Television personality and entrepreneur Coleen Rooney has significantly increased her financial stake in Liverpool-based nutrition company Applied Nutrition, as the firm continues its strategic expansion to attract a wider consumer base including working mothers.
Substantial Investment Increase
The former wife of footballer Wayne Rooney has approximately doubled her holding in the wellness business, though the precise financial details remain undisclosed. Her investment remains below the 3% threshold that would require mandatory declaration to the London Stock Exchange, where Applied Nutrition has been publicly listed since 2024.
Mrs Rooney initially became an investor during the company's stock market flotation, following her appointment as a brand ambassador for the nutrition group. Her involvement has been instrumental in helping the traditionally male-dominated sports nutrition sector reach new demographic segments.
Strategic Brand Expansion
As the public face of Applied Nutrition's product range, Coleen Rooney has championed various wellness solutions including collagen supplements and specialised powders designed to support sleep, immunity, hydration, and reduce bloating. Her personal endorsement and product development involvement have proven particularly effective in appealing to health-conscious consumers beyond the core athletic market.
The Liverpool-headquartered company, which counts retail giant JD Sports among its backers, has reported consistent sales growth since its stock market debut. Applied Nutrition primarily operates through business-to-business sales channels, distributing products to retailers, supermarkets, fitness centres, and sports clubs nationwide.
Personal Commitment to Wellness
Coleen Rooney commented on her decision to increase her investment, stating: "Nutrition and supplements have always been an important part of my fitness regime. I had included Applied Nutrition products for many years before having the opportunity to create my own range. I am delighted with what we've developed together and look forward to expanding further."
She added: "Combining a healthy lifestyle with exercise helps me feel good about myself and provides the energy required as a busy mother of four boys, especially now that I've returned to working on several projects. Alongside being an ambassador, I had the opportunity to invest in the company and couldn't be happier with my decision as the business continues to grow."
Company Leadership Perspective
Applied Nutrition's Chief Executive Thomas Ryder praised Rooney's contribution to the company's development, saying: "Coleen embodies everything we stand for – focus, passion for wellness, and commitment to the journey, as illustrated by her increasing shareholding. She has played an important role in broadening our customer base and increasing brand awareness among a wider, health-conscious audience."
Ryder continued: "It's particularly rewarding to work alongside someone who shares our passion for health and wellness and believes in the long-term potential of the business as strongly as we do. Her involvement has been transformative for our market positioning."
Market Positioning and Future Growth
The company's strategic focus now includes expanding into new markets and product categories while maintaining its core business model of supplying retailers, fitness centres, and sports clubs. Applied Nutrition caters to a diverse customer base ranging from elite athletes to individuals pursuing weight management goals and general wellness improvement.
Rooney's increased investment signals strong confidence in the company's future direction and its ability to capture market share in the competitive wellness sector. Her personal brand alignment with health-conscious living, particularly among working mothers, provides Applied Nutrition with valuable market credibility as it seeks to diversify its consumer base beyond traditional sports nutrition demographics.
