A FATHER and son pairing wowed retail bigwigs on national TV with their product aimed at improving driving posture.

Ron Cox, of Old Basing, and his son Graham, appeared on the Channel 4 show Buy It Now, pitching their product SHOFT, on Monday, 14 May.

The SHOFT fits to a seatbelt in two seconds and transforms posture with a tensioned lap belt, so that the occupant does not slip down into an unhealthy slouched position that usually ends up with a sore, stiff back.

The aim of the show, which is hosted by Brian Conley, is to get audience members and retail experts to place an order on the product.

Two of the panellists were impressed with the pair’s creation and placed orders of 200 units each, along with audience members, totalling £10,346 of income.

Ron, 85, told the Gazette: “I spoke to Graham this morning (Tuesday) and he said that we have already had more orders since the show aired.

“We were very confident in the product, we just needed that exposure to give it a push and that is what we hope to achieve with the product.”

The father and son team set up the business about five years ago, but production came to a halt after the death of Ron’s wife Elizabeth in June 2016.

However, the duo now want to fulfil their dream in Elizabeth’s memory.

Graham added: “Mum always knew we’d do well with SHOFT.”

To really keep things in the family, with every SHOFT sold money will go to Ron’s daughter’s charity William’s Fund.

The charity, which was set up after Ron’s grandson William died from cancer, aims to raise £1 million to research new and innovative therapies for childhood cancers.

The SHOFT got its name after Ron was doing an impression of Sean Connery.

The SHOFT has been rated five stars by many different motoring traders and Ron added: “We aim to have a SHOFT in every single vehicle and we have the capacity to do it if the demand is there.”

To find out more about the product, go to: shoft.co.uk.