Manufacturing

Stepping onto the Global Stage

Formthotics

Formthotics, a New Zealand innovator in foot science, has always believed that an active life is a better life. Born from clinical innovation in New Zealand, Formthotics are scientifically proven orthotics that help people move and perform better, everyday. Yet, as their ambitions grew, so did the complexity of their journey. Expanding internationally meant more than shipping products overseas – it required a deep understanding of diverse markets, each with its own expectations, regulations, and consumer behaviours. 

In the early days of their export journey, Formthotics faced the classic challenges of a Kiwi company going global. Limited resources at home meant every decision had to count. Skilled personnel were stretched thin, and market-specific knowledge was hard-won. Each new country demanded tailored strategies, from branding to distribution, and the team found themselves constantly reassessing their approach. Internally, Formthotics was at a pivotal stage, questioning how best to define their brand preposition and refine their business model for international success. 

The FernMark Licence Programme provided a beacon of credibility. For Formthotics, the Silver Fern was more than a logo – it was a symbol of New Zealand’s reputation for quality, ingenuity, and trust. The mark offered trademark protection and the backing of the New Zealand government, elevating Formthotics’ standing in the eyes of overseas customers. As Marketing Director David Bathgate famously said, at an Exporter CONNECT event in Christchurch, “FernMark is like an expressway to trust.” Supported by the FernMark, Formthotics could confidently tell their story, knowing that customers would recognise the value and authenticity behind the brand. 

But credibility alone wasn’t enough. The team needed strategic clarity and practical tools to navigate the complexities of global growth. That’s where the Export Storyteller GOLD programme made its mark. Formthotics joined the programme at a decisive moment, having just reset their growth strategy and completed a global rebrand. GOLD offered more than just workshops – it delivered a framework for challenging assumptions, refining messaging, and building market-specific personas. 

The Modern Marketing module provided real momentum. Through AI-driven techniques, Formthotics learned to digest their brand guidelines and core claims, then build localised personas and draft go-to-market plans for countries around the world. This approach transformed their planning process with customers, cutting the time needed to develop forward-looking plans and alignment on those plans. 

The cohort model of GOLD fostered cross-sector learning, allowing Formthotics to share insights and challenges with other ambitious exporters. Tailored workshops ensured relevance, while expert-led sessions introduced the team to the latest marketing trends and digital channels for growth. The experience gave Formthotics space to tailor their digital growth platform and build stronger connections with global audiences. 

The impact was immediate and profound, helping Formthotics’ to create market plans tightly aligned with the needs of international customers. The FernMark continued to open doors, building trust and authenticity wherever their products travelled. The lessons from Export Storyteller GOLD equipped the team to innovate, adapt, and grow, turning challenges into opportunities. 

As Chief Executive Officer Shane Heenan reflected, “Participating in the FernMark Licence programme and the Export Storyteller GOLD initiative has been a valuable step in strengthening our global brand. The sessions were packed with practical strategies, real world examples and expert insights that helped us refine our marketing approach and reinforced the strength of our proposition.  

The Modern Marketing module inspired our whole team, especially the use of AI to digest our brand guidelines and build localised personas. This has made a huge difference with both reducing time frames and locking in forward-looking plans with our customers.” 

Today, Formthotics stands ready for the next chapter of its global journey. With the FernMark as a symbol of trust and the insights from Export Storyteller GOLD supporting their strategy, the company is taking the best of New Zealand innovation to the world – one step better at a time.