Fittest, a London, UK-based creative agency, has launched a new editorial platform dedicated to the culture and business of fitness, health, and longevity.
The new digital platform, called well.being, will cover performance sport, hybrid culture, nutrition, recovery, health tech, lifestyle, and the wider wellness economy. According to the company, it will combine reporting, longform features, and multimedia storytelling.
The platform will be curated by David Morton, former Editor-in-Chief of Men’s Health. Fittest notes that Morton’s experience in health and lifestyle journalism will ensure the platform launches with ‘immediate authority’.
Keith Barlow, Co-Founder of Fittest, said “Fitness and wellness have become defining cultural and commercial forces, but coverage of the industry remains fragmented. We see a real gap in the market for journalist-led storytelling that understands the granularity of the sector.
“With well.being, we’re building a platform that can both chronicle and shape this moment, creating a destination at the intersection of culture, commerce, and community.”
While the company’s clients include brands such as HYROX, Free Soul, Humantra, and Hyperice, Fittest notes that well.being will operate as an independent editorial property. The new platform is aiming to provide a ‘trusted voice’ for an international audience of professionals and enthusiasts.
