Hustle Mindset

Limitless Minds, Co-Founded By Russell Wilson, Receives Funding To Improve AI-Driven Performance Coaching


A mental fitness startup co-founded by Pittsburg Steelers quarterback Russell Wilson has scored new funding.

In 2018, Wilson (chief impact officer) founded the digital fitness company Limitless Minds with his brother Harry Wilson (CEO), a former med device and pharma sales leader; DJ Eidson (president), a former pharmaceutical and biotech sales leader; and the late Trevor Moawad, a mental conditioning coach named Sports Illustrated’s “World’s Best Brain Trainer,” according to the company’s website.

The website also mentions that the Louisville, KY-based company started as a business coaching consultancy. Four years later, it created a digital platform called Club Limitless, which offers coaching, live on-demand mindset training, and performance tools to train users’ mental fitness.

Over the years, some of Limitless Minds’ clientele have included Fortune 500 companies such as Johnson & Johnson, Workday, McDonald’s, and Pfizer, per a press release. 

“Since I joined the [NFL] in 2012, I have always believed in the advantage of investing in mental fitness to optimize performance,” Russell Wilson said in a statement. “As a co-founder and investor in Limitless Minds, our goal continues to be finding opportunities to democratize world-class mindset training.”

The company’s growth has been significant since the beginning. The press release notes that Limitless Minds has increased its total revenue by 400% and reached 600% annual recurring revenue growth in 2023, which is credited to its strengthened partnerships and efforts in the pharma and biotech sectors.

What’s more, Limitless Minds is expected to grow even more in light of recent funding from Future Labs Capital, a private equity venture capital firm focused on investments in businesses utilizing artificial intelligence (AI) technologies.

This investment will help in several key areas, including expanding current clients’ opportunities, scaling sales, and enabling full automation of the company’s data infrastructure, reporting, and analytics for its software-as-a-service (SaaS) product. Additionally, it will improve its AI-powered coaching product.

Mack Shwab, co-founder and managing director of Future Labs Capital stated: “Future Labs Capital is excited to participate in the Limitless Minds journey. We have been deeply impressed with the company’s incredible revenue growth, its leadership team, and the impressive use of AI to analyze patterns among athletes to build communication models that help businesses and their employees to drive peak performance.”

The company’s achievements continue to be recognized. Limitless Minds was selected for the Google For Startups Black Founders Fund in 2023, with a $150,000 grant and additional resources.

Editorial Note: This piece has been updated since initially published. 

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