All in Motion Wellness

Designing home gym, training, yoga, and wellness accessories for Target’s All in Motion brand has been an incredible journey—one that has shaped not only my growth as a designer but also my personal fitness and wellness mindset. I’ve had the privilege of working on so many different product types and categories that I’ve honestly lost count!

The All in Motion brand launched in 2019, just before the world was forever changed by the COVID-19 pandemic. Suddenly, people everywhere were rethinking what it meant to stay active while being stuck indoors. Fitness shifted beyond just hitting PRs and breaking records—wellness took on a whole new meaning. Movement became more about self-care, mental health, and accessibility rather than just performance.

I joined the team as Lead Designer in 2020, tasked with shaping the brand’s aesthetic and expanding its product assortment. It’s been amazing to see All in Motion grow from representing just 14% of Target’s sporting goods category to nearly 50% today. Our mission has always been clear: to make wellness more inclusive, intuitive, and accessible for everyone.

By focusing on quality, style, fit, and value, we’re helping more people find their own path to a healthier, more balanced life. And we’re just getting started! Stay tuned—I’ll be sharing more updates as we continue to drop new styles and push the boundaries of what accessible fitness and wellness can look like.

Products designed while working as a Travel & Sporting Goods Designer for Target. Product photo courtesy of Target - https://www.target.com/c/exercise-fitness-sports-outdoors/all-in-motion/-/N-5xt7dZq643lerbxbq