Boosted By Ronaldo, Bioniq is Upping The Healthcare Game

All photos courtesy of Bioniq

It’s one thing for a brand to get an endorsement from soccer superstar Cristiano Ronaldo – but it’s a whole other story for it to get an investment from the internationally acclaimed athlete.

The latter is what London-based healthtech startup Bioniq can now boast of, with it securing what has been described as a “significant” investment from Ronaldo, which led its valuation to be boosted to US$82 million.

Founded by Vadim Fedotov and James Hardy in 2019, Bioniq is a data-driven healthtech startup that specializes in producing personalized nutritional supplements. Ronaldo’s investment in Bioniq comes on the heels of a successful $15 million Series B round led by European venture capital firms HV Capital and Unbound, and the company, which has a footprint in Europe, is also expanding globally, having made forays into the GCC in 2021.

“I wanted to bridge the gap between cutting-edge scientific research and everyday health management,” Fedotov, who is the CEO of the company, says. “Bioniq aims to fill this gap by offering personalized nutritional supplements based on comprehensive blood analysis data, providing individuals with tailored solutions to optimize their health.”

For a startup to succeed, it must address unmet needs in the market – and that’s exactly what Fedotov set out to do with Bioniq. In a supplement industry saturated with generic options and lacking personalization, Fedotov’s vision was to make health accessible and effective by bringing a tailored approach to wellness. For instance, Bioniq’s supplements are delivered in granular form after analyzing individuals’ health data, which is analyzed again months later. By utilizing before-and-after evaluations to track product effectiveness, Bioniq challenges the traditional dosage model commonly found in the supplement industry. Unlike conventional practices where doctors may prescribe generic supplements, Bioniq tailors its recommendations to individuals based on the experiences of similar users. Plus, Bioniq’s innovative granular format has been designed for easy digestion, simplifying daily intake. Crafted in Switzerland, these granules gradually release micronutrients, promoting smooth, consistent absorption throughout the day.

"Our granules are in a prebiotic form with the highest absorption level,” Fedotov explains. “While traditional supplements offer generic solutions, we analyze individual blood markers, lifestyle factors, and health goals to create customized supplements.”

Launched in 2019 in the UK, Bioniq is the industry leader in offering artificial intelligence-driven personalized supplements based on blood test data 

Fedotov says that he came to launch Bioniq after struggling with issues relating to his own well-being. “The inspiration for launching Bioniq came from my personal health journey,” he says. “After experiencing health issues that conventional medicine couldn’t fully address, I realized the need for a more personalized approach to wellness.”

After years of pushing himself in a high-pressure corporate environment, Fedotov hit a breaking point when he was 30 years old, and no company was offering personalized solutions that made sense to him. Burnt out and exhausted, Fedotov was determined to find a way to optimize his own performance — physically, mentally, and cognitively — and reclaim his energy and focus. Fedotov thus identified a major gap in the market, driving him to create a solution that others could benefit from as well. “This journey led me to establish Bioniq, combining my business acumen with a commitment to revolutionize how people approach their well-being,” Fedotov says.

Using its proprietary biochemical database and patented technology, as well as its artificial intelligence (AI)-driven algorithms, Bioniq tailors a custom blended unique mix of up to 120 antioxidants, vitamins, minerals, phytonutrients, amino acids, and prebiotic fiber to meet each person’s specific needs and target any deficiencies directly. “I believe the intersection of technology and health is moving towards predictive and preventive care, with AI and big data playing crucial roles,” Fedotov tells Inc. Arabia. “Bioniq is committed to staying at the forefront of these developments by continuously enhancing our data analytics capabilities and embracing emerging technologies to offer even more personalized and effective health solutions.”

Bioniq now proudly declares that it holds the world’s largest proprietary biochemical database of its kind, drawing on customer test data from across five continents, and its offering is now available in over 70 countries. As for how it works, Bioniq analyzes an individual’s height, weight, age, lifestyle, and health goals to pinpoint micronutrient imbalances. The result? Targeted nutritional insights, personalized daily nutrient support, 1:1 consultation, and a wealth of educational resources designed to optimize health outcomes, regardless of an individuals’ fitness.

Bioniq's Granules. 

“For instance, catering to elite athletes involves addressing their specific performance goals, recovery needs, and the rigorous demands of their training regimens while ensuring safety (we are World Anti-Doping Agency-approved),” Fedotov explains. “Their bodies often require precise nutrient timing and dosing to optimize performance and recovery. For the general population, the focus is more on overall wellness, preventive health, and addressing lifestyle-related concerns.”

Bioniq also offers a specialized line designed specifically to support women’s wellness, which addresses their unique health needs and goals. “We recognize that women’s health has unique aspects that require dedicated attention, such as hormonal balance, reproductive health, and increased susceptibility to conditions like osteoporosis,” Fedotov says. “Motivated by the desire to provide comprehensive health solutions for all, we’ve developed specific protocols and supplement formulations to address these needs.”

Commenting on Bioniq’s presence in the GCC, Fedotov says that his company’s entry into this market required a deep understanding of the region’s unique healthcare environments, cultural nuances, and regulatory landscapes. According to Fedotov, success in this region is reliant on building strong alliances with local healthcare providers, government agencies, and regulatory bodies to effectively navigate the market’s complexities.

“We’re thrilled to collaborate with esteemed organizations like the Department of Culture and Tourism – Abu Dhabi and Al Borg Diagnostics in Saudi Arabia,” Fedotov tells Inc. Arabia. “These partnerships are pivotal in promoting innovation and integrating our personalized health solutions within the region’s cultural and medical frameworks. By combining our expertise in personalized nutrition with their local insights, resources, and networks, we’re enhancing the accessibility and effectiveness of health and wellness services across the GCC.”

After conducting years of testing, Bioniq has developed the largest of its kind proprietary biochemical database with blood test data from customers across five continents.

Fedotov believes that there’s significant potential for his enterprise in the GCC, which has been seeing a rising interest in wearables as well as a movement toward personalized health solutions. “At Bioniq, we utilize advanced algorithms and machine learning to analyze individual health data from blood tests, lifestyle assessments, and wearable devices,” Fedotov says. “In the GCC, where there’s a high adoption rate of technology, we’ve developed user-friendly platforms — including our app — that allow clients to track their health progress seamlessly. This integration of technology enables us to meet and exceed the evolving demands of consumers seeking personalized and convenient health solutions.”

Fedotov also highlights how the region’s distinct health challenges, such as high diabetes rates and elevated cholesterol levels, have driven the company to adopt innovative approaches to nutrition supplementation. “Understanding the unique health challenges in the GCC, such as vitamin D deficiency and lifestyle-related conditions like hormonal imbalances and high cholesterol, we’ve customized our services to meet these needs,” he says.

Now, as Bioniq accelerates its expansion across the US, Europe, and the Middle East, getting the backing of a global celebrity like Ronaldo can be expected to greatly enhance its brand visibility and credibility, and motivate more individuals to adopt a personalized, evidence-based approach to wellness. In addition to his investment, the pro footballer will also play a strategic role in product development, guided by his performance goals.

“Ronaldo has been a Bioniq user since 2022, and he first experienced our products as a customer,” Fedotov reveals. “Over time, we had the opportunity to share with him more and more about our team, vision, values, and beliefs, it became clear how much we are aligned. Together, we aim to build a leading personalized health brand that is high-quality, evidence-based, and helps our users reach their health goals efficiently and safely.”

This article first appeared in the November issue of Inc. Arabia magazine. To read the full issue online, click here.