Athleta and Well+Good Launch “Wellness Collective”: Q&A with SVP of Creative and Strategy Adam O


It would be an understatement to say the wellness market is big in 2019 (at $4.2 trillion worldwide, it’s safe to say it’s massive). But with so many new and existing companies cashing in, innovation in the field can present itself to be daunting. That is, unless, you’re Well + Good.

The premier lifestyle and news entity has been making wellness waves since 2010, their latest move being an innovative partnership with sportswear retailer Athleta to launch Wellness Collective, a new and interpersonal take on the wellness experiences. Wellness Collective brings together female thought leaders and innovators in the holistic wellness field to provide collective participants with valuable wellness takeaways they are then able to incorporate into their daily lives.

Brand Storytelling caught up with Adam Ochman, SVP of Creative and Strategy at the Leaf Group, to learn more about the power behind what promises to be a robust strategic partnership in the age of holistic health:

How did this partnership between Well+Good and Athleta come to pass?

Athleta and Well+Good have a long-standing relationship with a remarkably successful partnership history. We share an intimate understanding of each others’ businesses and a community who have very similar values. We’ve always maintained an open dialogue and are true marketing partners, which has allowed us to continually find new approaches to reach our shared community in interesting and impactful ways.

This partnership is no exception. We came together to solve a shared challenge: How do time-starved women implement a comprehensive wellness routine in their daily lives? That’s the question we’re answering with Wellness Collective.

Together, we’re creating a collective of 60 female brand founders and entrepreneurs who are shaking up the wellness industry to bring the four pillars of wellness to life at Athleta stores nationwide: Mind + Body, Self-Care, Finance + Career, and Community. The goal is for women to walk away from these events with actionable information they can use in their daily lives.

For Example: