Up and Running
For over 20 years, Suffolk-based Enertor have been helping elite athletes to stay injury free - including Premier League footballers, Tour de France winners, and Olympic champions including the legendary Usain Bolt. ADVISER spoke to their CEO, Nick Beresford, about the technology behind their unique insoles, and the way the company has brought together scientific developments and marketing to create a successful brand.
There are lots of insoles on the market. What makes yours different? Many years of research and development have helped us perfect the technology used to create our insoles. What makes them absolutely unique is our patented shock-absorbing smart material which helps minimise the ground forces affecting joints, muscles and tendons. We’d like to think we have leveraged the medical qualities of the product to create something affordable that has numerous applications in sports, business and everyday life.
You worked with the Ministry of Defence to test out the insoles, which must have been challenging! Several years back we were able to run some clinical trials, working with several academic and medical partners to test our insoles on the British Army. You can imagine that they were fairly rigorous! The results (published in the American Journal of Sports Medicine) showed a reduction in injuries of 66% by Enertor insoles versus the control group, which was pretty conclusive. We’ve now been working with the British Army for over ten years, and Enertor are the only shock-absorbing insoles mandated by them, including the Royal Marines and the SAS. What have been the motivating factors in developing your products? Technological excellence is key to everything we do. Enertor has undertaken far more rigorous testing and research than any other insole companies and can back up its claims. For example, in a specific trial on plantar fasciitis (pain around the heel and arch of the foot), Enertor insoles were proven to help 91% of sufferers. The shoe industry typically invests its money in quality uppers and soles but even the top brands spend less than £0.50 on the actual insole, which is often made with cheap standard insole material like EVA which loses its ‘bounce’ very quickly.
B U S I N E S S P R O F I L E | S C R U T T O N B L A N D | 2 1
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