Holland & Barrett (H&B) has acquired the fit-tech start-up Avie as part of its strategy to move beyond retail with the creation of personalized wellness solutions.
Avie was co-founded by Charlie Leggate and Kit Logan and uses health and activity data and behavioural science to help users achieve their individual health and wellness goals through long-term lifestyle changes.
“Many people who want to be healthier constantly try to make positive changes, but the fit-tech market is not accessible to all,” explains Leggate. “We take a fresh approach by combining years of recorded health and fitness data with the details of a user’s lifestyle to create an entirely personalized experience.”
Adds Logan: “Avie finds the easiest changes for each user, delivered via actionable insights, timely nudges and realistic advice. We’ve found a great home for our product at Holland & Barrett, a business with a real mission to make health and wellness a way of life for everyone, and we’re looking forward to working with the team to develop our thinking even further.”
Avie finds the easiest changes for each user, delivered via actionable insights, timely nudges and realistic advice
As part of the acquisition, the founders will join the H&B wellness futures team to build Avie’s technology into H&B’s digital services and solutions.
“We’re delighted to welcome Charlie, Kit and Avie to Holland & Barrett,” says Tamara Rajah, chief business & science officer, H&B. “We want to become a trusted partner to help people achieve their health and wellness goals – and to do that we want to offer simple ways to test, track and improve your health, built on our 150 years’ experience in health and nutrition. Avie’s simple nudges based on biometrics have shown real promise in helping its users to improve their lifestyles and we are looking forward to working with Charlie and Kit to integrate this into our wider services and solutions.”
Pictured L-R: Charlie Leggate, Kit Logan