Hexis

Cover Block

PUBLIC

Name	Hexis
Tagline	AI-driven personalized fueling platform for athletes and coaches, offering dynamic nutrition plans.
Headquarters	London, UK
Founded	2018
Stage	Seed
Business Model	SaaS
Industry	Healthtech
Technology	AI / Machine Learning
Geography	Western Europe
Growth Profile	Venture Scale
Founding Team	Co-Founders (3+)
Funding Label	Seed (total disclosed ~$3,060,000)

Links

PUBLIC

• Website: https://hexis.live
• LinkedIn: https://www.linkedin.com/company/hexis-performance

Data Accuracy: GREEN -- Confirmed by company website and LinkedIn page.

Executive Summary

PUBLIC

Hexis sells a subscription-based, AI-powered fueling platform that translates an athlete's training schedule into a dynamic daily nutrition plan, a product that merits investor attention for its academic roots and strategic investor backing in a performance-obsessed market. The company emerged from research at Liverpool John Moores University, where co-founders David Dunne and Sam Impey developed the core Carb Coding™ algorithm, which assigns carbohydrate needs based on training intensity and adjusts recommendations in real time [Liverpool John Moores University, October 2021]. This scientific foundation is paired with a dual-sided SaaS model, offering a mobile app for individual athletes and a web dashboard for coaches to manage entire teams, aiming to replace static meal plans with adaptive guidance [Sports Business Journal, April 2023].

The founding team combines deep domain expertise in sports nutrition and exercise physiology with data science and behavioral psychology, a mix that underpins the product's claim to be more than a generic macro calculator. Impey's recent role as lead nutritionist for British Cycling provides a credible link to elite sport [Sports Business Journal, May 2024]. To date, Hexis has raised an estimated $3 million across several seed-stage rounds from investors including Apex Capital and the sports investment group Sport Republic, which suggests industry validation beyond pure venture capital [Endurance Sportswire]. The critical watchpoint over the next 12-18 months will be the translation of this scientific and investor credibility into named, paying team deployments and clear commercial traction, moving beyond beta tests and into verified subscription revenue.

Data Accuracy: GREEN -- Core company facts, product claims, and funding rounds corroborated by multiple independent publishers including Sports Business Journal and Liverpool John Moores University.

Taxonomy Snapshot

Axis	Classification
Stage	Seed
Business Model	SaaS
Industry / Vertical	Healthtech
Technology Type	AI / Machine Learning
Geography	Western Europe
Growth Profile	Venture Scale
Founding Team	Co-Founders (3+)
Funding	Seed (total disclosed ~$3,060,000)

Company Overview

PUBLIC Hexis operates as a sports nutrition technology company, formally registered as Applied Behaviour Systems Ltd in London on March 28, 2018 [Company-check style data aggregators, Unknown]. The company's founding is rooted in academic research, originating from the work of sports scientists David Dunne and Sam Impey at Liverpool John Moores University (LJMU) [Liverpool John Moores University, October 2021]. The initial product development was supported by a £450,000 seed round in 2021, which funded trials with over 1,000 fitness enthusiasts and elite athletes ahead of a planned commercial launch in early 2022 [Liverpool John Moores University, October 2021].

The company's headquarters are in London, UK, with a noted presence in Ireland [LinkedIn, retrieved 2026]. Key milestones following its incorporation include a £1.6 million pre-seed round announced in 2023-2024, led by strategic sports investors Apex Capital and Sport Republic [Endurance Sportswire, Unknown]. A subsequent seed round of $2.1 million, also led by Apex Capital with participation from Enterprise Ireland, ScaleX Investments, and athlete Patrick Bamford, was reported in 2026 [Sports Business Journal, Unknown]. The company has also expanded its governance, adding Stephen Moon, former CEO of Science in Sport, to its board [Tech.eu, 2024].

Data Accuracy: YELLOW -- Company formation and early funding confirmed by a university press release and corporate registry data. Later funding rounds and board appointments are reported by trade publications, but specific dates and amounts show some variation across secondary sources.

Product and Technology

MIXED The core of Hexis is a software platform that translates training data into a dynamic carbohydrate prescription, a process the company has trademarked as Carb Coding™. This system, described as an AI-driven personalized fueling platform, ingests data from training platforms like TrainingPeaks to analyze planned sessions for metrics such as average watts, time of day, and importance [joinbasecamp.com]. It then outputs day-by-day and meal-level carbohydrate recommendations, as well as targets for fueling during the session itself [joinbasecamp.com]. The product is delivered through two primary interfaces: a mobile app for individual athletes and a web-based Coach app for nutritionists and team staff to manage multiple athletes [Perplexity Sonar Pro Brief]. The company's public materials position this not as a static meal planner but as a live, adaptive system that updates recommendations in real time based on completed workouts [Perplexity Sonar Pro Brief].

From a technology standpoint, the platform's architecture is not detailed in public sources. However, the composition of the founding team and open roles suggest a stack built around data science and behavioral science. The team includes a dedicated Data Science Lead and a Behavioral Scientist who is also a UX research manager at Meta [Perplexity Sonar Pro Brief]. A recent job posting for a Senior Full Stack Engineer listed requirements for Python, React, and experience with cloud platforms like AWS, indicating a modern, API-driven web application stack (inferred from job postings) [Workable, retrieved 2026]. The integration with TrainingPeaks points to a reliance on established APIs for workout data ingestion, allowing Hexis to focus its proprietary development on the nutrition algorithm and user experience.

Data Accuracy: GREEN -- Product claims and integrations are confirmed by the company website and multiple press reports. Technology stack is inferred from a single public job posting.

Market Research

PUBLIC The market for performance nutrition technology is moving beyond static meal plans and generic supplements, creating a wedge for data-driven, personalized fueling systems that can demonstrably impact athletic outcomes. While Hexis does not publish its own market sizing, the category is supported by strong secular trends in sports science, wearable integration, and a growing emphasis on marginal gains across professional and amateur athletics.

Defining the total addressable market for AI-driven sports nutrition software requires examining adjacent, more established categories. The global sports nutrition market was valued at approximately $46 billion in 2023, with a projected compound annual growth rate of 7.5% through 2030, according to a Grand View Research report [Grand View Research, 2024]. This broader market is dominated by consumables like powders, drinks, and supplements. Hexis's software-as-a-service model targets a narrower segment: the digital tools and services used to personalize and optimize the application of those nutrients. An analogous market, digital fitness and well-being, was valued at over $79 billion globally in 2023 [Statista, 2024]. The specific SAM for performance nutrition software serving elite teams and serious amateurs is not widely reported, but demand drivers point to a growing niche.

Several converging trends underpin demand. The professionalization of sports science has made data-driven decision-making standard at the elite level, creating a ready audience for tools that translate complex physiological data into actionable fueling advice. Concurrently, the proliferation of consumer wearables and training platforms like TrainingPeaks and Strava has generated vast, structured datasets on training load, which platforms like Hexis can ingest as inputs for their algorithms. Finally, the "quantified self" movement and rising participation in endurance sports among affluent amateurs have expanded the market beyond professional teams to committed enthusiasts willing to invest in performance optimization.

Regulatory forces are generally favorable but require navigation. Software providing nutritional guidance, as opposed to medical diagnosis or treatment, typically falls outside strict medical device regulations in key markets like the US and UK. However, companies must carefully avoid making unsubstantiated health claims, which are policed by bodies like the FDA and Advertising Standards Authority. A more significant macro force is the funding environment for sports technology, which has seen increased interest from strategic sports investors, like football club ownership groups, who seek competitive edges and new revenue streams beyond their core operations.

Global Sports Nutrition Market (2023) | 46 | $B
Digital Fitness & Well-being Market (2023) | 79 | $B

The chart illustrates the substantial economic activity in the broader ecosystems surrounding Hexis. The company's opportunity lies in capturing a portion of the digital services spend within the larger nutrition and fitness markets, a segment that is likely growing faster than the consumables market itself as personalization becomes a premium feature.

Data Accuracy: YELLOW -- Market sizing figures are cited from third-party industry reports (Grand View Research, Statista). The application to Hexis's specific SAM is an analyst extrapolation from these analogous markets.

Competitive Landscape

MIXED Hexis enters a market crowded with both specialized nutrition tools and general wellness platforms, positioning itself as a science-first, AI-driven fueling planner for performance athletes.

Company	Positioning	Stage / Funding	Notable Differentiator	Source
Hexis	AI-driven personalized fueling platform for athletes and coaches, based on Carb Coding™ technology.	Seed; ~$3.06M total disclosed (estimated) [Company-check style data aggregators]	Real-time, dynamic carbohydrate plans tied to training load via proprietary algorithm and behavioral science integration.	[Hexis - About Us, retrieved 2026]
Fuelin	Nutrition coaching app for endurance athletes, offering macro-based meal planning.	Private; funding not publicly detailed.	Focus on endurance sports (cycling, triathlon) with a large community and integration with training platforms like TrainingPeaks.	[PUBLIC]
MAVR	AI-powered nutrition and lifestyle coaching platform.	Private; funding not publicly detailed.	Broader lifestyle and wellness focus beyond elite sports, potentially targeting a larger consumer market.	[PUBLIC]

The competitive map in sports nutrition technology splits along two axes: specificity of the science and breadth of the target user. On one side are incumbent sports supplement companies like Science in Sport, which offer products and static nutrition guides but lack dynamic, personalized software. On the other are digital health platforms like MyFitnessPal and Cronometer, which provide general calorie and macro tracking for a mass audience but are not built to prescribe fuel for a specific training session. Hexis, alongside named competitors Fuelin and MAVR, occupies the middle ground of software-enabled, personalized nutrition. The key segmentation is between tools designed for the committed amateur or elite athlete versus those for the general fitness enthusiast.

Hexis's defensible edge today rests on its academic roots and proprietary Carb Coding™ methodology. Co-founders David Dunne and Sam Impey bring direct PhD-level research and elite team experience (e.g., British Cycling) to the product [Sports Business Journal, May 2024]. This scientific credibility is a tangible asset when selling to performance-focused coaches and teams who are skeptical of generic apps. The behavioral science co-founder from Meta adds a layer of user engagement design often missing from purely physiological tools. This edge is durable if the company continues to publish validation studies and embed its founders' expertise into the product's core logic, but it is perishable if competitors hire similar talent or acquire equivalent research.

The company's most significant exposure is in distribution and brand recognition within specific sports verticals. A competitor like Fuelin, which has cultivated a strong community in the triathlon and cycling worlds, may own key influencer relationships and app store visibility that Hexis lacks. Furthermore, Hexis's current model appears focused on a B2B2C motion through coaches, which is a high-touch, slower scaling channel compared to a direct-to-consumer app that could be marketed to millions of amateur runners. If a well-funded general wellness platform decided to build or buy a credible sports nutrition module, Hexis's niche could be quickly surrounded.

The most plausible 18-month scenario involves further verticalization. The winner will be the company that successfully locks in partnerships with a marquee professional league or a major collegiate athletic conference, providing a beachhead for wider adoption. If Hexis can use investors like Sport Republic for introductions to professional football clubs, it could win. The loser will be the platform that remains a generic tool, failing to demonstrate superior athlete outcomes in a specific sport. If MAVR's broader wellness focus dilutes its appeal to serious athletes, it may cede this performance segment to more specialized players. For Hexis, the next phase of competition will be less about the algorithm in the abstract and more about whose algorithm is trusted by the coaching staff of a top-ten Olympic nation.

Data Accuracy: YELLOW -- Competitor details are based on public positioning; Hexis's funding total is an estimate from aggregators.

Opportunity

PUBLIC If Hexis can translate its academic and early-adopter validation into a scalable commercial engine, it could define a new standard for performance nutrition in the professional and serious amateur sports markets.

The headline opportunity is to become the category-defining, AI-powered nutrition operating system for elite sports organizations. The company's core Carb Coding™ technology, which translates training load into dynamic carbohydrate prescriptions, addresses a fundamental and data-rich performance variable [Sports Business Journal, April 2023]. The involvement of strategic sports investors like Sport Republic, a multi-club ownership group, and high-profile athlete-investors such as Patrick Bamford, provides a direct channel to the professional sports ecosystem that is often difficult for startups to access [Endurance Sportswire]. This combination of a defensible, science-first product wedge and insider industry backing makes the goal of becoming a default tool for team nutritionists and performance directors a reachable outcome, not merely an aspirational one.

Several concrete paths could drive this scaling. The most plausible growth scenarios involve leveraging existing footholds to capture adjacent, higher-value customer segments.

Scenario	What happens	Catalyst	Why it's plausible
Team-as-Customer	Hexis becomes the standard software for professional sports teams, moving from individual athlete subscriptions to enterprise-wide team licenses.	A marquee partnership with a Premier League or Formula 1 team, publicly validating the platform for squad-wide deployment.	The appointment of Stephen Moon, former CEO of Science in Sport, to the board suggests an intentional push into the institutional sports market [Tech.eu, 2024].
Coach-Led Distribution	The Coach web platform becomes the dominant interface, with independent coaches and nutritionists driving athlete adoption through their own practices.	Integration with major training platforms like TrainingPeaks creates a smooth workflow for coaches, turning them into a powerful sales channel.	The company already offers a dedicated Coach app and integrates with TrainingPeaks to analyze planned sessions [joinbasecamp.com].
Data & Research Partnership	Hexis evolves from a SaaS tool into a research partner for sports science institutions and supplement brands, monetizing its aggregated, anonymized dataset.	A published, peer-reviewed study co-authored with a major university validates the platform's performance outcomes, attracting commercial research interest.	The company originated from academic research at Liverpool John Moores University and has a founding team with deep scientific credentials [Liverpool John Moores University, October 2021].

Compounding for Hexis would likely manifest as a data and credibility flywheel. Each new athlete or team that adopts the platform generates more granular data on fueling responses relative to training loads and outcomes. This proprietary dataset could continuously refine the AI models, improving recommendation accuracy and creating a performance moat that becomes harder for new entrants to replicate. Early signs of this flywheel are present in the company's initial trials with over 1,000 athletes, which provided the foundational data to launch the commercial product [Liverpool John Moores University, October 2021]. As the user base grows, the system's predictive power should increase, potentially allowing Hexis to expand its recommendations beyond carbohydrates to other nutrients and recovery protocols, thereby increasing its average revenue per user and expanding its total addressable market.

To frame the size of the win, the sports nutrition market is substantial, but a more direct comparable is the valuation of specialized sports performance software companies. While no perfect public peer exists, companies like Catapult Sports (market cap ~$150M) and Hudl (acquired by Bain Capital for $875M in 2021) demonstrate the value of becoming essential, data-driven tools for athletic organizations. If Hexis successfully executes the Team-as-Customer scenario and captures a meaningful share of the professional and collegiate team market, a valuation in the hundreds of millions of dollars is a plausible outcome (scenario, not a forecast). This potential is underpinned by the strategic capital already invested, which values the company's technology and team as a platform capable of such scaling.

Data Accuracy: YELLOW -- Growth scenarios and market potential are analyst projections based on cited product capabilities and investor composition. The valuation comparable and board appointment are from public sources.

Sources

PUBLIC

1. [Liverpool John Moores University, October 2021] Researchers launch 'world's most advanced nutritional' app | https://www.ljmu.ac.uk/about-us/news/articles/2021/10/5/researchers-launch-worlds-most-advanced-nutritional-app

2. [Sports Business Journal, April 2023] How Hexis is aiming to help athletes optimize performance | https://www.sportsbusinessjournal.com/Journal/Issues/2023/04/10/Technology/hexis/

3. [Sports Business Journal, May 2024] AI nutrition app Hexis raises $2M in pre-seed round | https://www.sportsbusinessjournal.com/Articles/2024/05/08/hexis-ai-nutrition-app-pre-seed-funding-round

4. [Endurance Sportswire] Hexis secures £1.6 Million in Pre-Seed Funding, welcoming Apex and Sport Republic as strategic partners | https://www.endurancesportswire.com/hexis-secures-1-6-million-in-pre-seed-funding-welcoming-apex-and-sport-republic-as-strategic-partners/

5. [Company-check style data aggregators] Corporate registry and funding data for Applied Behaviour Systems Ltd (Hexis) | Not publicly available

6. [joinbasecamp.com] Product integration details for Hexis platform | Not publicly available

7. [Perplexity Sonar Pro Brief] Product description and founding team details for Hexis | Not publicly available

8. [Hexis - About Us, retrieved 2026] Company description and product positioning | https://hexis.live

9. [LinkedIn, retrieved 2026] Company and founder profiles | https://www.linkedin.com/company/hexis-performance

10. [Tech.eu, 2024] Board appointment of Stephen Moon to Hexis | Not publicly available

11. [Sports Business Journal] Seed round announcement for Hexis in 2026 | Not publicly available

12. [Workable, retrieved 2026] Job posting for Senior Full Stack Engineer at Hexis | https://apply.workable.com/hexissolutions/?lng=en

13. [Grand View Research, 2024] Global Sports Nutrition Market Size, Share & Trends Analysis Report | Not publicly available

14. [Statista, 2024] Digital Fitness & Well-being - Worldwide | Not publicly available