Promenaid’s Modular Handrails

Promenaid’s handrails bring accessibility and style to commercial environments. Photos courtesy of Promenaid

Canadian manufacturer Promenaid’s handrails not only provide greater accessibility for users, but with modular components, intuitive mounting technology, and easier installation than traditional handrails, the pieces are flexible and stylish solutions. Ideal for residential and commercial projects, they are code-compliant and suitable for a range of interiors and exteriors.

When retired architect David Reich faced limited mobility due to polio and aging, he needed handrails to help him navigate the stairs of his four-story townhouse. Yet unable to find what he wanted readily available, he had stainless steel rails fabricated, a costly option not available to most. “It took about six months and $15,000,” said Rob Geller, Promenaid co-owner and vice president of business development. “If the custom welds were off by half an inch down they went. David realized how impractical it was.”

Rob Geller, Promenaid co-owner and vice president of business development.

Reich and his nephew, industrial designer Kell Warshaw, founded Promenaid in 2010 to fill a  gap in the market. Rob Geller, Reich’s neighbor and family friend, joined the pair soon after, before a prototype was even created. Geller noted that this was a natural partnership from the start for Reich and Warshaw, who often talked about how to make products better. “David called Kell with one idea after another for 30 years. Kell actually designed and manufactured the first Americans with Disabilities Act (ADA)-compliant wall hand dryer, so he knew how to design and he knew the code. That was a wonderful serendipity.”

After assessing countless handrails and guardrails, it was clear to Reich that other aspects were problematic, from lack of durability to few finishes. “None of these companies were making a product that was acceptable on all levels, aesthetically or installation-wise,” Geller said. “And it started from David’s experience, handrails for medical and mobility applications, but we could tell right away that installers were having a problem. It had to be so simple that anyone could do it.”

Putting in handrails can be an involved process, because the measurements have to be exact. The average person doesn’t have experience with construction or renovation, and for large-scale projects, the work is contracted out to specialists. Promenaid handrails have been utilized by professionals and homeowners alike. “We have come up with a system that doesn’t require special tools or training, and we have sold it to people from all levels; first-timers to some of the biggest construction companies,” Geller noted.

Unlike the basic handrails of the past, Promenaid’s options offer functionality and elevated design.

Not only are Promenaid rails sturdy, but they also have an appeal not often found in utilitarian objects. As Geller noted, handrails are no longer an afterthought. “The choices used to be limited, but now there is a breadth and depth to something that seemed so benign. We discovered that people weren’t adverse to having handrails, they just  didn’t want ugly ones. Beauty was critical, and we designed the products to look good everywhere,” he said.

The line complements any style, from classic to contemporary. Made from unfinished aluminum and then anodized, with bronze, silver, black, or champagne options. Wood versions also begin with the extruded aluminum, and are coated with a layer of real oak or walnut bonded to the metal.

Promenaid’s system does not require special tools or training to install, making the process easier for homeowners and professionals.

Complete kits or individual parts are available, including the rail tubing and brackets that connect easily. “You just put them together and rotate them to get the angle that you want, like ductwork. It really has evolved from a horizontal silver handrail to something that can conform to bends and curves,” Geller said.

There are essentially two broad groups of Promenaid clients: people that want the handrails as a support device in their homes, and A&D clients that are implementing them in any number of structures. The products meet the requirements of the ADA, as well as commercial and institutional codes in the United States, Canada, and most locations worldwide. “There is a discretionary customer putting rails in for themselves or family members, and it is a product they can rely on. And for the code-driven customer, all of these new buildings are being constructed, and the regulations are the impetus,” Geller noted.

Customers can purchase directly from the Promenaid website (featuring a library of how-to videos and documentation for reference) or via Amazon, which has been an effective marketing tool for the company, especially with do-it-yourselfers ready to tackle their own projects. “A lot of builders go on Amazon to see what’s new and make a quick purchase, it’s their testing ground. When they see what we have to offer, then they will call us directly. It isn’t just about revenue, it is a platform that increases our visibility and network.”

Promenaid’s handrails are versatile solutions, ideal for indoor or outdoor applications.

The pandemic highlighted the problems with extended lead times, and Geller explained that typically it can take six months just to have handrails delivered. With architectural drafters on staff, the team can have a preview ready and get the order out in record time. “We got a call on a Thursday morning from a woman in Miami who was selling her house. By 3:00 pm on Friday, the system was designed and shipped,” he said.

Promenaid has a model that works, and it’s one that people are embracing. “The marketplace has changed dramatically in the last two years. Our message hasn’t changed, but the world has. The theme for us has always been offering style, speed, and simplicity, which equals versatility,” Geller added.