SPORT - INTERVIEW
Monday, November 26, 2018
SPORT - INTERVIEW
by Mehmet Kaplan
As a result of each step we touch the ground with our whole body weight, we live a ground pressure effect. Although we don't care about it in our daily lives, this is the main reason for many different types of injuries. Noticing this, Nick Beresford and Andy Croxson decided to find the solution to reduce the pressure of the ground, and they developed the D30 technology. I asked Nick Beresford, Co-Founder and CEO of Enertor, about Enertor shock absorption insoles and their features that reduce pain and injuries.
Nick, before start talking about Enertor, I would like to learn more about you, could you tell us about yourself?
I graduated with a masters in Engineering from Durham University. I then spent 17 years at P&G working on a variety of sales and marketing roles in various locations from UK, Canada, Geneva, and the Far East.
Usain Bolt - Enertor
Could you tell us about the Enertor brand history and philosophy?
Enertor is all about helping people stay injury free. We have a technology that has been used by elite athletes and the British military that is proven to prevent pain and injuries. We want to get that out to everyone in the world to help them. It is all about blocking the shock from the ground. Most people don’t know that many injuries and pain are caused by all the shock coming from the ground when you walk or run. We provide a protective layer that helps to protect people, a bit like crash helmets for your feet!
How did you come up with this innovative D30 insoles idea? What inspired you?
From working with our elite athletes from Premier league football players, Tour De France and Olympic Champions we knew that ground shock was a major cause of injuries. This is where the idea of putting the highest grade shock absorbing material into an insole was born.
What are the features of Enertor Insoles? What kind of innovations do Enertor D30 Insoles design contain?
We make 2 main ranges, one is just about shock absorption called the Enertor Comfort. This is one the British Military now mandate as the only shock absorbing insole to be used in all their boots. The other is the Performance Insole, this has the shock absorption and arch support/stability control in order to help keep the ankle/knee in the optimum position for your natural biomechanics. (i.e. helping to avoid ankle rolls, knee twists etc)
What are the advantages of using Enertor D30 Insoles?
The main advantage is the unique shock absorption and the fact that they are proven to reduce pain and injuries through a series of multiple independent trials and tests.
Who should prefer and use D30 insoles?
One of our challenges and opportunities is almost everyone would benefit from the product, particularly the basic shock absorbing product. From a postman, to an office worker, to skateboarder to an old lady with sore feet, to a kid playing football, they are all vulnerable to the shock from the ground and the potential for it to cause damage. We want to protect the world against this shock!
Which features of D30 insoles design makes Enertor different from your competitors?
Unique, revolutionary shock absorption. Also, last up to 6 times longer than conventional insoles as tested by SATRA
Could you tell us about your collaboration with Team Sky Cycling and the British Army?
We make the insoles for the many of the Team sky cycling including multiple Tour De France winners. They use our bespoke products that are designed with the latest technology and materials to improve performance and reduce injuries. The British army did a clinical trial with Melbourne University on our insoles and saw 66% injury reduction. They then trialled the D3O comfort insoles with the Marines and other battalions from the Desert to the Jungle and now they mandate these as the only shock absorbing insoles used in all the British forces. On the back of these trials, the US military have also started a trial.
Usain Bolt - Enertor
How does it feel to know that Usain Bolt has been using your products?
It feels great, knowing our products work and help the world’s elite where everything is tested to the nth degree, give us great confidence in the products and also great to feel like we have played a part in his and many other elite athletes success.
Could you tell us about your other products?
Our main focus is on insoles but we also sell advanced measurement systems from wearable EMG shorts for real-time injury predictive analysis on muscles to technical socks and baselayers that are all about using the latest technology to improve performance and reduce injuries (in this case dramatically reduce muscle fatigue and lactic acid build up).
How do you help professionals in injury protection, pain-relief or increasing performance?
In a variety of ways. We have a specialist clinic with a running track and artificial grass running tracks where with use underfloor pressure measurement, motion cameras and various wearable sensors for a full analysis of athletes in action to make recommendations on injuries and bespoke orthotics. We also partner with many universities, professional sports teams, and specialist clinics to provide them technology and training. For instance, we work with the PGA to train many of their new Golf pros on using technology to analyse swing biomechanics.
Do you have new sketches on the drawing table?
Yes, we are always innovating, we have some really exciting products coming out in early 2019, watch this space!
What do you think about the importance of social media in your industry?
Grassroots is really important. Our approach is not to pay people to post, we provide product and if people like it, then we encourage them to post what they think. It has to be genuine or people just don’t believe it anymore.
How can our readers follow Enertor?
Probably best to sign up to our newsletter on enertor.com or follow us on social @enertorglobal on Instagram and @enertor on Twitter.
How can our readers buy Enertor products? Do you have an international delivery option?
Best place is to buy at Enertor.com We have warehouses in the US, Canada, Australia, and Europe and free shipping for orders over $40 or local currency equivalent.
What is next for you and Enertor?
We are hosting the Running World Cup with our partners Strava. This has really caught the imagination of running community with other 70,000 people signed up in just over 1 week. This will become an annual event. It is unique as it is the first ever running World Cup and gives the opportunity to represent their country, not just the elite athletes.
Anything you would like to add that I haven’t asked?
No, I think that was pretty comprehensive. For us, there is a big education that is needed that many people don’t realise that many pain and injuries are caused by all the impact from the ground. Most shoes do not design for this, therefore we believe that everyone should put our shock absorbing insoles in all their shoes in order to protect them from injury and pain. Thanks for helping to get the message out there and helping keep the world injury free!
Thank you Nick.