A partnership of five equals who have little time even for formal titles, Gizmo is a place where someone's age is an irrelevance.

The Greengates-based training materials producer has enjoyed rapid growth since it started up in 1997, and expects to hit a £250,000 turnover target this year.

The company is certain a large part of its success comes from the wide mix of ages among its staff.

Financial controller John Matthews-Lane, at 69 the most senior partner, thinks the problem with most employers' attitudes to age is a reflection of a wider prejudice.

"I find that in lots of areas now, once people get to 70 they seem to be regarded as the walking dead.

"We were talking about insuring the partners the other day so that if any of us walked under the proverbial bus we'd be covered. But I found out I'm uninsurable because of my age, which I find very discriminatory."

A keen tennis player from Bingley, Mr Matthews-Lane first retired in 1991, after 35 years in the manufacturing industry.

He soon got itchy feet, however, and started working again, first in network marketing, and then for Gizmo - where he insists he has never encountered ageism of any description.

He said: "We just don't bear people's age in mind, either internally or externally. A lot of our publications are about equality issues so it's something we are obviously aware of, but we have no hang-ups about it."

Events and product development manager Tony O'Connell, 47, agreed.

"Our partners have a very wide range, going from our administration manager Sue, who is in her early 30s and expecting a child, to John at the other end of the spectrum.

"When we take someone on we simply ask 'could they fulfil the role we have in mind for them?' If the answer is 'yes', then their age is completely and utterly irrelevant.

"And that's just good business sense - we are as hard-nosed as anyone else and don't do anything for particularly egalitarian reasons."

The Department for Work and Pensions is inviting entries from Bradford individuals or firms for the Age Positive Regional Award.

For full details and a campaign information pack call Olivia Searle on (0208) 238 8567 or via e-mail at:

oliviasearle@geronimo2.co.uk.

The closing date for applications is Monday, November 5.