Former Apple executive Jeff Martin joins crowdfunded start-up Pavegen

Jeff Martin, a former music, entertainment and media executive at Apple, has joined crowdfunded start-up Pavegen, the company announced.

Martin, who has worked with Steve Jobs on projects like iMovie and the launch of iMac and who founded marketing company Tribal Brands in 2001, will join the company's advisory board.

Pavegen, which raised 275% of its crowdfunding goal on funding platform Crowdcube to boost funds for its products, provides floor pieces which transfer footsteps into energy and provide data and analysis based on those footsteps.

Commenting on Pavegen's product, Martin said: "The best product thinking and innovation will be less about consumer electronics and 'must have' mobile entertainment devices, and far more about the needs to make sustainable energy both more consumer relevant and accessible."

Martin also said that he shares Laurence Kemball-Cook's vision on sustainable energy and innovation.

The company, which raised more than £2m (€2.8m, $3.1m) offering 11.42% equity before the funding deadline on 5 July, was founded in 2009 by Kembal-Cook and Jonathan Keeling and has already provided projects for Harrods and Heathrow.

Through pressure of footsteps on Pavegen's tiles, energy is generated and stored in a battery, which can be used to power LED lamps in an attempt to create greener cities.