Success in a wristy business

Tauranga businesswoman Diane Howell will be taking particular interest in the performance of the New Zealand Sevens rugby team in Wellington this weekend, and in the Hurricanes during their Super 15 campaign.
Most of those players will be wearing power bands developed by her sons, Brendan and Peter Howell. The top-level players, and other sportspeople, reckon the bands - containing holograms with concentrated doses of frequencies - will help them improve their strength, balance, flexibility and endurance.
The power bands are the latest in sports evolution and the Howells formed their company, EKEN, to sell their product into sports, surf, natural health shops and pharmacies in Australia and New Zealand.
They are also exploring sales opportunities in United States, Canada and Germany.
Rugby league great Billy Slater wears an EKEN power band, so does Australian international netballer Julie Corletto, basketballer Joe Ingles and WBF world bantam weight boxing champion Susie Ramadan.
Some of the New Zealand Sevens rugby players were wearing them when they collected their gold medals at the Commonwealth Games in Delhi.
Asked if the power bands actually improved performance, Sevens coach Gordon Tietjens said: "It's a difficult one. A lot are wearing them - sports people and even older people. It does seem to help balance and flexibility, that sort of stuff.
"We can't work it out. When you do the balance tests with and without the bands there's certainly a difference.
"You stand on one leg, without the band and you can easily lose your balance. They can't move you when you're wearing the band. My strength conditioning trainer wanted to make sure.
"He gritted his teeth and tried hard to stay still in the balance test without the band. They couldn't move him when he put the the band on. He was convinced."
Mr Tietjens said he had seen his players working well in the gym with stretching exercises. "Whereas before they couldn't touch their toes, they now can when they are wearing the power bands. That's interested me, big time."
Mr Tietjens said he would not stop his players wearing the bands in matches. "When you are doing well with them on, you are always going to wear them."
Soon after our conversation, Mr Tietjens rang Diane Howell to order some more bands - his captain, DJ Forbes, needed one of them.
Sam Rossiter-Stead, communications manager of the Hurricanes, said the players initiated the move to wear the bands. "Some of the guys introduced them through the Sevens and they think the bands make a difference. That's the feedback we've had."
Mr Rossiter-Stead said most of the players were wearing them at practice and it was a personal preference for the games. It will be interesting to see how the bands stand up to the rigours of the game.
EKEN is sponsoring the Hurricanes, as well as Tauranga City Basketball and Western Bay Education Trust Mobile Classroom. EKEN has already sent 75 power bands to the Hurricanes and, of course, they are yellow, matching the team's colour. All Black Hosea Gear has become an ambassador for EKEN.
The Howell brothers - Brendan is an aeronautical and electronics engineer - developed their power bands using nano frequency infusion technology (nFIT).
The EKEN power band is made of long-lasting, high-grade silicone and embedded with 4 nFIT holograms to produce a double dose of frequencies and increase its potency.
"The frequencies embedded in the power band help keep the body in balance," said Diane Howell. "They ground us and bring the body back in harmony with the Earth's vibrations.
"The body can operate at lower or higher vibrations as a result of the modern day stresses (including using cellphones and computers) and the power band restores the natural sense of balance. It brings the energy levels back in order so you have a better chance of performing at your best."
The Howell brothers, who grew up in Tauranga, have been living in Melbourne for five years and run a health shop in Bridge Rd.
They set up EKEN two years ago and sell the power bands in 300 retail outlets in Victoria, New South Wales and Queensland.
The holograms - the medium for the frequencies - are sourced in the United States and the bands are made in China.
Peter Howell, who looks after marketing, is visiting the US and Vancouver to establish new markets.
Diane Howell set up the New Zealand business last July and has organised 40 retail outlets around the North Island, as well as selling online.
So far she's sold a few thousand power bands and wants to have at least 100 retail outlets throughout the country by the end of the year.
The bands, which have a one-year warranty, come in six different colours and five sizes, and have a recommended retail price of $89.95.
Diane Howell said the power bands were not a fad. "The frequencies are helping people all the time to keep their body in balance - and they aim to improve their strength and endurance.
"The boys have worked hard to perfect the bands and the business is all about honesty and integrity. I'm very proud of my boys - they had no financial support, they've taken risks and it's worked out."