EXCLUSIVE: Digital wellbeing provider Hero acquires Colour-Fit

Joe and Dr Tom

EXCLUSIVE: Digital wellness organisation Hero has acquired professional sports nutrition business Colour-Fit in order to enhance its service offering to corporate clients.

Colour-Fit, which provides recipes, meal plans, physical programmes and general nutritional information, will operate as a standalone business within Hero. The organisation currently works with more than 50 national and international sports teams, including sporting national governing bodies, Premier League football teams, professional rugby teams, cricket teams, golfers and speedway athletes.

Wellbeing organisation Hero, which helps employers create wellbeing strategies that are supported by its digital wellness platform, has acquired Colour-Fit to enhance its nutrition-related services. The acquisition has further been designed to align with Hero’s mission: to provide access to life-enhancing health and wellbeing tools and simplify the complexities around living a healthier and happier lifestyle.

Hero is planning to develop Colour-Fit’s offering and use technology to increase awareness and access of its services.

Joe Gaunt, founder and chief executive officer at Hero, will become the chief executive officer of Colour-Fit. He said: “We are on a mission to help people at every stage of life to navigate their personal wellbeing journey and Colour-Fit is a perfect business to help us realise this. Colour-Fit offers an easy to understand and implement nutrition system, which is delivering outstanding results to its client base of professional sportspeople. We will be taking this model and applying it to our clients and users of the Hero platform as well as working with the Colour-Fit team to grow and further develop the programme.”

Dr Tom Little, Colour-Fit’s founder, will remain as the managing director at Colour-Fit and will jointly act as head of performance and nutrition across both businesses. He added: “I am delighted that Colour-Fit has become part of Hero. This acquisition will enable us to achieve our innovation ambitions and scale the business to the next level to bring our revolutionary approach to nutrition and training to a wider audience. I am really looking forward to working with the Hero team and its clients, and demonstrating that the Colour-Fit system can bring outstanding results not only for elite sportsmen and women, but for everyone.”