EXPERT IN: Sports Recovery; Sports Optimisation; Fitness; Sports Technology; Coaching; Elite Sport
Co-founder of one of the UK’s fastest-growing health and wellness businesses; the only rugby player in history to have won every trophy available in the top two tiers of English rugby, as well as both European trophies; ex-Harlequins and England player; Head Coach at London Scottish and consulting coach for England Rugby: Joe is formidable on and off the pitch.
Building MyoMaster – the business that he created in 2021 alongside his wife Lottie Whyte – while he was sidelined from rugby battling 12th major injury, Joe knew firsthand the need for state-of-the-art recovery equipment. Using his years of experience as a professional athlete, Joe dedicated his recovery time to creating a sports optimisation brand that makes expert-grade products accessible to the everyday person.
Having played for the Harlequins for a total of ten years, and winning two premiership titles with the team, Joe had experienced his fair share of major sporting injuries. For Joe, Achilles Tendonitis was the final straw that prompted him to craft a makeshift massage gun using a chair leg and jigsaw at his kitchen table. Whilst the invention first received laughs when he showed it to his Harlequin teammates, by the end of the day the team were converts and Joe had sold seven.
Committing their life savings to the venture, Joe and Lottie invested in building the home of physical optimisation with MyoMaster, using Joe’s experience and expertise to build products fit for both professional and amateur sports recovery, at accessible price points. Starting out of their spare room and finishing products by hand, the two have now grown the business to massive success, even landing on the national screen with Dragons’ Den, expanding their product range from massage guns to ice baths, compression boots, and CBD balms.
The pair’s performance in ‘The Den’ captured multiple Dragons’ attentions, though their final £100,000 of investments came from Sara Davies and ex-Manchester United player Gary Neville. Neville’s investment came from his knowledge of elite recovery products and his interest in MyoMaster’s personalised recovery app, designed to track your workouts and provide a suitable recovery programme, which has also secured investments from Google.
Since the filming of their episode, the couple has seen MyoMaster grow with a 700% year-on-year revenue growth, and with the virality of their pitch, there are no signs of that growth stopping. As they continue to use Joe’s professional background to expand their brand and the community that comes with it, MyoMaster has set its sights on becoming the global home of physical optimisation for many seasoned and beginner sports and fitness enthusiasts.