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Skin In The Game is an FCA-registered investment group established to revolutionize the sports and human performance sectors. The organization was founded by a coalition of angel investors and family offices, aiming to support innovative companies that enhance how individuals engage with sports, health, and fitness. The firm operates with a fund size of $100 million, pooling resources from over 100 sophisticated investors, including high-net-worth individuals and family offices.
Currently, Skin In The Game focuses on early and growth stage startups, specifically from pre-seed to Series A. The firm has a global investment approach, sourcing opportunities while being regulated in the UK. Notable milestones include their investment in Hytro, a company specializing in blood-flow restriction performance sportswear, showcasing their commitment to innovative technologies in the sports sector.
Skin In The Game invests primarily in early and growth stage startups, with a specific focus on pre-seed, seed, and Series A funding rounds. Their investment strategy emphasizes technologies that enhance human performance, particularly those with applications extending beyond traditional sports markets. This includes sectors such as consumer health, space, and military applications.
The firm seeks startups that demonstrate the potential to transform how individuals live, train, and play. They look for innovative solutions that can scale and have a significant impact on the sports and human performance industries. Skin In The Game's investment thesis is centered on the intersection of sports and human performance, making them a unique player in the venture capital landscape.
Skin In The Game has made notable investments in the following companies:
While Hytro is a highlighted investment, the organization collaborates with a network of over 100 angel investors and family offices, indicating a broader portfolio that may include various other startups in the sports and human performance sectors. However, specific details on additional portfolio companies have not been disclosed.
Scott Newall - Chief Executive Officer. Scott has a background in finance and was appointed CEO in September 2023. He is an FCA Approved Person authorized for CF1 and CF30 controlled functions.
Chris Tuffey - Partner. Chris brings extensive experience in venture capital and investment strategies.
Casey Toohill - Investor and Venture Partner. Casey has a strong background in sports technology investments.
Joe Foster - Board Advisor. Joe is the founder of Reebok and brings significant industry expertise.
Roberto Croci - Board Advisor. Roberto is a director at the Public Investment Fund of Saudi Arabia, providing insights into sovereign wealth investments.
Alistair Brownlee MBE - Board Advisor. Alistair is a two-time Olympic Triathlon Champion and an investor.
Nathaniel Timbrell-Whittle - Investor. Nathaniel has experience in early-stage investments.
Bill Northfield - Investor. Bill is a former Managing Director at Deutsche Bank.
Chris Jones - Investor. Chris has a background in venture capital.
Rhys Beer - Investor & Advisor. Rhys provides strategic advice to portfolio companies.
Rory Glover - Advisor. Rory has experience with KKR and Spectrum Equity.
Laurie Canter - Advisor. Laurie is a professional golfer and investor.
To pitch to Skin In The Game, founders should visit their application page at skininthegamegroup.com/apply. It is important to include a comprehensive pitch deck that outlines the business model, market opportunity, and technology. The firm prefers detailed applications that clearly articulate the startup's vision and potential impact.
Response times may vary, but founders should expect a thorough review process given the firm's focus on sophisticated investments. Warm introductions are beneficial, especially given the network of elite investors associated with Skin In The Game.
In March 2026, Skin In The Game confirmed its investment in Hytro, a company specializing in blood-flow restriction performance sportswear. This investment was made in collaboration with Joyned Capital and highlights the firm's commitment to innovative technologies in the sports sector.
Scott Newall was appointed as the Chief Executive Officer in September 2023, bringing a wealth of experience in finance and investment to the organization.
What are the investment criteria for Skin In The Game?
Skin In The Game focuses on early and growth stage startups, particularly those in the pre-seed to Series A stages. They are interested in technologies that enhance human performance and have scalable applications in sectors such as consumer health, space, and military.
How can startups apply or pitch to Skin In The Game?
Startups can apply through their official application page at skininthegamegroup.com/apply. It is recommended to provide a detailed pitch deck that outlines the business model, market opportunity, and technology.
What makes Skin In The Game different from other venture capital firms?
Skin In The Game combines a unique network of elite athletes and experienced investors from the finance sector, providing startups with valuable insights and connections in the sports and human performance markets.
What is the geographic scope of Skin In The Game's investments?
The firm has a global sourcing strategy while being regulated in the UK, allowing them to invest in innovative startups worldwide.
What is the typical check size for investments?
While specific check sizes are not disclosed, Skin In The Game focuses on early and growth stage investments, which typically range from pre-seed to Series A funding amounts.
What kind of post-investment support does Skin In The Game provide?
Skin In The Game offers access to a vast network of experienced investors and professionals, which can help portfolio companies navigate the complexities of their respective markets.
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