Elizabeth Ostertag

About Elizabeth Ostertag

Liz Ostertag is a New York-based journalist covering business, technology, and consumer wellness. Her reporting explores how brands, products, and innovations shape the modern wellness economy, with a focus on e-commerce, product trends, and consumer behavior. Liz frequently reviews fitness and wellness products and writes about developments across connected fitness, health tech, and lifestyle.

She holds a BA in English from Princeton University, a JD from the University of Pennsylvania Carey School of Law, and an MBA from the Wharton School.

Beast Health

9 Best Products for Eating Healthy at Home

From clean-label chocolate to regenerative proteins and smart kitchen upgrades, these products make healthy eating at home simpler

People inside an Othership sauna

Othership Opening in Brooklyn, With More US Expansion on the Way

Social contrast therapy brand Othership is expanding its footprint in New York City with a new Williamsburg, Brooklyn, location.

firefighters at the CR Fitness Stair Climb event

Gym Brands Honor 9/11 Through Fundraisers, Community Tributes

Retro Fitness, Crunch Fitness and 24 Hour Fitness are marking the anniversary of September 11th by honoring first responders and their families.

woman does a plank wearing Airpods

Inside Apple’s New Fitness Features, From AirPod Heart Rate Sensors to AI Coaching

Apple’s latest updates to AirPods, Apple Watch and watchOS push fitness tracking into more moments of a user's day.

Mindbody

Australia’s CorePlus Taps Mindbody for US Expansion

Australian Pilates and yoga brand CorePlus has entered the U.S. market with the support of Mindbody’s enterprise tools.

Khloud popcorn truck in Los Angeles

Khloé Kardashian’s Khloud Protein Popcorn Marks a New Wave in Celebrity Wellness Marketing

Khloé Kardashian's Khloud Protein Popcorn is using experiential marketing and other strategies to capture attention in a crowded snack aisle.

Unwell Hydration Protein

Alex Cooper’s Unwell Hydration Expands Into Booming Protein Category

Alex Cooper’s Unwell Hydration is entering the protein category with a beverage that combines whey isolate, electrolytes and B vitamins.

Jared Goff in Vuori clothing

Vuori Leans Into Athlete Partnerships in Performance Wear Pivot

NFL QB Jared Goff joins Vuori's growing lineup of athlete ambassadors, highlighting the apparel brand’s new strategy.

Therabody Adds NFL Star Josh Allen as First-Ever Performance Advisor

The wellness tech brand is pushing deeper into sports and high performance, tapping the reigning NFL MVP for insights on product development.

Happy Head hair DNA kit

Dermatologist-Led Brand Launches DNA-Powered Hair Growth System

Happy Head's genetic-based approach to hair health leverages at-home DNA testing and personalized treatment plans.