Neo G

What Neo G does

Neo G (legal entity: Neo G Limited) designs, manufactures, and sells Class 1 Medical Device braces, supports, orthotic insoles, compression hosiery, and wound care products. Founded in 2004 and headquartered in Harrogate (Knaresborough), United Kingdom, the company operates with 51-100 employees and is led by founder Mila Starkey. Its product portfolio is organized into multi-tier ranges — Variable Compression System (VCS), Airflow, Airflow Plus, Active, Rehab Xcelerator, and Medical Support Products — alongside sub-brands NeoThotics (podiatrist-developed orthotic insoles), NEOTAPE (kinesiology tape), and Opti-Heal (advanced wound care). Core technical differentiators include Multi-Zone Compression knitted technology, one-size-fits-most Variable Compression System adjustable wraps using heat therapeutic neoprene, integrated silicone joint cushions, and aloe vera-constructed Rehab Xcelerator supports for pre- and post-surgical use. All products are registered internationally as Class 1 Medical Devices and designed in conjunction with orthopaedic professionals, supported by a worldwide partnership with The Chartered Society of Physiotherapy (CSP).

Neo G serves several customer segments: athletes and active individuals requiring sport-specific support, arthritis sufferers managing chronic joint symptoms, rehabilitation and post-operative patients, general consumers seeking everyday joint support, compression hosiery consumers (travel and circulation use cases), and foot condition sufferers (plantar fasciitis, bunions, fallen arches). Products are sold direct-to-consumer via the UK, US, and Europe country-specific e-commerce storefronts at fixed unit pricing ranging from approximately £5.99 (hot/cold packs) to £89.99 (Adjusta-Fit Hinged Open Knee Brace), and distributed through 'leading retailers' globally. Marketing channels include content/educational blogs, email newsletter acquisition (15% first-order incentive), Instagram, Facebook, YouTube, Twitter/X presence, and targeted athletic sponsorships such as the 2024 partnership with junior wheelchair tennis player Ellen Tribley.

The business model is fundamentally a direct-to-consumer and wholesale consumer medical device retailer. All revenue streams are one-time unit purchases with no subscription, licensing, or recurring components described. The regulatory framework anchors the brand in a medically-credible position while the multi-channel distribution and broad product catalogue support a mid-sized but diversified revenue base. Pricing is publicly disclosed, complemented by a 30-day money-back guarantee and free UK standard delivery on orders over £10, anchoring a transactional rather than relationship-driven commercial model.

Name

Neo G

Legal name

Neo G Limited

Website

https://uk.neo-g.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

51–100 employees

Short description

Neo G designs and sells Class 1 Medical Device braces, supports, orthotic insoles, compression hosiery, and wound care products direct to consumers and via retailers across the UK, US, and Europe, serving athletes, arthritis sufferers, rehabilitation patients, and general consumers.

Ownership category

akta.pro rank

Product category

Orthopedic Medical Devices

NAICS

Surgical Appliance and Supplies Manufacturing (339113), Medical Equipment and Supplies Manufacturing (3391), Shoe Retailers (45821)

SIC

Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)

akta.pro primary industry

Orthotics & Bracing (AFO/KAFO, Spinal, Soft Goods Supports) (HLAHAMAC)

akta.pro secondary industries

Specialty & Orthopedic Footwear Manufacturing (Medical/Diabetic/Custom) (IMAOAIAI), Foot Care & Orthotics OTC (Corn/Callus Care, Insoles, Athlete’s Foot Treatments) (CRADAMAL), Comfort, Orthopedic & Medical Footwear (CRAAACAG)

Keywords

• Orthopedic supports braces
• Medical compression devices
• Plantar fasciitis insoles
• Posture correction braces
• Rehabilitation medical devices

Headquarters

HQ city

Knaresborough

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Neo G sells directly to consumers through its UK website (uk.neo-g.com), offering products at fixed retail prices with free standard delivery on orders over £10.
2. Retail/Distribution Sales: Neo G products are available through leading retailers, indicating a wholesale/distribution revenue stream alongside direct-to-consumer sales.
3. Compression Hosiery: Medical grade compression products including travel socks, therapeutic socks, and energizing compression wear at various compression levels (14-18 mmHg, 15-20 mmHg, 20-30 mmHg).

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Neo G designs, manufactures, and sells Class 1 Medical Device orthopedic supports and braces (knee, ankle, wrist, back, elbow, shoulder, leg, groin), footcare products including NeoThotics orthotic insoles, compression hosiery, kinesiology tape, hot/cold therapy packs, and wound care products under the Opti-Heal brand. Products are sold both directly to consumers via regional e-commerce sites and through leading global retailers, serving athletes, arthritis sufferers, rehabilitation patients, and general consumers seeking medically engineered everyday support.

Product overview

Neo G is a medical device company offering a comprehensive portfolio of Class 1 Medical Device supports, braces, footcare, compression hosiery, and wound care products. The product portfolio is organized into multiple product ranges including: the Variable Compression System (VCS) for adjustable wrap-around supports with heat therapeutic neoprene; the Airflow Range for lightweight breathable mild-support knitted supports; the Airflow Plus Range for moderate-to-firm compression supports with silicone joint cushions; the Active Range for slimline sports supports; the Rehab Xcelerator (RX) range for firm rehabilitation support with aloe vera; and the Medical Support Products for specialist conditions. The Supports & Braces category covers knee, ankle/foot, wrist/thumb, elbow/arm, back, leg, groin, and shoulder supports. The NeoThotics sub-brand offers orthotic insoles developed with podiatrists including Pro-Expert, Pro-Silicone, and Pro-Flex variants. Neo G also offers compression hosiery (travel socks, therapeutic socks, dress socks), wound care products (silicone tape, scar strips), and a Kids range of smaller-sized versions of adult supports. Products are designed by orthopaedic professionals and medically engineered for rehabilitation, injury prevention, and everyday comfort.

Differentiator

Problem solved

Functional benefit

Brands

• NeoThotics: Orthotic insoles developed in conjunction with leading podiatrists for foot pain relief and support.
• NEOTAPE
• Opti-Heal

Products and services

• Variable Compression System (VCS) Supports Adjustable wrap-around orthopedic supports made from heat therapeutic neoprene, providing customizable compression for arthritis, chronic aches, stiffness, and joint support across knee, ankle, wrist, elbow, back, and shoulder. Designed for one size fits most use with adjustable straps.
• Airflow Range Supports Lightweight, breathable knitted supports featuring Multi Zone Compression technology, providing mild support to injured, weak, or arthritic joints. Slimline design suitable for wear under everyday clothes.
• Airflow Plus Range Supports Seamlessly knitted breathable supports combining Multi Zone Compression with integrated silicone joint cushions, providing moderate to firm compression for sports training and injury rehabilitation.
• Active Range Supports Slimline knitted supports with Multi Zone Compression and moisture-controlling breathable fabric, designed for comfort, flexibility, and ease of movement during sporting and everyday activities.
• Rehab Xcelerator (RX) Supports Firm-support rehabilitation braces constructed with aloe vera for early-stage rehabilitation, featuring reinforcement stays and lace-up compression systems for pre- and post-surgery support.
• Medical Support Products Specialist medical support products for more complex injuries and conditions, available in various sizes to fit a wide range of body types. Usable as pre- or post-surgery aids.
• NeoThotics Orthotic Insoles Orthotic insoles developed with leading podiatrists, including Pro-Expert true orthotics with deep heel cup and tru-arch support, Pro-Silicone cushioning insoles with Hexagonal Tech Mesh, and Pro-Flex anti-fatigue insoles for everyday comfort.

Quantifiable outcome

• Millions of people stay active every day using Neo G products
• +2 more outcomes

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Two partnerships are on record, tiered minor and core.

• Ellen TribleyminorOthers · 1 January 2024Ellen Tribley, wheelchair tennis player currently ranked World No. 7 in junior girls' wheelchair tennis, is sponsored by Neo G as an Athletic Partner. Ellen has been with Neo G since 2024 and was featured photographed with Sir Andy Murray.
• Chartered Society of Physiotherapy (CSP)coreStrategic or Co-development PartnerNeo G is proud to be a worldwide partner of The Chartered Society of Physiotherapy, the UK's professional body for physiotherapists. This partnership provides professional credibility and endorsement for Neo G's medical-grade supports and braces. Products are designed in conjunction with orthopaedic professionals and physiotherapists.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Market position

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/NEO_G
• YouTubeyoutube.com/channel/UCnnQe7fruCRtMy4xKP6_yXg
• Facebookfacebook.com/NeoGLTD
• Instagraminstagram.com/neo_g_official

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Neo G