How Holly Willoughby's husband is cashing in on the Gladiators revamp

Holly Willoughby might be a household name but her husband Dan Baldwin is also very well known in showbiz circles for his work behind the cameras.

The producer and Holly married at Amberley Castle in West Sussex in 2007 and share three children; Harry, Belle, and Chester.

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Dan has already profited from a lucrative BBC deal to make the revamped Gladiators and it’s now emerged that he’s found a way to cash in.

Holly Willoughby and Daniel Baldwin attend the Pride of Britain awards at The Grosvenor House Hotel. Pic: WireImage

According to the Daily Mail, Dan has established a talent agency called Hungry Bear Media to represent almost some of the show’s new stars.

A source said: ‘Dan made the reboot with his company, sold it to the BBC for a lot of money and now he has shrewdly signed up some of its most popular young stars.

Gladiators Series 1 cast. Pic: BBC

‘Whatever they make now, he will get extra money via the management company. Some might think that is a little greedy. The BBC isn’t supposed to be a shop window for Dan to cash in on.’

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It’s thought that those on his books include Alex Gray, known as Apollo on Gladiators, Crossfit champion Emily Steele, aka Dynamite, and Olympic sprinter Harry Aikines-Aryeetey, who is Nitro.

Dan launched the talent agency last year but founded Hungry Bear Media in 2014. Through this company, he has produced several TV shows including Michael McIntyre’s Big Show and Freeze The Fear With Wim Hof which his wife Holly presented.

Daniel Baldwin and Holly Willoughby attend Day One of Wimbledon 2022. Pic: WireImage

Gladiators returned to screens at the start of 2024 and sees ‘contenders’ take on physical challenges against the ‘Gladiators’.