The activewear giant is betting that scale, engagement and community will drive long-term value more effectively than paid content subscriptions
Alo is making its most significant digital fitness move to date.
The Los Angeles–based luxury activewear and wellness brand has officially re-launched its Alo Moves app as Alo Wellness Club, eliminating all subscription paywalls and making the full platform free for all members of Alo Access, the brand’s free-to-join loyalty program.
The shift marks the first time Alo’s complete digital fitness and wellness content library is available without a paid subscription, with the brand betting that scale, engagement and community will drive long-term value more effectively than subscriptions alone.
As Alo Moves, the app followed a traditional subscription model priced at $12 per month. More recently, Alo transitioned to a hybrid structure that offered limited free access with the option to unlock the full content library through a paid subscription.
According to Summer Nacewicz, Alo’s executive vice president of creative and marketing, the decision reflects the brand’s long-term vision for accessibility.
“We’ve always partnered with the best instructors, leaning into their expertise to make Alo a leading destination for holistic wellness,” Nacewicz said. “As we strive to inspire our global community to deepen their wellness practices, we’re thrilled to open the platform to our entire Alo Access community for free.”
The Also Wellness Club app features thousands of classes and hundreds of programs across Pilates, yoga, strength, mindfulness and self-care, with new content added monthly to evolve alongside members’ routines.
Beyond workouts, the platform introduces immersive wellness series, recovery rituals and nutrition-focused programming. Instruction is led by a diverse roster of trainers and wellness professionals, including Louis Chandler, Sarah DiGiovanni, Laura Quinn and Kyle Hoffman.
The relaunch also debuts “7-Day Reset Ritual,” a new at-home retreat-inspired program created in partnership with Chenot Palace Weggis and fronted by longtime Alo ambassador Rosie Huntington-Whiteley. The series draws inspiration from the rise of luxury wellness tourism.
credit: Alo
Launching on January 2, the 7-Day Reset Ritual is led by Alo trainers Laura Quinn and Bianca Wise with nutritional guidance from Chenot Executive Chef Ettore Moliteo. It blends Pilates, mindful movement, breathwork and science-informed self-care rituals. Each day centers on a specific theme such as renewal, vitality or restoration and incorporates practices like circulation-enhancing breathwork, aromatherapeutic recovery baths and hydration rituals.
“Training at the Alo Wellness Club with Laura has become such a grounding part of my routine,” Huntington-Whiteley said. “Filming this program at Chenot Palace Weggis allowed me to experience that same sense of mind-body connection in a completely new way. The 7-Day Reset Ritual brings that feeling into your home through gentle movement, nourishing rituals and moments that help you reconnect with yourself.”
