Per Adweek, the digital site, which was announced on Wednesday, “aims to increase engagement and loyalty among its customers by building a community of women around premium content and conversations on a range of topics, including body positivity and health.” Not to mention, the site was completely built by women.
The new health and wellness platform will be available exclusively to members of the brand’s loyalty program. For the special project, the company has partnered with Obé Fitness which will help to provide content each week. (Users will also have free access to exclusive workouts from Obé Fitness.)
In addition to workout content, members also have access to curated interest groups called “Spaces” centered around well-being topics such as fitness, women’s health, body positivity and more. The platform also includes a curated list of Guides or leaders in these topics who can add perspective to these conversations.