Incus Performance

In March 2019 Dunelm Partners made their first investment in INCUS Performance, contributing £200,000 of the company’s £550,000 equity raising.

Dunelm then helped organise and participate in a further funding round of over £200k in June 2020 to support the continued development of the product as well as managing the significant commercial issues presented by a nationwide Covid lockdown as the Company moves toward a significant Series A financing as the next step in its lifecycle.

Founded in 2016 by Chris Ruddock, at the time of the initial investment a 26 year old engineering graduate, INCUS Performance is a sports technology start-up that is helping athletes to train better using data. The unique three-tier INCUS platform provides high-quality analytics to improve technique and training, specialised for the triathlon sports of swimming, running and cycling. By combining artificial intelligence and data analytics with wearable technology, INCUS is bringing new levels of technical clarity to athletes in an easy-to-understand way.

The wearable device, called INCUS | NOVA, is worn during training and captures high-quality motion and technique data, which is then automatically analysed and presented via a companion app to athletes and their coaches. This analysis provides meaningful insights to the training team and moves towards predictive analytics to inform future training strategies and marginal gains.

With a research-led approach, INCUS systems are comprehensively validated against gold standard techniques alongside top-level athletes at Loughborough University – the world’s leading sports university. These athletes include Alistair Brownlee (MBE) the double Olympic champion, Commonwealth champion and multiple World champion as investor and strategic advisor.

Dunelm continues to support and advise Chris and his team as they manage their way through difficult economic conditions while looking to develop the product to exploit market opportunities in a fast moving but exciting commercial environment.

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