Hero announces acquisition to bring nutritional education and guidance of the highest level to corporate clients and their employees


Today, hero is excited to announce its acquisition of Colour-Fit, the professional sports nutrition business which works with more than 50 national and international teams from the world of professional sport including five national governing bodies, eight Premier League football teams, professional rugby teams, cricket teams, golfers and speedway stars.  

Colour-Fit will continue to operate as a stand alone business within hero and has been acquired due to the complementary services it will offer hero clients and the shared vision of giving everyone access to life enhancing health and wellbeing and simplifying the complexity of living a healthier and happier lifestyle.

Founder and CEO of hero Joe Gaunt, will become CEO of Colour-Fit and said of this acquisition:  “We are on a mission to help people at every stage of life to navigate their personal wellness journey and Colour-Fit is a perfect business to help us realise this.  Colour-Fit offers an easy to understand and implement nutritional 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.”

Hero plans to develop the Colour-Fit offer and use of technology to increase awareness and access to its service.

Colour-Fit’s founder Dr Tom Little remains as MD of Colour-Fit and also becomes Head of Performance & Nutrition across both Colour-Fit and hero.

Dr Tom Little 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.”

Hero and Colour-Fit professional sport club clients include: