An Innovative Founder Shares His Business Journey
Let’s start with a bit of background, Ed…
The inspiration behind Swiss Mountain Rescue is deeply personal. Between the ages of 20 and 30, I went through a series of major health challenges – starting with a burst appendix, then meningitis, and later an MRSA infection from an insect bite I picked up in Brazil. I was given multiple rounds of antibiotics to recover, but no one ever explained the long-term impact they might have. For years I was constantly ill – physically exhausted, mentally foggy, and unable to figure out why.
The final nail in the coffin was Covid. Afterwards, I developed a severe histamine intolerance. At one point, I couldn’t eat or drink anything without triggering a reaction – headaches, heart palpitations, high blood pressure… it was debilitating. Then one day I read an article that completely shifted my mindset. It said: “Your health is not predetermined. You can choose to live better, physically and mentally.” That line stuck with me.
What happened next?
When I was later diagnosed with ADHD, I found lion’s mane to be a gamechanger. Suddenly, I had clarity and focus I hadn’t experienced in years. From there, I started learning about natural wellness, and I was shocked by how many of my friends were struggling with similar issues but had never explored these kinds of solutions. What I realised was that the world of natural wellbeing is incredibly confusing. Most people don’t know where to start, and walking into a health food store can feel like you need a PhD just to make sense of it all.
That’s when the idea for Swiss Mountain Rescue was born. I wanted to create an authentic brand with genuinely effective products – and skiing provided a platform to introduce people to the healing power of nature. Skiing is the perfect context: it’s extremely intense, joyful and physical – and honestly, most people arrive on the slopes completely unprepared. Poor sleep, sore muscles, dehydration, altitude fatigue, anxiety – these are the universal experiences of a ski holiday. We knew we could help.
How did your co-founder Chemmy get involved?
Once the concept was forming, I started speaking to chalet companies to better understand what their customers needed. One of them told me I should speak to Chemmy. They told me about her incredible story of recovery using CBD after her devastating injury. I messaged her on Instagram, and she replied within a minute. I nearly fell off my chair. When we met for the first time, Chemmy made myself and my business partner Fadi Shuman feel like we’d known each other for years. The chemistry was immediate, and our missions aligned perfectly. Chemmy had this passionate belief in helping more people discover the power of natural products because they’d helped her so profoundly. Her insights shaped our first product range, and her story became an essential part of our own.
So what kind of products does Swiss Mountain Rescue offer?
We’ve created a targeted range of natural performance products designed to support people with active and adventurous lifestyles – but who want to feel their best doing it. Whether you're skiing, playing padel, cycling or just living life at full pace, our products are designed to help you prepare, perform and recover. Each product is developed with elite athlete insights (including from Chemmy), grounded in science and powered by nature. Each product is designed not only to work, but also to be easy to understand, enjoyable to use and something you’ll want to take with you everywhere. We’ve stripped away the confusion that often surrounds the wellbeing space and built products that fit into real lives, with real benefits.
What challenges did you face when launching the business?
One of the biggest challenges was living up to the name. From the outset, we knew we had to create products that truly delivered on performance, quality and trust. That meant either finding or developing formulations that were worthy of being in someone’s kit bag in extreme conditions.
But the challenge didn’t stop at the products. Creating a brand identity that could cut through the noise was equally demanding. Even though our mission – to help people feel and perform at their best – was always at the heart of what we do, we knew it wouldn’t matter unless people felt something when they interacted with the brand. It had to be exciting, purposeful and immediately intuitive. Otherwise, it was a non-starter.
Has there been a particular lesson learnt along the way?
One challenge that continues to be complex is working with CBD. It’s a core part of Chemmy’s personal recovery story – something that had a profound impact on her healing process after injury – and it remains one of our most effective and well-loved ingredients. Yet, despite the results, it’s still wrapped in stigma and misinformation. To this day, CBD is banned from advertising on many major platforms. That means we’ve had to be creative in how we educate, connect and build trust with our customers. It’s frustrating, because the science is clear and the real-world benefits – especially for athletes – are undeniable. This isn’t a passing trend; it’s a powerful tool for recovery, mental balance and performance.
What were the initial steps you took to get off the ground?
We started lean and built everything carefully. At first, I bootstrapped the idea – leaning on trusted labs in Switzerland, Germany and the UK, and investing my own time and resources to validate the concept. Once Chemmy came on board, we began engaging partners and specialists to help refine the range and its positioning. We had early strategic investment to support manufacturing and launch costs, but we’ve been selective, focusing on investors who understand our vision and values. We have a fantastic team of founding angel investors who have really helped us to shape our business and give it the runway to succeed.
How have you built brand awareness?
We’ve focused on real-life experiences and partnerships in the Alps, where our products are genuinely needed. This winter, we piloted a new concept in Val d’Isère called Mountain Angels – a roaming après-ski massage service offering calf massages in restaurants using our Muscle Rescue cream. It’s been a great way to create moments of surprise, recovery and connection, right where skiers feel it most. We’ve also partnered with top chalet companies and handpicked influencers who align with our ethos of natural performance and recovery. These aren’t paid shout-outs – they’re people who’ve genuinely used and loved the products. Our credibility has also grown through strong relationships with elite athletes and wellness professionals like Dr George Bowes, a renowned sports physio and sports medicine specialist.
On the digital side, we’re expanding with content-led campaigns that focus on education and ritual – helping people understand not just what to take, but how and when. We’ve had some organic wins too, like Poppy Delevingne mentioning our Energy Gels on social media, which created a real buzz.
Anything you'd have done differently with hindsight?
We might have made things harder for ourselves by trying to do too much at once. If we’d launched with a single hero product – most likely our Muscle Rescue cream – we could have gone to market faster and built momentum from there. It’s such a universally loved product, and perhaps the most instantly understood in terms of benefit but we set out with a bigger vision: to help people discover whole-body wellbeing, not just a single solution. That’s why we created our Rescue Packs, which bring all our core products together into one ecosystem. They’ve become our true hero – compact, practical, and curated to support performance and recovery in an intuitive way.
On a personal note, I’ve also realised how emotionally invested I’ve become in the mission. It’s a huge strength – but it’s also taught me to occasionally take a step back and remember that building something meaningful takes time. You have to trust the process.
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How has feedback influenced your product line?
The feedback has been overwhelmingly positive – especially around our Pain Relief Cream and Sleep Gummies. Friends, athletes and early adopters have shared how these products have genuinely improved their recovery, comfort and sleep. Seeing repeat orders come in so quickly has been a strong sign that we’re delivering real results.
Some of our most enthusiastic feedback has come from professionals who truly understand the physical demands of sport. Former rugby players Chris Sheasby and Eddie Milne, and Steven Wright, a two-time World Series baseball champion for the Boston Red Sox, have all been vocal about how impressed they are.
George Bownes and his enthusiasm for our range has also sparked exciting conversations about partnering with his pioneering Citius Retreats. These retreats are designed for elite athletes and high performers, offering science-backed recovery, movement, and mindset support in a luxury environment. This kind of insight – both professional and personal – continues to shape our future product development. It helps us understand what people love most, how they use the products day to day, and where we can keep improving to meet their evolving needs.
Any new products or innovations you can share with us?
We’re currently working on the next evolution of our CBD range, based on a patented 1:1 CBD and CBDA formulation that’s showing incredible potential. In fact, testing so far has demonstrated that it outperforms many conventional pain relief treatments – only falling short to steroids. This will be significantly more potent than our already best-selling Muscle Rub, and we can’t wait to bring it to market.
We’re also starting a new chapter focused on performance for the skin – an area we believe is often overlooked in the wellness and sport space. The Alps are a perfect test bed for this: extreme cold, wind, UV exposure and altitude make it one of the harshest environments for your skin. If our products can protect and restore skin up there, we know they’ll be powerful for everyday use too. The new skincare range will include SPF lip balms and face creams (plus a smart SPF top-up spray for on-the-move application); overnight recovery masks; and deep hydration treatments for post-exposure repair.
Finally, what are your hopes for Swiss Mountain Rescue in the future?
Our mission has always been to redefine how people prepare for and recover from life’s physical adventures. Over the next five years, we want to become the go-to performance wellness brand for the outdoors, starting with skiing and gradually expanding into lifestyle sports such as golf, racket sports, cycling, running and sailing. We believe that performance starts with how you feel. If you’re not physically and mentally in the right space, your performance – whether in sport, work or life –suffers. That’s why our goal is to create solutions that help people feel at their best, naturally. We’re also passionate about the future of convenience wellbeing – developing targeted ranges for everyday moments like work stress, travel fatigue and high-pressure environments.
We want to take the guesswork out of wellness and provide people with curated, effective tools they can trust. And just as importantly, we want to keep the conversation open. Some of our best ideas have come from the people using our products, and we’re always listening. Our vision remains simple: to help people move better, feel stronger, recover faster and enjoy life more.
Visit SwissMountainRescue.com
Inspired? Shop these Swiss Mountain Rescue products...
Muscle Rescue – Muscle & Joint Relief Cream, £23
For: Sore limbs, tired muscles, or anyone dealing with tension or injury pain.
What it does: A fast-acting, cooling cream packed with natural anti-inflammatories like CBD, arnica, devil’s claw, wintergreen oil, and menthol. It’s your go-to for post-sport recovery or everyday relief.
Why it’s special: It works fast and melts away discomfort, so you can get back to what you love doing.
Shop here
Rapid Recovery – Citrus Spring Electrolyte Tablets, £16
For: Anyone struggling with dehydration, fatigue, cramps or even a bit of après-ski overindulgence.
What it does: Replenishes lost electrolytes and supports muscle function with a refreshing citrus flavour.
Why it’s special: Hydration is one of the most underrated wellness hacks – these tablets work fast and taste great, so you actually want to drink more water.
Shop here
Peak Performance – Fitnox Energy Gel, £30
For: Those needing a natural energy boost on the slopes, in the gym or during physical challenges.
What it does: Uses patented Fitnox technology to boost nitric oxide by up to 300%, improving blood flow, strength, endurance and focus.
Why it’s special: This isn’t a sugar-loaded energy hit – it’s a smart, scientifically proven boost that actually helps your body perform better.
Shop here
Slope Off – Saffron Sleep Gummies, £18
For: Anyone who struggles with sleep – especially after travel, altitude, or physical exertion.
What it does: Combines saffron, lemon balm, and chamomile to promote deep, restorative rest without grogginess.
Why it’s special: These vegan gummies are gentle but hugely effective – rather than knocking you out, they give you a deeper, better, more restful sleep, enabling you to wake up feeling energised and refreshed.
Shop here
Happy Days – Confidence Boost Spray, £20
For: Nervous skiers, stressed minds, or anyone needing a quick reset during high-pressure moments.
What it does: Delivers griffonia seed extract (a natural serotonin booster) under the tongue for fast mood support.
Why it’s special: It’s a discreet, peppermint-flavoured spray that helps you feel centred and in control – whether you’re about to hit a black run or walk into a big meeting.
Shop here
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