Health and wellness membership club The Well has tapped former Cosmopolitan EIC Michele Promaulayko as its first editorial director at large.
In her new role, Promaulayko will produce research-backed wellness content geared to a wider readership. She will use The Well’s medical advisory board to inform the lineup.
“At this inflection point in my career, I’m looking for projects that, without sounding too corny, have the ability and power to positively impact lives and this definitely does,” she told WWD.
The year-old club, which costs $375 a month for access to a health coach, unlimited yoga, meditation and movement classes and advice from various health practitioners and personal trainers, raised $14 million in a Series A funding round.
With that latest infusion of cash, The Well wants to expand its digital offerings to include editorial, WWD reports.
The Well currently claims one location in Manhattan, a newsletter and an Instagram account. As WWD notes, the addition of editorial would allow it to establish a stronger footing in the $4-trillion-plus wellness industry and provide it with an outlet for marketing, product and audience development.
Promaulayko brings with her 20 years in magazines and a deep understanding of the health and wellness field. She told WWD her magazine career taught her a lot about brand-building.
“This is the very early stages of planning editorial, but we’re not in the position of needing to create click-baity content,” she told WWD. However, Promaulayko doesn’t plan to create a print magazine, stating: “Tons of important content can be generated digitally and thoughtfully.”
Promaulayko is also working on a book focused on healthy living and will be free to take on advisory roles, given the position’s “at-large” status.