Gap’s Athleta Launches Women’s Wellness Platform: AthletaWell

Calling all Athleta fans, we have some major news for you. The company just launched AthletaWell, an innovative new well-being platform for a community of empowered women.

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.

“We’ve heard from our customers that wellbeing is a complex journey, rich with questions and there isn't a place where women can talk about it holistically or discover the best solutions,” Athleta’s chief digital officer Kim Waldmann said in a statement. “We’re excited to offer AthletaWell, a new digital platform for women to help each other navigate the complexities of modern-day womanhood and to connect our customers in a way that will enhance their overall experience with the brand in a meaningful way, thus, creating even more brand loyalty over time.”

Anyone interested in becoming a part of the loyalty program for access to AthletaWell can sign up here.

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