Wellhub, the wellness platform making healthier living accessible to millions worldwide
As Wellhub increased its content production and expanded into new markets, its wellness platform needed to keep pace with millions of new employees joining worldwide. By adopting Phrase and training Custom AI on its own content and terminology, the team built an AI-powered foundation for global marketing. Output increased 77% year on year, content costs fell by 70%, and the team now processes millions of words annually, helping Wellhub deliver a consistent wellness experience everywhere it operates.
Wellhub is a global corporate wellness platform that connects employees with fitness, mindfulness, nutrition, and wellbeing services through a single membership experience. Headquartered in New York with more than 2,000 employees, the company operates across Europe, North America, and Latin America. It partners with organizations worldwide to help employers support healthier, more engaged workforces. Originally founded as Gympass in Brazil, Wellhub has built a network that serves millions of employees through employer benefit programs.
CHALLENGE
An agency-dependent operation with limited data and ownership
As Wellhub continued to expand its scope, marketing teams were producing more campaigns, research reports, and product communications for international audiences. Content needed to reach multiple regions simultaneously while maintaining brand consistency and accuracy across languages. The infrastructure supporting multilingual content had not yet evolved to match the company’s growth.
Much of the work relied on agencies. Review cycles were complex and lengthy, and visibility into operational performance was limited. This left the team with no reliable way to measure cost or efficiency as content volumes grew.
“As our global marketing activity increased, it became clear that the systems behind our multilingual content weren’t designed to scale with the business,”explains Josevi Abad, Localization Director at Wellhub.
For Josevi and his team, the core issue was ownership. The structural dependency limited Wellhub’s ability to move at the speed the business required. It also prevented the team from iterating on its own processes, or building the data-driven operation that leadership expected to see.
The team realized that traditional workflows would not support the company’s long-term growth ambitions. A new model was needed, one that could scale global marketing content quickly while maintaining brand quality.
“We knew we needed technology we actually owned. The agencies held our data and our process. That is not a sustainable position for a business growing at the speed Wellhub is moving.”
Josevi Abad, Localization Director, Wellhub
SOLUTION
Building an automated content infrastructure powered by Phrase
Wellhub introduced the Phrase Platform to create a foundation for global content operations it could own, measure, and scale. This allowed the team to consolidate projects, gain ownership of linguistic assets, and improve visibility into content operations.
The most significant transformation came with the adoption of several capabilities of the Phrase Platform.
Centralized multilingual workflows with Phrase TMS: The team consolidated all multilingual marketing content into a single system. This became its operational foundation for global marketing workflows, centralizing projects while giving the Wellhub team ownership of translation memory, terminology, and project data.
AI trained on its own content with Phrase Custom AI: Rather than relying on generic machine translation, Wellhub trained language models on its own translation memory. This ensures that content reflects the company’s brand voice, messaging, and terminology from the start.
Automated project coordination with Phrase Orchestrator: Manual steps in project creation, assignment, and tracking are automated, removing the coordination overhead that had slowed campaign delivery and allowing content to move faster across markets without additional headcount.
Streamlined LATAM adaptation with Phrase Language AI: Large portions of the Latin American adaptation workflows are now automated, significantly reducing hands-on effort while ensuring consistent messaging across the region’s markets.
Operational visibility with Phrase Analytics: The team gained auditable data on content volumes, languages supported, and throughput, providing credible evidence of efficiency and return on investment for conversations with senior leadership.
Integrating with existing tech stack: Integrations across the marketing technology stack connected global content production directly to the tools teams already use. The Figma integration streamlined design-heavy assets, while connections to HubSpot and Braze removed manual file handling. A Strapi CMS integration is also in discussion to bring website content into the same automated workflow.
“The ability to train models on our own content was a turning point. It meant the AI output was already aligned with our brand voice and terminology resulting in a 30 to 40% reduction in manual effort straight away.”
Josevi Abad, Localization Director, Wellhub
Phrase stands out as it allows us to apply AI on our terms. We can train it on our own content, control our workflows, and build a system that scales with the business. This flexibility is a major factor for us.”
Josevi Abad, Localization Director, Wellhub
WHY PHRASE
The right fit for marketing and a partner that listened
When Wellhub evaluated platforms, the team had specific criteria. It needed a platform capable of supporting the company’s broader shift toward more efficient and automated content production models.
Scalability, flexibility, and control are key priorities. Marketing teams need the ability to launch campaigns across multiple markets quickly, while the team responsible for global content requires better visibility into operational performance so they have credible, auditable data to use in conversations with senior leadership.
Phrase provides an intelligent language platform that combines automation, AI, and centralized workflows within a single ecosystem, enabling the team to continuously evolve how it operates as new capabilities are introduced. The ability to train Custom AI models using Wellhub’s linguistic assets is particularly important. Rather than relying on generic machine translation, the team can generate content that reflects the company’s messaging and tone from the outset.
This created a foundation for AI adoption across global marketing operations.
STATS & FACTS
50%
faster delivery on major marketing initiatives reducing the timeline for a high-visibility report from roughly four weeks to two.
95%+
internal stakeholder NPS, reflecting improved service, speed, and quality.
77%
increase in multilingual content output from just under 400,000 words to more than 730,000 words year over year, achieved with the same team size.
70%
reduction in content localization costs following the introduction of Phrase Custom AI and improved workflows.
THE IMPACT
AI adoption delivering measurable business value
Introducing AI-powered workflows transformed how Wellhub produces global marketing content.
With Phrase Custom AI models trained on the company’s linguistic assets, the quality of machine translated content is significantly improved. This reduces the effort required during review cycles and enables the team to process much larger volumes of content while maintaining quality.
Key outcomes include:
Greater marketing scale. Multilingual content output increased by 77 percent year on year, while the platform processed over 5.2 million words annually across global marketing initiatives.
Faster campaign delivery. More agile workflows reduced production timelines for major marketing initiatives, saving up to two weeks of project time and allowing campaigns to launch faster across markets.
Significant cost reduction. By replacing agency-led workflows with Phrase Custom AI models trained on Wellhub’s own linguistic assets, the company reduced localization costs byapproximately 70 percent.
Higher team productivity. Automation and Phrase Custom AI reduced manual coordination and review effort, allowing the team to support growing global marketing contentwithout expanding headcount.
Stronger internal confidence. Faster delivery, improved consistency, and more reliable workflows contributed to more than 95 percent internal stakeholder satisfaction across global marketing teams.
The success of the Custom AI project quickly positioned the Localization Team as a benchmark for AI adoption within Wellhub. The measurable results gave leadership a clear example of how intelligent automation can accelerate global marketing when applied with the right data behind it.
The transformation also changed how the team is perceived within the organization, elevating its role from operational support to a strategic contributor to Wellhub’s global expansion, and its AI journey.
“What started as an operational improvement quickly became something much more strategic. Our goal was to show that our intelligent automation could deliver meaningful results when applied thoughtfully. We’re now helping shape how the company approaches market expansion with automation.“
Josevi Abad, Localization Director, Wellhub
LOOKING AHEAD
Scaling wellness globally through intelligent automation
Wellhub continues to expand into new markets, with recent acquisitions and launches adding countries across Europe and the Americas to its portfolio. Each new market brings more content, more languages, and a growing need for the localization team to scale at the same pace as the business.
To support Wellhub’s next phase of expansion, the team is extending its strategy. New Custom AI language models are being added to serve additional markets. The team is also exploring Auto Adapt and Style Guides to further reduce review time across the LATAM adaptation workflows.
The team is also working with Phrase to extend AI-powered translation capabilities to the wider organization, enabling teams beyond the core localization group to access Custom AI directly.
For Josevi, the data infrastructure built through Phrase Analytics will play an increasingly important role. It provides his team with the evidence base for investment decisions and operational planning at a scale they couldn’t have supported a year ago.
The longer-term ambition is to establish a single unified global content operation. If realized, Phrase could sit at the center of a broader cross-functional content system supporting teams across the organization.
Phrase has given Wellhub the foundation to scale global content in a way that works for the business. What started as a pilot is now becoming a real engine for growth and how we scale global marketing for the future.
Josevi Abad
Localization Director
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