Echelon Sport is the only UK manufacturer of plastic shuttlecocks and supplies own brand
and white label products in the UK and overseas. Badminton is the second largest
participation sport worldwide after soccer and the number of players is increasing.
Shuttlecocks are either made from goose feathers (‘feather’) or are made out of nylon
(‘plastics’). The wholly grail for the ‘plastic’ is to emulate the properties of a’ feather ‘with
the durability of the synthetic product. With new ‘brands’ coming into the badminton market,
there is a demand for innovative products, which enhance the properties of the plastic
shuttlecock. Echelon is developing a new synthetic shuttlecock designed to out perform
products that are currently available. The outline proposition aims to use the properties and
design principles of the turbine, normally used to power or drive air and thus create thrust, to
have the reverse effect and create spin in a shuttlecock. Spin is an essential element of
shuttlecock flight, as spin, as used in ballistics is the way to maintain and control a direct/
straight flight path. The outline design has theoretical flight advantages however the ability to
produce the design in lightweight plastics, in high volumes, is unknown. If the desired flight
properties can be achieved and the part can be produced in volume at speed and at a
reasonable cost, it will increase the world position of Echelon Sport and grow revenues both
by increasing volumes and reaching new markets and providing direct competition to the
Japanese and Taiwanese, who are the lead producers of this product. The sport has an
extremely high profile in the Asian market and this development will accelerate market
penetration for Echelon outside of Europe.