A GOLD medal-winning formula has been used to urge regional businesses to cash in on the 2012 Olympics.

Ben Hunt-Davis, who took home gold from the Sydney Games in 2000, described to business leaders the moment the GB eight-man rowing team crossed the finishing line.

His inspirational speech yesterday, to companies from across the Tees Valley, was part of Business Link's Fit for Opportunities conference.

Overlooking the Tees Barrage watersports centre, in Stockton, Mr Hunt-Davis urged businesses to ditch the cynicism and grasp the chance to cash in on the London Games.

He said: "If people have the attitude that they're not going to get anything - that it is all about London - then you're wrong.

"Why can't the Tees Valley provide products and services for the games in 2012?"

He reeled off figures from the Sydney Games - which saw 10,500 competitors arrive and 4,000 support staff help put the show together.

He said: "Who is going to provide the thousands of litres of milk for those competitors?

"There is no reason why a Tees Valley company can't tender for that contract - you just have to believe in it."

The drive by Business Link Tees Valley (BLTV) to encourage the region's companies to make the most of the opportunities was kicked off yesterday.

Malcolm Taylor, chief executive of BLTV, told the invited audience that the Olympics is not just a demonstration of athletic prowess. He explained how there will be contract opportunities presented by the NHS, the construction, petrochemical and process industries, tourism, local government and the wider public sector.

He said: "The organisers need sports equipment such as 11,500 shuttlecocks, 17,000 beds for the athletes' village and thousands of TVs.

"Someone has to supply these and there is no reason why the suppliers should not be from the Tees Valley."

Business Link works with individuals and businesses to establish their objectives and provide easy access to impartial information to deliver effective solutions. It opened its Fit for Opportunities One Stop Shop' yesterday.

To contact BLTV, telephone 0845-6009-006, email info@tees.

businesslink.co.uk or visit www.

businesslink.gov.uk