Put your money where your mouth is – Going for gold in the global market

A West Midlands company that designs colourful sports mouthguards has set its sights on ambitious expansion and export plans after a whirlwind first 18 months in business.

Since it officially launched at leading sports trade show ISPO Munich in February last year, Protective Sportswear Ltd, in Walsall, is on target to achieve £250,000 turnover and has already attracted huge interest among the ice hockey fraternity in Canada and Scandinavian countries.

Its Safejawz brand mouthguards are now worn by top athletes, including England rugby player James Haskell and super middleweight boxer George Groves, and the company has even signed a partnership deal with the International Mixed Martial Arts Federation (IMMAF).

While 75% of its products are already exported, directors George Dyer and Ewan Jones are now putting into place strategic plans for growth after working with international trade advisers (ITAs) from the Black Country Exporting is GREAT campaign office.

They have received a range of support including how to improve its eCommerce platform and secure its intellectual property rights.

They are now working with the University of Warwick to undertake research and development on a new range, thanks to connections made through support from Heather Crocker, their Black Country ITA.

“We’ve achieved a lot in under two years but we are in a strong position now to push our brand not just in the UK but all over the world,” said George.

“The fact 75% of our business comes from exports demonstrates the global demand for our mouthguards.

Sportspeople of all abilities rate them because not only do they have cool designs, but they also offer superior protection.

It’s important that our products are fun but have a function, too.”

Safejawz is a range of high quality custom-fit and self-fit mouthguards with designs such as fangs and moustaches. Clients can also design their own guards to their own specification.

It features Fluid Fit technology and has an ultra-slim profile, which enables the user to clip the guard onto the teeth for a comfortable fit. Its Remodel Tech feature also allows users to have multiple attempts to achieve the best fit.

Christine Hamilton, interim director of the Department for International Trade West Midlands, said:

“Working closely with Heather Crocker, the company’s International Trade Adviser in the Black Country team, George and Ewan have achieved fantastic growth in export over the past 18 months.

It is a testament to their commitment, drive and enthusiasm and I am confident they will continue to grow.”

“Exporting is GREAT encourages all businesses – whatever their size – to look at what they can achieve by taking the step to export.

We can provide a huge range of help to businesses of all types, and I would encourage any company looking to achieve stability and success to check out the advice, opportunity and support on offer at www.exportingisgreat.gov.uk

Any West Midlands company looking for similar support can visit www.exportingisgreat.gov.uk to search and apply for opportunities, access expert advice, trade services, training and events.

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