October 6, 2022


Limbo, a weight loss technology start-up, has raised $6 million with Shaquille O’Neal among its backers.

The start-up describes itself as a digital weight loss and body transformation service that helps coach users in their weight loss efforts.

It was founded by serial entrepreneur Pat Phelan, who founded Trustev and beauty cosmetics chain Sisu, and Rurik Bradbury, former CEO of Trustev. The headquarters is in New York, and the research center is in Ireland.

The round was led by Hoxton Ventures, with several angel investors joining the investment alongside basketball legend O’Neal, including former Irish rugby player Jamie Heaslip, Web Summit founder Paddy Cosgrave, as well as Seedcamp.

With its new funds, Limbo will officially launch its subscription services in the UK and Ireland.

Its hardware, including glucose sensors, a scale and a smart band, as well as a software platform collect data on the user’s physical condition and use artificial intelligence to create individualized weight loss programs.

According to the start-up, early adopters lost an average of 12% of their body weight within three months.

“Limbo’s method saved my life. I started out obese, pre-diabetic and convinced I wouldn’t be around to meet my grandchildren,” said Limbo co-founder Pat Phelan.

“When I discovered the system we eventually turned into Limbo, I realized we had an opportunity to address one of the most pressing problems facing the world today. We finally have a simple way out of the obesity trap. Now we’re ready to empower people around the world to take control of their health and weight with ease and effectiveness they never imagined possible.”

Bradbury, who is the CEO, said the data generated by Limbo’s first private users created a strong case for expanding the service to the wider market.

“With this funding, we can offer a service to far more people, enabling them to lose weight and gain energy with ease they never imagined possible, and bringing us closer to our goal of ending the global obesity crisis,” he said.



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