Active Design

What Active Design does

Active Design is a UK-based manufacturer of specialist postural seating systems for wheelchair users with complex needs, including individuals with cerebral palsy, stroke, genetic disorders, and significant postural deformities. The company designs, manufactures and assembles its products at a 2,000 sqm factory in Witton, Birmingham, and supplies primarily to NHS wheelchair services, local authority social services departments, charities, and private clients across the United Kingdom. Its product portfolio spans modular seating systems (CAPS II, MiniCAPS, Fusion), custom-contoured carved foam solutions (MAPS) that use 3D body scanning, rigid moulded seating (Matrix), and remouldable backrest technology (Lynx), complemented by an Actiflex range of pelvic, trunk and limb supports and the Neo Wheelbase system. Notable technical differentiators include the 3D-scanning and six-axis robotic carving process for MAPS, adjustable Lynx backrests that can be reshaped through the product lifecycle, and CAPS II's grounding in Chailey Heritage Foundation research.

Active Design was founded in 1991 as a family-owned business and was acquired by AJM Healthcare, a national NHS and local authority wheelchair service provider, in April 2022. In the same transaction, AJM Healthcare also acquired Southwest Seating (SWS, founded 1993) and merged the two specialist seating businesses into the current Birmingham-based Active Design entity, combining Active Design's CAPS II / Fusion / carved-foam range with SWS's Matrix backrest and Neo Wheelbase portfolio. The company operates as a wholly-owned manufacturing subsidiary of AJM Healthcare, with Stephen Peck serving as AJM Healthcare's Managing Director.

Active Design makes money by selling bespoke and modular wheelchair seating hardware, with products classified as Class I medical devices under MDD 93/42/EEC and priced on a one-time, per-unit basis. Its go-to-market is enterprise field sales-led and event-driven: products are specified and prescribed by clinical professionals (seating therapists, occupational therapists, rehabilitation engineers), distributed through NHS wheelchair services and social services, supported by clinical education courses and industry events like the PMG Conference, and backed by a content marketing website. No public pricing is disclosed, and payment terms are 30 days net within the UK.

Name

Active Design

Legal name

Active Design Ltd

Website

https://activedesign.co.uk

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

Active Design is a UK-based manufacturer of bespoke postural seating systems for wheelchair users with complex needs, supplying modular, custom-contoured and hybrid seating to NHS wheelchair services, social services, charities, and private clients from its Birmingham factory.

Ownership category

akta.pro rank

Product category

Medical Seating Equipment

NAICS

Institutional Furniture Manufacturing (337127)

SIC

Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)

akta.pro primary industry

Seating & Positioning Systems (Cushions, Backs, Pressure Relief) (HLAHAMAB)

akta.pro secondary industry

Prosthetic Components & Rehabilitation Accessories (Liners, Feet, Knees, Sockets) (HLAHAMAD)

Keywords

• Postural seating systems
• Wheelchair seating equipment
• Custom contoured seating
• Medical seating devices
• Postural management products

Headquarters

HQ city

Birmingham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Medical Device and Seating System Sales: Active Design generates revenue primarily through the sale of specialist wheelchair seating systems and accessories, including modular seating (CAPS II, MiniCAPS, Fusion), custom contoured carved foam systems (MAPS), and hybrid solutions. Products are classified as Class I medical devices under MDD 93/42/EEC.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

Active Design manufactures specialist postural seating systems for wheelchair users with complex postural needs, including modular systems (CAPS II, MiniCAPS, Fusion), custom contoured carved foam seating (MAPS), rigid moulded seating (Matrix), remouldable backrests (Lynx), and a range of pelvic, trunk, and limb control supports (Actiflex). Products are manufactured and assembled at the Birmingham factory, classified as Class I medical devices, and supplied primarily through NHS wheelchair services, social services, charities, and private clients across the UK with international despatch capability.

Product overview

Active Design is a UK manufacturer of specialist postural seating products for wheelchair users with complex needs. The product portfolio includes modular seating systems (CAPS II, MiniCAPS, Fusion), custom contoured solutions (MAPS carved foam, Matrix), and hybrid combinations (Lynx CAPS II). These core seating systems are complemented by the Actiflex range of pelvic, trunk and limb control supports including harnesses, lap straps, and limb positioning aids. The company also offers the Neo Wheelbase and various accessories. All products are manufactured at the Birmingham factory and can be customized to individual client requirements, with the ability to create bespoke solutions beyond the standard range.

Differentiator

Problem solved

Functional benefit

Brands

• CAPS II: Modular wheelchair postural seating system developed based on Chailey Heritage Foundation research, supporting pelvic stability and balanced sitting posture.
• MiniCAPS
• MAPS
• Matrix Seating
• Fusion
• Actiflex
• Lynx
• Neo Wheelbase

Products and services

• CAPS II Seating System A clinically-informed modular seating system designed to support balanced sitting posture and postural development, providing pelvic and trunk control through adjustable components including sacral support, knee blocks, thoracic laterals, and head support. For wheelchair users with complex postural needs prescribed by clinical professionals.
• MiniCAPS A paediatric version of the CAPS II modular seating system designed to promote the development of postural skills in sitting for children, featuring built-in adjustment allowing the seat to grow with the individual.
• MAPS Custom Contoured Seating Custom-contoured carved foam seating for individuals with complex postural deformities, using 3D scanning techniques to obtain accurate body shapes that are then carved from foam blocks using computer-controlled six-axis milling and finished with custom covers.
• Matrix Seating A rigid custom moulded seating solution using components originally designed by engineers at University College London, featuring long-term adjustability suitable for growing users and an open structure that reduces overheating.
• Fusion Custom Built System A lightweight, adaptable modular seating system based on CAPS II principles, offering an affordable NHS prescribing option with built-in seat depth, width, and backrest height adjustment and detachable components for lighter lifting loads.
• Lynx CAPS II Hybrid Seating System Combines the adjustable Lynx remouldable backrest material with the CAPS II seating system to provide increased postural support and accommodate fixed spinal deformities through complex 3-dimensional shaping that can be adjusted throughout the product lifecycle.
• Neo Wheelbase A versatile and robust wheelbase system providing a foundation for specialist seating, available with compatible interface kits including brackets, clip lugs, cams, and pivot tubes.
• Actiflex Pelvic Control Solutions Lap straps and pelvic positioning belts within the Actiflex range designed for durability, comfort, and clinical adjustment, featuring cushioned construction with wipe-clean surfaces and multiple buckle style options.
• Actiflex Trunk Control Solutions Harnesses for dynamic postural support including H-Type, X-Type, Dynaflex, Slimline Dynamic, Bandido, and Padded Chest Strap, constructed using cushioned core materials, two-way stretch fabrics, and wipe-clean Dartex face.
• Actiflex Limb Control Solutions Upper and lower limb supports including Ankle Snuggs (for stable foot positioning with 2-point or 4-point configurations) and Houdini Wrist Straps (for upper limb control with fleece cuffs), made from Actiflex materials for durability.
• Other Accessories Additional seating accessories including pommels, footboxes, and headrests designed to complement the seating systems and provide customized support options.

Quantifiable outcome

• Improvement in postural ability visible within two weeks of seating provision
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

Two partnerships are on record, tiered minor and core.

• QEF (Queen Elizabeth's Foundation)minorStrategic or Co-development PartnerQEF partnered with Active Design to produce educational content about flying with a disability. QEF, in partnership with the UK Civil Aviation Authority, produced a film providing information and insights about air travel for wheelchair users.
• Chailey Heritage Clinical ServicescoreStrategic or Co-development PartnerChailey Heritage Clinical Services conducted the original research that led to CAPS II seating system development. They are longstanding leaders in postural management research and have developed the Chailey Levels of Ability assessment tool used by clinicians worldwide. Active Design manufactures CAPS II and related products under this research partnership.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Convaid (Etac): Convaid produces special needs buggies, strollers, and transit wheelchairs with postural support, comparable to the lighter end of Active Design's seating range. It serves overlapping paediatric and complex needs populations, particularly through NHS and social services channels.
• CareFlex: CareFlex is a UK-based specialist seating manufacturer focused on pressure care and postural management chairs, directly comparable to Active Design's positioning. They target overlapping NHS and social services channels for complex postural needs, particularly in adult and bariatric segments.
• Leckey (Sunrise Medical): Leckey is the leading paediatric postural seating brand in the UK and Ireland, now owned by Sunrise Medical. It directly competes with Active Design's MiniCAPS, CAPS II, and Matrix products in NHS paediatric wheelchair prescriptions, with overlapping clinical research and prescriber relationships.
• Bodypoint: Bodypoint designs and manufactures postural positioning hardware including pelvic belts, harnesses, and trunk supports, directly comparable to Active Design's Actiflex range. It supplies to wheelchair manufacturers and the NHS through the same prescriber channel, making it a direct competitor on accessories and supports.
• R82 (Etac): R82, owned by Etac, produces specialist seating and mobility equipment for children and adults with disabilities. It competes with Active Design across paediatric and adult postural seating, including the equivalent of carved foam and modular systems, with international distribution reach that exceeds Active Design's.
• Jenx (Etac): Jenx is a UK paediatric postural equipment manufacturer, now part of Etac. It competes directly with Active Design's MiniCAPS and CAPS II in NHS paediatric seating, with a similar emphasis on modular adjustability for growing children with complex needs.

Broad incumbents

• Permobil: Permobil is a global leader in power wheelchairs and seating systems, including complex rehab and custom seating solutions. While it operates at much greater scale than Active Design and focuses on powered mobility, its ROHO and custom seating offerings overlap in addressing complex postural needs.
• Ottobock: Ottobock is a global prosthetics, orthotics, and mobility group with custom seating capabilities in its wheelchair and rehab portfolio. It competes with Active Design in NHS complex rehab wheelchair and seating provisions, with significantly broader product breadth and global distribution.
• Etac: Etac is a Swedish-based mobility and postural equipment group owning R82, Jenx, and Convaid. It competes broadly with Active Design across paediatric and adult specialist seating, with significantly greater international scale and multiple direct brand competitors to Active Design's product lines.
• Sunrise Medical: Sunrise Medical is a global mobility and seating manufacturer and the parent of Leckey, directly competing with Active Design in NHS wheelchair and specialist seating. It offers broader product breadth including manual and power wheelchairs, but its Leckey subsidiary is the most direct specialist seating competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/active-design-ltd
• Xx.com/activedesignltd
• Facebookfacebook.com/activedesignuk

Compliance2 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 Active Design