POPSUGAR Expands Experiential IP With "Grounded" Fitness And Wellness Event To Kick Off International Women's Day

New Experiential Event in Los Angeles on March 7th Inspired By POPSUGAR’s Most Popular Activations Featured at Publisher’s Marquee Annual Event “Play/Ground”

One-Day Event Features Four Brand Partners Including Core Hydration, Natural Vitality CALM, U by Kotex, and Nature's Way Alive!

Powerhouse Duo Behind “Tone It Up” to Headline “Grounded” and Lead Two of the Many Workouts Throughout the Day

Company Release
February 19, 2020

SAN FRANCISCO – February 19, 2020 – POPSUGAR, the no. 1 most-engaged with women’s lifestyle site in the U.S. [source: ComScore, November 2019], announced today that it is expanding its experiential IP with its new, one-day “Grounded” fitness and wellness event on Saturday, March 7 at Goya Studios in Los Angeles to kick off International Women’s Day. POPSUGAR’s “Grounded” event is inspired by the media brand’s two most popular villages -- fitness and wellness -- at its two-year-old, marquee event, “Play/Ground,” which is produced in partnership with Reedpop. “Grounded” is tailored to a laser-focused fitness and health-obsessed audience and sponsored by brand partners Core Hydration, Natural Vitality CALM, U by Kotex, and Nature's Way Alive!. 

“POPSUGAR’s audience is fitness and wellness obsessed and we saw that passion and enthusiasm really come to life at our ‘Play/Ground’ festival,” said Lisa Sugar, President and Founder of POPSUGAR. "Given Play/Ground’s success, there’s an opportunity to create a dedicated event that is focused on giving women the tools they need to live their healthiest and happiest lives possible.”

Filled with positivity, Grounded serves as a place to steer yourself to center and recharge both mentally and physically to power yourself forward toward your goals. Curated wellness activities throughout the day include electric workouts, self-care workshops and inspirational panels to reinvigorate guests and get them primed to tackle any obstacle and reach any goal. The dynamic duo of “Tone It Up,” Karena Dawn and Katrina Scott, will serve as headliners for Grounded’s Body Garage - a fitness studio offering back-to-back, heart pumping classes from today’s top influencers, athletes and studios. Other fitness experts confirmed to lead workout sessions include: Koya Webb and LIT Method with Taylor and Justin Norris.

Core Hydration, Natural Vitality CALM, U by Kotex, and Nature's Way Alive! have joined Grounded to celebrate female empowerment and provide the tools that help ensure women’s mental and physical health. Their bespoke activations will include:

Core Hydration will sponsor a fitness class with LIT Method that engages guests’ cores like never before on custom-branded mat towels, which attendees can take home with them. After their workout, guests will be empowered to take a sweaty photo in the Find Your Core photo booth. Guests can also stay hydrated throughout the day with Core Hydration water samplings. 

Natural Vitality CALM will invite guests to enter The Rest Stop to enjoy a reprieve from the day's activities by checking into the Natural Vitality CALM motel, which features immersive rooms that are designed to excite all five senses.

U by Kotex will empower guests in inspirational activations including an interactive and empowering art mural where they can write what they’d like to “put a period on” this year, like “stop being so hard on myself.” The mural will evolve into a colorful photo moment as the wall is completed. 

Nature’s Way Alive! will host a fun and energetic dance party at The Body Garage. After the workout class, guests will be treated to a branded giveaway and sampling station to learn how Alive! will help them in their daily rituals. Additionally, Alive! will also host zen workshops -- inspired by Alive! Fatigue Fighter -- at The Rest Stop Grounded will have two sessions with tickets priced at $25 for either the morning or afternoon session or $40 for the entire day and can be purchased here.

POPSUGAR Inc. is the no. 1 most-engaged with women’s lifestyle site in the U.S. [source: ComScore, November 2019]. The company reaches young women through its digital media brand, POPSUGAR; its quarterly subscription box, POPSUGAR Must Have; its makeup line, Beauty by POPSUGAR; and the POPSUGAR Collection at Kohl's. POPSUGAR delivers positive and purpose-driven content across multiple platforms, spanning entertainment, fashion, beauty, fitness, parenting, and more. POPSUGAR reaches 1 in 2 Millennial women in the United States and leads all women’s lifestyle publishers in user engagement. In November 2019, POPSUGAR joined Group Nine Media, the #1 video publisher on mobile in the U.S., and home to The Dodo, NowThis, Thrillist and Seeker.


Devon Giddon

Group Nine Media

(646) 786-1949

(646) 786-1949

(646) 786-1949


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