December 8, 2022


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

The startup describes itself as a digital weight loss and body transformation service that helps train users in their weight loss efforts.

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

The tour was led by Hoxton Ventures with several angel investors who joined the investment alongside basketball legend O’Neal, including former Irish rugby player Jimmy Heslip, Web Summit founder Paddy Cosgrave as well as Seedcamp.

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

Its hardware, including glucose sensors, scales and smart stripes, as well as its software platform collect data about a user’s physical condition and use artificial intelligence to formulate individual weight-loss programs.

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

“The Limbo method saved my life. I started shedding obesity and diabetes thinking I wouldn’t be around to meet my grandkids,” said Pat Phelan, co-founder of Limbo.

“When I discovered the system we eventually switched to Limbo, I realized that we had the opportunity to address one of the most pressing problems the world faces today. We finally have a simple way out of the obesity trap. Now we are ready to empower people around the world to control their health and weight easily and effectively that they have never been before. They can never imagine it.”

Bradbury, CEO, said the data generated by Limbo’s early private users has created strong evidence of the service being rolled out to a broader market.

“With this funding, we can serve far more people, allowing them to lose weight and gain energy with ease they never thought possible, and bring us closer to our goal of ending the global obesity crisis,” he said.



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