What Super Rod does

Super Rod, legally Super Rod Limited, is a UK-based designer and manufacturer of cable routing and inspection tools for professional electricians, founded in 2001 and headquartered in Blaenavon, Wales. The company's core product platform centres on flexible cable rod sets (Mega, Deluxe, Super Six, Standard, Tool Box, Handy, and Polymer Rod Sets) used to route cable through voids, floors, and walls, complemented by a broader ecosystem that includes wireless inspection cameras (Super Cam V6.5, V7, V8 with up to 120m coiled range), drilling systems (Duoxim Arbor, Cavity Master, Flexi Drill Kit, Quick Drill), magnetic retrieval and routing accessories (Gekko Gripper, Super Chain & Magnet Set, Super Magnet), and specialised testing links (IR Link, R1 R2 Link) for compliance-driven workflows. The product line is differentiated by problem-solving design developed with end-user feedback and is supported by ISO 9001 accreditation and EDATA Gold Standard data quality.

The company operates a pure hardware sales revenue model, selling one-time purchases to individual tradesmen and electrical contracting firms through a wholesale-led go-to-market motion. Primary distribution is through City Electrical Factors (CEF) Online and other UK electrical wholesalers, with international reach via the 2014 Klein Tools partnership and the Super Rod & Klein Tools Trades Club UK loyalty programme. Marketing is centred on YouTube product demonstrations, multi-platform organic social (Instagram, TikTok, Facebook, X, LinkedIn), email newsletters, trade events (CEF Live, Installer Show), and high-profile electrical safety advocacy campaigns such as the Safe Isolation Survey, which grew respondent count 39% to 2,844 in 2024.

Super Rod reports serving hundreds of thousands of customers worldwide, maintains 11-50 employees, and operates as an independent, privately held company without disclosed external funding. The 2025 calendar year marks its 25th anniversary, with continued product launches (QuikReel Max, Glow Fish), expansion into solar installation tools, and onboarding of complementary distributed brands (CBS Products, Ergodyne) signalling incremental rather than transformative growth.

Name

Super Rod

Legal name

Super Rod Limited

Website

https://super-rod.co.uk

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Super Rod designs and manufactures cable routing rods, inspection cameras, drilling systems, and electrical testing accessories for professional electricians, distributing through UK and European electrical wholesalers including CEF and Klein Tools since 2001.

Ownership category

akta.pro rank

Product category

Electrical Installation Tools

NAICS

Other Electrical Equipment and Component Manufacturing (3359)

SIC

Electronic & Other Electrical Equipment (No Computer Equip) (3600)

akta.pro primary industry

Connectors, Terminals & Lugs (industrial connectors, terminal blocks, lugs, ferrules, splices) (IMAGAEAE)

akta.pro secondary industry

Cable Accessories & Joints/Terminations (splices, joints, terminations, link boxes) (EUADADAC)

Keywords

• Cable routing tools
• Electrical installation tools
• Inspection cameras
• Cable rod sets
• Electrician accessories

Headquarters

HQ city

Blaenavon

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Hardware product sales: Super Rod generates revenue through the manufacture and sale of physical cable routing and inspection tools. Products are sold as one-time purchases through electrical wholesalers and distributors, with no recurring subscription component.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels10 records

Core offering

Super Rod designs and manufactures cable routing and inspection tools for professional electricians. The product range includes flexible cable rod sets, wireless and coiled inspection cameras, magnetic retrieval tools, drilling systems (Duoxim Arbor, Cavity Master, Flexi Drill, Quick Drill), cable installation accessories, and testing tools. Products are sold through electrical wholesalers and trade distributors in the UK and internationally, complemented by a Klein Tools distribution partnership.

Product overview

Super Rod is a UK-based manufacturer of cable routing and installation tools for professional electricians, established in 2001 and headquartered in Blaenavon, Wales. The product portfolio centers on cable rods and rod sets (Mega Set, Deluxe Set, Super Six Set, Standard Set, Tool Box Set, Handy Set, and Polymer Rod Sets) that form the core platform for routing cable through complex installations. These are complemented by specialized inspection cameras (Super Cam V6.5, V7, V8) for visual inspections in hard-to-reach areas, drilling systems (Duoxim Arbor, Cavity Master, Flexi Drill Kit, Quick Drill) for creating pathways through walls and floors, cable installation tools (Gekko Gripper, Super Grip, Cable Tongue, R1 R2 Link, IR Link) for specialized tasks, and accessories (Chain & Magnet, Glider, Carry Case). The company partners with Klein Tools and operates the Super Rod & Klein Tools Trades Club UK program for customer engagement.

Differentiator

Problem solved

Functional benefit

Products and services

• Super Rod Cable Rod Sets A range of cable rod sets (Mega, Deluxe, Standard, Super Six, Tool Box, Handy, and Polymer variants) designed to help electricians route cable through voids, walls, and floors. Core platform product for professional cable installation work.
• Super Cam V6.5 Wireless Inspection Camera (SRCAMV6.5) 20m wireless inspection camera that streams high-resolution video to a smart device in real time. Features Always Up Mode gyroscopic navigation, built-in voltage detector (50V-1000V AC), and multi-device connectivity. Includes padded case, flexi lead, gooseneck, tuff hook, adaptors, gender changer, super magnet, telescopic stick, and Type-C charging cable.
• Super Cam V7 Coiled Inspection Camera (SRCAMV7) Innovative coiled inspection camera with a 30m spooled system for long-distance inspection. Features a high-quality camera with record function, sprung camera head with integral light source, and Glider attachment for navigating long inspection runs.
• Super Cam V8 Long Range Inspection Camera (SRCAMV8) Long-range coiled inspection camera with 120m coil on a robust frame. Features DVR monitor with built-in battery, Micro SD card recording, and large Glider attachments for extensive inspection distances.
• Super Cam Max Inspection Camera (SRCAMV6.5MAX) 20m wireless inspection camera with high-resolution streaming to smart devices, built-in voltage detector (50V-1000V AC), gyroscopic navigation (Always Up Mode), and multi-device connectivity for simultaneous viewing.
• Gekko Gripper (SRGG) Magnetic cable routing solution for navigating floor voids and false walls with insulation. Features 6m heavy duty nylon cord, wide magnetic surface, rapid cord coiling, built-in stud finder, and magnetic van storage.
• Super Chain & Magnet Set (SRSCMS) Strong chain and magnet set for routing and retrieving cable rods. Super chain offers 3x strength of standard chain and twice the magnetic pull, with lifting capacity up to 2.5kg. Includes three chain lengths for varied job requirements.
• IR Link High-strength magnetic link for Insulation Resistance testing of Line and Neutral to Earth at 250V on RCBO protected circuits. CAT III rated, eliminating the need to remove conductors from RCBOs for faster EICR completion.
• Duoxim Arbor (SRDA.1) Innovative dual-functionality system for enlarging existing holes, ideal for expanding holes for downlights in ceilings. Compatible with all traditional hole saws 32mm and above, with no attachment or assembly required.
• Cavity Master (CRCA1) Access, route and close tool for floor and wall cavities. Includes arbor, drill, and 5 solid cover plates for quick opening and sealing of cavities. Compatible with mesh plates for wall concealment.
• Flexi Drill Kit (SRFD1.2X5-10) Flexible cable routing tool for drilling through noggins, joists and wooden obstructions on the bend. Features a 1.2 metre carbon steel primary drill bit with yellow guide ball to prevent misdirection.
• QuikReel Max Cable dispensing reel system designed to dispense cable smarter and quicker from various spool sizes, building on the original QuikReel with enhanced capacity for professional electrical installers.
• Glow Fish New 2025 cable routing accessory introduced as part of Super Rod's 25th anniversary product line.
• Double Ended Super Grip (CRSKD-1114) Used to speed up installation of new cables into pre-existing installations. Attach old cable to one end and new cable to the other. Handles 11-14mm diameter cables or multiple cables at once.
• Cable Jack Plus (SRJK-PLUS) Adjustable cable dispensing stand for dispensing cable from various size spools, with adjustable setup for different spool configurations.
• Quick Drill Sleeved System (SRSDQ22, SRSDQ28) Drill bit and sleeve technology for passing cable or pipe through cavity walls up to 345mm deep in a single operation. UK Gas regulation compliant. Available in 22mm and 28mm sizes.

Quantifiable outcome

• Every Super Rod tool is created to help you work smarter, saving installers and contractors millions of labour hours each year.
• +1 more outcomes

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature12 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Klein ToolscoreChannel Partner/ Reseller/ Distributor · 1 January 2014In 2014, Super Rod partnered with Klein Tools, the world's leading manufacturer of hand tools designed specifically for the professional electrician. This partnership enhances Super Rod's offer to European contractors by combining Super Rod's cable routing tools with Klein Tools' hand tool range. Products are distributed alongside each other, and the partnership includes joint initiatives such as the Super Rod & Klein Tools Trades Club UK programme.
• Electrical Distributors Association (EDA)minorOthersSuper Rod is an active member of the EDA, a reputable trade organisation focused on supporting electrical wholesale distributors in the UK. Membership provides networking opportunities, industry advocacy, and keeps Super Rod updated with industry trends and best practices.
• CEDIAminorOthersSuper Rod is affiliated with CEDIA, the global association for the home technology industry. This membership showcases Super Rod's involvement in the smart home and home automation sector and emphasises commitment to cutting-edge technology within the electrical landscape.
• NAPITminorOthersSuper Rod collaborates with NAPIT (National Association of Professional Inspectors and Testers), a Government-approved and UKAS accredited membership scheme operator in the building services sector. The collaboration focuses on continuous development of the electrical industry.
• SELECTminorOthersSuper Rod is a member of SELECT, the trade association for the electrical contracting industry in Scotland.
• Electrical Safety Roundtable (ESR)minorOthersSuper Rod actively participates in the Electrical Safety Roundtable, an organisation that celebrates organisations and individuals making significant contributions to enhancing electrical safety. Malcolm Duncan received the ESR Derek Thompson Industry Service Award in 2024.
• City Electrical Factors (CEF)coreChannel Partner/ Reseller/ DistributorCEF (City Electrical Factors) is a major electrical wholesale distributor carrying Super Rod products. CEF Online processes over 80,000 orders per month and features Super Rod products prominently. CEF provides Super Rod with significant distribution reach across the UK.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Klein Tools: US-headquartered, 160-year-old manufacturer of professional hand tools for electricians. Klein Tools is both Super Rod's distribution partner and a broad incumbent, offering an extensive electrician tool portfolio that overlaps with Super Rod's cable routing and inspection category.
• Knipex: German premium pliers and hand tool manufacturer widely stocked by UK and European electrical wholesalers. Knipex competes with Super Rod for electrician wallet share in the broader professional tool category, particularly through its cable and installation tool lines.
• Milwaukee Tool (Techtronic Industries): Major power tool and accessory brand owned by Techtronic Industries, with a strong electrician-focused product line. Milwaukee competes with Super Rod for professional electrician spend, particularly through inspection cameras and installation accessories.
• Wera: German premium screwdriver and tool brand for professional trades including electricians. Wera overlaps with Super Rod in serving UK/European electrician tool buyers with VDE-insulated and specialized installation tools.
• Stanley Black & Decker: Global tool conglomerate owning Stanley, DEWALT, Facom, and other trade brands. Through Facom and Stanley, the group competes broadly with Super Rod in the professional electrician tool segment and could enter the cable routing niche with substantially greater resources.
• Bahco (SNA Europe): European professional hand tool brand owned by Snap-on, supplying the electrical and construction trades. Bahco's electrician tool range overlaps with Super Rod's customer base at UK and European wholesalers.
• Wiha Tools: German precision tool specialist serving electronics, electrical, and industrial customers. Wiha's VDE-insulated electrician tools and installation accessories compete for the same end-user spend as Super Rod at UK and European trade counters.

Regional players

• Trend Tool Technology: UK-based manufacturer of woodworking and routing tools, with overlap in drilling and routing accessories used by tradesmen. While primarily woodworking-focused, Trend competes in adjacent categories at the same UK electrical and construction wholesale channels.

Direct peers

• Armeg: UK-based manufacturer of cable installation and routing tools (including Tuff Sets and cable rods). Armeg is the most direct competitor to Super Rod, serving the same professional electrician customer base with overlapping cable routing and drilling product lines.
• CK Tools (Carl Kammerling): UK-based manufacturer of hand tools specifically engineered for professional electricians. CK Tools targets the same UK electrical wholesale channel (CEF, Rexel, Edmundson) and tradesman customer base with comparable cable installation and electrical tools.

Market position

Strengths5 records

Weaknesses3 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SuperRodUK
• YouTubeyoutube.com/user/SuperRodUK
• Facebooken-gb.facebook.com/SuperRodUK
• LinkedInlinkedin.com/company/super-rod
• Instagraminstagram.com/superroduk
• TikToktiktok.com/@superroduk

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Super Rod