A4 sports seats

I've had my car for a few weeks now, and I'm having serious problems with getting comfy in the sports seats.  

The main problem is that I feel like the top of the back rest, in-between my shoulders and below my neck, is too far forward, so its forcing me to be hunched over.  If I use the lower electric lumber support as well, I'm in some weird 'S' shape that is ridiculously uncomfortable.

I used to have a a b7 saloon with the cloth s line seats and they were great.  These leather sports things in my B7 cab seem to be a sort of torture device though.

Does anyone else have this issue or am I doing something wrong?

The only way I can get remotely comfortable is to have the seat back relined so far back that I look like I'm in a Dr Dre video.  

Any suggestions on what I can do?