Eastnole started as a problem that wouldn’t go away.

Founder Gary Watts spent nearly 20 years dealing with chronic back pain, trying everything from physio to off-the-shelf recovery tools, but nothing seemed to address the root cause of the issue. Most products focused on isolated symptoms, while the underlying causes were left untouched. So he decided to build something himself.

After three years, 13 prototypes, and a lot of trial and error, the Yoback was born. A modular three-piece recovery wheel designed to work with the body as a system rather than in parts, the full wheel supports spinal mobility and flexibility, while the individual pieces allow for more targeted work across the calves, hips, and back.

Gary didn’t come from a product or business background; before Eastnole, he was an English teacher in Vietnam. The company grew out of necessity rather than strategy, solving a personal problem first, then discovering it resonated with others facing the same frustrations.

Following a successful Kickstarter launch in 2021, Eastnole has grown into a small, bootstrapped business run by Gary and his wife AhYoung, now supporting over 5,000 customers across the UK.

The focus remains simple: to create tools that people actually use consistently. Not complex routines or painful interventions, but something that fits into everyday life and helps runners stay active without constantly breaking down.

Eastnole currently sells direct-to-consumer and is looking to expand further within the running community through B2B partnerships with clubs, independent retailers, and sports therapy professionals.

If you’re interested in stocking Eastnole, collaborating, or just interested in trying it out, get in touch at gary@eastnole.com, call 07759404724, or visit eastnole.com.

Check out the Eastnole RIA Member profile here  .