Steven Bartlett joins wellness firm Until as marketing co-founder

Steven Bartlett is investing in and joining London-based fitness marketplace Until as a marketing co-founder.

Bartlett is best known for his appearance on the BBC’s Dragons Den and his podcast The Diary of a CEO.

The exact investment made by Bartlett is undisclosed but comes as part of a wider £4m funding round into Until, which provides wellness professionals with access to facilities such as cryotherapy chambers and hyperbaric oxygen therapy.

Until’s co-founder, Alex Pellew, said in a statement that Bartlett’s “expertise” will give the company access to brand partnerships and “priority access” to his podcast’s live events.

Bartlett said he joined Until because the current “health and wellness market is broken”, adding that Until’s solution “rebalances the scales and puts healthcare and wellness professionals first.”

Until, which was founded by Pellew with Vishal Amin in 2021, said it has forecasted more than £1.75m+ in annual recurring revenue. It added that wellness professionals in its network deliver more than 5,000 sessions per month.

Pellew said: “We exist to help wellness practitioners break free and create their own thriving business. Steven is not only passionate about wellness but is also one of the most respected and successful entrepreneurs of his generation.”

Until currently has two locations in central London and plans to open another location in Marylebone before the end of the year. Over the next four years, it plans to add 40 more sites and expand to the US.

The deal marks the latest health and wellness investment by Bartlett. In March, nutrition startup ZOE scooped £2m from the podcast host’s startup investment fund, Flight Fund.

However, the terms of Flight Fund received criticism from some founders and investors, which asked for significantly discounted valuations in return for access to Bartlett’s network.