Incus Performance – out of business // ceased trading
Incus Performance, a UK-based wearables firm known for its innovative approach to swimming wearables, announced that it would cease trading due to financial difficulties. Despite the claimed success of its swim tracker device, the company struggled to compete and secure funding for growth. In a statement, Incus Performance expressed regret at having to close the business and thanked their customers and partners for their support. Alistair Brownlee was an investor in the company.
Thoughts
I’m not surprised by this news.
Although I attended a few press briefings, I avoided spending time on a review because I suspected this outcome some time ago. However, I take no pleasure in being proven right.
In my opinion, sports dynamics metrics and systems are highly niche and have limited potential markets, especially considering the market’s willingness to pay a premium price. Except for Stryd, I cannot see any retail-focused sports dynamics sensor business succeeding. RunScribe now targets running labs, and several shoe-based running metrics companies have gone bankrupt, as did pod-based SHFT. Even bike aero systems seem to struggle.
Last Updated on 24 January 2026 by the5krunner
My favourite kit and nutrition
- Injinji – Runners protect your toes. Avoid discomfort and minor injury. Run more. run faster. I use them.
- Garmin 90-degree charging adapter — the small adapter that keeps your charging cables tidy. Essential for race day. I use one.
- Garmin charging puck — the fastest and most reliable way to top up your Garmin before a session. I use one.
- Ravemen FR300 — front light that mounts directly under your Garmin or Wahoo head unit. Keeps your bars clean and your beam pointed where it matters. I use one.
- Body Glide – The Blue anti-chafe stick that all swimmers and many runners use. I use it.
- Maurten — the race nutrition trusted by elite athletes. Gels and drink mix engineered to be easy on the stomach. I use them.
- Garmin Varia RTL515 — radar rear light that alerts you to vehicles approaching from behind. Pairs with your Edge or Garmin watch. I use this model.
- Favero Assioma Pro RS2 — the power meter pedals most serious cyclists end up choosing. Accurate, easy to move between bikes. I use this model.
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tfk is the founder and author of the5krunner, an independent endurance sports technology publication. With 20 years of hands-on testing of GPS watches and wearables, and competing in triathlons at an international age-group level, tfk provides in-depth expert analysis of fitness technology for serious athletes and endurance sport competitors. ID
Now that almost all new sport watches started to offer ‘running power’ from wriest, I’m not sure that STRYD is not headed that way too.
I know that they have an existing loyal customer base, but can they expand it that remains to be seen.
i can’t see stryd producing a sports watch
its differentiator is accurate sensor information recorded i an good location and with a good analytics ecosystem
IMHO: stryd’s next move should be to open up a limited version of its ecosystem to Apple Watch POWER and focus on ‘owning’ running power on that platform (ie with no POD)