NuStep

NuStep is a Michigan-based company that designs, manufactures, and distributes inclusive fitness equipment used in healthcare, senior living, fitness, and home settings.  The company was founded in the 1980’s by Dick Sarns, a designer of medical devices used in heart surgery, including the heart lung machine. At that time, patients in cardiac rehabilitation were put on traditional exercise equipment such as treadmills. Sarns could see the limitations of such equipment, so he set out to create a better option

In 1993, they were the first company to bring a recumbent cross trainer to the market, a device which provides a total-body cardiovascular and strength workout while users remain in a recumbent (seated) position.

“Our product line has had many improvements and upgrades over the years,” said Linda Wojciechowicz, international sales director at NuStep, including the addition of swivel seats, a range of accessories and a step-through design for ease of access. “Our products are incredibly well-built, and manufactured right here in Plymouth, Michigan.”

But bringing NuStep’s innovation to international markets brought additional obstacles and legal complexity to the sales process. “The opportunity to create this incredible brand recognition outside of the United States can be challenging,” said Wojciechowicz. With support of International Trade services from the Michigan Economic Development Corporation (MEDC), NuStep has taken full advantage of state resources, including “many seminars over the years on exporting, licensing, compliance with international regulations, trade agreements, export documentation, intellectual property protection, country-specific trade mission meetings and attending trade missions with the MEDC.”

With support from the MEDC through Michigan’s State Trade Expansion Program (MI-STEP), NuStep participated in Arab Health in Dubai, ASIA/Pac in India, MEDICA in Germany and a Brazil mission, among others. These trade shows and missions let NuStep connect with potential buyers in a trusted environment and form relationships that have led to significant export sales.

“MEDC’s assistance is one of the reasons why we’ve been able to grow,” said Wojciechowicz. “NuStep has consistently used the financial support every year to assist in meetings, tradeshows and customer site visits abroad as well as support for translations and international website development.”

Since focusing on international expansion starting in 2009, NuStep's international sales have dramatically increased, and its products can now be found on six continents.

“Having an office here in Michigan to support our company’s efforts is critical for our success,” said Wojciechowicz. “International trade is not for the faint of heart; it is risky and complex. Business maneuvers, legal questions, political unrest, currency fluctuations, logistical hurdles, not to mention traveling to places you may never have seen on a map! MEDC plays a big factor in support.”