obé Fitness wants to be part of the conversation.
What’s happening: Dear Media, a network of 100+ female-focused podcasts, acquired the women’s digital fitness app.
Lights, camera. Founded by CAA talent agents Mark Mullett and Ashley Mills, obé’s highly produced on-demand workout platform struck a chord with women, following them from at-home workouts to in-gym guidance.
Backed by Athleta and Samsung—and counting entertainment partnerships with Disney and HBO—it has aimed to make fitness approachable, fun, and effective with 10-minute exercise snacks, data-led curation, and GLP-1 support.
A match. Staying relevant, obé will remain a standalone platform, supporting its parent company’s lifestyle content while integrating its tech to reach more users.
Building its sphere of wellness influence, Dear Media is also an investor in supplement company Arrae while hosting its founder’s podcast.
Omnichannel. While Peloton and Apple Fitness+ complement ecosystems with content, pure-play digital workout apps are seeking out new audiences, with FitOn tapping HealthFitness for B2B, Centr entering equipment with HYROX, and Future bringing in Tom Brady for athlete mindset.
Punchline: obé is sticking to its strengths, aligning with a culture-first women’s media company and seeking to be the clear choice for Dear Media’s 225M social followers.
