Zeal Innovation


The idea for Litelok came from Neil Barron, founder of design and innovation consultancy Gusto that has worked with a number of diverse clients including Boots, E.ON, Intel, Lego, The Body Shop and Unilever. As an avid cyclist, Neil had a number of bikes stolen on the streets of London and had to continuously around heavy bike locks. As a result, he started Zeal Innovation Ltd with marketeer Will Riley to develop and commercialise the Litelok® lightweight bike lock idea.

Success Factor

Zeal Innovation prides itself on making the best lightweight insurance rated bike and motorcycle locks that it can and in supporting customers to the best of its ability. It makes great efforts to constantly improve what it does and how it does it and believe that this comes across in the products. The company has made lots of connections with industry bodies, influencers and complementary brands in trying to get products to market and whilst this takes time and effort, this is paying off in bringing the brand to the market through diverse channels.

The Future

The five year plan aims to make and sell 200k units per annum and to be known as the best premium bike and motorcycle lock brand. This will be achieved by further developing and scaling its own manufacturing capability, opening up new markets as well as new categories and by gearing the business by investing in line with growth.