Brand Sam Wood, and its empire, is officially over

Fitness influencer and businessman Sam Wood was charged over the weekend with two counts of domestic violence, including assault occasioning bodily harm and strangulation in a domestic setting.

The 46-year-old has been remanded in custody until Thursday, when, according to his lawyer, he will apply for bail and begin defending the charges.

Wood came to the nation's attention when he starred as The Bachelor in 2015, and married contestant, single mum, Snezana Markoski. Wood enthusiastically took on the role of stepdad to her daughter, which endeared him even more to the Australian public.

Since then, Wood has built an immensely popular and trusted fitness empire, built on a wholesome, family-based image, with a typical client being an average Aussie mum.

Wood was also an entrepreneurial success story. At just 42, he sold his digital fitness program, 28 by Sam Wood, for more than $71 million in 2022. He also sold his Elsternwick home soon after for $6.6 million.

Was Ollo for Women a sign?

But the signs that the man may not be his public image came when he launched Ollo for Women 13 weeks ago. Wood was criticised for “selling out", as the program joins his fitness routines with medically based advice by telehealth company Medmate - ie, viral injectables such as GLP1 and 2. 

The social media backlash to Ollo for Women included Wood being slammed because historically, he has encouraged “willpower” for weight management, rather than acknowledging the significant role medical issues, including mental health, can play (which is one of the reasons why drugs such as Ozempic - a diabetes drug whose side effect can be significant weight loss - have been so successful.)

Wood stood down as celebrities distance themselves

Naturally, the fallout from the news of Wood's arrest has had far-reaching consequences. 

Thousands have unfollowed him and his various business accounts; a meal prep business he worked with, Foxes Den, has cut ties, and the company he fronts has stood him down indefinitely.

The company that purchased 28 by Sam Wood, DBG Health, said via Mark Watkins, the chief operating officer: “We have all been shocked and saddened by the matters involving Sam Wood”.

The company itself added it “has zero tolerance for domestic violence." It further announced that "while the matter is under investigation and before the court, Sam Wood is on indefinite leave from his duties.

“Our thoughts are with the family and anyone in the community affected by domestic violence."

Watkins will lead the business in Wood’s absence.

Further, amongst the social media outrage, Australian identities such as celebrity fitness trainer Tiffany Hall have expressed their disappointment.

Hall issued a statement via Instagram yesterday, making it clear that she is no longer involved with her one-time collaborator and his businesses.

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by Tiffiny Hall (@tiffhall_xo)

Sam Wood “strangulation” video

A now-deleted video Wood made recently, where he appeared to joke about strangling his wife “to death” on TikTok, has now also been called out online.

In the video, the Bachelor star explained how he and his wife, Markoski, help one another resist late-night food cravings.

“I like to clean my teeth because it signifies to myself it’s night over,” Wood began.

“I talk to Snares, and we support each other. I get her to hide all the stuff that I like from me, and even if I’m strangling her to death, she will not give it up."

Apart from the reference to ‘strangling’, which is now especially notable, the clip has also been slammed for normalising food deprivation and disordered eating.

Rumours about Wood emerge

Another part of the fallout for Wood and his brand is the emergence of rumours about his personality.

For example, popular social commentator Kate Forster posted about a rumour she was directly told, in which Wood is accused of demanding expensive products for free for his home.

@kateforsterauthor #influencers ♬ original sound - 🦢Kate Forster🦢

This is just speculation, but sadly for everyone involved, it's a sign that a comeback for brand Sam Wood is very unlikely, even if he's found not guilty or has charges dismissed.

Support is available from the National Sexual Assault, Domestic and Family Violence Counselling Service at 1800RESPECT (1800 737 732). In an emergency, dial Triple Zero (000).