Flexyfoot inventor David Goodwin accepts BHTA award from Angela Rippon OBEFULL STORY


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  • Claudia: They are for my niece who lives in Argentina, so even if she does not need the replacement yet, I am taking advantage of my next trip to bring her some just in case. By the way, she is over the moon with the Flexyfoot ferrules, I never saw her this happy before, she feels steadier than ever! So, on behalf of her, thank you so much for designing these ferrules!

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Trulife wins distribution battle for Flexyfoot in run-up to Naidex

Flexyfoot, an innovative new concept in walking aids, has just signed an exclusive distribution deal for the UK and Ireland with Trulife. The award-winning manufacturer and supplier of orthopaedic & physical rehabilitation products. Trulife will also handle all online sales.

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.

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Flexyfoot Strides in Europe and Beyond

Flexyfoot attracted loads of interest when we launched at Rehacare in Germany last year. It’s the major international show for rehabilitation products and has trade and professional visitors from all over the world as well as many members of the public, mainly from Germany. We had around 35 serious enquiries from companies based in 25 countries who wanted to distribute Flexyfoot and we have been carefully analysing their proposals to ensure that they share the same values as us. We have now partnered with Swereco who have the rights to distribute Flexyfoot in Sweden, Norway, Finland and Denmark, Bion Advance for Singapore and Malaysia, Ossenberg in Germany and Safte in Italy. Negotiations are progressing nicely with Australia, New Zealand, Japan, Holland, France, Belgium and Switzerland. We will be exploring other countries in due course.
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Recommend a Friend

Our customers love to extol the benefits of Flexyfoot to their friends and colleagues. As a big thank you, we will shortly be introducing a scheme that rewards people who recommend Flexyfoot to a friend so that they can collect points for each recommendation and these will be exchanged for M&S, John Lewis or similar vouchers (to be decided). We will launch the scheme shortly.
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Flexfoot introduces the 2 Pleat Foot

The shorter 2 pleat foot is now available and is intended for use on frames and perching stools. It can also be used on crutches and sticks and has slightly less shock absorbency but greater lateral stability.
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Flexyfoot Extra

For full weight bearing customers or those that are very active such one of our very fit amputee customers who walks 10 miles a day and has clocked up 2,500 miles on his latest Flexyfeet, the Flexyfoot Extra Foot has increased shock absorbency and resistance and will retain the ‘squeeze’ for longer.

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