Olympic champion Jade Jones backs York's HempWell in £10M growth push
What's the deal? York-based wellness firm HempWellDealroom has a profile for this one. Try Dealroom → has agreed a multi-million-pound investment from JJ Double Gold, a sports nutrition brand co-founded by double Olympic taekwondo champion Jade Jones OBE and technology entrepreneur Richard Groves. The deal, announced in October 2026, will see JJ Double Gold acquire an equity stake in HempWell, with investment phased over three years.
What does HempWell do? Founded by husband-and-wife team Phil James and Lisa McWilliams, the company makes CBD-based wellness supplements and creams. It employs 15 people and runs retail outlets in York, Brighton, and Harrogate, plus an international e-commerce business.
What's the money for? The funding will support the acquisition of a manufacturing facility outside York, production upgrades, and a dedicated nutraceutical gummy line. The company is targeting a £10 million valuation by 2029.
What's the endgame? HempWell plans to expand beyond CBD into mental health, women's health, sports performance, and recovery. Further investment is earmarked for branding, marketing, and artificial intelligence, backed by Groves's digital consultancy, Active DigitalDealroom has a profile for this one. Try Dealroom →.
"Technology and AI will play an increasingly important role in future-proofing the business, allowing us to scale efficiently as we grow," James said.
Why Jones? The Olympian framed the partnership around her own experience with natural nutrition. "I know this as much as anyone, having used natural nutrients extensively throughout my Olympic and current boxing career," she said.
The signal: The deal points to continued investor appetite for regional UK wellness brands. Recent Yorkshire activity has included Northallerton-based 80Noir Ultra, which raised £50,000 in angel investment and £60,000 in public innovation funding in September 2026 — a sign that smaller regional players are drawing capital, even if the sector is not yet a defined trend.
Read more: bdaily.co.uk
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