Leaders with LifeKraze—an online platform that facilitates active lifestyles and allows people to share accomplishments—told its members via email Tuesday that they are transforming into Spire.
"We, as a company, are going to be focusing on supporting people where they work, specifically for people that work in health care," leaders said in the email. "This will in no way affect the availability of the Spire platform to you, as a general member."
Officials said they will be able to discuss more information about the change on Wednesday, but the email said that the heart of the company isn't changing.
"We will always continue to be dedicated to being the most cheerful, encouraging place on the Internet, and maybe off the Internet," according to the email. "Spire is still a safe place for you to share all of your accomplishments and find the support to keep pursuing your dreams."
LifeKraze began evolving in 2010, and by April 2011, leaders were coming out of "stealth mode" and launched their first mobile application, according to archives.
LifeKraze was the brainchild of young entrepreneurs Ben Wagner, David Nielson and Michael Brooks.
At that time, leaders said that Kelley would be tasked with growing the company’s user base; increasing its advertising revenue; and preparing for the launch of iPhone and Android applications, which are set for release this summer.
Soon after Kelley joined, leaders began launching apps and started partnering with high-profile celebrities, such as Olympic athletes and "Lord of the Rings" star Sean Astin.
Leaders said in the email Tuesday that the decision to change to Spire was a "long and careful one."
Tuesday afternoon, they were in the process of completing the changes on the websites and mobile applications.
Anyone who visits LifeKraze.com will automatically be redirect to Spire.me.
"Our iPhone and Android apps are the same, well, except that they look way better and are much simpler to use, but you don’t need to download anything new," according to the email. "Just update your current LK app (Android later today, iOS tomorrow!), and it will 'automagically' be Spire!"
Leaders said that a "spire" is a tall tower, peak or pinnacle. Digging further into the root word, they found that it's the same root as sprout, shoot or blade of grass. So it's a growing, living thing, leaders said in the email.
And leaders connected it to other words like "aspire" and "inspire."
"Change is good, right? In fact, the whole basis of LK has always been about positive changes. We want to become people who are changing ourselves and our world for the better—more active, more healthy, more encouraging. And we think a name change will help us even better," according to the email.
Click here to read the entire letter.
Sign up for our email list to get your morning news delivered directly to your inbox. All we need is your email address.