analytics Association. Bobby currently resides in New Jersey.

Favorite Quote:

“Be who you are and say what you feel, because those who mind don’t matter and those who matter don’t mind.”

— Dr. Seuss

Colleen Ullrich – Executive Assistant

Colleen is Jesse’s right arm and scheduling maniac, keeping Jesse’s life organized and on time. Knowing Jesse, we’re all scratching our heads wondering how she keeps up since she has never once tasted coffee. Perhaps that explains why she’s such a night owl. Colleen maintains her and Jesse’s sanity from our company headquarters in Austin, Texas.

Favorite Quote:

“This is the day the Lord has made let us rejoice and be glad in it!”

— Psalm 118:24

Dennys Passeto – Director of Online Traffic

Dennys oversees several departments at the Healthy Back Institute®, but as a former competitive motorcycle racer his current title is practically an inside joke. What’s not a joke is his occasionally goofy yet seriously driven approach to keeping us at the forefront of the natural health marketplace. Dennys would rather race motorcycles full-time when he’s not at his home in Maryland, except it doesn’t pay well (and even coal mining is less dangerous).

Favorite Quote:

“Life is not about waiting for the storm to pass, it’s about learning to dance in the rain.”

Eva Klein – Customer Service Loyalty Manager

Eva heads up our customer service team with a singular focus on 100% customer satisfaction. While she lives in Maryland today, we believe her Swedish warmth, friendliness and patient manner were ingrained from her childhood in Sweden. No problem is too large or small for Eva to tackle – and she succeeds in her mission to bring the same attitude to our entire customer service team.

Favorite Quote:

“Do unto others as you would have others do unto you.”

Heather Cannone – Operations & Fulfillment/Inventory Manager

Heather is the driving force ensuring every order arrives on time and new products being developed get off the drawing board and into your hands quickly. When she’s not on the phone hounding suppliers, you might catch her travelling abroad or salsa dancing in coastal North Carolina.

Favorite Quote:

“Happiness is the consequence of personal effort. You fight for it, strive for it, insist upon it, and sometimes even travel around the world looking for it. You have to participate relentlessly in the manifestations of your own blessings.”

— Elizabeth Gilbert


Steve Coombes – Managing Editor of Live Pain Free

Steve roots out and develops much of the material you’ll read in our monthly print publications, blog posts and ezine. You’ll likely find him pounding away at his keyboard late into the night near every publication deadline as he rushes the very latest natural health information into your hands from his bedroom office in New Hampshire – about the only (occasionally) quiet place in his home with five of seven homeschooled children still running around the premises.

Favorite Quote:

“I love deadlines. I like the whooshing sound they make as they fly by.”

— Douglas Adams

Medical Advisory Board and Experts

In addition to the talents our core team members bring to the Healthy Back Institute®, we rely upon the expert advice of an entire team of medical advisors and subject matter experts.

Meet our Medical Advisory Board

Company Values

Click here to read our company values

Written By: