Flexyfoot, which launched last summer, was invented by leading British product designer David Goodwin.

Shock-absorbing, anti-slip Flexyfoot is designed to replace the old fashioned ferrule (or rubber tip) on these aids and revolutionise walking for the injured or infirm. Four million ferrules are sold in the UK annually, but the market is very staid and most aids are very institutional. Flexyfoot turns the sector on its head by offering great design, innovative technology, good looks and function too.

Having generated huge amounts of interest from media and potential suitors since launch last year, Goodwin is delighted with the partnership. He says: “I was extremely impressed by the quality and breadth of Trulife’s distribution infrastructure – and its unrivalled expertise in both the retail and professional healthcare markets. But as important for me, is Trulife’s reputation for astonishingly high levels of service which are much admired within the industry.

This deal represents a substantial opportunity for both parties. Indeed Trulife’s general manager, Kay Purnell says: “As soon as we saw Flexyfoot we knew it was a game-changer: one of those unique products - simple yet effective and offering real benefits to users.

She continues: “We can totally relate to the longer term issues of using crutches as we have been making them for many years - in fact user feedback was the motivation for the development of our softer handled crutches about seven years ago which have been well received by the market.

We are looking forward to partnering at Naidex* next month – and introducing Flexyfoot to potential new customers “

The Trulife / Flexyfoot partnership has already got off to a flying start. Last month both were recognised in the British Healthcare Trades Association’s prestigious awards. Trulife scooped the ‘Excellence in Orthotics’ title, while Flexyfoot was ranked number two in the BHTA’s Independent Living Design Awards, for innovation and good design.

In a separate deal, Flexyfoot has signed a sales, marketing and distribution agreement with Scandinavia’s number one mobility aids distributor, Swereco. The contract encompasses Sweden, Norway, Denmark Finland and Iceland - and was signed following approaches from a number of other operators within the sector there.

New British success story Flexyfoot has once again been recognised as one of the most innovative products in the mobility market today, one offering significant quality of life improvement for people reliant on walking aids.

Flexyfoot beat some stiff opposition to be ranked number two in the prestigious British Healthcare Trades Association’s Independent Living Design Awards.

Shock-absorbing, anti-slip Flexyfoot is designed to replace the old fashioned ferrule (or rubber tip) on crutches and walking sticks and revolutionise walking for the injured or infirm. The awards, now in their 15th year, celebrate the very

best healthcare and assistive technology products in the UK, enabling elderly and disabled people to lead an independent life.

Flexyfoot is the brainchild of product designer David Goodwin, who was inspired to invent it by his family. Both his sister, who has MS, and his 95 year old mother complained to him about the difficulties and discomfort of using their walking sticks. They also found the rubber feet wore down much too quickly and were difficult to change.

Goodwin collected his award from Angela Rippon OBE, who was particularly inspired by the number of the glowing testimonials received from grateful Flexyfoot users.

Flexyfoot’s ILD award follows its earlier success when it was named a finalist in the enABLE awards, also celebrating product innovation and independent living.

Flexyfoot is available from www.flexyfoot.com, freefone 0800 0285 888 and selected retailers, chemists and mobility shops. Recommended retail prices are from £14 incl. VAT for a complete starter unit (comprising collar and foot) and from £28 incl. VAT for a pair. Replacement feet can then be purchased separately as and when they wear down.

For more details, see the ATcare website: http://www.atcare.co.uk

Visit the enABLE website at www.enableawards.co.uk for more information!

Check out the Naidex website - http://www.naidex.co.uk/

A full report will appear here shortly!

FlexyFoot was invented by inventor David Goodwin for his elderly mother who was having problems using her new walking stick.

He set out to use his skills and solve the problems she was facing, namely, soreness in her wrists due to the constant jarring, limited maneuverability when the stick was in contact with the ground and poor grip, especially on slippery surfaces.

The result is a completely new design for the walking stick ferrule.

What is the walking stick ferrule?

This is the rubber bit that goes on the bottom of a walking stick, crutch or cane. Some people call them rubber tips, rubber stoppers, cane tips, stick tips or ferrules. Whatever you call them, they are there to help the walking stick grip when it is in contact with the ground.

The new FlexyFoot design achieves this and much more! FlexyFoot can be used to:

• Reduce the jarring involved when placing the walking stick on the ground by absorbing the impact and  thereby improving comfort and reducing soreness in the hands and wrists

• Improve the grip and, therefore, the stability of the walking stick, especially on uneven surfaces and when using it in the rain (i.e. slippery surfaces)

• Enable easy attachment and detachment of the ferrule to/from the walking stick itself (so it doesn't need to be cut off with a knife!)

The final design of the new FlexyFoot invention achieves all of these goals and can be easily used on walking sticks, walking canes and even on crutches!

FlexyFoot is currently undergoing consumer trials and it is anticipated that it will be launched in the 2nd Half of 2009.

For more information, please visit FlexyFoot Walking Stick Ferrules and sign up to receive more information.