JJ Double Gold, the fitness and recovery natural nutrient business founded by double Olympic Taekwondo gold medallist and Welsh sporting star Jade Jones OBE with tech entrepreneur, Richard Groves, is set to enter an exciting new phase of growth following a landmark deal with York-based CBD wellness business HempWell Ltd.
JJ Double Gold has acquired an equity stake in HempWell in a move that will see a phased multi-million-pound investment over the next three years. The deal will accelerate Hempwell’s growth and enable JJ Double Gold to enter new markets for the first time, including the supply of natural CBD-led vitamins, minerals and wellness products designed to support overall mental and physical wellbeing.
Jade Jones, who appeared on the Channel 4 Show Celebrity SAS: Who Dares Wins in 2022, launched the brand with business partner, Richard Groves in July 2026. The merger sees her enter a new chapter of her career as a major wellness investor, driving business growth as a health and wellness influencer.
Jade Jones OBE, Co-founder of JJ Double Gold, said:
“Now more than ever, there’s a growing demand from consumers for ethically sourced, effective wellness products. I know this as much as anyone, having used natural nutrients extensively throughout my Olympic and current boxing career and understand the benefits they can provide in supporting performance and recovery.
“HempWell has a wealth of expertise in this area, and I’m excited to be part of the journey and help take the business to the next level.”
Hempwell Ltd was founded seven years ago by husband-and-wife team Phil James and Lisa McWilliams and has established itself as one of the UK’s leading privately owned CBD wellness businesses, building its reputation on transparency, natural ingredients and customer-focused service.
Lisa McWilliams, CEO of HempWell Ltd, explained:
“This is a hugely significant milestone for HempWell and one that marks the beginning of an exciting new chapter. We’ve built a strong, trusted brand and a loyal customer base, and this investment gives us the opportunity to take that success to the next level.
“The partnership with Jade and Richard brings together complementary expertise, investment and ambition. It gives us the resources to significantly increase our manufacturing capability, accelerate product development and enter new markets, while remaining true to our core values.
“We’re proud that a business which started here in York is now entering this next phase of growth, and we’re excited about what we can build together over the coming years.”
The use of AI and the integration of cutting-edge technology will become more prominent in the future growth of the business, led by Richard Grove’s digital consultancy business, Active Digital.
Phil James, Director of HempWell, said:
“Technology and AI will play an increasingly important role in future-proofing the business, allowing us to scale efficiently as we grow. From production and fulfilment through to how we understand and serve our customers, there are huge opportunities to use technology to make HempWell even more efficient and responsive.
