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MX News Update 2024

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Owners of Southampton FC back AI sports nutrition startup

SportTechInvestment

Startup personalizes fueling strategies for top athletes under the guidance of nutritionists

Hexis, pioneers of AI-driven fueling plans for athletes, has raised a £1.6 million pre-seed fundraising round.

The company aims to improve sports performance through intelligent personalized nutrition technology.

The round includes investments from APEX, a world-class athlete-backed venture capital firm with a track record of backing successful technology startups, and Sport Republic, a global sports investment company with controlling ownership of the football clubs Southampton FC and Valenciennes FC in France. and Göztepe SK in Turkey.

The company is also backed by other high-profile sports VCs, including Dopamine Sport Ventures, Tour de France stage winners and Olympic medalists.

Every athlete can now receive a fully personalized fueling plan tailored exactly to his or her needs. This is made possible by the exclusive scientific Carb Coding system, which calculates and predicts how to refuel.

Hexis says it is also the first to offer a fueling plan that adapts in real time to an athlete’s training to optimize performance and accelerate recovery.

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Hexis is led by CEO and co-founder Dr. David Dunne, whose work in behavioral design thinking has helped bring to life the research of co-founder Dr. Sam Impey and technology professor James Morton.

He has also led nutrition for the Ryder Cup Team Europe for the past eight years, working closely with athletes such as Rory McIlroy. His expertise spans a range of sports including Harlequins Rugby, British Canoeing and high-profile athletes from the NBA, Premier League, Super League, World Tour cycling and professional boxing.

Dr. Impey is highly regarded not only for his work on the UCI World Tour, but also for his substantial contributions to sports nutrition, most notably as co-author of the seminal article ‘Fuel for the Work Required’. This is the most cited sports nutrition work of the past decade and has had a significant impact on the way athletes manage their energy and nutritional intake to influence how they perform, adapt and recover.

Professor James Morton, previously performance nutritionist at Liverpool FC and head of nutrition and physical performance at Team Sky, brings extensive experience from the pinnacle of elite sport. Through his work at INEOS, Morton plays a key role at Manchester United FC, helping to shape the team’s performance strategies.

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The Hexis team has also welcomed Stephen Moon, the former CEO of Science in Sport (SiS), to its board. With more than a decade leading the world’s number one endurance food brand, Moon contributes to the brand’s strategic direction and success.

“We are excited to work with David and the entire Hexis team,” said Koen Bosma, head of venture capital at APEX.

“Good nutrition plays a crucial role in sports performance, and Hexis distinguishes itself by making personal nutritional guidance accessible to everyone. This kind of support will be critical for athletes and sports organizations across the board.

“Hexis’ team structure is impressive, with a CEO who has developed from doctor to PhD student to founder. The wider team of advisors, from both academic and sporting backgrounds, ensures the team stays true to its mission of empowering athletes through nutrition.

“We can’t wait to start this journey and see the positive impact Hexis will have on the future of sports performance.”

Professional cyclist Bob Jungels, long-time advocate and user of Hexis, says: “I have been using Hexis for quite some time and it has become an essential part of my training and recovery routine.

“The platform’s focus on personalized data and recovery optimization has made a significant difference in my performance. I’m excited to see Hexis secure this funding and be part of its journey. It reinforces my belief in the brand’s ability to revolutionize the way athletes train, recover and perform.”

The brand’s long-term vision includes expanding into new sports markets and establishing itself as a leader in sports technology and athlete performance.

Dr. Dunne said: “We are proud to have the support of APEX and Sport Republic as we continue to push the boundaries of intelligent personalized nutrition technology to improve performance. Their investment is an important vote of confidence in our mission and will allow us to accelerate our efforts to support athletes, coaches and organizations with cutting-edge solutions.

“We are excited to work with them and leverage their expertise and industry connections.”

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