Michael Bosstick’s Dear Media has acquired digital fitness platform Obé Fitness for an undisclosed amount.
Obé Fitness launched in 2018, gaining traction particularly during the COVID-19 pandemic — in July 2020, WWD reported that the platform had experienced 70 percent growth month-over-month since the start of quarantine. In 2021, the company secured a $15 million series A led by Cavu Venture Partners with participation from Athleta and Samsung Next. In 2023, the business pivoted its model to personalized training programs, as consumers were seeking specific outcomes and this approach took out all of the guesswork. With this model, the brand also quickly responded to the GLP-1 craze with its MuscleGuard program to prevent muscle loss. Additionally, the company owned the concept of “entertrainment,” hosting workouts themed to hit films and shows like “The Marvelous Mrs. Maisel” and “Sex and the City.”
Meanwhile, Dear Media, founded by Michael Bosstick, has seen success with its growing podcast network which includes Bosstick’s podcast with his wife Lauryn Bosstick “The Skinny Confidential Him & Her Podcast,” Khloé Kardashian’s “Khloé In Wonderland,” “The World’s First Podcast With Erin & Sara Foster” and many others. The company, which has exceeded $50 million in revenue and has expanded into IRL events, video, blogs and more, has also fostered several brand expansions including The Skinny Confidential routine-based beauty and wellness brand and Spritz Society, a canned cocktail company from the hosts of “The Toast.” This acquisition marks the latest opportunity for Dear Media to expand its brand presence.
“We’re continuing to expand our owned and operated channels and how we best serve our audience, who is constantly seeking more ways to learn, engage, interact and transact within our ecosystem,” said Bosstick via email. “We’re also growing our slate of talent and IP through the creation and acquisition of new programming, while partnering with our talent to create more brand extension opportunities. This acquisition provides Dear Media with our own tech and world class tech team to further those goals and create a place where our talent and beyond can further engage with our audiences.”
The acquisition also signifies the latest iteration of Obé. Through the deal, Obé cofounder Mark Mullett will stay on as president of global entertainment and business development at Dear Media. According to Mullet, Obé will continue to exist as it is with opportunities for greater presence through Dear Media’s other touch points, from events to social.
“The same Obé that our members know and love will remain a stand-alone platform under Dear Media, with new classes being uploaded every day from the greatest fitness talent on the planet,” he said via email. “While overseeing Obé’s continued evolution, I will also take on a larger role within Dear Media to amplify and expand how we show up as a leading media and entertainment company of the future.”
Obé cofounder Ashley Mills will stay with the company for the next six months before transitioning out.
“Building Obé over the last eight years has been the journey of a lifetime,” she said in a statement. “What started as a bold vision to make joyful movement accessible grew into something far beyond what we imagined. As I support a seamless transition to Dear Media over the next six months, I’m building my next venture — at the intersection of wellness and education.”