NURVV, a London-based sports wearable tech startup, has raised a $9 million Series A from Hiro Capital. The funding will bring to market the company’s debut product, NURVV Run, as well as finance further research and development into its patented biomechanics sensor technologies.

NURVV Run is a combination of smart insoles and an app, which coaches runners in real time about how to improve technique and prevent injury. The product was recently introduced at CES 2020 in Las Vegas.

“Runners are already able to collect a huge amount of data about each and every run they do. However, most of what they capture is historic, inaccurate and provides few insights on how to be a better runner,” said Jason Roberts, founder and CEO of NURVV.

In 2015 he and his wife Ulrica set out to improve how performance data is gathered and delivered for athletes.

“From the very beginning of this journey we kept coming back to the same question: ‘Why is running measured from the wrist, when most of the important metrics happen at the feet?’,” added co-founder Ulrica.

Tested by hundreds of athletes, universities and institutions such as SATRA Technology and the National Physical Laboratory, the system uses 32 high-precision sensors to capture data from the feet at 1,000 times per second, per sensor.

The company wants to eventually bring its patented sensor technology to other sports, games, and the wellness industry, with the stated goal of reaching 10 million athletes by 2025.

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