Tech Talks and New Products at the East West Zerofit Innovation Summit
Miki City in the Hyogo Prefecture of Japan has hosted the first East West Zerofit Innovation Summit as designers, innovators and senior leaders came together to map out plans for future product development to help outdoor enthusiasts keep doing what they love, whatever the weather.
The Summit took place at Eon Sports HQ – the parent company of Zerofit – with CEO and founder Mr Koji Higashi and his team welcoming members of the wider operation, including Managing Director Michael Morton and Chief Operation Officer Caroline Irwin over three days of learnings and meetings just outside Kobe.
Central to the Summit was discussion around utilising the ‘Heat Thread’ fabric on the inside of the Zerofit Heatrub Ultimate baselayer (£55), Heatrub Ultimate Leggings (£55) and Heatrub Ultimate Socks (£25) in more places, such as market-specific gloves, socks and of course, baselayers.
The launch of the new Zerofit Cold Skin Baselayer (£45) and the Ice Weave Baselayer (£55) this summer in both the UK and North America has been a huge success across active sports such as running and cycling, as well as hiking, golf and motorcycling.
The team met to discuss further products that could be engineered for specific markets in order to keep users cool and dry in the hottest months of the year. The Ice Weave Baselayer is designed and manufactured exclusively in Japan, using cutting edge methods not available anywhere else in the world.
‘As with every aspiring global business in the modern world, video calls are commonplace between teams from our bases in Antrim to Adelaide, San Diego to Miki, but there is no substitute for getting around the table as a group,’ said Mr Morton, who has more than 25 years’ experience working with brands in Japan, the US, Australia and New Zealand.
‘The business in Japan is predominantly aimed at the golf market, because there are 10.5 million golfers there – it’s an incredible success story. However for us to be successful in other parts of the world, we want to diversify our product range so we can continue to provide best-in-class products for a wide range of activities.’
‘One such example is the new Heatrub Ultimate Socks that are soon to be available in a Long version – these were designed after feedback from motorcyclists and skiers, who not only wanted a fuller length design, but also without the no-slip Nano Pods on the sole, making it easier to get in and out of boots. We are learning all of the time about different sports and activities, and where the demand is for these specific products.’
‘We could not be more grateful Mr Higashi, his designers and innovators in Japan who hosted us, and while the Summit was all about products for the next two years, we have got two hugely exciting new products specifically for runners to unveil in the next three weeks. It’s an incredibly exciting time for Zerofit globally, and we are thankful to those people who have tried and loved the products,’ added Mr Morton.
The Zerofit Heatrub Ultimate Baselayer, Heatrub Ultimate Leggings, Heatrub Ultimate Socks, Cold Skin Baselayer and the Ice Weave Baselayer are all in stock and ready to ship, as is the Heatrub Move Baselayer and many other products, direct from www.zerofit.co.uk.
