Is the BBC gambling with its most prized Saturday night show? Reports suggest Holly Willoughby, once a shoo-in for the Strictly Come Dancing hosting gig, has been quietly sidelined. The official line is often vague, but digging beneath the surface reveals a complex tapestry of "influencer era" ambitions, a faltering lifestyle brand, and lingering unease from past on-screen controversies. Why would a broadcaster, keen to maintain a beloved institution, shy away from a familiar face?
For years, the prospect of Holly Willoughby gracing the Strictly Come Dancing ballroom as a host felt like a natural progression. Her decades of experience, her warm on-screen persona, and her history with major ITV shows like This Morning and Dancing On Ice painted a picture of a safe, if not dazzling, bet. The departures of Claudia Winkleman and Tess Daly left a gaping hole, and Willoughby, with her proven track record in live television, seemed perfectly positioned to step in. However, recent whispers from the media landscape suggest this much-anticipated comeback is far from a done deal. Instead, a new narrative is emerging: one where Willoughby's own evolving personal brand, specifically her lifestyle and wellness venture, Wylde Moon, has cast a shadow over her Strictly prospects.
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"She's always all smiles, even when she’s crying inside." - Closer Online source
The image of Willoughby, once the quintessential "golden girl" of daytime television, now seems to be in a state of flux. Her attempts to pivot towards a more "influencer-style" persona, intertwined with her Wylde Moon brand, are being viewed by some as a strategic misstep. This venture, aiming for a "Gwyneth Paltrow-style" appeal, has reportedly hit turbulence, with recent filings indicating a significant reduction in staff. Is the BBC truly willing to risk the prestige and ratings of Strictly on a presenter whose current professional image is perceived as fragmented and, dare we say, somewhat precarious?
The Rise and (Apparent) Stumbles of Wylde Moon
Holly Willoughby's foray into the lifestyle and wellness market with Wylde Moon began with significant fanfare. It was presented as a natural extension of her public persona, a space where she could share her insights on fashion, beauty, and wellbeing with her vast online following. The brand promised an aspirational yet accessible lifestyle, mirroring Willoughby's own carefully curated public image.
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However, the shine appears to be fading. Recent reports highlight a stark reality behind the glossy facade:
Staffing Shake-up: A filing with Companies House reveals Wylde Moon now lists just two employees, a dramatic decrease from an initial team of fourteen. This downsizing raises questions about the brand's sustainability and operational capacity.
Narrowed Focus: The original breadth of content, which included regular posts on fashion, beauty, and hair, has reportedly been significantly curtailed. This shift suggests a potential struggle to maintain engagement and relevance in a competitive market.
Scandalous Association: The brand's development has been closely linked to the "many scandals that surrounded" Willoughby, particularly following her departure from This Morning. The shadow of past controversies, including a terrifying plot against her, has inevitably impacted her public perception and, by extension, her business ventures.
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"Her Gwyneth Paltrow-style lifestyle and wellness business Wylde Moon has also been suffering following the scandals." - Daily Mail
This commercial reality has led to speculation that Wylde Moon is not the thriving enterprise it was envisioned to be. How does a struggling personal brand, heavily reliant on a specific lifestyle image, align with the broad, family-friendly appeal of Strictly Come Dancing? Is the BBC executives' hesitation rooted in a pragmatic assessment of brand synergy, or is it a broader concern about Willoughby's current public capital?
A History of "Ill-Fated" Ventures?
The Strictly hosting rumours are not the first time Willoughby has been linked to a potential new television project following a period of upheaval. Her recent career trajectory has been marked by a series of ventures that, while perhaps not outright failures, haven't always achieved the success initially hoped for.
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Celebrity Bear Hunt: This Netflix project was reportedly cancelled after just one series. While details are scarce, its short lifespan suggests it failed to capture audience attention or meet production expectations.
Dancing On Ice: After a long tenure as co-host of the popular ITV show, Dancing On Ice was also axed. While the show had a significant run, its discontinuation marks the end of an era and another high-profile departure from Willoughby's resume.
This Morning Departure: Willoughby's exit from This Morning in 2023 was a watershed moment. While necessitated by serious security concerns, it left a significant void in daytime television and set the stage for her search for new, high-profile roles.
"It is the latest setback for the star after she signed up for ill-fated Celebrity Bear Hunt on Netflix, which was cancelled after just one series, and her other long-running show, Dancing On Ice, was axed." - The Sun
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These past experiences, coupled with the perceived struggles of Wylde Moon, create a narrative of a presenter navigating a period of transition, perhaps with less certainty than previously assumed. For Strictly Come Dancing, a show that thrives on stability and broad appeal, could Willoughby's recent professional history be seen as too much of a gamble? Are broadcasters wary of backing a presenter who, despite her inherent talent, has recently been associated with projects that didn't quite land as expected?
"Fearful" Reasons: What's Truly Behind the Decision?
While no official statement explicitly details Willoughby's exclusion, multiple reports point to a consensus among industry insiders and executives. The reasons, though couched in professional terms, hint at a deeper unease.
Brand Mismatch: The most cited reason is the perceived disconnect between Willoughby's current "influencer era" and the traditional, family-friendly image of Strictly. Executives are reportedly "fearful" that the Wylde Moon brand might not resonate with the Strictly audience.
"Risky" Proposition: One insider noted that while many consider Willoughby "brilliant and deserving," certain executives harboured "significant reservations," deeming her a "risky" choice for the flagship show.
Focus on the Show: Strictly Come Dancing is a powerful brand in its own right. The BBC's priority is likely to maintain its established formula and appeal. Introducing a presenter whose personal brand is perceived as a departure from this might be seen as a destabilizing factor.
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"She’s not some A-list Hollywood hippy, but a daytime telly star." - The Sun
The juxtaposition of Willoughby as a "daytime telly star" versus the "Hollywood hippy" aspiration of Wylde Moon highlights a perceived internal conflict. Can she effectively embody both? And more importantly, is the BBC willing to take that chance? The BBC is known for its meticulous selection process for such high-profile roles. What does it say about the current landscape that a presenter of Willoughby's stature is reportedly being sidelined for reasons that are more about perception and brand alignment than a lack of talent?
The Search for a New Star: Who's Next?
With Holly Willoughby reportedly out of the running, the spotlight shifts to other potential contenders for the Strictly Come Dancing hosting role. The BBC now faces the challenge of finding a presenter who can not only fill the shoes of Claudia Winkleman and Tess Daly but also navigate the evolving demands of a beloved national institution.
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Janette Manrara: A former Strictly professional dancer and current co-host of It Takes Two, Manrara is often cited as a strong candidate. Her intimate knowledge of the show and her established rapport with viewers make her a logical choice.
Fleur East: Also a co-host of It Takes Two, East brings a vibrant energy and a strong connection with the younger demographic. Her experience on the show demonstrates her comfort in a live presenting environment.
New Contenders Emerge: Beyond the It Takes Two duo, speculation is rife about other personalities the BBC might be considering. Industry insiders are reportedly discussing a range of possibilities, with former BBC One Controller Peter Fincham suggesting that the broadcaster might look to former ITV presenters, hinting at a broader talent pool.
"Former BBC One Controller Peter Fincham, who claims to have heard the information from a high-ranking TV producer." - The Independent
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The departure of two long-serving hosts creates a unique opportunity for the BBC to reshape the Strictly presenting team. Will they opt for a safe, experienced pair, or will they take a risk on a newer face to inject fresh energy into the show? The decision will undoubtedly be scrutinised, especially in light of the reasons cited for Willoughby's exclusion. It begs the question: what kind of presenter is truly "safe" for Strictly in today's media climate?
Conclusion: A Brand Too Far?
The narrative surrounding Holly Willoughby's potential Strictly Come Dancing hosting role is a compelling case study in the complexities of modern celebrity and brand management. While Willoughby possesses undeniable talent and years of invaluable live television experience, her recent pivot towards a personal lifestyle brand, Wylde Moon, appears to have created a perception of risk for the BBC.
The reported reduction in staff at Wylde Moon, coupled with its association with past controversies, seems to have outweighed her proven hosting abilities in the eyes of some executives. This raises profound questions:
How much does a presenter's personal brand and commercial ventures influence their suitability for mainstream, flagship entertainment shows?
Is the BBC erring on the side of caution, or are they missing an opportunity to support a familiar and popular figure during a period of transition?
What does this decision reveal about the pressures and scrutiny faced by female presenters in the public eye, particularly as they age and seek to evolve their careers?
Ultimately, the decision, if indeed final, suggests that in the high-stakes world of television broadcasting, a presenter's perceived "brand alignment" can be as crucial, if not more so, than their raw talent. The shadow of Wylde Moon, and the lingering unease from past on-screen dramas, appears to have proven too significant a hurdle for Willoughby to clear in her pursuit of the Strictly crown. The search for a new host will continue, a testament to the enduring power and delicate balancing act required to maintain a beloved television institution.
Sources:
The Sun: https://www.thesun.co.uk/tv/38136371/holly-willoughby-cursed-rebrand-no-strictly-job/
Daily Mail: https://www.dailymail.co.uk/tvshowbiz/article-15534443/Holly-Willoughby-no-longer-host-Strictly-Wylde-Moon-flounders.html
Brit Brief: https://britbrief.co.uk/entertainment/celebrity/holly-willoughby-out-of-strictly-running-after-influencer-rebrand.html
Closer Online: https://closeronline.co.uk/celebrity/news/holly-willoughby-strictly-host/ (Published Nov 28, 2025 - Note: This date appears to be in the future, likely a typo in the source data provided.)
Manchester Evening News: https://www.manchestereveningnews.co.uk/news/tv/holly-willoughby-breaks-silence-strictly-come-dancing-32881697 (Published Nov 15, 2025 - Note: This date appears to be in the future, likely a typo in the source data provided.)
Heatworld: https://www.heatworld.com/entertainment/tv-movies/strictly-holly-willoughby/ (Published Nov 25, 2025 - Note: This date appears to be in the future, likely a typo in the source data provided.)
The Independent: https://www.independent.co.uk/bulletin/culture/strictly-host-holly-willoughby-bbc-b2858044.html (Published Nov 4, 2025 - Note: This date appears to be in the future, likely a typo in the source data provided.)
