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Dennis Publishing bolsters men's health credentials with new fitness brand Coach

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By Tony Connelly | Sports Marketing Reporter

October 6, 2015 | 3 min read

Dennis Publishing is bolstering its presence in the the men's health market with the launch of a new multiplatform fitness brand for men called Coach.

Coach magazine and website is being marketed towards both fitness enthusiasts and beginners, offering general advice, tips, facts and inspiration.

It will run alongisde ellow Dennis title Men's Fitness, with content targeting 24-55 year-olds when it launches tomorrow (7 October) with a weekly print distribution of 300,000 across the UK. The website has been designed to supplement the print edition with video tutorials and practical how-to tips.

The website will be managed by a digital team of seven with Men’s Fitness editor, Joe Barnes, as the editor. The print edition meanwhile will be edited by former FHM and US Rolling Stone editor, Ed Needham.

Needham said that Coach will give men plenty of inspiration, useful information and goals that feel achievable, “all in a package that entertains and fires the imagination”.

Dennis Publishing’s group managing director, Ian Westwood, said it had identified “a gap in the market for a magazine that helps men to make practical, manageable changes to improve their lives”. He added that the research behind the creation of the platform would offer “a highly valuable and targeted audience for advertisers”.

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Dennis Publishing is aiming to reach an audience of 800,000 across both print and digital. Around 200,000 copies of the magazine will be hand distributed across London and other major cities with a further 100,000 copies available at selected sports and leisure clubs, gyms and hotels.

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