Fitness brands are going beyond in-store yoga to become young consumers’ go-to-sources for all-things-wellness.

Fitness brands are going beyond in-store yoga to become young consumers’ go-to-sources for all-things-wellness. At-home fitness class streamer Obé has consults wellness experts in a series of new clips, while sports-focused Degree has switched the conversation from working out to “daily movement.” Athleta hosts two-hour events full of sound baths, crystals, and DIY face masks. In addition, they’ve teamed up with Well+Good for marketing initiatives and a content series, while will soon live on a new wellness-dedicated section of Athleta’s site. (Glossy)