Therabody Launches AI Shopping Assistant, Jason, with AWS to Deliver Personalized, Science-Backed Recommendations for Every Body

Built with the Agentic Shopping Assistant on AWS, Jason helps customers find the right device for their needs and explains the science behind each recommendation

LOS ANGELES, Oct. 21, 2026 /PRNewswire/ -- Therabody®, the global wellness technology leader, today announced the launch of an AI-powered shopping assistant named Jason on Therabody.com, built with the Agentic Shopping Assistant on Amazon Web Services (AWS). Jason asks key questions to understand each customer's needs, whether pain relief, athletic recovery, or anti-aging, along with their budget and lifestyle, to recommend the right Therabody product and help the customer understand why.

Therabody is among the first flagship brands to deploy the Agentic Shopping Assistant on AWS. Configured around Therabody's own products, customers, and compliance requirements, Jason launched in under 90 days.

The Science, Made Accessible 

Therabody sits at the unique intersection of consumer goods and medical devices. Customers come to Therabody.com with a wide range of needs. Some want a recovery device for their training routine. Others are looking for relief from everyday aches and pains, stress, and restless sleep. In this context, a wrong answer costs more than a returned product; it can steer someone away from the solution they came looking for. Therabody invests in the research to prove its products work, and customers want to trust that the right evidence supports the right product. Together with AWS, it built Jason, an AI experience that explains the research in clear, accessible terms, citing studies and claims with easy access to sources right in the chat, while staying compliant as an FDA-regulated medical device company.

"Therabody was built to help people move better, feel better, and live better, and that promise has to show up in every interaction, including digital ones," said Caitlin Berzok, SVP of Digital at Therabody. "When someone asks if a Theragun is right for their back pain, we have to get it right. Our assistant helps people find the best product for them, but more importantly, it helps them understand the science behind the recommendation, specific to their needs, and trust they are making the right choice. That's what we built, and AWS gave us the flexibility to do it."

Flexibility and Fine-Grained Control to Shape the Experience 

After evaluating the market, Therabody found that other software-as-a-service (SaaS) and turnkey AI solutions built for general audiences did not offer the level of control its category requires. The Agentic Shopping Assistant on AWS allowed the company to build the assistant around its unique products and customers, with custom context and guardrails that ensure accurate explanations of its product claims, and the flexibility to rapidly iterate on that context over time. It also integrates seamlessly with Therabody's Shopify platform, enabling key actions like add-to-bag and checkout right from the chat for a quick, easy shopping experience. The assistant enables Therabody to track key success metrics through custom dashboards without building a new analytics team, while easily navigating a sophisticated product lineup, handling nuanced questions, and recognizing when a conversation has moved outside the scope of a shopping interaction. Over time, the Agentic Shopping Assistant on AWS enables the shopping assistant to learn and adapt its responses as real customers submit new questions and explore new challenges.

Jason runs on Therabody's own infrastructure rather than a third-party AI platform, giving the company end-to-end ownership and full UX and UI flexibility to reflect the Therabody brand. That level of control accelerated the build rather than complicating it, even in a category with meaningful compliance considerations.

"Agentic commerce shouldn't mean settling for a one-size-fits-all tool," said Rich Geraffo, Vice President & Managing Director, North America at AWS. "Therabody serves people at the intersection of wellness and healthcare, and it needed an assistant that could accurately represent the science behind its products while reflecting its specific products, customers, and the responsibility that comes with them. With the Agentic Shopping Assistant on AWS, Therabody had the control to build exactly that in under 90 days. It's a new model for how AI should operate in any category where the wrong answer is more than a bad purchase, and another proof point that retailers, not general AI platforms, should own the customer relationship."

Therabody sells direct to consumers and through more than 10,000 retail doors, making it both a brand and a retail partner, with customer experience obligations on both sides of that equation. Its deployment shows that these companies can adopt agentic commerce quickly without giving up the ability to shape the experience around all their customers.

Customers can try the new shopping assistant at Therabody.com by clicking "Chat to Shop."

About Therabody 

Therabody® is the global wellness technology leader with a mission to empower every body to feel better and move better. Founded by Dr. Jason Wersland in 2016, the company combines science, innovation, and design to create products that optimize human performance and recovery. Recognized as one of Fast Company's Most Innovative Companies of 2026 and TIME's Best Inventions of 2025, Therabody continues to set the standard for wellness innovation. Its ecosystem includes the Theragun, JetBoots, TheraFace, SmartGoggles, and TheraCup, as well as digital wellness content and in-person experiences through Reset® by Therabody. For more information, visit Therabody.com or follow @Therabody on social media.

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SOURCE Therabody