Nutrition and tech experts bring carb-coding power to the masses with AI startup

Performance Nutritionist David Dunne has spent a decade supporting some of the biggest names in world sport, including Olympians and world champions.

And it was while undertaking a PHD in nutrition, behaviour change and technology, that Dunne met many other like-minded professionals who were fascinated by the impact that technology can have on behaviour.

He explains: “We started to work on research together for about three years and realised that with our shared expertise we were able to build large scale behavioural interventions that could affect people’s behaviour.

“There was a London-based VC that heard about the research we had been doing and he said ‘stop wasting your time researching and build a company already’.”

Taking this advice on board, they joined UCL’s (University College London) startup incubator programme Conception X and started to build ‘Hexis’.

The accomplished team of co-founders includes: Xiaoxi Yan, Duke-NUS Medical School PhD candidate, data scientist Dr. Rodrigo Mazorra, behavioural science expert Dr. Carmen Lefevre-Lewis, academic and exercise physiologist Dr. Sam Impey, data scientist Dorota Jagnesakova, Performance Science Advisor Dr. Brian Cunniffe and marketing advisor Aman Kumra.

Dr Sam Impey, who published a paper in 2018​ that disrupted sports nutrition. He introduced the notion of carb periodisation, later coined ‘carb coding’ by the Hexis team. This refers to the ability to enhance performance, recovery and adaptation to exercise through the personalised periodisation of carb consumption.