The celeb-favorite fitness platform founded by former CAA agents, Obé Fitness, has been acquired by podcast and media company Dear Media.
WHO: Obé Fitness was founded in 2018 by CAA agents Mark Mullett and Ashley Mills as an on-demand fitness platform. They've rewritten the rules of digital fitness with an enterTRAINment approach, collaborating with Hollywood studios for fitness workouts tied to films and television series, including And Just Like That, Cruella, and The Marvelous Mrs. Maisel.
Based in Austin, Texas, Dear Media was founded by Michael Bosstick as a blog in 2011 and has since evolved into a podcast network comprising 100 properties, including his wife Lauryn Bosstick's The Skinny Confidential and self-care product brand and their Him & Her podcast. The business generates over $50 million primarily through advertising. The goal is to help creators monetize followings through events, merchandise, television, and publishing.
WHY: By acquiring Obé Fitness, Dear Media adds a fitness and wellness-driven dimension to its existing footprint in commerce and lifestyle content.
IN THEIR OWN WORDS: “We continue to expand our owned and operated channels to drive deeper engagement while growing our slate of talent and IP through the creation and acquisition of new programming,” Dear Media CEO and founder Michael Bosstick told Variety. “We’re excited to partner with our talent to create more brand extensions across commerce, long-form content, events, publishing, and whatever else our audience has an appetite for, always with an eye toward our 360-approach of engaging a host’s audience across every platform where their content can be consumed. I’m looking forward to working with Mark to leverage Obé’s tech infrastructure and world-class tech team to create even more opportunities for our shows and audiences to engage.”
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