Alo Moves

Alo Moves (formerly Cody, Inc., established in 2012), launched in 2018, is a subscription-based digital fitness and wellness platform operated by Alo LLC, a subsidiary of Color Image Apparel, Inc., headquartered in Los Angeles, California. Founded as an extension of Alo Yoga's premium activewear brand, Alo Moves was established following the Alo LLC's acquisition of Cody, Inc., a digital fitness platform, in December 2017. Cody's technology and content, focused on yoga and fitness videos, provided the foundation for Alo Moves, enabling Alo Yoga to enter the online wellness market. The platform delivers on-demand and live-streamed yoga, fitness, meditation, and mindfulness classes, targeting health-conscious consumers seeking premium, accessible wellness content. Alo Moves leverages Alo Yoga's brand equity, celebrity endorsements, and high-production-value content to compete in the digital fitness market, complementing the company's apparel and retail operations.

Business/Product Breakdown

Alo Moves offers a comprehensive suite of on-demand and live-streamed fitness and wellness classes, accessible via mobile apps (iOS, Android) and web browsers. Built on the infrastructure acquired from Cody, Inc., the platform features thousands of videos covering yoga, strength training, Pilates, barre, meditation, and mindfulness, led by world-class instructors, including Alo ambassadors like Kendall Jenner. Classes range from beginner to advanced, with durations from 5 to 60 minutes, and include specialized content like prenatal yoga and sleep-focused meditation, enhanced by Cody's community-driven model. Subscriptions are priced at approximately $20/month or $199/year, with a 14-day free trial, generating recurring revenue. Alo Moves integrates with Alo Yoga's ecosystem, offering exclusive content tied to its apparel brand and community events like Alo Wellness Retreats. The platform's high-quality production, filmed in scenic studios, and seamless user experience differentiate it from competitors like Peloton and Glo. Revenue is driven by subscriptions, with cross-promotion through Alo's 100+ retail stores and e-commerce (90% of Alo Yoga's $1B+ revenue in 2022). Strategic partnerships, such as with Equinox for live classes, enhance its market reach.