Case overview
28 provides women with a hyper-personalized, first-of-its-kind, feminine fitness + holistic wellness experience, powered by custom technology and each user’s natural cycle. We provide world-class, customized streaming workouts, nutrition profiles designed for hormone health, and science-based insights into yourself, your relationships, and your work, tailored to your current emotional state.
Our Mission
We’re on a mission to demystify and destigmatize menstrual health by enabling women to embrace their feminine nature, not fight it. Today, millions of women are saying goodbye to hormonal birth control and discovering their cycle, often for the first time. For years, many of us were in the dark about our own bodies, unaware of how our cycle truly works or how our hormones impact everything from our skin, weight, mental health, and menstruation. Some call this moment an awakening. Some call it a revolution. We like to think of it as a movement to lead ourselves and others toward happier, healthier lives. More than anything, it’s a call to reclaim control of our bodies, in the most natural way possible. If your cycle is your compass, then 28 is your path to healthy hormones, self-discovery, and a beautiful, feminine physique.
