Athlete to visit Norwich to launch safety equipment

A Norfolk businessman has teamed up with former Olympic athlete Steve Cram to launch a new range of equipment which will keep runners, cyclists, adventurers and even luggage safe.

Andy Keats, who runs Alert Sport ID Ltd in East Tuddenham, has been working with the 1984 Olympic 1500 metres silver medallist to devise a range of new safety equipment.

The products, which include wristbands, key fobs, travel tags, and stickers, have been developed to provide peace of mind assurance to the wearer and their families.

Mr Keats, who has more than 15 years experience in delivering identification services, said wearers would have their details, personal and medical, stored on line and an ID number on the product.

This means that if the wearer becomes ill, is involved in an accident or just needs assistance, the person who finds them will be able to contact the Cram-Alert 24/7 Emergency Response Team who will in turn contact the next of kin.

They will also be told about any registered medical conditions, crisis plans and any required medication for use by the emergency services.

Mr Keats said the products, which will be launched later this month, have been devised following the death of Steve's brother Kevin, who died while out on a run in 2002.

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He said: 'He had no ID on him whatsoever. The problem was that because he had no ID, he was not identifiable. Therefore, it took 48 hours before anyone contacted Steve to say his brother had died because no-one knew who he was.

'What we do is if you were found unable to communicate, we would communicate with the finder like your best friend would. We would be able to tell them if you're asthmatic, or allergic to penicillin, or whatever. We would be able to let people know about your medical conditions.'

In the meantime the Emergency Response Team would be contacting next of kin and the emergency services.

Steve was the first man to run 1500 metres under 3 minutes 30 seconds and won gold in the World Championships in 1983.

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