Loughborough Alumni


30 Jul 2020

Alumnus sports tech product launch boosted by Sky Media SME award

A sports technology start-up founded by Product Design Engineering graduate Chris Ruddock is enjoying buoyant sales for its flagship product which provides high-quality training feedback for Triathletes through premium wearable technology and analytics.

Having experienced first-hand the entrepreneurial ecosystem at Massachusetts Institute of Technology (MIT) when he participated on an exchange, Chris began developing a concept to help athletes to train better using data during his final year studying Product Design Engineering.  His potential was recognised through the University’s business idea competition and, having graduated with a first-class degree, he launched INCUS Performance on LUSEP, the University Science and Enterprise Park in 2016.

INCUS launched the first technology platform specifically developed for Triathletes this Spring. INCUS | NOVA is worn during training and captures high-quality motion and technique data, which is then automatically analysed and presented via a companion app to athletes and coaches.

INCUS | NOVA is also the first Triathlon wearable worn on the spine, providing the first wearable measurement of body roll and pitch angles in swimming, first independent left/right stroke analysis and the first to provide ongoing multi-sport features through free software updates.

Launching a Triathlon training device as the world went into lockdown seemed an unlikely path to success and yet INCUS | NOVA has attracted outstanding product reviews with several of its product bundles selling out quickly.

This July, sales received a further boost when INCUS Performance won Sky Media’s SME250 initiative, leading to a £10k advertising deal for all SKY channels.

The INCUS HQ at Loughborough comprises a growing number of Loughborough alumni and benefits from the University’s unique sports innovation ecosystem. The team has more exciting developments in store; with run updates launched later this summer followed by bike integrations towards the end of the year.

Find out more about INCUS.

+44(0)1509 228497

Hazlerigg Building
Loughborough University
LE11 3TU  UK