How MyoMaster Grew Toward £15M After 200 Investor Rejections

MyoMaster makes recovery equipment for everyday athletes: compression boots, massage guns, ice baths, and saunas. Co-founded by Lottie Whyte and Joe Gray, the brand was built on a conviction that elite recovery shouldn't be limited to elite athletes. Since launching, MyoMaster has grown from a homemade massage gun to approaching £15M in annual revenue, earned a place on the Sunday Times Top 100 Fastest Growing Companies, and is still only getting started.

The challenge: From a jigsaw blade to 200 investor rejections

Joe Gray was playing professional rugby for Harlequins when he tore his Achilles. Recovery meant expensive shock therapy sessions in London, but the club could only fund them every other week. Rather than wait, Lottie improvised: she welded a stool leg onto the end of a jigsaw, ground down the blade, and built a handheld massage gun before the product category existed. Sixty rugby players tried it. It took all the pain away.

England rugby player Carl Sinclair paid Joe £300 for one on the spot. On the drive home, Joe stopped at B&Q, bought parts to make more, and had seven orders by the end of the week. That was the seed of MyoMaster.

The premise was clear.

"There's got to be a better way for everyday people to access the best recovery products."

Elite athletes had access to tools and treatments that recreational athletes never could. MyoMaster would close that gap.

Lottie built the brand evenings and weekends alongside her day job, quit in 2021, and went full time. The operational reality proved harder than the marketing. Manufacturing, logistics, supply chain, and customer experience all had to perform at a level that matched what the brand was promising.

"You can market all day, but if you're not going to deliver the promise that you're marketing, then you're not going to last as a business."

When the business needed capital to scale, the traditional route closed. Lottie was rejected by 200 investors.

The solution: Cash without giving anything away

"The Wayflyer relationship started out of desperation. I got rejected by 200 investors and we needed cash to scale. It seemed magical that someone was willing to give us cash that we just had to repay and we didn't have to give away anything for it."

MyoMaster started working with Wayflyer in 2021. For a founder-led brand where the story and the mission are inseparable from the product, giving away equity would have changed the nature of the business entirely. Capital that required repayment but not ownership meant the founders could scale without answering to anyone else.

"There's nobody who influences how we are scaling and growing this company. Nobody has enough of a percent to do that. If we'd taken investment money, I'd probably have a boss right now, which to me is the antithesis of why you start a company in the first place. We have total freedom."

The results: Sunday Times Top 100 and approaching £15M

The cold water immersion and sauna categories, which MyoMaster expanded into over the last two years, drove a step change in the numbers. Revenue has grown from £5M to approaching £15M. The Sunday Times named MyoMaster one of the 100 fastest growing companies in the UK.

The business appeared on Dragon's Den during that growth period. Lottie had it on her vision board. The producers called. The scale of support that followed confirmed what the numbers were already showing.

Throughout all of it, the Wayflyer relationship has continued. Banks and investors now approach MyoMaster looking to provide capital. Lottie's position is clear:

"They have completely supported our growth like nobody else. Now we've got banks and investors trying to give us cash, and Wayflyer is still the relationship we hold onto and choose over those relationships."

The business is still UK-only, with no exports yet. As Joe puts it:

"We think we're only just scratching the surface."

Interested in following in MyoMaster's footsteps? Wayflyer has funded over 6,000 businesses worldwide with $6 billion worth of working capital, backed by world-leading financial institutions. Apply in minutes and access funds in hours. Start your application today.