Dennis Publishing has launched a new magazine brand called Coach, which is being backed by £3m of investment.

The multi-platform brand is aimed at men who want to get fit and arrives with a print run of 300,000 and a fully responsive website.

It has been tailored for busy commuters and targets ABC1 men aged 25-54 years old. Ed Needham, who has edited FHM in the US and UK, as well as Maxim and Rolling Stone in the US, is Editor of the printed magazine. Joe Barnes, another former FHM Editor and Men’s Fitness Editor, will run the coachmag.co.uk website. Ian Westwood, Group MD of Dennis, said: “We’ve been planning the launch of Coach for over a year, researching every detail to ensure that it offers the best possible content package for readers and a highly valuable and targeted audience for advertisers.”

“We defined the audience clusters using TGI and extensive focus group data which proved that almost half of men aged 24-55 in the UK want to do more to improve their health.

“With over 1m searches of health related terms every month, you just need to look around you to see that men’s attitude to fitness is shifting – we saw a gap in the market.”