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Bromsgrove start-up business experiences expediential growth following support from local council

A local start-up, Trainer Armour, has benefited from a boost in sales and has grown its workforce since gaining support from the Enterprising Worcestershire Project, run by Worcestershire County Council.

Trainer Armour provides a unique product that prevents toes from wearing holes in fabric trainers.

Andy Chancellor from Bromsgrove is the mastermind behind the business. The idea was born after he continually experienced mysterious holes in every pair of fabric trainers. Andy decided enough was enough and whilst doing some research, and discovered he was suffering from a condition called ‘hyperextension of the distal phalanx’.

After further research, Andy identified a gap in the market. In 2020, he started a project to develop a solution to the problem. With a background in product design, he was able to develop a prototype. It was following this that he made enquiries to join the Enterprising Worcestershire programme run by Worcestershire County Council.

Andy applied for Enterprising Worcestershire’s Start-up Grant to help fund office space with suitable IT equipment and infrastructure. With the company’s projected growth figures, it was identified that extra personnel would be needed, as well as extra equipment. The grant helped fund this.

Since launching, Trainer Armour has grown to be a team of four. Sales have grown significantly over the last year and will continue to grow over the foreseeable future. They are also developing new products and are actively following up on distribution leads in mainland Europe, Australia, and America.

As for recommending the Start-up Grant Funding to other business owners, Andy could not be more encouraging, “Some business owners might find the process a bit daunting, especially whilst also trying to run your business, however the long-term potential gain from the grant funding makes it all worthwhile.  I would recommend it to anyone.”

Councillor Marc Bayliss, Cabinet Member with Responsibility for Economy, Infrastructure and Skills said, “It is great to see how the grant funding has made a positive impact on Andy’s business. Start-ups make a great contribution to our economy and employment which is why it is so encouraging to see Trainer Armour flourish. I would encourage other early-stage businesses across the County to view what support the Council has on offer to help them.”

Council Leader, Karen May, at Bromsgrove District Council said, “We are always keen to attract new business into our District and to provide job opportunities for our residents particularly those leaving full time education.

“I am delighted that such entrepreneurship as shown by Andy has been recognised by Enterprising Worcestershire and he was successful in securing a grant and I hope this encourages others to apply too.”

The Enterprising Worcestershire project has recently announced an increase in their Start-up grants up to the value of £30,000 for a limited time only.


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Andy Chancellor from Trainer Armour

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