Holland & Barrett acquires FitTech startup Avie to enhance its personalized wellness offerings and extend its market reach.

Target Information

Holland & Barrett, a prominent health and wellness retailer, has signed an agreement to acquire Avie, a FitTech startup, as part of its strategic plan to broaden its influence beyond traditional retail into personalized wellness solutions. Avie, co-founded by Charlie Leggate and Kit Logan, leverages health and activity data along with behavioral science to empower users in achieving their health and wellness objectives in a supportive and sustainable manner.

Avie, which has garnered support from Entrepreneur First, is designed to facilitate long-term lifestyle changes. Kit Logan, one of the co-founders, has a rich history in digital product development, having created multiple award-winning mobile applications from a young age. His contributions have been recognized in prestigious lists like Apple’s 20 Under 20. Charlie Leggate, the other co-founder, brings valuable experience as a strategy consultant and has effectively built online consumer communities with over 450,000 members.

Industry Overview

The FitTech industry has witnessed substantial growth, particularly driven by increasing consumer awareness regarding health and wellness in recent years. With technology advancing rapidly, there is a noticeable shift towards integrating