CertiPUR-US® leaders inducted into foam hall of fame

CertiPUR-US® Pioneers Sullivan and Crowell Inducted into Flexible Polyurethane Foam Hall of Fame

Michael Crowell and Helen Sullivan, key figures behind the CertiPUR-US® foam certification program, have been inducted into the Flexible Polyurethane Foam Hall of Fame during the Polyurethane Foam Association’s spring meeting held May 20-22 in St. Petersburg, Florida.
Their leadership has significantly transformed the flexible polyurethane foam, bedding, and furniture industries, contributing to safer and more sustainable homes across America. Notably, Sullivan’s induction marks a historic milestone as she becomes the first woman to receive this honor.

Their leadership has shaped the foam, bedding and furniture industries

Crowell served as the executive director of the CertiPUR-US® program for a decade, ensuring the program’s rigorous standards remained dynamic and up-to-date with evolving safety and environmental regulations. His dedication earned him the organization’s Outstanding Leadership Award upon his retirement at the end of 2024. With over 40 years of senior management experience in the flexible polyurethane foam industry, Crowell’s career includes roles in technical, manufacturing, sales, and marketing positions.

From groundbreaking marketing to global foam standards

Sullivan’s journey in the polyurethane sector began in 1983 as an advertising and public relations agency account manager for the International Sleep Products Association’s Better Sleep Council. She played a pivotal role in reshaping consumer behavior, notably through the creation of the “May Is Better Sleep Month” campaign, which significantly boosted mattress sales and increased the use of polyurethane foam. Her efforts earned her multiple Public Relations Society of America Silver Anvil awards. As the brand manager and communications strategist for the CertiPUR-US® program, Sullivan was instrumental in developing its distinctive branding and promotional strategies, including the memorable tagline—”foams that feel good and you can feel good about.” She also played a key role in designing the supply-chain record-keeping systems that underpin the program’s credibility.
Today, more than 100 foam producers worldwide supply certified foam through the CertiPUR-US® program to over 1,000 companies and brands, covering a significant share of foam used in the U.S. bedding and upholstered furniture industries. The Flexible Polyurethane Foam Hall of Fame recognizes individuals and companies who have significantly contributed to the growth and betterment of the North American flexible polyurethane foam industry. Awardees are nominated by their peers and elected by the PFA awards committee.