Health and wellness media brand Mindbodygreen relaunched “MBG Collective” Thursday to celebrate its large influencer community. The refocus on the collective is another push from the site, following its redesign last October.
Mindbodygreen also changed its tagline to “You. We. All.” The idea is that “you” need to take care of yourself and “we” are the community to support your self-care needs. “All” refers to inclusion — caring for the people and the planet around us.
The new MBG Collective gets a big splash on Mindbodygreen’s homepage. It celebrates the top 50 experts in the network, categorized as healers, innovators, visionaries and change makers. It includes big names like actor Hill Harper and Whole 30 founder Melissa Hartwig.
Experts will produce live streams, videos, articles and social events for Mindbodygreen.
“Consider them your personal guides, there to support you and sustain you on your journey,” Wachob wrote in a post announcing the relaunched collective
But going deeper, CEO and founder Jason Wachob told Publishers Daily the new Mindbodygreen’s mission is to become more accessible to a wider audience.
“Wellness is needed now more than ever, but so much of it can still feel exclusive to a privileged few in places like LA or NYC,” Wachob wrote in a post on the site, announcing the relaunch in October.
He cited the tragedies in Charlottesville and Las Vegas noting: “The planet we inhabit is in crisis. People are hurting. People are angry. So are we.”
Access to “finding purpose, moving our bodies, eating nourishing foods, looking after our health, building communities, and healing our planet … for everyone is critical,” Wachob wrote in a post.
The demographic of Mindbodygreen’s 10 million unique monthly visitors tend to be women in their early 30s, living in big cities with a high income. But Wachob wants to expand Mindbodygreen to reach people who live in more rural parts of the country.
Accessibility is a key goal. Instead of speaking down to its readers, Mindbodygreen aims to give audiences trustworthy information on everything from the supplement CoQ10 to exercises to combat a sedentary lifestyle.
“We won’t write about the hottest leggings or a boutique fitness trend,” Wachob said. “We don’t chase fads.”
The site also provides short videos for Mindbodygreen’s target audience: “mindful moms,” or women that have a child or are planning to have one.
The site has about 80 video classes, and is launching a few serialized short video shows soon.
About 80% of Mindbodygreen’s revenue comes from ads, with a specific focus on branded content. Its online classes account for about 25% of revenue; events are its fastest-growing business, Wachob said.
Online, Mindbodygreen can get brands to “unlock” certain video classes for a week. Class is free, thanks to sponsorship.
The media company doesn’t work with a lot of brands, he notes, but makes an effort to work with partners that coincide with Mindbodygreen’s mission. That means teaming up with brands like Whole Foods Market and Siggi’s, with partnerships that span across content, influencer video and experiential areas.
“We are not chasing scale for the sake of scale,” Wachob said. He is only interested in that which is “authentic” to the brand.
Wachob believes Mindbodygreen has resonated because “old endemic print magazines” are “out of touch.” Those magazines tout unattainable “four-minute ab workouts,” while other wellness magazines recommend products with questionable scientific backing.
Mindbodygreen is comprised of about 40 employees, but taps into its network of more than 5,000 contributors in the wellness space for advice and guidance content, ranging from enthusiasts to celebrities, doctors to nutritionists.
Wachob loves to say: “Community is in our DNA.”