Coleen Rooney Expands Investment in Health Firm Applied Nutrition
Coleen Rooney, the television personality and wife of former footballer Wayne Rooney, has substantially increased her stake in the sports health business Applied Nutrition. The company, which recently debuted on the stock market with a valuation of approximately £350 million, is now aiming to attract a wider consumer base, including working mothers.
Increased Shareholding and Market Strategy
It is understood that Ms Rooney has roughly doubled her investment in Applied Nutrition, though the exact amount remains undisclosed as it stays below the 3% threshold that requires disclosure to the London Stock Exchange. The Liverpool-based firm, also backed by retailer JD Sports, launched its shares on London markets in 2024 and has since reported consistent sales growth.
Ms Rooney initially became an investor during the company's flotation after serving as a brand ambassador. Her involvement has been pivotal in helping Applied Nutrition capture a more diverse demographic, moving beyond the traditionally male-dominated sports nutrition market. She is the face of a product collection that includes collagen and powders targeting sleep, immunity, hydration, and debloating.
Personal and Business Insights
In a statement, Coleen Rooney expressed her enthusiasm for the investment, saying, "Combining a healthy lifestyle with exercise helps me feel good about myself and provides the energy required for a busy mum of four boys, especially now that I have gone back to working on several projects and opportunities." She added, "I couldn't be happier about my decision to invest in the growing business. I am excited about the future of the company as it expands into new markets and products and have decided to invest further."
Applied Nutrition's chief executive, Thomas Ryder, highlighted Ms Rooney's impact, noting, "Coleen has played an important role in broadening our customer base and increasing brand awareness among a wider, health-conscious audience." The company primarily sells its products to businesses such as retailers, grocers, gyms, and sports clubs, catering to everyone from professional athletes to individuals seeking weight loss solutions.
Broader Market Implications
This move underscores a strategic shift in the health and wellness sector, as companies like Applied Nutrition seek to tap into underserved markets like working mothers. By leveraging high-profile ambassadors like Coleen Rooney, the firm aims to enhance its brand visibility and drive growth in competitive retail environments. The increased investment reflects confidence in the company's expansion plans and its ability to innovate in product offerings.
