Reebok unveils exercise revolution at its birthplace, Loughborough University

Sports technologists at Loughborough University are the innovators behind an exciting exercise system about to take the fitness world by storm. Reebok Deck is an evolution of the original Reebok Step, launched in the early 1990s and still used by millions worldwide. The Deck will be unveiled to leading international fitness presenters and over 1,500 instructors at FitPro, the UK’s largest fitness convention, at Loughborough University on 16-18 April.

The Deck, a multi-purpose whole body exercise system that’s safe, fun and easy to use, transforms from a step platform for aerobic work outs into an incline / decline bench or seat for strength and toning. The initial concept was conceived in Loughborough University’s world class Sports Technology Research Group. Lecturer Mike Caine and research student Ross Weir formed Progressive Sports Technologies Ltd to develop the revolutionary system. They secured an exclusive worldwide licence with global brand leader Reebok less than 2 years later.

Progressive has worked closely with Reebok for the past 18 months as the Deck moved closer to commercial reality. Master Trainers from Reebok University, one of the world’s leading institutes for physiological research, have rigorously tested the product to meet the high expectations of health and sports clubs, studios, personal trainers, physiotherapists and fitness enthusiasts. Reebok University has also devised unique programming to ensure users take full advantage of the Deck’s versatility and enjoy the optimum workout.

“We’re thrilled to see our innovation achieve commercial reality with Reebok,” says Mike. “The Deck received a fantastic response at a major fitness trade show in America last month and we aim to build on this at its UK debut at FitPro.” Ross continues, “It will be great to see the world’s leading exercise presenters try the Deck for the very first time,” adds Ross. “The fact that it is happening here at Loughborough, where we first had the idea, feels like we’ve come full circle. But this is just the beginning for the Deck.”

“Our partnership with Loughborough University demonstrates Reebok’s total commitment to achieving excellence through innovation in fitness equipment,” says Chris Hancock, Marketing Director of Reebok Fitness. He continues, “Loughborough’s researchers are at the forefront of many exciting new technologies that impact hugely on the world of sport and fitness. We are delighted to welcome Progressive as preferred innovation partner to Reebok and the only company to provide us with new product development input across our full portfolio of products.”

Progressive’s success story is remarkable. Still less than 3 years old, it developed with a DTI innovation award of just £45,000 and a £19,000 loan from Loughborough University Enterprises, the University’s business support company. Carbonate, a venture of the UK’s leading product design consultancy PDD, contributed commercialisation and marketing expertise in return for an equity stake.

Despite its youth, Progressive’s credentials are outstanding. Mike has already invented 3 commercial products including a Design Council Millenium Product Award whilst Ross is named inventor on 5 patent applications including Reebok Gripmaster, a revolutionary hand protector. Commercial expertise is provided by fellow Loughborough graduate, Jeff Davis, who built Technogym UK from start-up to profitable market leader with a £22 million turnover within 10 years.

Ends

For further information contact:

• Anna Seddon, Marketing Manager, Loughborough University Enterprises Ltd,
  T: 01509 223445, E: A.J.Seddon@lboro.ac.uk
• Hannah Baldwin, Head of PR, Loughborough University
  T: 01509 222239, E: H.E.Baldwin@lboro.ac.uk

Notes to editors

1. Members of the press are invited to witness the Deck in action at FitPro Convention, Loughborough University on 16 – 18 April. Filming, photography and interviews are welcome but you must contact Anna Seddon or Fleur Stanford in advance on 01509 223445.
2. Further information about Progressive Sports technologies is available at http://www.prosports.uk.com The Deck will be launched in health clubs and studios from July and available on the high street in December / January 2005. More information is available at http://www.reebokdeck.com
3. Reebok was founded in the North of England in 1895 by its ancestral company, J W Foster and Sons. The family-run business developed an international clientele of distinguished athletes and made the running shows worn by the British gold medallists of the 1924 Olympics celebrated in the film Chariots of Fire. It remains an international brand leader which provides outstanding sports and fitness footwear, apparel and equipment. More information about Reebok is available at http://www.reebok.com
4. Progressive’s design partner is Carbonate, a spin-out company from the UK’s largest product design consultancy PDD Ltd. Carbonate has established a process and track record for innovating and licensing new products, capitalising on the wealth of experience and facilities within PDD. It enjoys a unique relationship with PDD through which professional contacts, product development experience and know-how may be leveraged. Carbonate adds value in the form of user understanding and design to create a compelling product proposition. information about Reebok is available at http://www.carbonate.co.uk
5. Loughborough has an established reputation for excellence in teaching and research, strong links with industry, and unrivalled sporting achievement. Assessments of teaching quality by the Quality Assurance Agency place Loughborough in the top flight of UK universities, and industry highlights Loughborough in its top five for graduate recruitment. Around 30% of the University’s income is for research. The University has been awarded four Queen’s Anniversary Prizes: for its collaboration with aerospace and automotive companies such as BAE Systems, Ford and Rolls Royce; for its work in developing countries; for pioneering research in optical engineering; and for its world-leading role in sports research, education and development.