Stoke-on-Trent ‘Trainer innovation’ under starter’s orders - Inward investment chiefs have hailed the work of a North Staffordshire inventor, who is set to revolutionise the world of athletics and keep fit. Development agency InStaffs believes Adri Hartveld, a chartered physiotherapist of 25 years, has used the area’s outstanding academic resources and tradition of creativity to develop a new ‘heelless’ technology for running shoes, further reinforcing Stoke-on-Trent and North Staffordshire’s growing reputation in medical technologies and healthcare. The ‘Healus’ uses the revolutionary slant sole design to ensure that the heel bone is decelerated over a greater distance, with the special shock absorbing material and plates ensuring that the impact on the body is more than halved. “It’s basically a heelless running shoe,” explained Adri. “I’ve spent a great deal of time and effort in examining the injuries and performance of people who run, whether that is in competition or those who just like to keep fit.