A Wiltshire firm has made an immediate mark in the mobility sector, winning a major industry award with its very first range of powerchairs.
Calne-based Urathon took its new line to Naidex in Birmingham — one of the sector’s biggest showcases — only to see its flagship model, the Hero, named Best in Show.
It’s a notable result, not least because the award was chosen by Able Magazine editor Tom Jamison, whose publication has long been a fixture at the event. In industry terms, it’s about as strong an endorsement as a new product can receive.
For managing director Lucy Carson, the timing makes it all the more significant. Launching a new product line is one thing; picking up a headline award at the same moment is another.
The Hero itself reflects a shift in how mobility aids are being designed and marketed. Built using a carbon fibre frame more commonly associated with aviation, it aims to balance strength with a lighter, more manoeuvrable feel. But just as notably, it leans into appearance — offered in bold finishes rather than the more traditional, functional look that has long defined the sector.
That approach, Carson says, is deliberate. The idea is that users shouldn’t have to settle for something purely utilitarian if they don’t want to.
Urathon designs its products in the UK, with manufacturing handled at its own facility in China, alongside items sourced from established partners. Its range is distributed through retailers across the country, placing it in a competitive and fast-evolving market.
Winning at Naidex won’t settle that competition, but it does put the company firmly on the map. For a first outing, it’s a strong start — and one that suggests there may be more to come.
