After seeing one of those enormous prams with bulky, industrial grade shock absorbers at an airport, British product designer Sam Pearce thought: “Why not try and put the suspension inside the wheel?”

It sounds mental, but other people had tried it before. While working his day job at the patent office Sam found ideas for similar concepts stretching back “to about 1914.”

Where all previous attempts had failed was with the material they used – usually steel. But Sam’s ‘loopwheels’ are already being sold on commuter bikes and wheelchairs and he even has plans to introduce a full-sized mountain bike wheel soon.