A firm based in Nottingham, England has decided to invest in a startup that revolves around sports technology. This start up called INCUS performance happens to be in Leicestershire. This is the 27th time Biocity has invested in a startup.

INCUS Performance came into being in 2016. It has its roots in Loughborough University’s Advance Technology Innovation Centre. A three level platform provided by INCUS helps the consumers in gathering the analytics and enhancing their performances and techniques. This project was designed initially to be specialized in sports like triathlon and swimming.

BioCity’s investments director, Claire Brown, said: “INCUS Performance are tapping into an unmet need. The current application of the INCUS system in swimming has real potential to translate into and become a leader within triathlon sport athletics. We are in the privileged position of meeting founders in the early stages of venture development.”

“We use this insight to invest in early-stage ventures, which are seen as high-risk, to support their growth and, crucially to facilitate later rounds of investment. Chris and the INCUS team are a wonderful example of what can be achieved in a short amount of time by bringing together commercial and technical expertise.” She added.

Chris Ruddock is the managing drector at INCUS Performance. In his interview he said

“This investment allows us to grow our innovation team, commercialise a new generation of wearable technology for athletes and develop further disruptive technologies for sports and personal monitoring.

“INCUS | NOVA has seen exceptional support from athletes and coaches during its development, but we wouldn’t be able to get the technology out to meet this need without experienced partners such as BioCity.”

“Their impressive network, expertise in business, biotech and health sectors, alongside a clear focus to support disruptive, high-technology start-ups, was key for us when choosing an investment partner.

“We are proud to partner with the BioCity group, and look forward to working with them in the next steps of our commercial journey.” He added.

The entire venture of fundings being secured had an assistance from Shakespeare Merineau. Shakespeare Merineau is a law firm that covered every legal corner of this investment deal.