This isn't wellness.
It's performance infrastructure.
A decade ago this started as one obsession — cold water, controlled stress, and what the body does when you push it deliberately and recover it properly. Here's how Helix came to be.
Elite performance isn't one thing.
It's the sum of everything you do, everything you recover with, and everything you optimise around your training, your biology and your environment.
Most brands own one piece of that. We're building all of it. Eight verticals — cold, heat, oxygen, light, breath, sleep, active and recovery — every domain that decides how a human performs at their highest level, in one integrated ecosystem.
Health and performance.
It's all we've ever done.
We've spent the last decade in performance and recovery. From launching a home-gym equipment manufacturing company during Covid, to launching The Ice Bath Co. five years ago — health, fitness, wellness and performance has been at the heart of everything we do. It's our passion.
The Ice Bath Co. grew into one of the UK's leading ice bath and contrast-therapy businesses. Commercial installs. Bespoke systems. Real results for real facilities. We proved the market, earned the trust, and built something we're genuinely proud of.
But the vision was always bigger. Over the best part of eighteen months, we've been building Helix — taking everything we learned and applying it across all eight verticals, not just one. Laura leads the part most of the industry forgets: the people, and the experience around the technology. Between us, we're relentless about the same two things — performance, and looking after the people we build for.
"Most brands own one piece of performance. We're building all of it."
Luke & Laura · Co-founders
Part manufacturer.
Part curator. Fully accountable.
Helix is a hybrid supplier. Some of what we sell, we manufacture ourselves. The rest we develop hand-in-hand with carefully chosen external manufacturers and bring to the UK market — all under one roof, all to one standard.
We're manufacturers in our own right. We design and build product ourselves — so we know exactly what "good" looks like, down to the last component.
For the rest, we work directly with specialist manufacturers to produce and supply the best technology in each vertical to the UK market.
Because we build it ourselves, we hold every partner to the exact standard we hold ourselves. If it carries the Helix name, it's the best in the game — no exceptions.
Good service doesn't end at install.
That's where it begins.
Getting you the right system is only half the job. Keeping it running — perfectly, for years — is the other half, and the part most suppliers quietly forget. We built Helix around it. Whatever your need or enquiry, there's a dedicated team behind it.
Sales
A dedicated team to help you spec exactly the right system for your space, your people and your budget — no pressure, no upsell.
Customer support
Real people who know the products inside out, ready for any question or enquiry — before you buy and long after.
Accounts
Finance, invoicing and paperwork handled properly, so the commercial side runs as smoothly as the kit does.
Service engineers
Our own engineers — not a third party — keeping your systems installed, serviced, calibrated and running.
Our service engineers are on the road across the UK — installing, servicing and fixing — so your equipment is never the thing that lets you down. The day it's installed isn't the finish line. It's the start.
We sweat the bits everyone else skips.
Built for commercial
Kit that runs all day, every day, in real facilities. We don't sell anything we wouldn't put our own name on.
You deal with us
From speccing it, to getting it installed, to everything after — it's us. No being passed around a call centre.
We'll talk you out of things
If you don't need it, we'll say so. We'd rather sell you the right system than the biggest invoice.
We actually turn up
UK and European delivery and proper installation — and we're still around long after the kit's through the door.
Only what works
Every vertical has to earn its place. If the evidence isn't there, the product isn't either.
We made it doable
Finance on eligible systems through Shop Pay, and tailored terms on bigger, multi-vertical builds.
For people who get that biology is the ultimate competitive advantage.
We work with the ones who treat recovery as seriously as training — and want the infrastructure to prove it.
Commercial facilities
Gyms, clinics, hotels and studios building a serious recovery offer.
Performance coaches
The tools to take your athletes further — backed properly.
Elite athletes
The edge, built to the standard the top of the game expects.
Serious individuals
For the ones who treat their biology like it matters. Because it does.
Let's build it.
Tell us about your facility, your athletes, or whatever you're chasing. We'll help you spec the right system — no fluff, no hard sell.