NEU+ is emerging as a new force in the UK wellness sector, introducing a science-led approach to recovery, longevity, and daily performance for modern urban lifestyles. Positioned within London’s health and performance ecosystem, the brand is addressing growing demand for accessible, high-performance supplementation among professionals, athletes, and health-conscious consumers.
At the centre of NEU+’s innovation is the world’s first ready-to-drink 60ml NAD+ supplement, establishing a new category in functional wellness. The product is designed to simplify access to Nicotinamide Riboside, a clinically studied NAD+ precursor, in a portable format that replaces the need for clinic-based IV treatments.
Founded in February 2026 by entrepreneur Jak Leese, NEU+ was developed following his personal experience of burnout while balancing elite HYROX training, business leadership, and family commitments. After exploring NAD+ IV therapy as part of his recovery strategy, Leese identified significant barriers to access, including cost, time, and clinical availability, with treatments often exceeding £400 per session and remaining largely inaccessible to mainstream consumers.
NEU+ was created to remove these barriers by offering a consistent, clinically informed alternative that integrates into daily routines. The product is designed for use in environments such as offices, gyms, and travel settings, reflecting the pace and demands of London-based lifestyles.
The formulation is grounded in established scientific research into NAD+. Studies indicate that NAD+ levels decline by approximately 50% between the ages of 40 and 60, with earlier reductions linked to decreased cellular energy production and recovery capacity. NAD+ plays a central role in more than 500 enzymatic processes involved in mitochondrial function, metabolism, and DNA repair. Research into Nicotinamide Riboside supplementation has demonstrated increases in NAD+ levels of approximately 60 to 100% in human studies, depending on dose and duration, with measurable effects observed within weeks.
A milestone for the brand is its retail partnership with Harrods Pharmacy, placing NEU+ within one of the world’s most established retail environments. Since launch in-store, the product has sold over 1,000 units. This performance demonstrates clear consumer demand within a high-footfall, premium retail setting and reinforces product-market fit among both London residents and international visitors.
Beyond retail, NEU+ is engaging with evolving wellness culture across London, including participation in community running groups and post-exercise social environments that reflect increasing interest in alcohol-free and performance-focused lifestyles. These cultural shifts are shaping new patterns of social interaction across the capital, particularly among younger professionals and fitness-led communities.
The brand is also supported by ambassador Johnny Nelson MBE, alongside HYROX athletes Kate Davey and Jon Wynn. Their involvement reflects NEU+’s integration into high-performance sport and recovery culture. Kate Davey has incorporated NEU+ into her recovery following a significant ACL and multi-ligament injury sustained at the 2025 HYROX World Championships, reporting improvements in recovery metrics and oxygen levels. Jon Wynn has integrated the product into his daily routine as part of his sobriety and performance-focused lifestyle.
NEU+ has also built a growing digital presence, generating over 1 million Instagram views through targeted campaigns, with a significant proportion of engagement originating from London and the South East. This digital reach is translating into both online sales and retail demand, particularly within premium environments.
Quotes by Jak Leese:
“I worked in cars for a long time. You want to buy or rent one, you look at it, make sure it looks good inside and out. As people, we do the same. We want to look good, fit, well dressed. Make sure we are nice to people, well-spoken. But at the end of the day the car has got to take you somewhere. I bet last time you bought or rented a car you did not check under the hood, examine the engine. You may be doing the same mistake with your body. You can look fit, dress well, be nice… and be collapsing on the inside. Much like the car, your body’s got to take you places. Unlike the car, you cannot replace it.”
“I built NEU+ because I needed it. I feared that it wouldn’t work for anyone else. Spoiler: it works better for others than it does for me. What I will say is that seeing results in people who had no reason to expect them, people I’ve never met, with no stake in this working… it makes me happy and feels differently than anything I’ve felt about this product before.”
“I built NEU+ for the person who can’t afford a $2M protocol. I am that person.”
