Holland & Barrett invests in personalised wellness with acquisition of start-up FitTech company Avie. Credit: Medienstürmer/Unsplash.

Prominent health and wellness retailer Holland & Barrett has announced its acquisition of start-up FitTech company Avie.

The acquisition aligns with the company’s effort to expand beyond retail and provide customised wellness solutions.

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Charlie Leggate and Kit Logan co-founded Avie. The start-up is backed by investment firm Entrepreneur First, which utilises health and activity data and behavioural science to assist users in achieving their health and wellness objectives in a personalised, supportive and attainable manner.

Leggate and Logan will join Holland & Barretts Wellness Futures Team to integrate Avie’s technology into Holland & Barrett’s digital services and solutions as part of the deal.

Holland & Barrett chief business & science office Tamara Rajah said: “We’re delighted to welcome Charlie, Kit and Avie to Holland & Barrett.

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“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.”

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Logan, aged 26, has developed numerous award-winning mobile apps since the age of 14 and his previous product work has been recognised by Apple’s 20 under 20, The Times, and The Evening Standard.

Logan said: “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.”

Leggate, aged 28, previously worked as a strategy consultant and is an accomplished consumer tech founder. He was recently recognised as one of the Sports Industry’s NextGen 30 under 30.

Leggate said: “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 personalised experience.”