Doris Greenwood
Fuse is developing the first at-home hormone analysis system for female athletes to optimise performance and reduce injury risk.
Project
FUSE 4 PERFORMANCE
URL
Year founded
2023
Business stage
Seed
High-growth sectors
Life Sciences
Sector
Health
Location
East Midlands
Funding
Highly Commended Applicant
The problem and opportunity
Female athletes are six times more likely than men to suffer catastrophic ligament injuries, with ACL injuries in elite women’s sport projected to cost £800 million a year by 2030. Around 75% also experience menstrual dysfunction linked to training systems that fail to account for hormonal changes, affecting health, performance and injury risk. FUSE is the first at-home hormone analysis system designed specifically for female athletes.
The solution and innovation
FUSE is developing the first at-home hormone analysis system designed specifically for female athletes. By combining hormone monitoring with personalised insights on injury risk, training, nutrition and recovery, FUSE bridges the gap between sports science and female physiology. Validation includes FA recognition, letters of intent from clubs and grant funding, demonstrating strong market demand and reinforcing a scalable, data-driven approach.
Market and ambition
FUSE is initially targeting elite and semi-professional women’s football clubs through a B2B model, before expanding across women’s sport. Early traction includes FA recognition, letters of intent from clubs and grant funding. Over the next 2–3 years, FUSE aims to launch commercially and scale across the UK.
Founder perspective
Founder Doris Greenwood is a semi-professional footballer and Industrial Design graduate who has experienced first-hand the challenges female athletes face. Combining lived experience with product design expertise and industry partnerships, she is driving innovation to close the gender gap in sports science.
Women in Innovation Award
Highly commended applicant of the Innovate UK Women in Innovation Award 2025/26, receiving tailored business support, and access to specialist training and networks. View all winners and highly commended applicants from the Women in Innovation cohort 2025/2026.