Sportswear firms turns to export markets for fresh growth

A BLACK Country firm that designs a colourful range of sports protection equipment is set to grow its business by expanding its export markets.

Since it officially launched at leading sports trade show ISPO Munich in February last year, Walsall-based Protective Sportswear is on target to achieve £250,000 turnover.

The firm, which produces mouthguards and gumshields, has already attracted interest from the ice hockey fraternity in Canada and Scandinavia.

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 received a range of support including how to improve the firm’s eCommerce platform and secure its intellectual property rights.

The duo are now working with the University of Warwick to undertake research and development on a new range – a move made possible due to connections brokered by Black Country ITA Heather Crocker.

“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 Mr Dyer.

“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 features designs such as fangs and moustaches; clients can also design their guards to their own specification.

Christine Hamilton, interim director of the Department for International Trade West Midlands, said: “Working closely with Heather, 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.”