Under the agreement, The Collinson Group’s venture capital arm, Collinson Investments Ltd, and WithU Global have joined forces to create an industry-first end-to-end digital travel wellness proposition, set to launch later in 2024.

The innovative wellness proposition will offer intelligent health and wellbeing recommendations specifically tailored to travel, designed to enhance customer wellness at every stage of any journey.

Able to fully integrate into any existing platform, the cutting-edge product will enable partners to serve customers with an end-to-end optimised wellness experience wherever they are in the world, directly within the partners’ own tech ecosystem.

This partnership sees The Collinson Group enter the wellness space as an extension of its existing travel offering, which includes airport and travel enhancement products, Priority Pass and LoungeKey, as well as loyalty and customer engagement and insurance and protection arms.

David Evans, Collinson Investments Ltd CEO comments, "At Collinson, we’re extremely passionate about driving innovation that leads to the evolution of the travel industry.

"Investing in traveller wellness with this partnership allows us to break new ground when it comes to creating exceptional experiences for travellers, as we equip partners and consumers alike with the tools they need to travel more healthily and confidently."

Steve Clarke, WithU Global co-founder and CEO adds, "WithU Global was built to disrupt the fitness industry, with the ultimate goal to empower people to lead a healthier life.

"Overhauling wellness within the travel sector is no mean feat, but working in partnership with the team at Collinson, it’s one we’re hitting the ground running with. With our advanced FitTech capabilities and their decades of knowledge in the sector, we’re confident that the launch of our first travel proposition later this year will be the first step that ultimately leads to a significantly healthier travel experience for all."

Edward Hewett, WithU Global co-founder and JV CEO, adds, "The creation of this joint venture reflects the tremendous potential of wellness within the travel sector, as well as the demand from brands to have completely personalised wellness experiences. We are looking forward to sharing more information about the product in due course and launching to the market by late 2024."