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Holland and Barrett, has announced the acquisition of start-up FitTech company Avie as part of its strategy to extend its reach beyond retail.
Co-founded by Charlie Leggate and Kit Logan, and backed by Entrepreneur First, Avie uses health and activity data and behavioural science to help users achieve their health and wellness goal.
As part of the acquisition, Leggate and Logan will join the H&B Wellness Futures Team to build Avie’s technology into Holland & Barrett’s digital services and solutions.
Logan founded and developed multiple mobile apps from the age of 14. His previous product work has been recognised in Apple’s 20 under 20, The Times and The Evening Standard.
Furthermore, Leggate was previously a strategy consultant and is an experienced consumer tech founder having grown online communities of over 450k.
Tamara Rajah, chief business and science officer, Holland and Barrett, said: “We’re delighted to welcome Charlie, Kit and Avie to Holland & Barrett. 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.”
Leggate added: “Many people who want to be healthier constantly try to make positive changes, but the FitTech market is not accessible to all. 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.”
