Share
A fast growing sea fishing brand with international export aspirations has shaken up the UK market in recent years with a range of products that has brought a refreshing touch of reliability and style to a traditional market.
Simon Bradbury – a former product developer on some of the world’s top brands at Pure Fishing – is unequivocal when it comes to the reasons for the success of his AKIOS/INOVA business that has delivered sales growth of 40% over the last two years.
“It’s all down to product. Great products have got us here – it has driven our success,” Bradbury (above) told Angling International.
The north of England company is proud of a product line-up that walks away from the ‘me-to’ philosophy and is designed with anglers at the heart of everything it does. Attention to detail is key and it is an ethos which is underlined by its comprehensive array of products for the sea fishing market.
The company’s recently launched AKIOS SEALEGS tripod epitomises its no-nonsense approach to new product development. Getting it right overrides any other considerations, says Bradbury.
The original timescale for the tripod was up to 15 months, but it took far longer – four years – because of exhausting testing by the AKIOS/INOVA Radicals – a handpicked team of influencers and testers – who took two years putting prototypes through their paces on beaches, rocks and piers.
“Our elite team push gear to the limit in real world conditions,” says Bradbury. “Their insight ensures that everything we make is purpose-built, rigorously tested and made to perform from shore, surf or boat. The birth of the tripod was the result of a brainstorming session we regularly have on new product ideas.
“When developing a new tripod, we looked at the current offerings on the market and the job they did in protecting expensive beach rods. Our aim was to improve on the quality already on offer and assess the opportunities to expand on the choice of attachments over time.
“We look to find gaps in the market including products that we feel can be made better, different and unique. There are also opportunities to look at items that have been around for a long time that we feel can be brought up to date.”
Improvements to the rod cups and rod U-cups, making them more user-friendly, was a priority in the design. “We also wanted to introduce a leglock system that was strong and easy to use,” said Bradbury. “This required tooling for the four main parts, which in itself is a major investment and commitment to the product.
“The result has been extremely well received as it offers anglers something different from your run-of-the-mill tripod. It includes a number of useful features and comes in a black anodised finish with black and red tooled parts, making them modern-looking and functional.
“Anglers have told us that they appreciate the light weight of the unit and the look. It’s not bare aluminium and boring. People like to have nice gear that is cosmetically pleasing to the eye and SEALEGS is certainly that.”
Bradbury added that the most popular development among anglers is the leglock system. “It is the best in the market. Other brands do not have anything like it. As a rigid system it means that when anglers need to move as the tide comes in, they just pick up the unit, move backwards and then just put the tripod down. There are not uncontrolled legs flailing around.”
Bradbury added that AKIOS is currently working on a number of bolt-on accessories and attachments that will add to the system. “We are looking at another 12 to 14 toolings,” he said. “These will include features like trace bars, tackle and bait trays and extra rod rests.”
SEALEGS is a small part of the growing range of accessories from AKIOS which includes the SEATREK luggage range. “We have some exciting new items in the pipeline for 2026,” said Bradbury. “Our long-term aim is to grow AKIOS and INOVA into the most respected, innovative and sustainable angling brand globally trusted by anglers across all disciplines,” added Bradbury.
“We are ready to launch tested models from the UK into markets across Europe and the USA. Our product portfolio is proven and new lines are ready for market.”
