I have one of these chairs, and it quit on me last week. The problem is that the up/down clutch is getting stuck. First, download the service manual here: http://www.nodevice.com/manual/newmans/panasonic/EP1004NASIMPzip/get25127.html
After opening it up, locate the up/down clutch. It is on the bottom right of the control module. Use a 10mm socket to remove the bolt that holds the belt pulley on. Remove the belt pulley and under it is another big metal disc - the clutch. The problem is that there is a black rubber gasket under the clutch disc that decomposes and makes the clutch stick to it. I scraped the black rubber off and reassembled, and now, it works perfectly. In my case, the rollers didn't even work. This is because the massage clutch, which operates the rollers, also had the same problem.