A platform targeting men’s health and wellbeing has raised £22 million for global expansion. 

Manual, based in London, has quadrupled its revenue in the last 12 months and expanded from the UK to Brazil with a team of only 30 people. 

Its platform destigmatises how men approach their health by offering advice, free medical support, community and a range of treatments to help men proactively improve their wellbeing. 

The round features new US-based Sonoma Brands and Waldencast, as well as Manual’s existing European investors Felix Capital and Cherry Ventures, and will be used for product development and international expansion.  

“We’ve been encouraged to see men of all ages increasingly turning to Manual to solve multiple health problems, with almost half of our customers seeking help for more than one issue,” said founder and CEO George Pallis. 

“It’s clear that a health concern may have more than one cause, and we can provide customers with the ability to treat their health in a more holistic way.  

“Using different treatments to understand and improve their wellbeing.” 


US-based Sonoma Brands, Europe-based Felix Capital and Cherry Ventures have deep-rooted experience in the branding and scaling of consumer businesses.  

Waldencast will be able to bring its extensive knowledge of the beauty and wellness industries and GISEV lends its deep expertise in the pharma sector. FJ Labs also participated in the round.  

Manual now offers a suite of diagnostic tools and blood tests, providing customers with personalised advice and a treatment plan to help them achieve goals. It allows users to tackle multiple aspects of their wellbeing, including heart health, gut health, testosterone, sleep, energy and immunity. 

Antoine Nussenbaum, co-founder and Partner of Felix Capital, added“There is still much work to be done to remove the taboo when it comes to men looking after their wellbeing and talking openly about health concerns.  

But we’re starting to see a shift happen amongst consumers. Men of all ages are coming to Manual for help, showing the importance of an authentic brand, built on passion and community.  

Manual is challenging modern masculinity and we’re excited to continue to support them as they address this issue globally.”

Manual will continue to expand across Europe, Asia and Latin America and, to support this growth, will hire talent across its product and expansion teams.  

Kevin Murphy, Managing Director of Sonoma Brands, commented: “We are thrilled to be investors in Manual. The business exists to empower men to take better care of themselves and to live fuller lives by doing so.  

George and his team have the clarity of vision and the skill to make Manual a leader in this exciting and important area.  

We look forward to collaborating with our fellow investors in helping Manual’s mission to support more men and their health, globally.”