Leaf Group Acquires Well+Good, Focuses On Collaborative Efforts

Leaf Group, the publisher of Livestrong.com, has acquired wellness site Well+Good. The company will offer advertising opportunities across both brands to tap into its female audience.

In total, the brands reached more than 36 million unique monthly visitors during the first quarter of 2018, according to comScore data cited by Leaf Group.

Leaf Group purchased the digital media company for $10 million upfront and “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,” per a statement from the company.



The fitness site Livestrong.com focuses primarily on programmatic advertising, while Well+Good provides direct offerings with brands such as Nike, American Express and Tiffany & Co.

Well+Good will remain headquartered in New York and led by its cofounders, Alexia Brue and Melisse Gelula. They will run day-to-day operations for the brand, as well as oversee Leaf Group’s fitness and wellness category.

“Together, we see a tremendous growth opportunity in the wellness category and many meaningful points of collaboration across our portfolio of brands,” stated Sean Moriarty, CEO of Leaf Group.

Livestrong.com reported year-over-year revenue growth of 25% in the first quarter of this year, with about 30 million unique visitors per month. Livestrong.com is based in Santa Monica, California.

Well+Good was founded in 2010 and produces about 50 consumer events each year, in addition to its fitness and wellness content.

Last November, Demand Media rebranded to Leaf Group and announced it would take down duplicated articles from its sites and decrease its reliance on SEO and Google.

The company decided to create new brands based on specific categories that did well on its Livestrong and eHow sites. Leaf Group's recently launched sites include pet-focused Cuteness, family tech site Techwalla, millennial-focused personal finance site Sapling and home design site Hunker.

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