Eureka moment
After designing products for high performance elite athletes as well as those for the mass sports market, it became clear that there was a disconnect between the motivation of the elites and ‘normal' people trying to get fit. Against the backdrop of the growing obesity epidemic I wanted to create products that drew on my learnings but added an extra motivating feature - fun! Gyms are often dispiriting, intimidating places, so Rugged Interactive's products are designed to be inclusive, interesting and aesthetically stunning. Now we're finding new markets in education where our mix of tech and exercise is being well received.

Financing

My savings initially helped us set up
and we then secured an EU loan and grant funding. Finally, an equity partner brought new, much needed skills into the business as well as further funds.

As we rapidly expand new investment helps us meet customers' expectations.

Regrets
None - although I always think we should have moved faster and worked harder!

What would you have changed?

Fundamentally I'd have recognised the value of great sales and marketing earlier and implemented a more in-house approach instead of relying on distributors - although it's easy to re-write history in the light of developments.

www.rugged-interactive.co.uk [1]