The client

Cre8iv-uk Ltd

Church Stretton

Shropshire SY6 6PY

Cre8iv-uk was formed in 2005 by a multi-skilled team that aims to take exciting new ideas from concept to reality by designing and developing a variety of innovative products. The first product to market is the StanceFind, the world’s first dynamic snowboarder’s stance calibration device.

The brief

The StanceFind machine uses biomechanical reference points on the human body to determine a rider’s ‘optimal stance’ on a snowboard before he or she even takes to the slopes. Stance is the body’s only interface with the snowboard and the element likely to have the biggest impact on success – everyone’s stance is unique. StanceFind is not just for beginners; seasoned veterans and professional riders can benefit and it’s especially helpful for growing children and young adults as they develop.

The first StanceFind prototype was developed in New Zealand in 2003. Based on early success, the Cre8iv-uk team felt the design needed re-engineering to make the product more durable whilst remaining adjustable and sensitive to the variances in human form and boarding ability. The team also wanted to drive costs down while improving the overall quality of the product.

The outcome

After several design reviews with the Advanced Engineering Cluster team at the University of Wolverhampton’s Innovative Product Development Centre, modifications to StanceFind’s design were agreed and implemented. Prototypes were produced and trialled; finite element analysis tests were carried out to test the product’s strength and durability and the StanceFind machine went into production. In-store technicians, instructors and coaches are now able to establish a rider’s unique stance by using science as well as their past experience.


Following a successful launch, StanceFind machines are on the market and Cre8iv-uk is in discussions with international distributors in the USA, Australia and New Zealand.

Cre8iv-uk was presented with the Brand New Finalist Award at the product’s international launch in February 2007 at ISPO Winter 2007 International Trade Fair For Sports Equipment and Fashion. Brand New is the world’s largest competition for start up companies in the sporting goods industry.

The company was also a finalist in the Best New Business category in the Shropshire Chamber and Shropshire Star Business Awards 2007.


“The service provided by the Advanced Engineering Cluster has been extremely valuable, providing those R & D services in the specialist, technical areas that our company does not have in-house. Its assistance has helped us to streamline the design and functionality of StanceFind; we have been able to take advantage of design modification and finite element analysis services that we would not have been able to afford otherwise.”

Andrew Derbyshire

Director, Creativ-uk Ltd