NASHVILLE, Tenn., Sept. 27, 2016 /PRNewswire/ -- Womanista has announced the acquisition of Skinny Mom, a leading women's health, fitness and lifestyle brand.
Dedicated to inspiring women to live their healthiest lives, Skinny Mom delivers original recipes, results-driven workouts and healthy living tips to an organic and loyal audience across multiple platforms.
"Skinny Mom is a perfect complement to Womanista and its overall mission of inspiring and encouraging women," said current CEO Sam Savage. "This merger will allow Womanista to create a significant presence in the lucrative health and fitness category, adding to its current offering around entertainment, fashion, beauty, style, family and design."
Based in Cincinnati, Ohio and founded by entrepreneur Brooke Griffin, Skinny Mom has maintained an aggressive growth rate reaching as many as 4.9 million monthly unique users in January 2016, according to third-party industry traffic source comScore.
"Merging Skinny Mom with Womanista makes perfect sense because we complement each other in so many ways," said Skinny Mom founder Brooke Griffin. "Womanista is a well-respected brand in the women's lifestyle category and its leadership team has a proven track record of building large and successful media companies."
"We look forward to continuing the mission we started in 2011," said Griffin. "By joining Womanista, we will be able to increase the investment and focus on the things we do well, which will allow us to accelerate our realization of those goals."
Skinny Mom founder Brooke Griffin will be taking on an increased role after the merger and will be transitioned in as Womanista's Chief Executive Officer.
"What Brooke and her team have built is beyond impressive," said Savage. "Her understanding of the women's lifestyle category and hands-on operational experience will allow her to thrive as Womanista competes at a much larger scale."
Terms of the deal were not disclosed.
Womanista, The Authority on Fabulous, is a lifestyle brand that inspires and encourages women by delivering informative content, recommendations and entertainment and trending news through the lens of fashion and beauty, family, wellness, design and current events. Through Womanista Approved, our team of editors, lifestyle experts, guest influencers and celebrities curate lists of products, services and experiences, taking the guesswork out of living beautifully and with purpose. With 4.56 million unique visitors (comScore: May 2016) and 6 million social followers, Womanista speaks to the key women's demographic that consumes media and shops online. Originally founded in 2012 by Cassie Kelley as a personal blog, Womanista was re-launched as a media company in June 2015 by Kelley and the founders of Rivals.com (sold to Yahoo!), 247Sports (sold to CBS Sports) and ComicBook.com on a custom technology platform designed for the women's lifestyle category and the growing consumption of media and commerce through mobile devices.
Skinny Mom is a digital lifestyle brand where millions of women "get the skinny" on healthy living each month. With the mission to inspire women to live their healthiest lives, Skinny Mom delivers original recipes, results-driven workouts, healthy living tips, weight loss testimonies, and more through web, email, mobile app, video, and social media. Please visit www.skinnymom.com for more information and to browse content. Skinny Mom was founded in 2011 by Brooke Griffin and quickly became one of the fastest-growing media companies in the health, fitness, and lifestyle verticals for women. Brooke is a best-selling author, speaker, former NFL cheerleader, Fitness Universe Champion, and mom. Brooke and Skinny Mom have been featured in The New York Post, USA Today, Women's Health, Redbook, and on ABC, ESPN, Fox, among other television networks.
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