A nuclear consultant has come up with a simple idea to help solve a problem that is literally a pain in the backside for many people.

Dr Tony Moreton (pictured) has tarnished memories of watching his son Adam in judo competitions and having to endure the debilitating effects of hard stadium seating for hours on end.

Then recently he saw someone had invented a form of portable cardboard seating but reckoned he could do better.

That has led to him coming up with an easily inflatable cushion that is durable enough to be sat on for long periods and is useful in a wide range of scenarios from sports events to sitting on the beach.

Dr Moreton, 47, from Harwell, said: “It seemed there was a gap in the market for a type of seating that was compact and could be easily transported.”

One area of traditional inflatable products he wanted to improve was the air valve. Where these often involve the user having to blow them up, he wanted to bypass that and created a system that can be inflated and sealed without the huff and puff.

With the help of close friend Dave Kirby, he started buying different types of inflatable products including children’s water slides which he could use for material to build a prototype.

After buying a heat welder, glue and Velcro, the final product was perfected and subsequently patented.

Dr Moreton then started searching for a manufacturer and came across Banbury-based ABC Inflatables which sent the prototype to China and the Eezi-Sit cushion was born.

Now the products are on sale through the company website and other channels such as eBay while ABC Inflatables director Kevin Byass has been visiting exhibitions with Dr Moreton to demonstrate the product which is now generating a lot of interest.

A surprising potential area of interest has also been the healthcare market.

Dr Moreton is now working on an advanced version of the cushion to help people recovering from operations.

At £5.99 each, the cushion certainly appeals to a variety of markets.

The process of designing and marketing Eezi-Sit has been a fascinating diversion for Dr Moreton away from his career as a freelance nuclear safety consultant.

While it may not stop him from giving up the day job yet, he could be sitting on a goldmine.

o Contact: 01235 861662 Web: www.eezi-sit.co.uk