TELL ME ABOUT THE ALO WELLNESS CLUB
The exclusive club that's all over our feeds.
A mix of personal and work interests, my feed is consumed by influencer content. Specifically LA creators. Which inevitably fills my feed with trips to Erewhon and more recently the exclusive Alo Wellness Club. I can’t quite explain the concept of the “club.” It’s unique. And smart. I think this guy, Alo’s Wellness Club Trainer, does it best. Please watch.
This place has state-of-the-art equipment, tapped the top Pilates instructors, and also provides a full spa experience with a sauna, cold plunge and more. No, like I need go asap. I was meant to go with a client, but the scheduling didn’t work. So, no, I haven’t been.
CAN I GET IN?
The kicker is that it’s invite-only. And seemingly meant for content creators, media and celebrities specifically. Look, I get it. They bring in the right people who create content, push it on their channels & it’s relevant impressions and awareness for Alo’s beauty and clothing products. Kinda genius. But scrolling through TikTok content about the club… consumers are curious. How do I get in?
You can’t. For now anyways. Unless you are part of the Alo Community. The exclusivity of the whole concept is likely what draws the attention. It’s also part of their HQ and built for their team. It’s the Revolve trip model. You provide an exclusive experience and it attracts the top content creators who push the brand “organically.” I’ve been in influencer marketing for a decade now and time and time again find that curating an experience will illicit more pieces of content, impressions and awareness vs. just contracting a creator for a single post. And sometimes, they cost the SAME. No, this build out is not the same price of a single post, but also allows for consistent content creation. Day after day.
So, the Alo Wellness Club isn’t really a gym, but rather a content and marketing club. The savvy marketers at Alo did it right. They continue to have not-so-subliminal marketing to buy more Alo leggings filling up our feeds. No, but really I think I need this.
What are your thoughts on this content concept? 💪