WAYNE ROONEY has credited wife Coleen with saving his life.
And now Coleen is helping the former footballer transform that life in ways nobody could have ever thought possible
Wayne looked tanned and trim at the World Cup final Credit: BBC
The loved up couple are said to be happier than ever Credit: Instagram
Sources close to the family have told The Jattvibe how they are turning into “Brand Rooney”.
Coleen masterminded his makeover before the World Cup, which was such a success he’s told his team he wants more presenting gigs.
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Meanwhile she’s relishing having her own fashion and TV career. And just like the Beckhams before them, they’re including their four talented kids in the new power package.
Our source said: “The couple are the happiest that they’ve been in years. The man presenting at the World Cup is very different from the old Wayne.
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That photo was taken five years ago this month; it’s a huge turnaround. Maybe it was a wake-up call.
“Coleen saved his life once – now she’s helping him truly transform it.
They’ve found a real equilibrium that suits their marriage and family with their own projects, which also gel together.
“They have merged into a real force. They have always had a deep love and success but now they really want to move forward together. Brand Rooney is well and truly soaring.”
The I’m a Celeb star has encouraged Wayne to go on a health kick – and to look after his appearance more. He’s now even consulted a stylist.
The source said: “He’s been working out daily, in the gym and playing padel, which is massive everywhere, but around here in Cheshire you’ve got a lot of ex-footballers that are into it.
“He’s cut down on booze, and it shows. Coleen has been open about having Botox, and it is fair to say that he is looking noticeably healthier and more youthful.
“Wayne has always known that Coleen will look out for him, support him and love him. Now he is relying on her to guide him through this next, older, stage in his life.”
They’re both 40 now.
“Wayne used to focus on health and fitness for his job; now he’s doing it for him, for his career and his family.
“It’s a huge shift in attitude. Some of us can’t quite believe the change in Wayne,” added the source.
At the height of his career, Wayne earned roughly £17 million a year while playing for Manchester United, but Coleen has taken over as the family’s biggest earner after her £1.5 million stint on I’m A Celeb, £10 million Disney fly-on-the-wall documentary deal and a seven-figure contract to design and front a fashion range for Primark.
Now Coleen is thought to be worth around £30 million in her own right.
Wayne has slimmed down over the past year Credit: Getty
Coleen’s nutrition brand is netting her a fortune Credit: Not known, clear with picture desk
And the sports nutrition firm she helped fund, Applied Nutrition, has reported bumper profits – and she’s pumped even more of her cash into the outfit.
It is understood that she has roughly doubled her investment, which remains below the 3 per cent threshold requiring a listed business to disclose it to the London Stock Exchange.
The company made a profit of £28.1 million last year – up from £23.7 million in 2024.
It turned over £107.1 million, compared to £86.2 million in 2024. It launched its shares on the London stock market in 2024 and has reported a growth in sales since.
Coleen was one of the investors in the firm’s flotation after becoming a brand ambassador for the group, although the size of her shareholding has never been disclosed.
Coleen made £1.5m on I’m A Celeb Credit: Rex
Coleen and Cass modelling her Primark collection Credit: Charlotte Hadden for Primark
She is also the face of a collection of products for Applied Nutrition, including collagen and powders that target sleep, immunity, hydration and debloating.
The friend said: “Coleen has shown Wayne how it’s done and what a healthy lifestyle can bring you. The boys are loving being in the limelight too.
“Coleen wants each of them to have a stab at fame if they want it. She’s incredible at knowing what each of them needs to thrive and what their strengths are.
She has spent years nurturing them behind the scenes while Wayne was the main breadwinner.
“She won’t thrust any of them into the spotlight, but they each enjoy it; they each have a lot of talent.”
Kai, 16, is a centre-forward who signed a scholarship deal with Manchester United three weeks ago.
Kai has now signed with Manchester United Credit: instagram.com/waynerooney
Wayne and Coleen with sons Cass, Kai, Klay and Kit Credit: instagram
The source says: “He has an incredible work ethic that he inherited from both of his parents and the family is rightly proud and supportive of that.”
The privately educated teen who will start sixth form in September while also training and playing for the Red Devils wrote “work starts now” on his
Instagram page alongside a picture of himself signing his new contract. “Proud of you,” his mum and dad wrote, sharing a picture of the three of them at his signing to their own social media pages.
Meanwhile, middle sons Klay, 13, and Kit, ten, are “great little footballers too, just like dad,” the friend said
Youngest, Cass, eight, has just modelled with his mum for her first “By Coleen” kids collection for Primark after the success of her womenswear range.
Wayne in 2008, now his wild days are behind him Credit: PA:Press Association
Now Coleen makes sure Wayne looks immaculate when they are out together Credit: instagram
“Cass is a great kid with all the personality you’d expect of a youngest child, and he really enjoyed modelling. Coleen has been there for each of them and spent many hours on the side of their football pitches,” our source says.
“She loves the fashion world. She knows her market, what mums want and need. She loved working with Littlewoods years ago too. But then her career was put on hold while bringing up the boys – and babysitting Wayne!
“Now that’s all changed. He loved presenting at the World Cup; he really did get to show off his personality. Wayne is one of the funniest blokes you could meet. He really relaxed into it and has told his agent he wants to do more presenting.
“Five years ago this just wouldn’t have seemed possible. But now these two are flying and everyone who loves them is so pleased for them.
“They truly have weathered a few rocky years, stuck together and have proved how strong they are.
Brand Beckham first grew in Cheshire…now Brand Rooney is too.”
