Dorset’s WALX steps up European walking pole innovation – Dorset Biz News

Dorset-based outdoor fitness organisation WALX is transforming the European walking pole market with its innovative ergonomic handles and is now eyeing an expansion into Asia.

WALX, which has 100 franchised clubs across the UK, introduced its multi-functional ergonomic pole handles last year, targeting Nordic and fitness walking markets in Europe.

The organisation also launched its unique Total Body Walking concept, complete with a comprehensive training programme, teaching plans and a marketing strategy.

Collaborating with Fizan, a renowned family-owned Italian business 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, with over 40 distributors worldwide, serves as a partner 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 supports stability and rehabilitation programmes in the clinical sector.

After two years of development and trials, the poles were launched with support from chartered accountants Burgis & Bullock, who assisted 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 to establish a training academy in the region.

With sustainability in mind, WALX is collaborating with a research university and British Wool to explore manufacturing pole handles from wool by-products and pole shafts from hemp or flax.

WALX is also expanding its mobile app to enhance direct communication and support for individuals on its programmes from its Dorset base.

Mike 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.”

Mike emphasised the importance of intellectual property rights protection, supported by grant funding from Dorset Council’s UK Shared Prosperity funds, to aid the company’s expansion in Europe and Asia.

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.”