Meet Amelia Peckham and Clare Braddell, co-founders of Cool Crutches & Walking Sticks

Founded in 2006 by Amelia Peckham and Clare Braddel, Cool Crutches & Walking Sticks aims to empower those who need support to walk. Following a life-altering quad bike accident at the age of 19, Amelia was inspired to set up Cool Crutches & Walking Sticks alongside her mother. The pair were determined to find a better solution to NHS crutches which caused Amelia further pain during her rehabilitation after she developed a spinal cord injury and long-term disability.

In the wake of Amelia’s injury, Clare was dedicated to setting up Cool Crutches & Walking Sticks alongside her daughter to not only find a better solution to NHS walking aids but to create something positive out of a negative situation. By focusing on business creation and development, the duo were able to create a resoundingly positive impact out of a very hard time in their lives.

There’s always a lightbulb moment before the beginning of a new venture. What was that moment for you?

In 2005, I was involved in a serious quad bike accident and suffered a spinal injury which resulted in a loss of feeling and movement from my waist down. Overnight I was told I’d never walk unaided again. I was only 19. This led to a serious shift in priorities, perspective but also physical capabilities. The surgeon described my spinal x-ray as looking like someone had taken a hammer to a meringue and the very best case scenario was going to be walking (if only for a few steps before using a wheelchair) or two crutches. Fast forward months of surgery, rehab and patience and I was given the green light to learn to walk again but this time on crutches. Sadly within a week, I was back on bed rest thanks to infected blisters on my hands, from the one thing I was prescribed to support my long-term rehab…crutches. It was then my mum started to look for an alternative, something different, better crutches and we realised there weren’t any.  That’s when the lightbulb happened and Cool Crutches was born.

What’s the biggest lesson you’ve learnt so far as an entrepreneur?

That you’ll never really feel ready - launching, pivoting, hiring, you name it I don’t think I’ve ever felt 100% confident and sure about things. Part of being an entrepreneur is going for it and I have to continuously remind myself that going for it is what has got us to where we are and continuing to go for it is how we will get to where we want to be.

Working with a co-founder can be tricky, so understanding and compromise is important. How have you both found the process of building a business together? What makes it work?

Working with a co-founder is such a huge benefit, it may not be straightforward (particularly when it’s a family business – we are a mother and daughter) but having the benefit of two minds, two perspectives, and two people passionate about growing a business, is invaluable. Understanding what your strengths and your co-founder’s strengths are is key, you need to play to these and also understand weaknesses (of you both) so you can avoid pushing into these and outsource if needs be!

99% of the time we love working together, we think in the same way but have different strengths so the combination is brilliant. We also know what the other one is likely thinking but have the benefit of a fresh perspective if needed.

What does your business offer its target audience?

Comfort, quality, safety, silence, and functionality without compromising on style. Our products have rave reviews and genuinely change lives. They changed my life and so from first-hand experience, I know they can and are doing the same for other people.

What plans do you have for Cool Crutches & Walking Sticks over the next two years?

We are keen to launch more products to help diversify our offering and to further support lifestyle as well as products. To expand into children’s crutches is our current priority and we are so excited to be able to offer children what we have given to adults. 

What social media channel would you say has worked the best for your business and why?  

Facebook, whilst Instagram has been brilliant too, Facebook has a slightly older demographic and a much more interactive nature that has lent itself incredibly well to our business. 

What do you think gives a brand longevity? 

Trust. We value customer service and our customers above all else and I truly believe understanding who you are talking to, about what and why is the single most important factor. If people have a positive experience interacting with every element of your business it will build trust and that’s something that only comes from hard work and attention to detail (and your customers).

Why do you think your business has had such a positive impact across your industry? 

We have filled a huge gap in the market, not only with our products but by being visible in our business. Most companies that sell mobility aids are big medical corporations, we aren’t trying to make a fast buck or importing from China, we care about every element of what we do and aren’t trying to mass market. We are involved in everything we sell, I personally test everything and if I don’t default use it day to day, we won’t sell it. 

What’s the most important question entrepreneurs should be asking themselves?

 Who is your customer and what do they want? Putting your customer first will never not pay off.

What would be your top three tips to fellow entrepreneurs to look after their mental health?  

Schedule time off and stick to it in the same way you would a scheduled meeting. Exercise, is non-negotiable and invaluable to have for both physical and mental health. Keep one day totally free of meetings every week (I do Mondays and Fridays), use it to catch up and also take a break – from a walk to a pub lunch, you need it.

Entrepreneurship can be a lonely journey. How are you combating that feeling whilst pushing forward? 

Meeting other founders, accelerator programmes like Natwest Accelerator, businesses like Digital Boost and a brilliant community called Buy Women Built all give me the opportunity to bounce ideas but also support other founders. Sharing experiences both positive and negative is key to pushing forwards. Understanding it’s all normal and you’re not alone, also helps to refocus and approach with resilience.