Holly Health secures first white-label deal with GLL's 'Better' leisure centres

A startup's AI health coach is about to transform public leisure. How will 362,000 UK members benefit from 24/7 digital wellness support?

, and Administrator

2026 May 1 . 8:02 PM

1 min read

The image shows a group of people doing yoga in a gym, with dumbbells scattered on the floor. In... — The image shows a group of people doing yoga in a gym, with dumbbells scattered on the floor. In the background, there is a wall with a banner featuring text, balloons, a fan, a chair, and other objects. At the top of the image, there are rods and a ceiling, and at the bottom left corner there is text and a logo. The banner reads "Fitness Training in Ghana".

Holly Health secures first white-label deal with GLL's 'Better' leisure centres

Holly Health has signed its first major white-label deal in the public leisure sector. The partnership with GLL will embed the startup’s digital coaching technology into the ‘Better’ leisure centres. This move marks a key expansion for the health-tech firm into the white-label market. Founded in 2020, Holly Health offers personalised health coaching through behavioural science and AI. The company launched its own app internationally in 2021 and later earned a spot on BusinessCloud’s HealthTech 50 list.

The new deal will integrate Holly Health’s tools into GLL’s ‘Live Better’ platform, serving around 362,000 members across the UK. Users will access ‘always-on’ support for nutrition, exercise, sleep, and mental wellbeing—even when they cannot visit facilities in person. Within the Better UK app, Holly Health will function as a built-in digital health coach. The system is designed as a ‘plug-and-play’ behaviour change layer, streamlining adoption for GLL’s members. The integration is scheduled to go live this month. Grace Gimson, CEO and founder of Holly Health, shared her enthusiasm for the collaboration. The partnership positions the startup as a flexible solution for organisations looking to enhance digital health support.

The agreement with GLL expands Holly Health’s reach into public leisure services. Its technology will now provide continuous health guidance to hundreds of thousands of users. The launch of the integrated platform is expected later this month.