Les Mills SmartBand is a piece of equipment used in group fitness studios to add resistance to exercise moves. Typically these products will be stretched over 250% in length (1.2 m out to 4.2 m) tens of thousands of times. Incumbent products are flawed as they have a short life, fail dangerously and catastrophically and are clumsy in execution. Our task ˗ to reimagine the product and make it inherently safe. The problem though is no such material existed with the right properties that can be injection-moulded so we needed to invent it. We then went on to design an elegant product with high brand values and with added functionality and user benefit.