Trading Leggings for Lifestyle: How Alo is Succeeding as a Wellness Powerhouse

Cover Design by Flora Cuervo

Trading Leggings for Lifestyle: How Alo is Succeeding as a Wellness Powerhouse

By: Tess Tillman

This past summer, everyone’s favorite New York transplant influencers entered their wellness eras, shifting their content to revolve around their holistic lifestyles and workout routines. Snagging a spot in a workout class has become more a coveted feat than getting a reservation at the new hottest restaurant in town. Workout studios such as SoulCycle, Barry’s, Solidcore, CorePower Yoga, and Tracy Anderson each offer unique workout experiences, targeting different audiences with their individually refined aesthetics. These chain studios utilize a key, recognizable color palette, slogans, and logos to complement their brand image and reputation, but there is one studio and brand that has solidified its place, elevated amongst the rest through its luxury aspects and exclusive membership: Alo.

Alo, which started off as an athlesiure clothing brand, expanded their influence into the realm of exclusive in-person experiences by opening their first Alo Studios location in Beverly Hills, California, in 2024. Although the studio is not an accessible utility to the public, the brand has been able to show their merchandise in action on the most currently sought-after celebrities in media such as Tate McRae, Kylie Jenner, and Glen Powell. Alo’s audience is both versatile and vast, using stars from every generation at the gym for its promotion. The Alo “lifestyle” has been tailored to sell the routine of working out as a luxe experience rather than an everyday task. Combining strategic, consistent branding with popular culture keeps Alo current and on everyone’s minds, making them the ultimate wellness hub of all workout studios.

Earlier this year, Alo launched their Alo Wellness Club app (previously Alo Moves), opening up more opportunities to curate their lifestyle of accessible, everyday wellness. Before the app’s release, Summer Nacewicz, vice-president of creative and marketing, announced that she “hope[s] this move helps expand what premium wellness can look like. For us, ‘premium’ isn’t just about exclusivity or aesthetics…” (Sarkar). Through the app, Alo was able to bridge the gap between celebrity and civilian, allowing those at home to follow the same workout routines as their favorite stars, or even workout alongside them.

The select, invite-only experience gave Alo a larger platform to reach consumers on. Instagram advertisements and promotional discounts can only go so far, and by personifiying the brand into a tangible place, social media users and shoppers have been able to see the brand in motion. Real people wearing real clothes, posting about a real time they spent at the Alo Studios, does much more for brand loyalty and market appeal than a high-grade product photo.

Summer 2026 was transformative for Alo’s social media relevance; as New York became more populated with micro-influencers, gyms—specifically Alo— gained more traction online. Creators such as Julia Mervis, Halley Kate, and the Phelong twins have all had the opportunity to work out in the studio and promote the brand’s dedication and aesthetic to their niche communities. Exploring the hashtag “alogym” on TikTok revealed that Alo Studios invites online users with less than 40,000 followers to utilize their facilities, opening up to more of an inclusive and realistic window for the everyday people who post online with the ambitions of making a larger-scale impact.

By keeping its in-house marketing simple and selective, Alo heightens its public appeal. They have built their reputation on collaborating with authentic people who have loyal followings, such as Kendall Jenner. Standing for “Air, Land, and Ocean” (ALO), their philosophy is self-truth, and highlighting public figures who prioritize a quiet, fulfilled life amid chaos—such as Kendall—perfects their image of what the Alo lifestyle truly is. When you invest in Alo, you invest in both the built community and the luxuriously refined elements that make up an optimal life.