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Chew On This: A Better Bite Makes A Better Athlete?

I get pitched a lot of products. Most of the time, I’m not that impressed to do anything. But when I was told about the Pure Power Edge, I was at the very least intrigued by something I’ve never heard before. Their premise? Your misaligned bite could be hurting your ability to maximize your athletic talents.

The Pure Power Edge is basically a mouth guard that allows an athlete to get an optimum bite. Dr. Anil Makkar, the Canadian dentist who invented the device, says that’s important because strength and balance are weakened when a misaligned bite causes neck and muscle jaws to tighten.

The Pure Power Edge
The Pure Power Edge
The Pure Power Edge

The company says that there are more than 150 professional athletes from Major League Baseball, the NBA, NFL and the UFC using the mouthguard, which comes in two varieties: a upper teeth protector and the a lower jaw aligner.

The athletes, including Milwaukee Bucks guard, Michael Redd do not get paid to use the guard, rather it’s an in-kind trade-off that some players are clearly embracing. What I wanted to know was how this product was going to be sold to the public. So I spoke to Terry Klironomos, executive vice president of the company.

First comes the price. You have to get the device fitted by one of 200 trained neuromuscular dentists and one piece retails for about $1,650. How do you sell that? “Ninety percent of people have a misaligned bite,” Klironomos told me. “If you correct your bite and have no stress in your face you can increase your vertical leap 1.8 inches.”

The Pure Power Edge
The Pure Power Edge
The Pure Power Edge

Klironomos says that he feels there’s definitely a market for parents who are raising their kids to be high-profile athletes and he can find a use in almost every demographic for every sport.

“There are 32 million golfers in America in North America and 22 percent of those people defined themselves as serious golfers,” Klironomos said. “They spend thousands of dollars on equipment so some of them are going to be interested in wearing this once they hear it can improve their range of motion by a foot.”

I’m not sure if this product has a chance, but the idea definitely got my attention.

Questions? Comments? SportsBiz@cnbc.com