Polecam

What Polecam does

Polecam Ltd is a Bedford, UK-based designer and manufacturer of portable, modular camera crane systems founded in 1998 by Steffan Hewitt. The company's core product is a carbon-fibre camera jib that extends from 1.5m to 8m and can be operated by a single person, supported by an extensive accessory ecosystem (bases, dollys, cases, T-bars, cable management). Its second product line is the AutoPod family of remotely operated, programmable telescopic elevation units that add the fourth axis (elevation) to PTZ cameras — comprising AutoPod Plus, AutoPod Ultra, and the Panasonic-exclusive PanaPod. A third line covers specialist rigs: IntelliJib through-net camera systems for football, a Medical Theatre Rig for surgical and veterinary use, the FishFace underwater housing, the SkyJib truss-mounted crane, and the Ostrich industrial inspection pole.

Polecam generates revenue primarily through one-time hardware sales at price points ranging from £1,295 (Ostrich industrial inspection system) to £29,935+ (Pro Pack crane kit), with elevation systems between £2,963 and £7,188 depending on configuration. Distribution is a hybrid model: direct sales via the company website and sales team for custom configurations, complemented by a global network of rental dealers (Jitacam, AMV, Vis-A-Vis Video, Treefort, Creative Technology, 4Wall UK, Cineworks, High Viz, Villrich Broadcast), and channel-exclusive arrangements including Panasonic authorized dealers for PanaPod, 1SourceVideo for North America (appointed November 2025), and Magna in Oz for Australia/Oceania (appointed January 2025).

The customer base spans broadcast television (BBC, Al Jazeera), streaming (Netflix Formula One Drive to Survive), major concert tours (Madonna Celebration Tour, Oasis reunion, Muse, Sam Smith), elite sports events (FIFA World Cup 2026, UEFA Women's Euro 2025, Concacaf Gold Cup, World Ski Jumping Championships), medical and veterinary institutions, motorsport (Formula E), and industrial inspection applications. Equipment is sold and rented globally from the company's headquarters at 4b Kenneth Way, Wilstead Industrial Park, Bedford. The company employs 11–50 staff including founder Steffan Hewitt, Director Mike Macdonell, General Manager Liz Wanden (joined 2025), Production Manager Marek Jamroz (since 2012), Engineer Josh Brewer, and Technician Ryan Sandifer. Polecam remains privately held with no disclosed institutional investment.

Name

Polecam

Legal name

Polecam Ltd

Website

https://polecam.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Polecam Ltd is a UK-based manufacturer of portable carbon-fibre camera crane systems and PTZ elevation units (AutoPod, PanaPod) serving broadcast, sports, medical, music touring, and industrial inspection markets globally.

Ownership category

akta.pro rank

Product category

Broadcast Camera Equipment

NAICS

Audio and Video Equipment Manufacturing (33431)

SIC

Services-Motion Picture & Video Tape Production (7812)

akta.pro primary industry

Gimbals, Stabilizers & Camera Rigs (Handheld, Wearable, Drone Gimbals) (CRACAPAE)

akta.pro secondary industries

Tripods, Mounts & Supports (Tripods, Monopods, Clamps, Action Mounts) (CRACAPAI), Video Camera & Production Gear Retail (Camcorders, Cinema Cameras, Rigs) (CRACAHAB)

Keywords

• Portable camera cranes
• PTZ elevation systems
• Broadcast camera jibs
• Medical camera rigs
• Industrial inspection poles

Headquarters

HQ city

Kempston

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Camera Crane Hardware Sales: Sale of Polecam camera jib systems including Pro Pack, Starter Pack+, and Skeleton Rig. Pricing ranges from £8,795 to £29,935+ depending on configuration and accessories.
2. Elevation System Sales: Sale of AutoPod, AutoPod Plus, AutoPod Ultra, and PanaPod elevation systems. Prices start from £2,963.50 for Basic Permanent Install Kit up to £7,188.55 for Dual Leg Travel Kit.
3. Equipment Rentals: Full range of kit available for hire on short and long term basis through global dealer network. Rental partners in USA (Jitacam, AMV, Vis-A-Vis, Treefort), UK (4Wall, Creative Technology, Cineworks, High Viz), and Europe (Villrich Broadcast).
4. Specialist Rig Systems: Sale of specialized systems including IntelliJib (from £29,760), Medical Theatre Rig (from £29,935), FishFace underwater system (from £7,000), and SkyJib modular jib.
5. Industrial Inspection Equipment: The Ostrich industrial inspection pole system priced at £1,295-£1,735 as a complete turnkey system with camera and accessories.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Polecam designs, manufactures and sells modular carbon fibre portable camera crane systems and remotely operated telescopic PTZ elevation units (AutoPod family and PanaPod). The company also produces specialist camera rigs for medical/veterinary theatres, underwater (FishFace), through-net sports (IntelliJib), truss-suspended filming (SkyJib), and the Ostrich industrial inspection pole camera system, sold direct and through a global rental dealer and authorised reseller network.

Product overview

Polecam is a UK-based manufacturer of portable camera crane systems founded in 1998, offering three main product families: Polecam Rigs (portable camera jibs for broadcast and film), Elevation Systems (AutoPod Plus, AutoPod Ultra, and PanaPod telescopic elevation units), and Specialist Rigs (IntelliJib, Medical Theatre, FishFace, SkyJib). The core Polecam system is a modular carbon fibre camera crane extending from 1.5m to 8m, operated by a single person. The AutoPod family provides the fourth axis of PTZ camera movement (elevation), compatible with Panasonic PTZ cameras (PanaPod) and other brands (AutoPod). The company serves broadcast, sports, medical, military, industrial, corporate, natural history, property, wedding, and music markets globally, with equipment rented through dealers in USA, UK, and Europe.

Differentiator

Problem solved

Functional benefit

Products and services

• Polecam Starter Pack+ (PSP+) Portable camera crane system using carbon fibre tubes extending from 1.5m (5') to 8m (26') with modular aluminium back-end, designed for single-operator broadcast quality camera movements.
• Polecam Pro Pack (PPP) Complete turn-key camera crane solution packed in 2x Pelicases and 1x counterweight case, offering ultimate portability for operators who want to add their own camera.
• Polecam Skeleton Rig Rig that enables swift mounting of DJI Ronin/M and Freefly MoVi gyro stabilized gimbal systems using existing wedge plate and toad-in-the-hole mounting systems.
• AutoPod Plus Remotely operated programmable telescopic elevation unit providing the fourth axis (Elevation) for PTZ cameras, teleprompters, gyro remotes, cameras, and speakers; works with Panasonic AW, Sony Visca, Bitfocus Companion and Skaarhoj controllers.
• AutoPod Ultra Enhanced elevation system with SDS tripod legs and folding dolly with cable guarded wheels, providing extra height and stability for studio environments.
• PanaPod Bespoke elevation unit specifically designed for Panasonic PTZ cameras, available exclusively through Panasonic authorised dealers; supports up to 35kg per unit, and two units can combine for 3m maximum height.
• The Ostrich Industrial Inspection Camera System Industrial inspection pole camera system with 6m telescopic carbon fibre pole (4 sections) collapsing to 1.7m, or optional 10m (8 sections); includes Kodak SL10 camera with 10X optical zoom, 2000 Lumen torch, self-powering tilt, and smartphone control.
• IntelliJib Polecam-based through-the-net camera system for Premier League Football and sports events, featuring high-speed cameras for capturing action behind goals.
• Polecam Medical Theatre Rig Flexible 4K, UHD and HD camera platform for medical and veterinary theatre applications, providing overhead unrestricted views without compromising the surgical team.
• FishFace Rig (FF100) Completely submersible pan and tilt head with camera housing for aquatic sports and wildlife applications.
• SkyJib Next-generation remote camera crane suspended from stage or studio lighting truss, providing a modular quick-rig system for creative filming angles.

Quantifiable outcome

• Used for 1.6 million audience concert at Rio Copacabana
• +3 more outcomes

Named customers15 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature6 records

Partnerships

Twelve partnerships are on record, tiered flagship, major, regional, core, integration and show presence.

• DensitronflagshipImplementation/ SI/ Consulting Partner · 19 June 2026Densitron integrated AutoPod Plus elevation systems into BBC Game Changers studio build, including ProDeck Touchscreen integration. Collaborative engineering project for broadcast studio automation.
• 1SourceVideomajorChannel Partner/ Reseller/ Distributor · 13 November 2025Appointed distributor for AutoPod Systems in North America. Launched at NAB New York Show in October 2025 following initial meeting at NAB Vegas 2025.
• Magna in Oz (Magnamedia)regionalChannel Partner/ Reseller/ Distributor · 23 January 2025Appointed preferred Polecam reseller covering Australia/Oceania region, announced January 2025 via Broadcast Beat.
• Danmon Group SwedenregionalImplementation/ SI/ Consulting Partner · 5 July 2023Installed PanaPods at SPSM (Specialpedagogiska Skolmyndigheten - National Agency for Special Needs Education) for studio applications with Panasonic AW-UE150 cameras and prompter solutions.
• Panasonic ConnectcoreTechnology or IntegrationPanaPod is an elevation unit specifically designed for Panasonic PTZ cameras. Exclusive partnership where PanaPod can only be bought and sold by Panasonic authorised dealers. Deep integration with Panasonic RP remote panels, Easy IP Setup software, and AW-RP panel compatibility.
• CyanviewintegrationTechnology or IntegrationCyanview provides RCP (Remote Control Panel) with joystick configured for various cameras with Tally and BlackMagic Zoom Demand. Technical support and integration assistance for IP-based camera control.
• Cartoni USAshow presenceChannel Partner/ Reseller/ DistributorCartoni USA hosts Polecam/AutoPod products at their booth during NAB Show Las Vegas, providing US market presence.
• Villrich BroadcastmajorChannel Partner/ Reseller/ DistributorVillrich Broadcast (Netherlands) serves as European rental and sales partner. Exhibits with Polecam at major shows including IBC and ISE. Provides integration services including AutoPod Plus installations.
• WaterbirdintegrationTechnology or IntegrationWaterbird produces slider and track systems compatible with AutoPod Plus. Joint demonstrations at NAB 2024 and music tours. Enables AutoPod Plus on wireless Waterbird track systems with onboard batteries.
• Telescriptshow presenceTechnology or IntegrationJoint presence at trade shows including NAB and ISE. Telescript teleprompter solutions integrate with AutoPod and PanaPod elevation systems.
• CVPregionalChannel Partner/ Reseller/ DistributorCVP (UK) provides AutoPod Plus equipment to Paramount productions and hosts industry events where Steffan Hewitt received GTC Chairman's Award.
• Villrich BroadcastregionalChannel Partner/ Reseller/ DistributorVillrich Broadcast installed AutoPod Plus System on 5m Waterbird track in The Netherlands, providing complete rental and integration services.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Others

• Panasonic Connect: Strategic OEM partner for Polecam's PanaPod line - Panasonic PTZ cameras are the host hardware for Polecam's exclusive elevation unit. Not a competitor but a critical channel and product dependency for the PanaPod revenue stream.
• Cyanview: Belgium-based provider of remote camera control panels and IP-based RCP solutions. Technology integration partner (Cyanview RCP works with Polecam elevation units) - adjacent in broadcast camera control ecosystem.
• Autoscript (Vitec Group): Teleprompter manufacturer with deep broadcast studio integration. Polecam integrates with Telescript (not Autoscript) but Autoscript is the dominant teleprompter choice in the same broadcast customers Polecam serves - relevant for understanding adjacent ecosystem dependencies.

Emerging players

• DJI: Global leader in drones and gimbals (Ronin series). Adjacent competitor in camera movement - Polecam's Skeleton Rig is specifically designed to mount DJI Ronin/M and Freefly MoVi gimbals, indicating DJI is both a partner and competitive threat in the gimbal-stabilised camera category.

Direct peers

• Cartoni: Italian manufacturer of professional camera support systems (tripod heads, pedestals, jibs) for film and broadcast. Direct peer in the camera crane/jib category - exhibits alongside Polecam at NAB, IBC, and ISE, and shares the same broadcast and cinema customer base.
• Egripment: Dutch manufacturer of remote-controlled camera cranes, telescopic columns, and studio camera support systems. Most direct peer in elevating PTZ/remote camera systems, with comparable products in broadcast studio automation and live events.
• Mark Roberts Motion Control: UK-based specialist in robotic camera systems, motion control rigs, and automated broadcast cameras. Comparable in serving broadcast studios, sports, and live productions with programmable, remote-controlled camera platforms.

Broad incumbents

• Sachtler (Vitec Group): Premium broadcast/ENG camera support brand under Vitec Group. Competes with Polecam in portable camera support and tripods, with deeper distribution into news and documentary production.
• Vinten (Vitec Group): Established broadcast camera support manufacturer (pedestals, robotic heads, tripods) owned by Vitec Group. Serves the same studio and live broadcast customers as Polecam but with a much larger product portfolio, broader engineering resources, and global service network.
• Miller Tripods: Australian-founded camera support manufacturer (tripods, fluid heads) owned by Vitec Group. Overlaps with Polecam in portable camera support, particularly for ENG and broadcast production.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/in/matthias-gollmer

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

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 Polecam