What Coach does

Coach is a digital health and fitness publication operating as a brand under Future Publishing Limited, the digital media division of Future plc (LSE: FUTR). The company publishes editorial content including workout guides, nutrition and diet plans, gear reviews, running and marathon coverage, and broader lifestyle and sports news across seven content verticals (Fitness, Health, Gear, Sport, Life, Style, News). The publication targets general health and fitness enthusiasts as its primary audience, with secondary segments in runners and weight-management seekers. Content is freely accessible via coachweb.com across four regional editions (US, UK, Australia, Canada) and is supplemented by RSS feed distribution and an email newsletter.

The business model is advertising-led and operates three revenue streams: display and programmatic advertising, affiliate referral fees from retailer product links, and clearly-marked sponsored content and advertorials. There are no paid subscriptions or direct consumer charges. The publication is staffed by a small editorial team (headcount reported as 1-10) and operates under Future plc's shared technology and commercial infrastructure, with editorial staff based out of Future's London office on Westbourne Terrace. Editorial integrity is supported by IPSO (Independent Press Standards Organisation) membership, and the publication maintains a stated policy that advertisers cannot purchase product recommendations.

Coach was launched in October 2015 by Dennis Publishing as a free men's magazine with an initial print distribution of 300,000 copies. It transitioned to online-only in December 2016 and was acquired by Future Publishing in December 2021 following Dennis's 2020 divestiture of its other fitness titles (Men's Fitness UK, Women's Fitness UK, Health & Fitness UK) to Kelsey Media. Coach has no mobile app, no disclosed API or SDK, no patents or trademarks of its own, and no AI/ML capabilities evidenced in its product surface.

Name

Coach

Legal name

Future Publishing Limited

Website

https://coachweb.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Coach is a digital health and fitness publication operating under Future plc, delivering free editorial content — workouts, nutrition, gear reviews, and running coverage — to fitness enthusiasts across US, UK, Australia, and Canada editions, monetized through advertising, affiliate links, and sponsored content.

Ownership category

akta.pro rank

Product category

Health and Fitness Digital Media

NAICS

Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

General Health Coaching (HSADAGAA)

akta.pro secondary industry

Endurance & Conditioning Coaching (running, cycling, triathlon) (HSADAEAD)

Keywords

• Health fitness publishing
• Digital fitness content
• Workout guides
• Gear reviews
• Fitness editorial

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Advertising: Coach generates revenue through advertising on its digital platform, with display ads and sponsored content placements throughout the website.
2. Affiliate Marketing: The site uses affiliate links to products and services on retailer sites, earning compensation when readers click through or make purchases.
3. Sponsored Content: From time to time, Coach publishes advertorials and sponsored content, clearly marked as such to distinguish from editorial content.

Distribution channels2 records

Marketing channels5 records

Core offering

Coach is a digital health and fitness publication that publishes free editorial content including workout guides, nutrition advice, gear reviews, running event coverage, and sport news. The site targets men and women seeking to improve their fitness, with content organized across Fitness, Health, Gear, Sport, Life, Style, and News categories. Articles are produced by journalists and writers, with recommendations independent of advertiser influence, and the site offers regional editions for the US, UK, Australia, and Canada.

Product overview

Coach is a digital health and fitness publication operated by Future Publishing. The primary offering is the Coach website (coachweb.com), which delivers editorial content including workout guides, nutrition advice, gear reviews, running event coverage, and sports news. The publication also offers RSS feeds for Exercises, Nutrition, Advice, and News, allowing readers to subscribe to automatic content updates through feed reader software or browser bookmarking.

Differentiator

Problem solved

Functional benefit

Products and services

• Coach Website (coachweb.com) Digital health and fitness publication offering free editorial content including workouts, nutrition advice, gear reviews, running guides, and sports coverage for men and women seeking to become fitter and healthier.
• Coach RSS Feeds RSS feeds allowing readers to subscribe to automatic content updates across Exercises, Nutrition, Advice, and News categories via feed reader software or browser bookmarking.
• Coach Weekly Email Newsletter Weekly newsletter delivering workout ideas, training advice, reviews of the latest gear, and fitness news to subscribers who sign up via the Coach website.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves9 records

Expansion highlights4 records

Direct peers

• Well+Good: Well+Good is a wellness digital publication covering fitness, nutrition, and healthy living. It overlaps Coach's content mix and audience and competes for similar advertising budgets.
• Self: Self is a fitness and wellness publication that publishes workout guides, training plans, and gear content. Comparable to Coach in format, monetization, and target fitness enthusiast audience.
• Runner's World: Runner's World is a leading running-focused publication covering training plans, gear reviews, and race coverage. Coach competes head-on in the endurance running content niche, particularly around major marathons.
• Men's Fitness: Men's Fitness is a men's fitness and health publication; historically Coach shared its website with the UK edition (sold to Kelsey Media in 2020). Strongly comparable as a sister publication in the same niche.
• Shape: Shape is a fitness publication covering workouts, nutrition, and wellness. It is a long-standing peer in the digital fitness editorial category with similar ad- and affiliate-driven monetization.
• Greatist: Greatist is a digital-first fitness and wellness publication with workout, nutrition, and lifestyle content. It competes with Coach for SEO traffic and affiliate-driven fitness commerce.
• Women's Health: Women's Health is a large fitness and wellness publication targeting female readers with workout, nutrition, and lifestyle content. Coach operates in the same horizontal fitness content category with overlapping monetization models.
• Men's Health: Men's Health is a major men's fitness and health digital publication covering workouts, nutrition, and gear reviews. It is one of Coach's most direct large-scale competitors in the same content vertical, targeting overlapping audiences.
• Health.com: Health.com is a broad health and wellness publication with significant fitness content. Coach and Health.com overlap on nutrition, workout, and weight-loss content aimed at general health consumers.
• Verywell Fit: Verywell Fit is a fitness content site publishing workout guides, nutrition advice, and gear coverage. It competes directly with Coach in the SEO-driven informational fitness content category.

Market position

Strengths2 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/coachmag
• Facebookfacebook.com/coachmaguk

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Coach