Cristiano Ronaldo Invests $7.5M in Wellness Tech Platform

The deal expands Ronaldo’s growing wellness portfolio and signals that elite athletes aren’t just endorsing health brands; they want a piece of them

Cristiano Ronaldo has made one of the first athlete-wellness deals of the year.

The soccer icon has invested $7.5 million for a 10% equity stake in HBL Pro2col Software, the Herbalife subsidiary behind Pro2col, a personalized wellness platform currently in phased beta in the U.S., Canada and Puerto Rico. 

Beyond the cash, Ronaldo also committed to providing services and sponsorship rights to Pro2col.

“Investing in Pro2col felt like a natural evolution — in addition to representing Herbalife, this is about helping shape and grow a platform that can truly change how people engage with their health and wellness,” Ronaldo said.

Pro2col — which is expected to expand beta access to additional international markets, beginning with select EMEA markets this year — is centered on personalization. The platform creates an adaptable, user-specific wellness plan that includes daily habits and smart nutrition tracking and features a proprietary wellness scoring system that tracks progress.

The investment builds on Ronaldo’s existing partnership with Herbalife, which dates to 2013. It also advances his growing wellness investment portfolio.

In 2024, he backed personalized supplement maker Bioniq with an undisclosed stake that pushed the company’s valuation to $82 million and signed on as both an investor and global ambassador for wearable brand Whoop.

Ronaldo is far from the only athlete eyeing the financial upside of the fitness and wellness boom.

NFL star Tom Brady joined AI-powered robotic massage company Aescape as chief innovation officer last fall, with the company acquiring exclusive rights to his recovery protocols as part of the deal. Saquon Barkley backed biohacker Bryan Johnson’s longevity supplement platform Blueprint, which raised $60 million last year. Meanwhile, Harry Kane invested in OxeFit, a maker of smart strength-training machines in 2023, and most recently backed nutritional tech company FoodHealth Co.

For their part, fitness and wellness startups raised $2 billion across 44 deals in 2025, moving from the eighth-most funded digital health category last year to third, according to Rock Health’s year-end funding report.