Henman Communications wins brief for treadmills devised by NASA

Henman Communications has been brought in to help build the reputation of a range of anti-gravity treadmills as a viable medical aid for NHS patients.

AlterG treadmills: are available to Olympic athletes
AlterG treadmills: are available to Olympic athletes

Devised by NASA, AlterG’s machines can ‘un-weight’ up to 80 per cent of a person’s body weight, allowing for stable support in rehabilitation from injury. Currently, 16 Premiership football clubs, including Manchester United, use AlterG treadmills.

The US-based company has installed four machines in the Olympic Village ahead of London 2012 for athletes to try out.

Andrew Caudell, general manager for AlterG Europe, said: ‘Our long-term commercial aims are for the brand to become embedded into the rehabilitation practice for a broad spectrum of medical conditions and post-operative care in the medical and healthcare sectors.’ He added: ‘London 2012 provides us with a fantastic opportunity to raise our profile and we hope to be working with many of the elite athletes.’

AlterG Europe has briefed the sports and healthcare specialist agency to work closely with big name athletes for a series of video testimonials.

Henman’s remit is to promote the treadmills’ benefits to elderly patients and those who are trying to lose weight. Clinical trials are in progress at hospitals in Bournemouth and Paddington.

Henman will be responsible for all press office activity and managing key stakeholders such as physios, medical teams and distributors.

The agency will also target leading health, medical, sports and lifestyle publications across print, online and social media platforms during the 12-month account.

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