Crowell and Sullivan Inducted into Flexible Polyurethane Foam Hall of Fame

Furniture World News Desk on 5/22/2025

Michael Crowell and Helen Sullivan have been inducted into the Flexible Polyurethane Foam Hall of Fame, recognized during the spring meeting of the Polyurethane Foam Association (PFA) for their leadership in the development and growth of the CertiPUR-US® foam certification program.

The program, known for its role in establishing safety and environmental standards for flexible polyurethane foam, has been widely adopted in the bedding and furniture sectors. Sullivan is the first woman to be inducted into the hall of fame, marking a milestone for the industry.

“Sullivan and Crowell’s leadership of the now highly recognized and respected CertiPUR-US® program has had a positive and lasting impact on the polyurethane foam industry globally. The program is a powerful reflection of our industry’s safety, health and environmental stewardship,” said Russ Batson, executive director of the PFA.

Crowell served as executive director of the CertiPUR-US® program for a decade, overseeing updates to its standards in line with evolving safety and environmental regulations. He retired from the role at the end of 2024 and was also a recipient of the organization’s Outstanding Leadership Award.

His career spans more than 40 years in the flexible polyurethane foam industry, including senior positions in technical, manufacturing, sales, and marketing. Before leading the Alliance for Flexible Polyurethane Foam, which administers the CertiPUR-US® program, Crowell was vice president of marketing and sales for Flexible Foam Products and vice president of automotive sales for Foamex International (now FXI).

Sullivan began working in the polyurethane sector in 1983 as an advertising and PR agency account manager for the International Sleep Products Association’s Better Sleep Council. She helped shape consumer awareness around mattress replacement and contributed to the growth of high-end bedding products. Her “May Is Better Sleep Month” campaign led to a measurable rise in mattress sales and foam usage and earned her two Silver Anvil awards from the Public Relations Society of America.

In 1995, Sullivan led a PFA marketing campaign focused on the benefits of flexible polyurethane foam. She later served as communications counsel to the PFA, addressing regulatory and public perception issues, including fire safety and flame-retardant policy.

Her contributions to the CertiPUR-US® program include brand management, strategic communications, and system design. She developed the program’s branding, tagline — “foams that feel good and you can feel good about®” — and promotional efforts, while also implementing supply-chain tracking systems essential to program compliance.

Currently, over 100 foam producers participate in the CertiPUR-US® program, supplying certified foam to more than 1,000 companies and brands in the U.S. bedding and upholstered furniture markets.

The Flexible Polyurethane Foam Hall of Fame recognizes individuals and companies who have contributed to the advancement of the North American flexible polyurethane foam industry. Inductees are nominated by peers and selected by the PFA awards committee.

About CertiPUR-US® 
Established in 2008, the CertiPUR-US® program is a certification program for flexible polyurethane foam used in mattresses, sleep-related products and upholstered furniture. More information, including technical criteria for certification, may be found at www.certipur.us.