Withers & Rogers helps Olympians protect their technological edge

British Olympic skeleton bob team members Kristan Bromley, Shelley Rudman and Nicola Minichello are hoping their IP protected technology will help give them the edge they need to achieve success in this year's Winter Olympics.

Behind the world class athletes is the Sheffield based Bromley Technologies Ltd through it's Formula Ice 2010 program. The company  uses the know-how gained from its sled design activity both for engineering consultancy purposes and in the development of cutting edge, high value consumer sports products.  Bromley Technologies ,Athlete Engineered Technology focus (AET) recognises that the market for its elite skeleton and bobsleigh products is a niche one but, being ambitious, its aim is to break into these new markets and maximise future revenue streams from them.

Kristan is not your "average" elite sportsperson.  Starting out as an engineer at university, he was drawn into the design of skeleton bobsleds as part of his PhD; consequently, when someone was needed to test his developments he gamely got on board the sled himself. Also known as "Dr Ice", he has been at the pinnacle of the high adrenaline sport of skeleton bob for the last ten years. He believes his success on the track has been achieved in large part by staying ahead of traditional winter sports nations with the introduction of the sled technology he and his team at Bromley Technologies have been able to develop.

Now he, Shelley and Nicola, the athletes that make up the Bromley Formula Ice initiative, face the supreme test: the Winter Olympics, where they represent some of the UK's best medal hopes.

Paul Foot, Partner at Withers & Rogers said: "We are  truly proud to be involved with such an exciting initiative, effectively providing support to a dynamic business which is backing the heroic endeavours of our Olympians all the way. The help we as a business have been able to give to the Bromley team in order to protect their intellectual property is perhaps a good example of how such protection provides real competitive advantage. Having such a technological unique selling point should mean they have a secure platform upon which Bromley Technologies can build and retain market share in this exciting sporting products arena.

We very much hope all of the team achieve the success they deserve in Vancouver and that Bromley go from strength to strength.

To learn more about Bromley Technologies Ltd and the Formula Ice program, please visit their website by following this link:  http://www.bromley-aet.com/index.php or www.formula-ice.com