Fitness organisation expands into Europe and sets sights on Asia
A Dorset-based outdoor fitness organisation is revolutionising the European walking pole market with innovative ergonomic handles and is now eyeing an expansion into Asia.
WALX, which boasts 100 franchised clubs across the UK, introduced its multi-functional ergonomic pole handles last year, targeting the Nordic and fitness walking markets in Europe.
The organisation launched its unique Total Body Walking™ concept which comes with a comprehensive training programme, teaching plans and a marketing strategy.
It is working in collaboration with Fizan, an esteemed family-owned Italian business renowned for designing trekking, ski and Nordic poles since 1947.
WALX is rolling out its innovative poles and programmes to more than 1,000 instructors from Sicily to the Dolomites. The company forecasts sales to reach 20,000 pairs annually in the next three years.
Fizan has over 40 distributors worldwide and serves as a great partnership for Walx’s planned expansion into Spain, Czech Republic, Poland and Taiwan over the coming year.
The WALX Total Body Walking Poles are designed to transform a simple walk into a full-body workout. Additionally, the WALX Xcelerator model caters to the clinical sector, supporting stability and rehabilitation programs.
The poles were launched after two years of meticulous development and trials, with chartered accountants Burgis & Bullock assisting with research and development tax credits and the Patent Box tax relief scheme.
Mike Rollason, Managing Director of WALX, announced the company’s ambitions to expand into the Southeast Asia and Asia Pacific markets, with an agreement in principle reached with a partner to establish a training academy in the region.
With sustainability in mind, WALX is also collaborating with a research university and British Wool to explore the feasibility of manufacturing pole handles from wool by-products and pole shafts from hemp or flax.
Walx is expanding its mobile app to further enhance its offer to provide direct communication and support to individuals on its programmes from its Dorset base.
Mike Rollason said: “Our partnership with Fizan is incredibly exciting and is the springboard for introducing our Total Body Walking Poles across Europe.
“Fizan has fully embraced our brand, product, and concept. We’ve created a versatile pole suitable for both clinical and competition settings.
“These poles are fantastic for fitness and equally beneficial for rehab patients or individuals with Parkinson's.”
Rollason emphasised the importance of intellectual property rights protection, aided by grant funding from Dorset Council’s UK Shared Prosperity funds, to support the company’s expansion in Europe and Asia.
The company, operating under NewCo Walx Ltd, will continue to collaborate with Grant Howard at Burgis & Bullock to maintain its growth trajectory and secure external investment.
Grant Howard, Partner at Burgis & Bullock, said: “We have been supporting Mike and his businesses for more than 40 years and this is a thrilling time for WALX’s expansion.
“Mike has identified a clear market gap with an excellent product, and we look forward to assisting in the company’s growth as it expands its export business to Europe, Asia, and beyond.”
