tru tension chain

Comtec Translations supports aggressive export drive at Tru Tension

tru tension chain

A Bristol based manufacturer of tools and care products for the motorcycle industry is reaping the reward of its aggressive export drive, with international sales now representing 50% of its business.

Tru Tension, which launched in 2015 across the UK, America and Australia, quickly moved to expand its international reach. With the support of Comtec Translations, Leamington Spa, which provides invaluable language support to exporters moving into new markets, the manufacturer successfully established itself as a distributor in Germany and France.

With innovative chain and belt tension tools and products including Wheel Monkey, PrimeShine Cleaning Products, BananaSlip Lubricants and the highly anticipated Belt Monkey, which launched in 2016, having a fully localised website together with supporting marketing material, in the language of their target overseas customers, was essential for the success of the brand in new markets.

Founder and director, Chris Frappell explains: “For us, working with a quality translation partner was vital if we were to fully maximise our international sales – we need to be able to demonstrate our understanding of both the language and culture in the countries where we sell our products and Comtec has been key in achieving this.

“We commissioned Comtec because its values and commitment to excellence really resonated with us and we haven’t been disappointed. And with plans to substantially increase our international presence over the next two years we will certainly be calling on them to support us in our future growth.”

To date Comtec has developed everything from website content to product brochures, voiceovers and subtitles for online product tutorials and even social media posts for Tru Tension.

Such support, which effectively demonstrates the strengths of the brand and the products, has helped the manufacturer secure substantial new overseas distributors, including in Germany where they have recently had their products listed in 80 Louis Motorrad stores.

Chris adds: “Comtec has supported us with the development of collateral across a range of both print and online platforms. The online tutorials have been particularly impactful and have really helped to bring to life the key advantages of our unique product range in multiple markets.”

Tru Tension plans to launch in a further 10 international markets by 2020, maximising the year-on-year global increase in motorcycle sales.

Its wide reaching international success has also enabled the company to invest in the development of new products, expanding the range to include a number of high performance lubricants and cleaning products specifically for the motorcycle industry, which are now sold by some of the largest motorcycle chains in the UK.

Sophie Howe, managing director at Comtec Translations comments: “Employing the services of qualified, experienced translation experts enables our clients to successfully increase international sales.

“We were therefore delighted to have the opportunity to support Tru Tension from the start of their export journey. It is very rewarding to see how they have prospered and we look forward to a long-term partnership with them as they further expand their reach.”

Comtec Translations has more than 30 years’ experience delivering translation services for clients across all sectors in more than 200 languages.

Comtec is one of the first translation companies in the UK to hold both the new ISO 9001:2015 quality certification and the ISO 17100:2015 translation standard. It is Cyber Essentials certified, giving clients peace of mind that fundamental defences against cyber-attacks are in place.

For further details on the Motorcycle products and tools available from Tru Tension please visit

For further details on the services available from Comtec Translations please call 01926 335681 or visit

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