Guides & Advice

Legal Team Behind Brownlee Brother Tech Investment Revealed

Published: 20th November 2020
Area: Firm News

Local law firm Shakespeare Martineau has been revealed as the legal team behind double Olympic champion Alistair Brownlee’s investment in Leicester-based triathlon analytics company, INCUS Performance. 

Head of the Nottingham office and partner at Shakespeare Martineau Roger Harcourt led the investment deal with the support of Sam Naunton, advising the company on the investment and its future collaboration with Brownlee. 

The INCUS platform is a data driven tool that is able to provide minute detail and analytics for every training session. It’s pioneering a new way of using data in training by not just reporting numbers, but also providing a detailed analysis that is easy to understand and apply in order to improve performance and athlete experience.  

Brownlee is well known for winning gold in the triathlon event in both 2012 and 2016 Olympic Games and has previously championed the INCUS platform prior to investing.  

Corporate finance specialist and advisor to the companyRoger Harcourt said: “Alistair Brownlee is a national sporting hero and, for many, the most recognisable name in triathlon, so his investment represents a particularly exciting moment for INCUS and a vindication of its market leading products.  We have a longstanding relationship with the company and were delighted to support the investment and advise on its future strategic partnership with Alastair 

“It’s fantastic to see investments being made into East Midlands based tech businesses.  

Technology and sport are key specialisms of ours and we’re excited to see how the partnership between INCUS and Alistair develops. 

In addition to his investment Brownlee will be using his experience to help INCUS Performance develop its platform and product offering in a strategic role within the company.  

Chris Ruddock, managing director at INCUS said: “To be working closely with someone as experienced as Alistair, not only as a professional athlete, but one that has successfully competed across both Olympic and Ironman distances, is amazing. At INCUS, we’re all about taking a new approach, bringing innovation and creativity to endurance sports where there hasn’t been before. We’re proud to work with those who similarly push boundaries in sport, and are looking forward to integrating Alistair’s experiences in our upcoming insights, and the wider INCUS experience. 

Having the right partnerships has been really important for INCUS. A focus on team excellence, both internally and externally, is what has driven our successes to date. The Shakespeare Martineau team are a valued extension of the INCUS team, and have supported us since the beginning. We look forward to continuing our work with Roger and the team as we further INCUS development and growth in the years to come.” 

Alistair Brownlee said: "I’m fascinated by how technology can be used to help improve athletic performance. 

"Two of the most important factors in training are efficiency and training load management. 

"Through technology we have the ability to collect so much data, but the important and interesting part is how we distil that data into useful insights. 

"I’ve really enjoyed working with the INCUS team to produce accurate and useful information that can add something to everyone’s training. 

"Whether you’re a beginner wanting to track your fitness or an elite professional athlete there are novel and relevant insights for you." 

How can we help?

Our expert lawyers are ready to help you with a wide range of legal services, use the search below or call us on: 0330 024 0333

SHMA® ON DEMAND

Listen to our SHMA® ON DEMAND content covering a broad range of topics to help support you and your business.

Covid-19 vaccine – what employers need to know

10 Mar

Matt McDonald, Partner
Covid-19 vaccine – what employers need to know

In this webinar, Matt McDonald – partner in our employment team – will discuss […]

Agriculture: Agricultural Tenancies and Tenancy Reform

11 Mar

Peter Snodgrass, Partner & Head of Agriculture | Jennie Wheildon, Legal Director
Agriculture: Agricultural Tenancies and Tenancy Reform

Peter Snodgrass and Jennie Wheildon will be in conversation discussing how to identify the […]

When does a mental health condition become a disability? Managing mental health in the workplace

17 Mar

Matt McDonald, Partner
When does a mental health condition become a disability? Managing mental health in the workplace

We will cover: Recognising mental health issues in the workplace, what employers can do, […]

Protecting your business from the risk of insolvency – preparing for the months ahead | Live Ask the Experts

25 Mar

Roy Botterill, Partner | Sean Moran, Partner | Rhys Wyborn, Partner
Protecting your business from the risk of insolvency – preparing for the months ahead | Live Ask the Experts

We look at the obligations placed on directors, the warning signs for their businesses […]

Standard Method – the implications for plan-making and development opportunities across the East Midlands

4 Mar

David Pendle, Associate Director | Andrew Gore, Partner
Standard Method – the implications for plan-making and development opportunities across the East Midlands

This webinar will focus on what on the implications are for plan-making across the […]

Agriculture: Brexit and the impacts on farmers and land owners

25 Feb

Peter Snodgrass, Partner & Head of Agriculture
Agriculture: Brexit and the impacts on farmers and land owners

Peter Snodgrass, Head of Agriculture at Shakespeare Martineau, will be in conversation with Jason […]

DIY Will Drafting and Digital Assets – what can go wrong?

25 Feb

Debra Burton, Legal Director
DIY Will Drafting and Digital Assets – what can go wrong?

Discussing the common problems encountered with badly drafted Wills including construction issues, the risk […]

IR35 – what changes are expected in April 2021?

24 Feb

Rhys Wyborn, Partner
IR35 – what changes are expected in April 2021?

In this webinar, Rhys Wyborn – partner in our employment team reminds employers of […]

Our Latest Thoughts

All the latest views and insights on current topics.

Redundancies during COVID-19: Coronavirus job retention scheme extension provides some relief

5 Mar

Corporate & Commercial

Redundancies during COVID-19: Coronavirus job retention scheme extension provides some relief

Read article Right Arrow

The Job Retention Scheme Your questions – answered

3 Mar

Corporate & Commercial

The Job Retention Scheme Your questions – answered

Read article Right Arrow

Shakespeare Martineau advises on multi-million pound sale of Prolectric

3 Mar

Corporate

Shakespeare Martineau advises on multi-million pound sale of Prolectric

Read article Right Arrow

Homeworking: how to deal with workplace injuries

2 Mar

Employment

Homeworking: how to deal with workplace injuries

Read article Right Arrow

Shakespeare Martineau supports Solid State in multi-million pound acquisition

1 Mar

Firm News

Shakespeare Martineau supports Solid State in multi-million pound acquisition

Read article Right Arrow