Virtual fitness coaching startup Wello could soon be subject to a takeover from Weight Watchers, according to press reports.

A story on the website TechCrunch says sources have indicated the two companies are in talks over a potential takeover, although Wello had declined to comment.

Having launched in mid-2012, Wello has attracted a raft of headlines and interest in its fitness offerings – which connect customers to professional trainers via two-way video messaging, with users able to select the trainer or discipline which most appeals.

The company has raised around US$1m (€0.73m, £0.59m) in seed funding from a selection of well-known investors and venture capital firms.

Wello says its aim is to ‘democratise’ personal fitness training, bringing to the masses a luxury that has traditionally been thought of has high-end and limited to the wealthy. It has gone on to launch group training sessions – an area that chimes with Weight Watchers’ group meetings strategy – and gym-like monthly membership subscriptions.

If confirmed, the move would mark the latest move into the fitness sector for New York-based Weight Watchers, which previously embarked on a 12-month venture in the UK with LA fitness.

Health Club Management has contacted both organisations to seek confirmation of the report. Weight Watchers representative declined to comment, while no response had been received from Wello when this story was published. Updates will be made to this article when there are further developments.