The Journey of Vadim Fedotov: From Professional Athlete to Entrepreneur in Data-Driven Health Optimization
A conversation with Bioniq CEO and co-founder, Vadim Fedotov.
In a conversation with Kyriakos, the founder of Terra, Vadim Fedotov discusses his journey to founding Bioniq, a company that is reshaping the supplement industry with data-driven, individualized approaches to health optimization.
Vadim began his career as a professional basketball player. During his teen years while playing with the German national team, he was scouted to play against the U.S. national team. That led to an opportunity to play Division I basketball for the University of Buffalo in New York. During his career, he had a total of four torn ACLs injuries that made it clear that sports might not be his future.
“Growing up in Germany, the career paths of dentist or management consultant were highly regarded, with consulting seen as prestigious and a ticket to success.” At 26, Vadim joined Rocket Internet to help launch Groupon in Eastern Europe. He quickly became the youngest CEO in the 48 markets and led the company post-IPO for five years. Despite early success, Vadim noted that Groupon's reliance on discount-driven sales created unsustainable growth, harming both partners and customer retention. This was a valuable lesson he carried with him into his entrepreneurial journey.
“It was time for me to create value on my own. Education and health have always been my two biggest passions. That's when I decided to explore what could make the most sense in these fields.”
The idea for Bioniq came from Vadim’s own struggles with fatigue, brain fog, and weight issues, despite having the resources to maintain a healthy lifestyle. After seeing a doctor and being told he was "fine" despite his symptoms, Vadim realized traditional medicine wasn’t about optimizing health, only treating sickness. He then explored alternatives, including DNA testing, supplements, and at-home blood testing, and saw an opportunity to combine data with actionable solutions.
In his search, Vadim met a neuroscientist who had studied micronutrient optimization with Olympic athletes, leading to improved health outcomes. Inspired by the potential for regular people to benefit, Vadim set out to make it scalable. In 2018, after sharing the process with friends and colleagues, including the head of performance for the UFC, Vadim realized there was a real demand for personalized health optimization and launched Bioniq in 2019.
“My biggest mistake was wanting too much too early.”
Vadim faced significant challenges during Bioniq’s early fundraising. Initially, he tried to position the company as a platform for biohacking, longevity, diagnostics, and supplements, which left investors uncertain about the business's direction. Through receiving this kind of feedback, he realized he needed to focus on narrowing it down and becoming more niche. “Once we had a clear direction and product-market fit, it became easier to talk to investors and explain who we are, what sets us apart, and how our algorithm and feedback loop are unique. When speaking to funds, it’s important to understand the stage you’re at. In the early stages, it’s not about having enough data; it’s about the founder, the vision, and the metrics. I made the mistake of focusing too much on sales early on, influenced by my experience at Groupon, where I prioritized quick sales at any cost. But what really matters are the cohorts.”
“Your first 1,000 customers are key. They make or break your business. The reason we got through the early stages was less about having the perfect product and more about having a strong, passionate community that believed in the idea.”
Vadim also learned the importance of focusing on the first 1,000 customers—advocates who believed in the product early on—rather than rushing for more sales. As the company grew, Vadim continued to refine Bioniq's approach. He recognized the importance of gathering diverse data from users to build reliable, accurate recommendations. With the integration of wearable devices, Bionic was able to expand its data pool by tracking activities like workouts, sleep, and recovery, allowing for even more tailored supplementation. Over time, Bionic refined its product offerings and shifted to a simpler, data-driven product that didn’t require blood tests but was personalized through a simple questionnaire. This transition was crucial for reaching a wider audience, including athletes, with the launch of Bionic Go and Bioniq Pro.
Cristiano Ronaldo’s involvement with Bioniq began three years ago in a locker room when he saw Diogo D'Alohut, his Manchester United teammate, using the product. Intrigued by the results, Cristiano’s medical team reached out to Bioniq to vet and approve the product. After two years, Cristiano not only became a loyal user but also an investor, drawn to Bionic’s mission and innovation. “For startups, you go through a lot of “no’s” before people give something a try. Cristiano eliminates many of those doubts—people trust him, his endorsement is proof of quality, and it builds confidence in the product. For us, having Cristiano Ronaldo involved is a dream. He embodies everything Bionic stands for: performance, innovation, and discipline.” Since the announcement, numerous top sports teams have reached out, wanting to onboard their athletes. After hearing that Cristiano uses Bionic, their athletes want to try it too.
When asked about what consumers can expect in the future of Bioniq, Vadim shares their goals. “We want to enhance the feedback loop for users. We aim to make Bionic a key part of people's daily routine—alongside nutrition, activity, and sleep. Second, we’re working on alternative intake forms for supplements. We believe the current system is flawed. Not only is the dosage often wrong, but the intake form itself can sometimes do more harm than good. We want to move away from pills and gummies and find better alternatives.”