Double Olympic gold medallist Jade Jones has announced a multi-million-pound investment in a UK wellness company as she expands her business interests beyond sport.
The Flintshire-born taekwondo star, who won Olympic gold at London 2012 and Rio 2016, is entering a new phase of her business career through JJ Double Gold, the fitness and recovery brand she co-founded with technology entrepreneur Richard Groves.
The company has acquired an equity stake in York-based CBD wellness business HempWell Ltd, with a phased multi-million-pound investment planned over the next three years.
The deal will support HempWell’s expansion while allowing JJ Double Gold to enter new markets, including the supply of natural CBD-based vitamins, minerals and wellness products.
Jade, who was awarded an OBE for services to taekwondo, launched JJ Double Gold alongside Richard in July 2026.
The business focuses on natural, plant-based products designed to support fitness, performance and recovery.
Speaking about the investment, Jade said: “Now more than ever, there’s a growing demand from consumers for ethically sourced, effective wellness products.
“I know this as much as anyone, having used natural nutrients extensively throughout my Olympic and current boxing career and understand the benefits they can provide in supporting performance and recovery.
“HempWell has a wealth of expertise in this area, and I’m excited to be part of the journey and help take the business to the next level.”
HempWell was founded in York in 2017 by husband-and-wife team Phil James and Lisa McWilliams.
The business initially began supplying CBD products to help Phil manage arthritis in his knee before expanding into a wider range of wellness products.
It now employs 15 people and operates three retail outlets in York, Brighton and Harrogate, alongside an online service that ships internationally.
The investment is expected to help HempWell increase its manufacturing capacity, develop new products and expand into additional markets.
Lisa McWilliams, CEO of HempWell, said: “This is a hugely significant milestone for HempWell and one that marks the beginning of an exciting new chapter.
“We’ve built a strong, trusted brand and a loyal customer base, and this investment gives us the opportunity to take that success to the next level.
“The partnership with Jade and Richard brings together complementary expertise, investment and ambition.
“It gives us the resources to significantly increase our manufacturing capability, accelerate product development and enter new markets, while remaining true to our core values.”
Technology will also play a significant role in the company’s future, with plans to introduce greater use of artificial intelligence across its operations.
This will be supported by Richard’s digital consultancy business, Active Digital, with the aim of improving production, order fulfilment and customer services.
Phil James, director of HempWell, said: “Technology and AI will play an increasingly important role in future-proofing the business, allowing us to scale efficiently as we grow.”
The partnership marks another development in Jade’s career, having established herself as one of Wales’ most successful Olympians before moving into boxing and business.
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