Led · Equity · Dec 2025

The Body Coach is a mobile fitness platform founded by Joe Wicks that bundles short home workout videos, HIIT sessions, Pilates, yoga for beginners, personalised meal planning, and daily progress tracking into a single subscription app. The service targets users seeking convenient, guided exercise and nutrition coaching from home. Platform validation is strong: Google named it the 2022 “App of the Year,” and Apple granted it “Editor’s Choice” status. To accelerate growth, the company will debut a national TV commercial on 1 January during an ITV special featuring Wicks, capturing consumer attention at the start of the annual fitness season. A newly announced media-for-equity partnership with ITV provides up to £3 million of advertising inventory, dramatically expanding the brand’s reach while limiting cash burn on marketing. Leadership sees the deal as the start of a new chapter aimed at inspiring “millions more” to adopt healthier lifestyles. Although specific revenue, user numbers, and profitability metrics were not disclosed, the company’s decision to trade equity for media suggests a focus on aggressive user acquisition and brand scaling.

Participated · Equity · Jan 2025

Tryp.com is a Copenhagen-based travel platform that consolidates bookings for flights, trains, buses and accommodation into a single AI-driven interface. Founded in 2020 by André Sousa, Hélio Domingos, Inês Jorge, Sebastian Nørgaard and Victor Thomsen, the platform was developed by engineering students, released a beta in 2021 and went public in 2022. It leverages technology to scan “millions” of travel options and lists 28 million accommodation options across more than 7,000 cities. The company has facilitated over 18 million trips for 3 million users and is building virtual interlining technology to simplify multi-destination logistics. In 2024 Tryp increased marketing spend by 27% and achieved 2.3x revenue growth, 2.1x growth in tickets sold, and a 57% improvement in conversion after investing in machine learning. It also introduced Sandra, an AI travel assistant that handled over 24k conversations, and recently rebranded with new profile and booking management pages as it scales through 2025. Tryp.com operates a travel planning platform that helps users find affordable trip options by inputting available dates and a departure country. The company is Copenhagen-based and has seen rapid growth, reaching more than 1 million users in the last 12 months. Tryp.com closed a seed round of an undisclosed amount north of €500,000, bringing its valuation to €8.3 million. The new capital is intended to scale the company, grow the team, enhance its technology, and expand its reach. Co‑founders André Sousa (CEO) and Inês Jorge (head of data) framed the funding as a milestone to make travel more accessible and to position Tryp.com as a go-to destination for trip planning. The platform emphasizes simple, wide-ranging search capability described as finding options from "anywhere to everywhere."

Led · Equity · Nov 2024

THIS (Plant Meat Limited) is a plant-based food brand founded in June 2019 by Andy Shovel and Pete Sharman that develops hyper-realistic meat alternatives following two years of R&D with food scientists and flavourists. Its award-winning pork, beef and chicken products are sold nationwide at major supermarkets, restaurants and cafes. The range is designed to replicate the taste and texture of popular meat products including sausages, burgers, chicken and bacon. The company is based in London and had 60 employees; in the audited accounts for the year ended December 2021 it reported gross assets of £15.5m and a net loss of £6.0m. THIS is described in the filing as the UK’s fastest-growing food company over the prior two years and is positioned to scale further through expanded TV advertising and distribution. THIS produces plant-based, hyper-realistic meat alternatives designed to be nutritious and great-tasting, with product lines such as THIS Isn’t Pork Sausages, THIS Isn’t Beef Plant-Based Burgers, THIS Isn’t Lamb Kebabs, and THIS Isn’t Chicken Shawarma. The company has secured strong repeat sales with the Big 6 supermarkets and grew revenue nearly 50% last year, becoming the third-largest meat alternative brand in the UK. THIS recently streamlined operations, consolidating production from seventeen sites to three, and reports ongoing operational enhancements that are improving gross margins every quarter. Under new CEO Mark Cuddigan, the company plans to accelerate growth in its UK home market through launches of new product ranges aimed at evolving consumer health preferences while boosting profitability on core products. The firm emphasizes sustainability and aims to increase adoption of plant-based protein diets to support environmental goals. THIS makes plant-based meat alternatives and positions its products to replicate animal-based meat. The company reports rapid revenue growth — £5.5m in year 1 (2020), £11.8m in year 2 (2021), £13m in year 3 (2022), £19.3m in year 4 (2023), and an annualised £22.3m after 4.5 years trading. It offers over 18 products that are distributed in nearly 24,000 stocking points across major UK grocers and is partnered with restaurant chains including Greggs, Caffè Nero and Prezzo. THIS is also listed with major wholesalers including Bidfood, Brakes, Wholegood, Blakemore and VegExpress, supplying hotels, pubs, cafes, caterers, restaurants and independent shops. The founders previously exited the meat burger chain Chosen Bun and have stepped back to appoint Mark Cuddigan as CEO; Cuddigan previously helped grow the UK’s leading baby food brand from c.£24m to c.£86m in sales. The company plans to launch a minimally processed wholefood-based range in 2024 and says it is investing in an innovation engine while driving toward profitability. THIS is a UK plant-based meat brand producing plant-based meat alternatives and has recently launched a product line into Tesco. The company recorded 333% year-on-year net sales growth in 2021, indicating rapid commercial expansion. Last year THIS closed an £11 million Series A, reported as the largest ever Series A for a UK-based alt meat brand. It launched a record-breaking crowdfunding campaign on Seedrs that hit a £4 million target in 1 hour and 40 minutes during pre-registration and has since risen to almost £5.8 million. The crowdfunding round is live until mid‑July and allows private investors to invest from £10; proceeds will support innovation, marketing, and the brand’s first international expansion. THIS plans to open a new innovation centre in West London this year to support product development and scaling. THIS is a hyper-realistic plant-based meat brand founded in 2019 by Andy Shovel and Pete Sharman and headquartered in London. The company develops plant-based meat products for meat eaters and has sold 22 million portions to date, recording a 530% growth rate over two years during the pandemic and claiming 6.7 million kilograms of CO2 emissions saved. THIS uses high-moisture extrusion technology and has submitted two patents related to that use. The business plans to expand R&D, grow its in-house R&D team four-fold, and develop all recipes in-house at a new ‘Willy Wonka’ style R&D Centre in London. It intends to bring a large lineup of new products to market and set up distribution points across the UK to scale sales.

Led · Convertible Note · Aug 2021

Feel is a London-based digital health company offering a subscription wellness brand focused on clean-label nutrition products such as vitamin supplements and functional foods. Its formulas are described as innovative and backed by research and science. The company is led by founder and CEO Boris Hodakel. In October 2022 Feel raised funding to support its growth. The business intends to use the proceeds to strengthen its position in existing markets and to expand its products and brand into new international territories. The article identifies no operating metrics beyond the fundraising. Feel develops high‑quality, science-backed vitamin and nutritional supplements sold primarily through a direct-to-consumer subscription model. The company emphasizes potent ingredients with no additives and has seen significant growth in the 12 months prior to the announcement. Feel intends to expand its product range into additional nutrition verticals and to grow its London-based team. Founder and CEO Boris Hodakel leads the business, which has also announced an equity partnership with singer and TV personality Cheryl to work on future products. Financially, Feel reported unaudited gross assets of £0.4m and a net loss of £0.8m for the year ended 31 March 2020. ITV will support Feel with a tailored media campaign across its channels as part of the strategic partnership. Feel is a U.K. direct-to-consumer startup that sells "pure" nutritional supplements in post-box-friendly subscription packages. Its formulas are researched and formulated in-house and the company emphasizes clean, higher-grade ingredients it says are more absorbable and free of fillers. Founder and CEO Boris Hodakel launched Feel after noticing many fillers in retail supplements and regularly updates formulas; its flagship multivitamin is already in its third version. Feel claims 60x growth in its first year and reports about 21,000 active subscriptions. The company says it keeps consumer prices lower by leveraging a direct-to-consumer model despite higher production costs. Investors have highlighted the company's growth and product-line expansion as drivers for its market opportunity.

Led · Equity · Aug 2021

Live Tech Games offers a platform that combines mobile entertainment and live competitive game tournaments both in-venue and nationally. Its flagship free app, Roshambo Live, lets UK players compete nationwide in live knock-out Rock Paper Scissors tournaments for cash, tech and experience prizes. The company aims to fill a gap in the mobile gaming market by transforming casual games into rewarding live experiences. Earlier this year it ran a pilot with ITV’s This Morning, in which thousands of players downloaded Roshambo Live to continue engaging after the program ended. The company plans to use the new funding to work with ITV and UK audiences and to create new forms of direct-to-consumer mobile entertainment. Roshambo Live is available on the App Store and Google Play.