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1 big thing: Limitless Minds aims to be a “mental fitness platoon”

Illustration: Gabriella Turrisi/Axios

Unlimited Spirits — a company run by Denver Broncos quarterback Russell Wilson and his brother Harry — started out offering business coaching, but shifted to mental wellness following COVID-fueled demand for its training on high pressure scenarios.

Why is this important: Wellness coaching startup for employers raised $2.5M in seed funding, Harry Wilson tells Erin exclusively.

Offer details: Acrisure CEO Greg Williams led the round alongside Future Labs Capital and InterstateFusion.

  • Marchex President Russell Horowitz, Ciara and Russell Wilson (who is Director of Impact), Stephen Shaya and Sanyin Siang participated.
  • The funds will be used to hire salespeople, Wilson tells Erin.

And after: The company, which Wilson says is profitable, plans to increase its Series A this fall or no later than the first quarter of next year.

  • It is currently focused on making its offerings available directly to consumers.
  • “We see this product as a pack for mental fitness,” says Wilson.

The context: The unprecedented demand for behavioral health services is driving an increase in new virtual offerings, from traditional individual therapy to more generalized wellness services for people seeking support for everyday stressors. For instance…

  • In February, Paraclete raised $1.5 million in pre-seed funding to help employees deal with difficult life events.
  • Wisq raised $20 million in Series A funds in April for its employee-facing social network.
  • Calm, the stress and sleep app, bought care coordination company Ripple Health in February.
  • “There are a lot of people who play in the [wellness] sandbox, but it’s unique in terms of successful athletes and how they prepare for games,” says Mack Shwab, Managing Partner of Future Labs.

Yes and: Wilson sees the potential for Limitless to act as an aggregator or acquirer of various mental wellness platforms, especially with employers increasingly overwhelmed by the number of tools available.

  • “The aggregator model could be somewhere we play as we move forward,” Wilson says. “Do I still know what it looks like completely? No, but our product is called Club Limitless for a reason.”