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Safety products firm in fast lane after Bond appearance
10/08/2009

A Manchester business, whose innovative seatbelt device is used and recommended by professional racing car drivers, is expecting sales to double after receiving orders from a major film studio and the EU's biggest mobility equipment distributor.
Lap Belt Cinch Europe Ltd, set up by former Astra Zeneca executive Dr Graham Cox, owns the exclusive EU distribution rights for the CG-Lock - a seatbelt add-on, which helps secure drivers more firmly in their seats thereby enhancing performance and significantly improving posture.
Fans of the device include Ben Collins, the stuntman who doubled for Daniel Craig in the latest James Bond blockbuster “Quantum of Solace” and the man rumoured to play The Stig in BBC's Top Gear.
After its success on set, Pinewood Studios, involved in the many state of the art stunts for the Bond films, has now placed further orders to equip all of its stunt drivers with the device.
In another boost, Autoadapt, the EU's biggest distributor of mobility adaption equipment, has also signed an agreement to distribute the CG-Lock (which stands for Centre of Gravity) to help secure disabled drivers in their seats.
As a result, sales of the unit - which is also distributed by specialist back care retailer Back in Action - are expected to double over the next 12 months, taking turnover towards £1/4m.
The business, which is working with advisors from the Manchester office of Brabners Chaffe Street on its commercial strategy, is aiming to get the device installed in new cars as a standard safety feature as well as targeting the fleet market.
Dr Cox, a postgraduate in neurophysiology, spent 20 years with pharma giant, Astra Zeneca, before setting up the business and acquiring the European marketing and distribution rights.
Dr Cox said: “This is a hugely exciting time for the business and we're keen to capitalise on demand from a number of new markets where it positively impacts drivers and passengers where comfort and safety are vital to ensure an efficient, healthy and motivated workforce. We were delighted that the road safety charity BRAKE recently gave the device a ‘highly commended' award in acknowledgement of the many saved lives and positive crash test data.
“Ruth Jones and Simon Lewis at Brabners Chaffe Street continue to support our development, providing valuable strategic guidance as well as trusted legal advice to grow our business.”
He added: “Start-up companies are prone to making mistakes, but Ruth has become a real mentor as well as our Lawyer and her support has been critical to our commercial success.”
Ruth Jones, partner at Brabners Chaffe Street who offers corporate commercial strategy and support to a number of ventures said: “CG -Lock is a real innovation in the market and Graham and his team are taking it to market very effectively. We're proud to be supporting a business that is helping improve road safety and share Graham's passion for its future.”


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