The consumer content and experiences brand, known for its trend-spotting and investigative editorial content, will join forces with Livestrong.com, also part of Leaf Group’s growing portfolio, to offer advertisers the opportunity to tap into a collective audience of more than 36 million unique monthly visitors. For Leaf Group, the acquisition will help cement its position as a digital authority in the fitness and wellness category.
“We are thrilled to be joining Leaf Group’s exceptional portfolio of brands. In combining forces with Livestrong.com we will be able to amplify our efforts and reach the largest audience of wellness-focused consumers in the women’s lifestyle category,” commented Alexia Brue, Well+Good Co-Founder.
“This is an incredibly exciting opportunity to continue to lead the wellness conversation while inspiring and empowering readers to lead healthier happier lives,” added Melisse Gelula, Well+Good Co-Founder.
Since its inception in 2010, Well+Good has emerged as an editorial leader in the fitness and wellness space in the US. Having leveraged that reputation to create new and groundbreaking business extensions to its core offering, the brand now produces approximately 50 consumer events per year, including its Well+Good Talks and Well+Good Retreats.
In addition to boasting a consistent record of robust revenue growth and profitability, thanks to the company’s dedication to innovation, this year it was chosen as one of Fast Company’s ‘Most Innovative Companies for 2018. Behind the scenes, the female-founded company employs a 50+ team, who work together to seek out new opportunities for expansion.
Well+Good will remain headquartered in New York and led by its Co-Founders, Brue and Gelula, who will continue to run day-to-day operations for Well+Good while also overseeing Leaf Group’s fitness and wellness category. With Livestrong.com’s roots in Los Angeles and Well+Good’s presence in New York, Leaf Group’s fitness and wellness brands will provide a bi-coastal perspective to this fast-growing industry.
According to Leaf Group, which purchased all the outstanding equity interests of Well+Good for $10 million upfront, it has agreed to pay incremental cash consideration targeted at $9 million upon the achievement of certain operating targets through the end of the 2020 fiscal year.
“Alexia and Melisse are talented entrepreneurs and strong leaders and I have long been impressed with the brand and the business they have built,” commented Sean Moriarty, CEO of Leaf Group.
“Together we see a tremendous growth opportunity in the wellness category and many meaningful points of collaboration across our portfolio of brands. With two market-leading brands in Well+Good and Livestrong, we now offer unparalleled opportunities in fitness and wellness for consumers and advertisers alike,” he added.