Sunrise Medical recently announced the acquisition of the Spanish wheelchair manufacturer Oracing. Beside the British brand RGK, which is the official sponsor of Team Germany’s men since last year, another “wheelchair basketball brand” belongs to the Sunrise Medical portfolio. Reason enough to ask RGK’s general manager, Mike Sheen, why RGK respectively Sunrise Medical has taken this step, where the advantages for the customer are and how, in his opinion, the future on the sports wheelchair market will develop.
Mike, let me be honest: One or two years ago, many wheelchair manufacturers explained to me that the sports wheelchair market is a manageable segment with small or marginal growth potential, that the business is running alongside and that the primary goal is to build a bridge from sports wheelchairs to the active /daily wheelchairs. Do you share this opinion, or how does it look like for you?
“For RGK, Sport is in our blood and a very important part of the disabled community which requires specialist expertise in order to provide athletes with the right equipment. The growth is directly related to the support from companies and governments alike, so it is very important not to overlook or underestimate it. It’s fair to say that there are not many manufacturers developing new products and the sports market has not grown as we would have hoped but we as an industry must continue to encourage development and participation in all countries and sports. RGK are really proud to be investing in new technologies for both sport and daily wheelchairs and promoting athletes and participation in every country we work in”
How do you assess the general development of the sports wheelchair market? Where is the journey going?
“It is a difficult question to answer as the development of chairs has slowed due to some successful designs in the past, but we more constantly developing more advanced equipment in order to provide athletes with the best performing equipment to support their journey and ambition. There is a huge amount more technology that can be integrated into the sports market across many different sports, you just need to be looking for it. Now the changes are smaller and for performance gains but there will be a game changer at some point, it’s just a matter of time when it happens.”
What were the decisive factors for Sunrise Medical to acquire Oracing? Where do you see synergies?
“Oracing are a relatively new brand and have had some dealings with RGK in the past, so there was a strong connection already. However, the decisive factors in the Oracing acquisition was the E-mobility and track sports products, such as handbikes and wheelchair racers. These are not only a compliment to the RGK range but can be sold through existing Sunrise sales channels globally.”
Let me ask you directly: Doesn’t the acquisition of Oracing also create in-house competition, or do I see this too simply?
“There is no direct conflict with the product ranges, which are currently differentiated through brand, design and cost. Where RGK aim for the ‘best of the best’, Oracing provide great quality at a good price. So in some countries, Oracing will be more affordable supporting our vision for increased participation. However, It is early days for the two brands, but we see RGK and Oracing working together to provide the best offering to customers all over the world, while still investing in new technology.”
Let us try to get the wheelchair basketball fans on board for a moment: What does an RGK and what does an Oracing sports wheelchair stand for? Which kind of basketball player does each of these brands address?
“As I have already said, the RGK brand is all about challenging the conventional, breaking down barriers and empowering people. The RGK athlete believes what we believe and sees things differently and is up for the challenge. Oracing have a similar brand but it’s a bit more relaxed, they sit in the middle of the market and are building a great loyal customer base as a reputable manufacturer. They want to help people achieve in any way they can, which is why they have such a broad range of products for a young company. Both companies are founded by wheelchair users so have very strong values as a foundation.”
While we are chatting, I would be interested in your opinion as a decision-maker on the current discussion between the IWBF and the International Paralympic Committee (IPC). After all, RGK and Sunrise Medical would be directly affected by a wheelchair basketball exclusion from the Paralympics. What is your opinion and how do you follow the course of events?
“It’s tough to have an opinion without knowing all the facts, but I hope that players that have dedicated their lives to the game are allowed to play at Tokyo and beyond. I will stay positive and say nothing will change, and wheelchair basketball will be at Tokyo. If there are some of our ambassadors or other players who won’t be able to take part, it will be a disaster for the Paralympic movement and everything we work towards. I hope the right decision is made.”
Finally, I would be interested to know how you as a sponsor rate the first months of the cooperation with Team Germany?
“It’s early days still, but it’s been great to get to know some of the players. The awareness of RGK products in Germany and internationally has been substantial and we look forward to building it further. It’s a great start to a fantastic long term partnership And as everybody can see on our social media channels, we live and love every single partnerships and athlete sponsorships. We always want to give something back to support the sports and athletes.”
Thanks for your time Mike.
Interview: Martin Schenk | Photo: RGK