Hexis

Cover Block

Metric	Value
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

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

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

Executive Summary

Hexis sells a subscription-based, AI-powered fueling platform that translates an athlete's training schedule into a dynamic daily nutrition plan. 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 [Sports Business Journal, April 2023].

The founding team combines domain expertise in sports nutrition and exercise physiology with data science and behavioral psychology. Impey's role as lead nutritionist for British Cycling provides a 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 [Endurance Sportswire].

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.

How the Company Got Here

Hexis operates as a sports nutrition technology company, formally registered as Applied Behaviour Systems Ltd in London on March 28, 2018. 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 [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 include a £1.6 million pre-seed round announced in 2023-2024, led by strategic sports investors Apex Capital and Sport Republic [Endurance Sportswire]. A subsequent seed round of $2.1 million, led by Apex Capital with participation from Enterprise Ireland, ScaleX Investments, and athlete Patrick Bamford, was reported in 2026 [Sports Business Journal]. The company has added 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

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 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 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 [Perplexity Sonar Pro Brief].

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 [Workable, retrieved 2026]. The integration with TrainingPeaks points to a reliance on established APIs for workout data ingestion.

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.

Where the Demand Sits

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 [Grand View Research, 2024]. An analogous market, digital fitness and well-being, was valued at over $79 billion globally in 2023 [Statista, 2024]. Hexis's software-as-a-service model targets the digital tools and services used to personalize and optimize the application of nutrients.

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

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

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
Hexis	AI-driven personalized fueling platform for athletes and coaches, based on Carb Coding™ technology.	Seed; ~$3.06M total disclosed (estimated)	Real-time, dynamic carbohydrate plans tied to training load via proprietary algorithm and behavioral science integration.
Fuelin	Nutrition coaching app for endurance athletes, offering macro-based meal planning.	Private	Focus on endurance sports (cycling, triathlon) with a large community and integration with training platforms like TrainingPeaks.
MAVR	AI-powered nutrition and lifestyle coaching platform.	Private	Broader lifestyle and wellness focus beyond elite sports.

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

Opportunity

Hexis's core Carb Coding™ technology addresses a fundamental and data-rich performance variable [Sports Business Journal, April 2023]. The involvement of strategic sports investors like Sport Republic and high-profile athlete-investors such as Patrick Bamford provides a direct channel to the professional sports ecosystem [Endurance Sportswire].

Scenario	What happens	Catalyst
Team-as-Customer	Hexis becomes the standard software for professional sports teams.	A marquee partnership with a Premier League or Formula 1 team.
Coach-Led Distribution	The Coach web platform becomes the dominant interface.	Integration with major training platforms like TrainingPeaks.
Data & Research Partnership	Hexis evolves into a research partner for sports science institutions.	A published, peer-reviewed study validates the platform's performance outcomes.

Data Accuracy: YELLOW -- Growth scenarios and market potential are analyst projections based on cited product capabilities and investor composition.

Sources

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. [Hexis - About Us, retrieved 2026] Company description and product positioning | https://hexis.live
6. [LinkedIn, retrieved 2026] Company and founder profiles | https://www.linkedin.com/company/hexis-performance
7. [Workable, retrieved 2026] Job posting for Senior Full Stack Engineer at Hexis | https://apply.workable.com/hexissolutions/?lng=en