AN entrepreneur is urging the battered and bruised participants of Sunday’s Great North Run to consider a new mattress designed to get them back on their feet.
The new mattress is the brainchild of John Tuton, who set up Postura Healthcare four months ago to sell the specially adapted mattress which speeds up recovery by aiding deep and supportive sleep.
Mr Tuton, who runs the business from his home in Newcastle, expects it to achieve a turnover of £150,000 in its first year, rising to as much as £2m by 2009.
He also plans to create a significant sales force during the period to help distribute the mattresses worldwide.
To help hit these targets, Postura is designing a domestic version of the mattress for elderly and disabled people, which it hopes to launch early next year.
Mr Tuton currently imports the materials for the mattresses from Turkey, which he then sends to Manchester for manufacture.
However, he has been looking at the possibility of shifting production up to the North-East as part of his expansion plans, which would create jobs in the North-East.
Mr Tuton said: “The new mattress has attracted a lot of support, so much so that I am confident that the business will be a household name in two years’ time.”
The entrepreneur has also benefited from the mattress materials himself after a rugby-related accident in 2004 left him with a smashed ribcage.
He was given access to the materials through his background in the medical profession and says that they helped to halve his recovery time.
The Mammoth Elite Sport mattress, which was launched on Saturday at the Start Fitness store in Newcastle, has been accredited by a number of professional medical bodies, including the National Institute of Clinical Excellence (NICE) and the Medical and Healthcare Regulatory Authority (MHRA). It has also received the backing of some of the region’s top athletes, such as long-distance runner Vaughan Hemy.
Mr Hemy said: “I’m lucky enough to have tried one of the prototypes of the mattress and have seen the clinical evidence backing up Postura Healthcare’s claims about the restorative and training-enhancing capabilities of this mattress.
“Based on both of these things, plus the fact that the mattress is just so comfortable for my partner as well, I have ordered my own mattress and have been very impressed with the research and expertise that has gone into creating these products.”