In 2027, The National Running Show will mark its 10th anniversary and as part of the celebrations we are featuring an in-depth series with key brands - Miles & Milestones: 10 questions for running brand success.
“We joined The National Running Show for the first time last year. It was a great experience and we were crazy busy! We sold out of everything, and I brought a lot of stock!
Gary Watts, Founder of Eastnole.
In this Q&A, we interview Gary Watts, founder of Eastnole - a British recovery and mobility brand best known for its flagship product, the Yoback - a modular, three-piece stretching and strength tool.
1. What sparked the initial idea for Eastnole and when was it formed?
Eastnole is committed to making recovery tools that are quick and easy to use because we all know we should stretch more, but we rarely do! The initial spark came about because I spent the best part of 20 years suffering with various other injuries that stemmed from a back injury when I was 12.
2. What does your customer base look like? Is it mainly individuals, or organisations/groups too?
Our customers tend to be 40+ active people. I think that's because once you hit your late 30s, those aches and pains don't go away as fast as they used to! Our main audience is runners, mainly because I'm a runner myself, but we have started to branch out to more general recovery.
3. What is a Yoback and how did the concept develop?
The Yoback is a modular three-piece wheel that helps you focus on stretching and strengthening your body from head to toe. Traditional recovery tools work on one body part or do one job, so you end up having to buy multiple. The Yoback solves that by replacing at least three different recovery tools.
The concept came during a 6-hour train journey in Sri Lanka, when I had to stand for 6 hours. I wanted something portable enough to travel with and versatile enough to work for my whole body, and after scribbling an idea on a napkin, we went on a three-year journey to build the perfect recovery tool.
4. Is the Yoback suitable for beginners?
Absolutely. There are over 50 ways to use it, and our exercise book provides stretches and exercises suitable for anyone. My dad is 74, and he uses his every day!
5. How can a Yoback specifically benefit runners?
First and foremost, I truly believe the Yoback gives the best calf stretch on the planet, and that alone is worth its weight in gold for runners! The main feedback we hear of the Yoback is its compliance. It's so quick and easy to use that it makes stretching so simple you actually do it. So many of us will do a quick quad and hamstring stretch, maybe 'feed the chickens' to stretch their calves and then go for a run, and a cool-down? No chance!
6. Do you get feedback about the Yoback from runners of all abilities? As in everyday runners to elite?
One of the things I'm most proud of is our return rate. As of this writing, we've sold around 6,000 Yobacks and had 25 returns! We've sold to Parkrun walkers, Ironman athletes, Olympic pathway athletes, an 82-year-old who just wants to stay mobile and everyone in between.
7. What is the Myoscraper? and does it require a specific emollient or cream to prevent skin friction?
I'm not a fan of foam rollers. I find them bulky, painful, and everyone has one, but no one uses it. The Myoscraper fills that gap. It's small but mighty, and it lets you get a deep-tissue massage without flailing on the floor or getting into awkward positions. It doesn't hurt as much as a foam roller because you can control the pressure and use it across your whole body. The scraper comes with a massage oil that's been designed to help reduce aches and pains, and it smells great, but you can use any emollient.
8. What other products in your range would you recommend for recovery?
We also have a CBD Deep Relief Roll On, which I use quite a lot. I used to be a fan of Deep Heat, but I hated that the whole world knew you were wearing it because it stinks! CBD is an interesting pain reliever; some people swear by it, and others say it doesn't work. I've seen first-hand with my own use and my immediate family's use that it helps with chronic pain, so I'm a believer for sure!
9. When did Eastnole first get involved with The National Running Show and what do you feel you learn or gain from the events?
We joined for our debut last year. It was a great experience and we were crazy busy! We sold out of everything, and I brought a lot of stock! The best thing for me is to meet people, hear their story, and show them the benefits of dealing with a small business rather than a large corporation. Plus, they get the immediate feedback of actually trying out the Yoback! For the 2027 event, we've booked a booth in the middle of the madness, so we're hoping for a busy event!
10.What are the development plans for Eastnole in 2027 and beyond?
We're planning to expand our product range and provide more exercises and training for the Yoback. The main thing, however, is to open up away from just a runner to help others get the benefits of the Yoback, too!
