'We simply ran out of funding' – British aero sensor company up for sale and heading towards liquidation

British aero sensor start-up Body Rocket is preparing to sell off its assets and move towards liquidation after struggling to secure sufficient funding to bring its innovative products to market. Founded in 2018, the company developed what it claimed to be the world’s first real-time aerodynamic drag force measurement system, incorporating power meters and air speed sensors designed to provide cyclists with live coefficient of aerodynamic drag (CdA) data. Despite raising over £250,000 through crowdfunding in 2020 and opening pre-orders in 2024, the products never reached commercial availability. Founder and CEO Eric DeGolier, a former elite track cyclist, cited funding shortfalls as the primary reason for the company’s failure to commercialise its technology. He explained that although Body Rocket had progressed significantly in refining its prototypes, the transition to a market-ready product proved more time-consuming and costly than anticipated. DeGolier expressed both pride in the company’s achievements and disappointment that the technology could not be brought to a wider audience, describing the move towards liquidation as an “inevitable next step.” Body Rocket’s financial difficulties are reflected in its recent filings, which show the business operating with losses approaching £300,000. The company’s only retail product to date was a niche bike-fitting tool, sold in limited quantities, while the core aero sensor system remained in development. The firm has engaged insolvency practitioners and is inviting offers for its intellectual property, trademarks, patents, and physical assets through a private treaty sale managed by auctioneers Marriott & Co, with bids accepted until mid-June. The project had attracted notable support within the cycling community, including from six-time British time trial champion Alex Dowsett, who was both an investor and advisor. Dowsett had described real-time CdA measurement as a natural evolution in cycling technology, highlighting the potential impact of Body Rocket’s system. However, despite this backing and the promise of making aerodynamic testing more accessible outside of wind tunnels, the company was ultimately unable to overcome the financial and technical hurdles involved in commercialising its innovations.