In March, Athleta and Well+Good partnered in the US to create Wellness Collective, bringing holistic female thought leaders and innovators together. Spanning across four categories – mind and body, self-care, finance and career and community – Wellness Collective will host regular monthly events across Athleta’s stores in the US from March 2019 through January 2020. A digital hub will run alongside the events, publishing key insights and takeaways. “Women are looking for a central resource to unlock information about the physical, emotional, and mental elements that build a strong foundation for their active lifestyle and athletic journey,” said Nancy Green, President and CEO of Athleta. “Wellness Collective is that one resource that can truly be disruptive by combining the power of on-and-offline communities to reach women everywhere.”
“The new democracy in media is that if you have a flagship product and grow a following around that, you’re able to leverage it into more ambitious, larger projects,” Stephen Satterfield, who founded the quarterly food magazine Whetstone, told the New York Times. These brands are doing just that, continuing the trend of mediavolution by flipping the script and building content sharing around curated, in-person programming for more targeted, intentional consumption.
For more on the evolution of media outlets, see trend #32 in The Future 100: 2019.