Athleta has launched AthletaWell, a digital platform aimed at women’s wellbeing and empowerment that will be free, but exclusive to Athleta’s loyalty customers.
Athleta has partnered with Obé Fitness to offer four new workouts per month to members as part of the programme.
Central to the new platform is its Spaces, where “members will have access to curated interest groups centered around wellbeing. Topics include movement and fitness, women’s health, body positivity and more.”
The platform will also include a series of conversations as part of its Guides offering, in which leaders in female wellbeing will “contribute their perspective to fuel conversations” between AthletaWell members around important topics relating to wellbeing and empowerment.
AthletaWell will also run various online and offline activations led by guides, partners and VIP guests, to bring people together and help them to get active.
Mary Beth Laughton, president and CEO, Athleta, said: “We know being active is an important part of our customers’ overall well-being, so we are thrilled to invest in and partner with Obé, and offer the Athleta community access to this like-minded partner. As our brand continues to grow, this investment creates a unique engagement opportunity for our customers and helps us build even more loyalty over time.”
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