Secretlab is a gaming and ergonomic furniture company founded in Singapore. Established in 2014 by Ian Ang and Alaric Choo, the brand has grown from a startup created by competitive StarCraft II players into a major name in gaming furniture. While best known for its premium TITAN series of gaming chairs, Secretlab has expanded its portfolio to include desks and accessories, positioning itself as a broader workspace furniture brand.

Some product lines and specifications have changed over time.

Founding — 2014

Secretlab was established in Singapore in 2014 by Ian Ang and Alaric Choo. The founders were competitive StarCraft II gamers who experienced physical strain from long sessions at their computers. Dissatisfied with the available options regarding ergonomics, comfort, quality, and price, they decided to develop their own chair rather than purchase an existing one 1.

The company’s name reflects this philosophy: Secretlab describes its headquarters and R&D operation in Singapore as the “lab” where products are developed, with new items kept secret until public launch 1.

First chair — 2015

The company launched its first chair in May 2015. Initially focusing almost entirely on gaming chairs, Secretlab adopted a direct-to-consumer approach. By selling directly to customers rather than relying heavily on conventional retailers and distributors, the company aimed to avoid markups while maintaining control over customer service and aftercare.

International expansion

Secretlab expanded rapidly beyond Singapore, reporting customers across markets including the United States, United Kingdom, Canada, Australia, Europe, and Southeast Asia 1. The brand also became heavily associated with esports, supplying chairs to professional players, teams, and tournaments. Partnerships with organizations such as Team Secret, Cloud9, and Evil Geniuses helped establish Secretlab as a recognizable gaming brand 12.

Secretlab’s history can be divided into several generations of product development.

Early product lines

The original portfolio included several chair families:

• THRONE — a smaller gaming-chair design.
• OMEGA — a more compact, premium gaming chair.
• TITAN — a larger chair designed for taller and/or broader users.
• NAPA Series — higher-end chairs using Napa leather.

The OMEGA and TITAN eventually became central to the company’s identity.

TITAN

The TITAN became one of Secretlab’s signature products. Compared with the OMEGA, it featured a larger seat and backrest, targeting users who wanted more room. Reviews of earlier models highlighted extensive adjustment options, firm cold-cure foam, and integrated lumbar support 2. This established Secretlab’s characteristic approach: a relatively firm, supportive chair rather than an extremely soft “couch-like” gaming chair.

TITAN Evo

The TITAN Evo became the company’s flagship chair family, consolidating ideas from previous designs. Features include:

• Adjustable lumbar support
• Multi-directional armrests
• Reclining backrest
• Tilt mechanism
• Cold-cure foam
• Magnetic accessories
• Multiple upholstery options
• Multiple chair sizes

Designed to work both as a gaming chair and a computer/work chair, the TITAN Evo retains a distinctly gaming-oriented style. Independent reviews have praised its construction, adjustability, and materials, though price and firmness/weight are frequently noted 3.

Secretlab emphasizes materials and in-house engineering, distinguishing itself from brands that treat gaming chairs primarily as aesthetic products.

Cold-cure foam

Secretlab uses molded cold-cure foam to create a seating surface that is relatively firm and supportive while maintaining internal cushioning. The company deliberately tunes its chairs toward a firmer experience, which may feel unusual to those accustomed to very soft office chairs or sofas. Independent reviews note that the foam provides substantial support but is not designed for a soft, sinking sensation 2.

SoftWeave

Secretlab developed SoftWeave, a proprietary fabric upholstery described as densely woven short yarn that is soft, breathable, and durable 1. This provided an alternative to the synthetic leather finishes common among gaming chairs.

Leather upholstery

Depending on the generation and model, Secretlab offers various synthetic and genuine leather options. Historically, higher-end offerings included NAPA leather, while newer generations feature premium synthetic leather formulations. The range spans from understated fabric chairs to luxurious-looking leather models.

Secretlab’s design philosophy centers on long-duration computer use. Rather than mimicking racing-car seats visually, the company emphasizes functional ergonomics:

• Lumbar support
• Seat depth
• Backrest shape
• Armrest adjustability
• Recline and tilt
• Foam density
• User height and body size
• Long-session comfort

The company states it works with an Ergonomics Advisory Board, including medical and biomechanics professionals, to develop its seating designs 1. The emphasis on firm seating is intentional.

Entering a market dominated by racing-car bucket seat inspirations, Secretlab retained some visual language—side bolsters, high backrests, aggressive contours—but pursued a more restrained aesthetic. This allowed its chairs to cross over into gaming rooms, home offices, corporate offices, streaming setups, esports facilities, and production studios. Reviewers praised the older TITAN for its relatively understated appearance compared to brightly colored competitors 2.

Esports is central to Secretlab’s brand identity. Partnerships with professional organizations like Team Secret, Cloud9, and Evil Geniuses serve two purposes: demonstrating the product’s intended use (sitting at a computer for many hours) and providing visibility among gamers 12. Consequently, Secretlab became associated with the broader professional esports ecosystem rather than just “gaming chairs.”

A key marketing strategy involves producing licensed editions of its chairs. Examples include versions based on:

• Marvel
• Star Wars
• DC
• Harry Potter
• Naruto
• Cyberpunk 2077
• Game of Thrones
• Mortal Kombat

Collaborations with HBO (Game of Thrones) and CD Projekt Red (Cyberpunk 2077) turn the chairs into premium fandom merchandise while retaining the underlying Secretlab platform 1.

Secretlab moved beyond seating with the introduction of desks.

MAGNUS

The Secretlab MAGNUS is a metal gaming desk designed around features such as cable management, magnetic accessories, integrated desk organization, and premium construction. Reviews praise its cable-management system and build quality, though its premium pricing is often noted 4.

MAGNUS Pro

The MAGNUS Pro family expands the concept into sit-stand territory, aiming to create a complete Secretlab workstation.

MAGNUS Evo

MAGNUS Evo is a lower-priced/simplified sit-stand desk positioned below the premium offerings. It represents Secretlab’s continuing expansion into premium gaming-office hardware 3.

This progression follows a strategic path: Gaming chair → gaming desk → complete gaming/workspace ecosystem.

Secretlab operates primarily through a direct-to-consumer (DTC) model. Selling directly through online channels allows for:

• Greater control over pricing
• Direct relationship with customers
• Control over product presentation
• Ability to launch limited editions internationally
• Greater control over product customization

This fits the original proposition: providing higher-quality chairs without traditional furniture distribution markups 1.

Secretlab occupies a position between several categories: Gaming brand + furniture company + ergonomic-product company + lifestyle/fandom brand. Its products are generally positioned above inexpensive gaming chairs, competing with both gaming-chair brands and premium office-chair manufacturers. The core selling proposition is paying more upfront for a substantially engineered, adjustable, and durable gaming/work chair.

Secretlab has developed a strong reputation among gaming-hardware reviewers. Commonly praised characteristics include excellent build quality, strong materials, extensive adjustability, attractive design, good long-session support, and a large selection of special editions 3.

• Price: Secretlab chairs are not budget products; they compete in the premium segment.
• Firmness: The firm foam is part of the ergonomic philosophy but may not suit those preferring plush seating.
• Weight: Substantial construction makes the chairs heavy, contributing to solidity but reducing mobility 3.
• Design: Despite crossover appeal, the visual identity remains distinctly gaming-oriented, which may not suit minimalist corporate offices.

Several factors reinforced Secretlab’s success:

1. Timing: Entry coincided with the mainstreaming of gaming and the expansion of esports/streaming.
2. Problem Solving: Addressed the real demand for better seating during long gaming sessions.
3. Engineering Focus: Built the brand around materials, ergonomics, and construction rather than just colorful designs.
4. Esports Credibility: Professional teams provided social proof.
5. Visual Branding: Recognizable without being excessively flashy.
6. Licensed Collaborations: Expanded audience reach via franchises like Star Wars and Marvel.
7. Ecosystem Expansion: Desks and accessories allowed for multi-product sales.

Secretlab helped transform the gaming chair from a niche accessory into a mainstream piece of consumer furniture. The industry originally leaned toward inexpensive racing-style chairs; Secretlab pushed the category toward gaming furniture → premium furniture for gamers → gaming/workspace ecosystem. The company’s proposition is that the entire physical environment around a computer can be purpose-designed.

The founders remain important to the company’s story. Ian Ang serves as co-founder and CEO, while Alaric Choo is the other co-founder. The narrative emphasizes that the company originated from their experiences as competitive gamers: two gamers couldn’t find the chair they wanted, so they built one themselves 1.

The exact product lineup and availability vary by region and change over time.

Secretlab sits between two industries, differentiating itself by packaging ergonomics as a gaming lifestyle product.

As of 2026, Secretlab is more than a startup producing gaming chairs. Its identity combines premium gaming/workspace furniture, ergonomics, industrial design, esports, and pop culture. Chairs remain the center of the business, particularly the TITAN family, while MAGNUS desks extend the offering. Third-party coverage continues to position Secretlab among the major names in premium gaming-office hardware 3. Through collaborations with entertainment franchises, it also operates partly as a licensed lifestyle/fandom brand.

In summary, Secretlab is a Singapore-founded premium gaming-furniture company created in 2014 by gamers Ian Ang and Alaric Choo, best known for its ergonomically focused TITAN gaming chairs and later MAGNUS desks, and distinguished by its combination of product engineering, esports marketing, direct-to-consumer sales and major pop-culture collaborations 1.

1. About Us – Secretlab Blog
2. Secretlab Titan Gaming Chair review
3. Secretlab Titan Evo NanoGen Review: The Next Generation
4. Secretlab Magnus review: “High quality at an even higher price