Sugar skates on in health care

AMSTRAD and Tottenham Hotspur owner Alan Sugar last week opened a new chapter in his varied entrepreneurial career with the introduction of the Integra Bodyskate, a device resembling an iron on wheels. It is the second in his new line in health and beauty products; the first, the Integra Face Care System, hit the market in 1995 and has so far sold 40,000 units in the UK.

Speaking at the launch at London Studio, which was introduced by BBC sports presenter Sue Barker, the Sugar team explained that the Bodyskate is a "toner and massager" which users roll over their body to "improve skin tonicity whilst exercising and tightening the muscles".

Providing a testimonial for the Bodyskate, England rugby union star Jeremy Guscott said: "Men can be a bit funny sometimes about admitting using a beauty product like this, especially down at the rugby club." But he added: "It is a product to use with my wife. We set it up and off we go."

The Bodyskate seemed to at least one observer to look more like a miniature moon buggy than a health aid. Nevertheless, Mr Sugar believes it fills a gap in the health care market, and it will sell for pounds 169 in shops and pounds 189 through the post.

Mr Sugar defended the price tag by saying: "You would pay up to pounds 40 per visit for this sort of treatment at a professional salon." Drawing on his background in computers, he added that the "low cost of this electronic product is achieved by the fact it has only one single chip".

Integra, a division of Amstrad, has teamed up with skin-care specialists Beauty Through Herbs, which will supply a massage toning balm and a sport muscular gel cream to accompany the homecare body system. Together they have spent over pounds 1m on the Bodyskate, including the cost of advertising and a training programme for staff who will sell the system.

Mr Sugar, asked if he had used the Bodyskate himself, answered that he had not. But he noted that: "Although I have sold 7 million to 8 million computers in my lifetime, I still can't use one."

He has, however, tried Integra's first beauty product, the Integra Face Care System, to "get rid of the furrows on my forehead". These, he said, were "probably caused by worries about the relegation of Spurs".

Start your day with The Independent, sign up for daily news emails
News
ebookA unique anthology of reporting and analysis of a crucial period of history
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Money & Business

Guru Careers: Software Developer / C# Developer

£40-50K: Guru Careers: We are seeking an experienced Software / C# Developer w...

Neil Pavier: Management Accountant

£45,000 - £55,000: Neil Pavier: Are you looking for your next opportunity for ...

Sheridan Maine: Commercial Accountant

£45,000 - £55,000: Sheridan Maine: Are you a newly qualified ACA/ACCA/ACMA qua...

Laura Norton: Project Accountant

£50,000 - £60,000: Laura Norton: Are you looking for an opportunity within a w...

Day In a Page

Abuse - and the hell that came afterwards

Abuse - and the hell that follows

James Rhodes on the extraordinary legal battle to publish his memoir
Why we need a 'tranquility map' of England, according to campaigners

It's oh so quiet!

The case for a 'tranquility map' of England
'Timeless fashion': It may be a paradox, but the industry loves it

'Timeless fashion'

It may be a paradox, but the industry loves it
If the West needs a bridge to the 'moderates' inside Isis, maybe we could have done with Osama bin Laden staying alive after all

Could have done with Osama bin Laden staying alive?

Robert Fisk on the Fountainheads of World Evil in 2011 - and 2015
New exhibition celebrates the evolution of swimwear

Evolution of swimwear

From bathing dresses in the twenties to modern bikinis
Sun, sex and an anthropological study: One British academic's summer of hell in Magaluf

Sun, sex and an anthropological study

One academic’s summer of hell in Magaluf
From Shakespeare to Rising Damp... to Vicious

Frances de la Tour's 50-year triumph

'Rising Damp' brought De la Tour such recognition that she could be forgiven if she'd never been able to move on. But at 70, she continues to flourish - and to beguile
'That Whitsun, I was late getting away...'

Ian McMillan on the Whitsun Weddings

This weekend is Whitsun, and while the festival may no longer resonate, Larkin's best-loved poem, lives on - along with the train journey at the heart of it
Kathryn Williams explores the works and influences of Sylvia Plath in a new light

Songs from the bell jar

Kathryn Williams explores the works and influences of Sylvia Plath
How one man's day in high heels showed him that Cannes must change its 'no flats' policy

One man's day in high heels

...showed him that Cannes must change its 'flats' policy
Is a quiet crusade to reform executive pay bearing fruit?

Is a quiet crusade to reform executive pay bearing fruit?

Dominic Rossi of Fidelity says his pressure on business to control rewards is working. But why aren’t other fund managers helping?
The King David Hotel gives precious work to Palestinians - unless peace talks are on

King David Hotel: Palestinians not included

The King David is special to Jerusalem. Nick Kochan checked in and discovered it has some special arrangements, too
More people moving from Australia to New Zealand than in the other direction for first time in 24 years

End of the Aussie brain drain

More people moving from Australia to New Zealand than in the other direction for first time in 24 years
Meditation is touted as a cure for mental instability but can it actually be bad for you?

Can meditation be bad for you?

Researching a mass murder, Dr Miguel Farias discovered that, far from bringing inner peace, meditation can leave devotees in pieces
Eurovision 2015: Australians will be cheering on their first-ever entrant this Saturday

Australia's first-ever Eurovision entrant

Australia, a nation of kitsch-worshippers, has always loved the Eurovision Song Contest. Maggie Alderson says it'll fit in fine