Alo is making digital wellness more accessible by removing the paywall from its club app, formerly known as Alo Moves.
Anyone with an Alo Access login can now explore the app for free, marking the first time a luxury wellness brand has pivoted from a premium, paid subscription model to a no-cost membership benefit.
“With this shift, we expect not only to see deeper engagement, but broader reach,” said Summer Nacewicz, executive vice president of creative and marketing at Alo. “We hope this move helps expand what premium wellness can look like. For us, ‘premium’ isn’t just about exclusivity or aesthetics it’s about being thoughtful, science-led and deeply intentional, while still feeling warm, inspiring and grounded in real life.”
Alo Wellness Club training.
Alo launched its Wellness Club in 2017 after acquiring the fitness app, Cody. From the beginning, the goal was to bring as many people as possible to the platform through a wide variety of expert-led courses in pilates, yoga, breathwork and meditation. Until now, full access memberships cost $129 per year, or $10.99 per month.
The decision to eliminate the paywall was motivated by a recent change in the universal perception of wellness. “As wellness has shifted from a ‘nice to have’ to a daily essential, we saw an opportunity to move beyond a stand-alone workout app and build something fully woven into our Alo community, a core benefit of Alo Access loyalty members,” Nacewicz said.
The intention is not disrupt the app experience or quality of the programming — the opposite, actually. Alo is simply minimizing friction so the community can “engage more consistently — focusing less on access or cost, and more on what they need in the moment to feel their best.”
“It’s a major step toward our mission of helping people live their optimal lives through wellness — making the luxury of holistic wellness feel both aspirational and genuinely within reach,” Nacewicz continued.
In addition to making the platform free, Alo is debuting a 7-Day Reset Ritual, led by in-house trainer Rosie Huntington-Whiteley, in collaboration with Chenot Palace Weggis, a longevity destination in Switzerland. Partnering with the high-caliber institution was a strategic move on the brand’s part, said Nacewicz, to reaffirm its commitment to credibility and expertise in the field.
“Our aim is to raise the standard for digital wellness — through best-in-class programming, production and expertise — while opening it up to more people globally. If we can help set a new benchmark where high-quality, evidence-informed wellness is something you can tap into from anywhere, that’s a meaningful shift for the wider wellness community,” Nacewicz added.
Alo plans to further expand its ecosystem in 2026, with in-person activations, performance-focused formats and educational seminars centered on movement, sleep, hormone health, recovery, mindfulness and nourishment. Alo Access members will also soon be able to unlock points and use them toward retreats to overseas locations such as Chenot.
“Ultimately, every move we’re making is in service of the same goal: to make luxury wellness feel like something you can practice and access every day, not just on a retreat or a rare day off, but in the way you move, reset and show up for yourself all year long,” Nacewicz said.
