High-earning New Yorkers are expected to look increasingly well-rested, full of vitality and overall centered this summer as wellness brand Continuum opens its flagship location in New York City’s Greenwich Village, adding to the health and wellness landscape of the Big Apple.

Opening its doors in May, Continuum Club has a waitlist for those hoping to receive its white glove service and hyper-personalized offerings, including one-on-one personal training sessions, massages, hyperbaric oxygen therapy, Himalayan salt saunas, cold plunge treatments, spacious workout zone and lounge areas. 

The “intentionally exclusive” club was leased through September 2032, occupying a 25,000 square-foot space that was once home to David Barton Gym and, most recently, Peloton’s Tread Studio, according to The Real Deal. 

Behind Continuum is its CEO and president Jeff Halevy, a former fitness tech entrepreneur and NBC’s “The Today Show” health correspondent.

AI-Infused Wellness

Unlike other luxury wellness clubs, the members-only Continuum is infusing advanced technology within its space, leveraging what Halevy says are “the most comprehensive physiological data sets, deep learning, and an expert team providing vertically integrated services” to deliver “ideal total wellness.”

Continuum Club clients receive a “bespoke wellness prescription” that the wellness company says is curated by its expert personnel and biometrically informed AI, which will adapt and adjust its recommendations over time. 

“Our club in Greenwich Village was meticulously curated to both house the leading technology and services in the wellness space and to do so in a cohesive, intentional, luxury environment,” said Continuum’s Chief Revenue Officer Tom Wingert, a former marketing executive from Lululemon. “We’ve brought an extraordinary team of NYC-based artisans together to create a sanctuary in the heart of the city that celebrates the heritage of the neighborhood and deeply incorporates nature in a way that encourages serenity amidst busy city life. The space is truly one of one.”

Although Continuum plans to expand its physical presence by establishing new clubs, the luxury brand will roll out its AI-driven wellness app beyond its club locations so users can experience biometric analysis and personalized prescriptions wherever they are.

Wellness at Every Corner 

The post-pandemic era certainly has resulted in a wellness boom in NYC. While Continuum plans to serve the Greenwich Village elite, Remedy Place, a social wellness club, opened in the Flatiron neighborhood in 2022.

Founded by Dr. Jonathan Leary, the “temptation and toxin-free” environment offers functional medicine, chiropractic movement, acupuncture, cupping, ice baths, infrared saunas and vitamin IV drips with an emphasis on socialization. Remedy Place also offers three different membership tiers, ranging from $350/month to $2,250/month, each offering guest passes. The wellness club also has a location in West Hollywood, California.

Also located in Flatiron is The Well, offering quarterly memberships for access to its social wellness experience that includes massage and skin health services, vitamin therapy, yoga and movement, Chinese medicine and acupuncture, vibrational energy healing and health coaching. Private events can also be booked at The Well, for corporate outings or a staycation. The Well also recently broke ground on The Well Bay Harbor Island, a wellness-focused condo and office space in Miami that rivals luxury residential concepts like Life Time Living.

While The Remedy Place and The Well offer club-level memberships, non-members can also experience a luxurious wellness session by booking a service of their choice, or head to one of NYC’s many communal bathhouses that have become all the rage.

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Building on the success of its annual Fitness Expo, Strong New York is hosting a weekend wellness experience to foster community in the industry. Attendees can experience the event for the entire weekend, from March 22-24, or just for the day on Saturday, March 23^rd. 

“I want to give our community an opportunity to connect and learn from the best fitness professionals, thought leaders, and top brands in the space, and create a space for brands to connect with the audience who needs them the most,” said Strong New York founder Kenny Santucci. “Our community is educated and always looking for the best new thing, whether that’s a product, a workout, healthy snacks, or new recovery tools. There’s something for everyone within the Strong New York community.” 

The Strong New York Wellness Retreat’s programming includes workouts, guest speakers and workshops. The event will offer running, bootcamp and yoga sessions, as well as recovery services like cold plunges and sauna.

Guest speaker Matt Long will speak on resilienc in “The Power of I Will.” There will also be intention-setting and mindfulness workshops for mental health. Full weekend attendees will also have the opportunity to surf. All attendees will receive a gift bag from sponsors including Vuori, Celsius, Owyn, Slate, Redmond Salt, and more. 

The event will take place at the Rockaway Hotel in Queens, New York, and transportation can be provided for Saturday-only attendees.

“Hosting a wellness retreat in our own backyard of the Rockaways felt like a natural extension and something that could reinvigorate all of us during the prime winter season, whether that’s trying something new or spending some time outside the city,” Santucci said. “It’s an opportunity to challenge yourself, set new goals, nourish your body with healthy foods, get outside of your comfort zone, relax and reset, and meet new people who have the same values, goals and mindset as you.” 

Aside from the wellness retreat, Strong New York has big plans for 2024. The organization will host a series of events and activations in New York, the Hamptons, and other local cities before its annual expo, which will take place in Manhattan’s The Glasshouse on Saturday, October 5^th.

“We want to make health and wellness a more essential and accessible part of the everyday New Yorkers’ lives,” Santucci added.

Tickets are available here. 

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In the contemporary business landscape, characterized by its relentless pace and technological saturation, the well-being of executives often takes a backseat to the pursuit of success. 

This imbalance, highlighted in a Deloitte study where nearly 70% of C-suite leaders considered leaving their positions for more health-supportive roles, underscores a critical need: the integration of health coaching into executive leadership development. 

Enter Janelle Trujillo of Auburn, Washington, a wellness specialist in the executive health coaching space, whose work not only enhances individual well-being but also promotes a positive trickle-down effect within organizations. 

A Personal Journey Into Executive Health Coaching

Trujillo’s entry into the health coaching niche was spurred by observing the intense pressures faced by her husband, a growth-minded executive. This personal insight led her to an undeniable conclusion: for executives to truly excel, a foundation of robust health is non-negotiable. 

“Witnessing the impact of healthy habits on my husband’s performance was a revelation,” Trujillo shares, underscoring her holistic approach to coaching that marries physical well-being with peak professional performance.

Compelling evidence supports the significant return on investment (ROI) of executive coaching, with studies showcasing an average ROI of 5.7 times the cost. Such statistics highlight the tangible benefits of incorporating wellness programming into executive development strategies, including enhanced productivity and efficiency.

Trujillo’s coaching philosophy centers on the undeniable link between physical health and an executive’s ability to lead effectively.

“One of the things that I focus on in my coaching is habits, the day-to-day details of what my clients think and do,” she says. “It’s a comprehensive approach that addresses the physical and mental rigors of executive life. When health is compromised—be it through inadequate sleep, stress or poor dietary habits—it’s not just the individual who suffers; the entire organization feels the impact.” 

3 Pillars of Executive Health

The cornerstone of Trujillo’s program is the focus on three specific habits that have a profound impact on leadership performance: nutrition, sleep and alcohol consumption. She emphasizes the importance of maintaining stable blood sugar levels through regular, healthy meals—a challenge in the back-to-back meeting culture of the corporate world.

“Fluctuations in blood sugar can lead to energy crashes, difficulty focusing, and impaired judgment,” Trujillo warns, highlighting the direct correlation between nutrition and cognitive function.

Sleep and alcohol consumption are equally vital areas of focus. The benefits of adequate rest are clear, while moderating alcohol intake can significantly improve mental clarity and overall performance.

Trujillo’s clients face a range of health-related challenges, from weight gain and metabolic issues to chronic fatigue and elevated stress levels. Her approach goes beyond surface solutions, diving deep into the root causes of these problems.

“Once a client can understand what the root causes of the problems are, then I help them establish new systems,” Trujillo elaborates. This tailored, in-depth process demands time and commitment, but the outcomes speak for themselves. 

Executive coaching has been shown to significantly improve not just business-related outcomes, but also personal development areas such as increased self-confidence and enhanced work performance, relationships and communication skills. These improvements are crucial for executives, whose roles demand high levels of cognitive function, decision-making capabilities and interpersonal skills.

Advice for Aspiring Executive Health Coaches

Now is a prime time to enter the field. The overall health coaching industry is witnessing substantial growth, with an estimated 128,000 health coaches in the U.S. earning an average yearly salary of $55,220. 

This growth is supported by endorsements from mainstream media and recognition from healthcare organizations, signaling a broader acceptance and integration of health coaching into traditional healthcare and corporate wellness programs. The American Medical Association’s approval of a new Category III CPT code for health coaching, for example, marks a significant step towards recognizing health coaches as essential contributors to the healthcare team.

For health coaches looking to enter the executive coaching niche, Trujillo advises a keen understanding of what motivates this demographic.

“Learn what drives executives,” she says. “Get involved with your community and offer workshops to organizations who are open to learning about how focusing on your health can improve your overall business.”

This transition requires a shift from instructing to guiding—a challenging but rewarding evolution.

Trujillo’s work underscores a pivotal message for today’s executives: lasting success is built on a foundation of good health.

As the business world continues to grapple with the challenges of modern leadership, the role of health coaches like Trujillo in supporting executive leadership will only grow in importance. For those at the helm of business, investing in health is not just a personal choice—it’s a strategic imperative.

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The fitness and wellness app space has gained another notable name, with Portuguese soccer star Cristiano Ronaldo soon launching Erakulis, an all-in-one wellness app inspired by the five-time Ballon d’Or winner’s habits and routines across fitness, nutrition and mental balance. 

The new app launches on April 3 with subscriber fees that start at 4.99€/month.

“As a professional athlete, discipline, focus and balance have been key to my success on the field,” Ronaldo said. “The countless hours of training, attention to nutrition, and mental preparation have played a crucial role in my journey. We’ve added these features into Erakulis.”

Taking a holistic health approach, Erakulis offers personalized wellness plans, community support and even online appointments, where users can seek guidance from health and wellness experts via a video call feature.

The pro-athlete-founded wellness app will compete with Centr, an app founded by actor Chris Hemsworth before being acquired by HighPost Capital, a private equity firm co-founded by Mark Bezos, brother of Jeff Bezos.

A waitlist has launched where early adopters can nab a limited-time 50% discount on their Erakulis subscription. 

Stars Embrace Wellness Apps

In addition to Ronaldo and Hemsworth, other well-known athletes and celebrities are using their notoriety to make even more bank with the launch of fitness and wellness-related apps in recent years. Seemingly replacing sneaker endorsements, athletes especially seem keen to continue building their brand with digital offerings.

Former NFL wide receiver Brandon Marshall has entered into digital fitness-meets-holistic training with House of Athlete Plus (HOA+), an app that concentrates on both physical and mental fitness and includes live one-on-one personal training and personalized communication. 

Olympian Jessica Ennis-Hill also broke ground in femtech with the launch of Jennis, a female and hormonal-focused app that offers workouts and can adapt training based on various phases, such as perimenopause and menopause. 

Arnold Schwarzenegger recently debuted his new app, The Pump, featuring a motivating community, personalized habit tracker and guided workout videos, with ‘The Terminator’ ever-present during the user experience, while singer Carrie Underwood’s fitness app Fit52 continues to be a hit. The Grammy winner also recently launched her own workout music channel on SiriusXM, Carr-Dio by Carrie’s Country, blending high-energy hits with fitness advice from the singer.

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With a vast network of 50,000-plus gyms, studios, classes, personal trainers, and wellness coaches, Gympass isn’t neglecting the importance of sleep. The leading corporate wellness provider is emphasizing the sleep-health connection, expanding its sleep category with new sleep monitoring apps, Rise Science and SleepScore.

The move comes in conjunction with World Sleep Day on March 15, with Gympass subscribers on the Starter Plan and above able to access the new sleep-supporting apps. 

Sleep Emerges as Key Wellness Trend

In a society that rewards hustle culture, obtaining adequate sleep has become a rare luxury. The CDC points out that a third of U.S. adults get less than the recommended amount of sleep. The impact of poor sleep hygiene can have devastating effects beyond circles under the eyes, with lack of sleep linked to type 2 diabetes, heart disease, obesity and even depression.

As Gympass research has found, 98% of employees worldwide say sleep is crucial for their well-being, and 60% say work stress negatively impacts their sleep. Gympass has been steadily focused on all aspects of wellness, partnering with Headspace, Sleep Cycle, Meditopia and Calm. 

Rise Science, a sleep and energy tracker created by a team of sleep experts, informs Gympass users of the ideal time to carry out their tasks based on their circadian rhythms — when to exercise, have their last cup of coffee or get ready for bed. Based on sleep science, the approach is meant to make users feel well-rested.

SleepScore leverages cognitive behavioral science and sleep and circadian hygiene to analyze user data, resulting in a personalized sleep improvement program based on lifestyle and needs. The program is supported by two independent studies and uses a smartphone’s microphone and speaker capabilities to track and measure breathing rate and body movement.

Next month, Gympass users can use SleepScore to track their sleep improvement over time with a graphical representation.

“Sleep is essential for holistic wellbeing,” said Gympass co-founder and CEO Cesar Carvalho. “By providing employees with the tools they need to improve their sleep, Gympass is helping companies invest in their most valuable asset: their people.”

Corporate Wellness Booms

As employee wellness continues to become a hot topic and an increasingly non-negotiable offering from modern employers looking to attract and retain top talent, Gympass is soaring. The corporate wellness platform hit a $2.4 billion valuation after an $85 million funding round and signed on with Apple Fitness+.

Gympass topped 2.6 million subscribers in January, with over 400 million cumulative employee check-ins across its partner network. The corporate wellness platform has attracted top companies such as Amazon and Aflac for its ability to encourage employees to become active and engaged, resulting in reduced healthcare costs and absenteeism rates. 

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Halotherapy Solutions is going where no health and wellness solution has gone before. 

Looking to give operators the chance to offer a more holistic approach to therapy and recovery, the company recently launched its HaloRestore & Recovery solution. It’s the first and only series of programs merging salt therapy with the company’s complete portfolio of RESTORE and RECOVERY equipment, including red light, cryotherapy and cold plunge.

The solution features Fire & Ice, Vitality Restore, Revive & Rejuvenate and Hyper Restore packages. All carry devices such as the Spectrum Elite Bed, HaloIR & Redlight Tower, Cryo T Cooler, Health Smart Massage Chair and the CyroMed One, just to name a few. Some also include the newly patented Vitality Booth Plus, the world’s first and only multi-function chamber combining salt and red light therapy. 

Meeting Consumer Demands

These steps to establish HaloRestore & Recovery, trailblazing as they are, were requested by the health and wellness industry both from an evolutionary and cost-saving standpoint. 

Lisa Semerly, Halotherapy CRO and creator of the program, did so to give users more advanced recovery options and operators more functionality in their limited spaces.

“I have been in the Halotherapy space for about a decade and have seen a shift throughout the years,” Semerly said. “The industry has moved into ‘next generation’ salt therapy, stacking or layering multiple modalities together in one unit to customize the guest’s experience while at the same time maximizing the return on investment per square foot for the facility owner. Taking that one step further, and keeping pace with the current environment, HaloRestore & Recovery was conceived last year.”

Rarely are gyms given the chance to add a solution that assists such a large percentage of their members. According to Semerly, one in every three athletes experiences some form of exercise-induced bronchoconstriction or exercise-induced asthma. It’s almost impossible for anyone to achieve their fitness goals under such circumstances.

“If your respiratory system is rundown, or under attack and you can’t breathe, your workouts are going to be less effective,” Semerly said. “Salt therapy alone expands the airway for increased lung function, and increased oxygen saturation. It helps with muscle endurance and strengthens the abdominal wall for increased lung capacity and oxygenation.”

This is accomplished as users breathe in kinetically active, microscopic pharmaceutical-grade salt. The salt draws out moisture, mucus, and impurities which kills anything in the airway or skin to alleviate inflammation. This, according to Halotherapy, is the only way to address respiratory health and wellness naturally. It also triggers skin microcirculation and membrane activity.

The salt therapy is “stacked on” other modalities, such as red light therapy, as seen with the Vitality Booth Plus.

The Benefits of Salt Therapy x Red Light 

Red light and salt therapy are a match made in heaven — Halotherapy is harnessing their coefficient benefits with the Vitality Booth Plus, making it a potent user engagement tool for gyms or wellness facilities that results in a cycle of wellness. 

“What makes the Vitality Booth Plus so effective and unique is the science,” Semerly said. “The inspiration behind it came from one of our partners and salt therapy enthusiasts who owned a World Gym. He was looking for a game changer in the fitness space to include red light and salt therapy and understood that red light in the presence of salt crystals creates a far more effective experience for both.”

After conducting research with NASA, the Halotherapy team discovered that adding salt therapy to red light therapy creates microbursts of red-light energy by the billions, as they refract off translucent salt crystals. This results in a greater red-light immersion that encapsulates the skin. Simultaneously, the salt therapy becomes more effective, as the red light energizes and dries the salt which results in deeper penetration and expansion into the lungs.

“In a nutshell, the Vitality Booth Plus not only helps with recovery and respiration, but it addresses skin health by a dual-modal mechanism of action,” Semerly said. “This makes it the most effective red-light therapy and salt therapy in the world.”

The blending of salt and red light therapy assists in anti-aging, wrinkle reduction, weight loss and mood enhancement as well. The booth comes in four different sizes and with a U.V. blue light sanitation system. It was recently issued a “patent” on the effectiveness of red light therapy with salt therapy, making it the most powerful red light therapy in the world.

The Bright Future of Recovery

Semerly only expects demand for Halotherapy’s RESTORE & RECOVERY products to increase as education around recovery does. As it did with many aspects of the health and wellness industry, the COVID-19 pandemic has already played a large role in that. 

“We learned a lot in a post-COVID world,” Semerly noted. “More and more folks are taking self-care much more seriously. Those who take health and fitness seriously have realized that without a true recovery component, burnout, injury, and less effective workouts are inevitable.” 

Salt therapy is “one of the top modalities folks are seeking post-COVID,” Semerly added. “Halotherapy will continue to be part of the conversation in the fitness community well into the future,” she said.

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Aescape has launched its whitespace innovation: the first commercially available, fully automated massage experience. The company also announced a partnership with luxury lifestyle and fitness operator Equinox, debuting its massage tables in select locations across New York City this spring.

Backed by $80 million in funding, Aescape aims to increase the efficiency and effectiveness of massages through advanced technology. .

“Aescape aims to make massage an accessible, regular part of rest and recovery, no longer reserved for indulgence or injury,” said Eric Litman, Founder and CEO. “Working alongside massage therapists over the last seven years, we’ve honed our technology to ensure it caters to diverse body types and lifestyles. It’s designed for anyone looking to book last-minute, or looking for control over their massage when therapists aren’t always available.” 

The technology is a fully automated, artificial intelligence-driven massage table. It scans the user’s body and generates over one million 3D data points to accurately map a user’s body on the table.

Using the 3D scan, the tool identifies key points on the body for a targeted massage. Aescape includes a touchscreen underneath the massage table that users can control to identify pressure points, target areas and music selections. The experience is also customizable—the platform can remember user preferences for future massages.  

Equinox Embraces Recovery

At Equinox, anyone can experience Aescape for $60 for 30 minutes, which will also include a free day pass to the gym for non-members. Beginning in June, the technology will be made available in ten locations in New York City. 

“We’re relentlessly focused on how we can help our community of high-performing individuals live better, healthier lives,” said James Gu, senior director, Equinox Spa. “As we continue to innovate with science-backed preparation and recovery modalities and new technologies, we are excited to offer Aescape. This personalized and accessible format will help our members further integrate recovery into their fitness routines.”

Disrupting the Massage Market

Litman is joined on the Aescape executive team by Sam Bowen, who worked in hardware at Amazon; Becca Valle, who worked in global marketing at Meta, Airbnb, and the New York Knicks; and Alex Linde, who worked in product at Uber, eBay, and Yahoo!

To develop the product, the Aescape team worked with thousands of individuals to develop a solution that caters to all body types and needs. By working with everyone from casual gym-goers to athletes, the company created a solution it says can cater to all audiences. 

The massage therapy market is valued at around $19 billion, and recovery solutions have never seemed more popular, including in gyms and fitness facilities as a value-add or premium membership service. The industry, which is also facing a shortage of therapists, is primed for disruption. Aescape offers an always-available, consistent massage, and aims to drive value for spas, hotels and wellness centers. 

Aescape is launching an early access program for New Yorkers, inviting participants to be among the first to try out the futuristic massage experience while providing feedback to refine the service further. The company is also actively seeking new partnerships. 

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ClassPass has unveiled its latest innovation: the integration of food and beverage options into its bookable experiences. With tens of thousands of studios, gyms and spas already on the platform, ClassPass is now introducing ways for its members to refuel after workouts or wellness visits. 

“After we expanded into beauty and wellness offerings in 2018, we were eager to continue to find ways to bring more experiences to our members. Food and beverage always felt like the natural next step,” said Fritz Lanman, CEO of Mindbody and ClassPass. “Our members have come to realize wellness is so much more than fitness – and it means something different to everyone. We are excited to continue to expand our offerings to fit our members’ wellness lifestyles.”

Since its founding in 2013, ClassPass has evolved from a pure fitness booking platform to a more holistic system. With the new launch, ClassPass users in New York and Miami can now redeem their credits for snacks and meals at participating locations. Additional restaurants and eateries in new cities will be rolling out in the next few months, the platform said.

ClassPass was acquired by Mindbody in 2021, after a tumultuous couple of years during the pandemic. Now that in-person experiences are back and bigger than ever, the platform has been capitalizing on consumers’ desire for holistic, community-driven in-person experiences.

Entering the food and beverage brings ClassPass a step closer to being a one-stop shop for health and wellness-focused consumers. By entering the wellness-focused food and beverage category, the platform and its parent brand Mindbody are looking to disrupt the a that’s been dominated by established players like UberEats DoorDash, and even local smoothie shops. 

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Therabody is investing over $10 million in scientific research initiatives, forming a Scientific Advisory Board and partnering with the American College of Sports Medicine (ACSM), the wellness tech brand announced.

The $10 million investment will be allocated toward conducting scientific and clinical research studies across various domains including beauty, wellness and athletic performance over the coming years. Therabody’s Scientific Advisory Board will also be comprised of four experts in their respective fields to guide research strategy, initiatives and product development.

The board is comprised of Dr. Pamela Peeke, a physician and scientist specializing in integrative medicine and women’s health; Dr. Daniel Giordano, a Doctor of Physical Therapy who focuses on performance health and longevity; Dr. Robin Thorpe, a global leader in recovery science; and Dr. Neera Nathan, a Harvard-trained dermatologist and Mohs micrographic surgeon specializing in dermatologic surgery and laser medicine.

Together, the board will advise on research strategy, related initiatives and content, and co-develop new Therabody products related to their areas of expertise. 

“I am thrilled to welcome this caliber of scientific leadership to Therabody,” said Monty Sharma, president and CEO of Therabody. “Our Scientific Advisory Board, along with our significant investment in scientific research and partnerships, will ensure we remain at the forefront of our industry and dedicated to developing the most effective, scientifically validated products available today and in the future.”

Therabody x ACSM

Therabody is also committed to working with ACSM on the sponsorship and exhibition of new therapies at the ACSM Annual Meeting in May 2024. The organization is made up of over 40,000 physicians, scientists, educators and health fitness professionals, and is considered a leader in sports medicine and exercise science. 

Therabody has long been dedicated to scientific research, demonstrated by an extensive research portfolio with 21 scientific studies completed to date and an additional 26 in progress. Therabody Labs is the company’s in-house team of scientists and engineers to test and optimize their products. 

Expanding Access to Wellness

The new announcements come as Therabody has been focusing its efforts on expanding the accessibility of its products, including its new beauty line. Therabody released the TheraFace Vibration Mask, which is a light therapy mask clinically proven to reduce signs of aging. The mask is a complement to the TheraFace Pro, which has different attachments for various skin concerns, such as aging, acne, tension relief, and more.

Therabody founder and chief wellness officer Dr. Jason Wersland spoke with Athletech News last year about the new beauty line and the company’s mission to democratize access to wellness and beauty through its products.

Last year, the wellness tech brand also launched three new massage guns in a push to target everyday wellness consumers: the Theragun Relief, Theragun Sense and Theragun Pro Plus.

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The “Wellness Wallet” phenomenon recently sparked by GLP-1 weight loss drugs, like Ozempic, Mounjaro and Wegovy has led to a seismic shift from unhealthy to healthy consumption options for millions of American consumers.

A survey by KFF reports at least 4% of adults are currently using these drugs, while new reports, surveys and data are alluding to a shift from unhealthy food to wellness purchases to the tune of over $205 per month and most likely growing.  New estimates by JPMorgan suggest that by 2030, as much as 9% of the U.S. population —that’s over 30 million people—could be taking advantage of these drugs.

As a result, we are going to observe a huge shift of wealth from unhealthy to healthier living and wellness options.   

Consumers Demand Healthy Food Options

Data-driven revelations have pointed to a compelling societal pivot towards health and wellness for consumers taking GLP-1 medications. The perspective from Wall Street is that unhealthy food is becoming “the new coal,” and there is an increasing demand that food companies revise their strategies away from sugary and processed foods. For example, 73% of Bloomberg Pulse respondents are calling for unhealthy food companies to come up with a new game plan. 

This demand is already being seen with Krispy Cream getting downgraded, Nestle’s stock dropping 5.3%, Morgan Stanley reporting grocery expenditure shopping down 9% with GLP-1 users (90,0000 households and 12.3% reported taking GLP-1s) and Walmart reporting a shift in food sales to health and wellness purchases. 

GLP-1 Users Embrace Exercise

The shift is not just restricted to diet, however. As the population loses weight (on average, users lose up to 21% according to clinical studies) thanks to GLP-1 drugs, they show increased interest in beauty products and body-enhancing procedures.

In addition, we see emerging trends in fitness as weight loss drugs have a negative side-effect of causing a loss of body mass, creating a need for users to do strength training. Reports are showing these users are twice as likely to take up exercise.

According to a Morgan Stanley research analyst, 35% of drug users exercised before taking the medication and 71% reported doing exercise while taking the drugs.  This is leading to a growing market for performance wear as people begin to slim down and need new apparel. Simultaneously, social fitness is gaining popularity as people reduce time spent eating out and drinking, pursuing healthier activities with friends instead. 

Rise of the ‘Wellness Wallet’

In a palpable sense of urgency, large food manufacturers, such as Chipotle Mexican, Dannon, Unilever, Nestlé, and Conagra Brands are following the trend — 66% of GLP-1 drug users are reporting consuming less confectionery (snacks, candy, sugary drinks). These brands are deploying teams of demand and behavior scientists to study the impact and develop new products to cater to this healthier consumer demographic.

This evolution, coupled with the impressive “Wellness Wallet Share” of $205 per month, instigates crucial questions about what else the fitness and wellness industry can do to leverage this trend.

Evidence for such a profound shift in consumption trends comes from a significant change in buying patterns among GLP-1 users, according to anonymous data from 95 million JPMorgan customers. The four notable areas that saw changes are a steep decline in fast food and alcohol sales, a shift in snack/soda preferences, and increased demand for fitness. 

The impact of GLP-1 drugs on users’ behaviors can be seen, and reports are suggesting an 85% decline in fast food sales, a 60-70% reduction in alcohol consumption, an 80% reduction in snacking and a 70% reduced spend on soda.  These reductions can be seen as savings of $125 per month from fast food, $28 per month from alcohol and $50 per month from snacks and soda.

These saved amounts are being reallocated to healthy lifestyle choices, proving the growing prominence of the “Wellness Wallet”. Fitness and wellness businesses now have an unprecedented opportunity to cater to these changing preferences and capture this increasing wallet share with new products and services catered to this customer group as well as selling more of their existing offerings.  

In addition, new surveys have shown weight loss drug users presenting a 19% decrease in patronizing chains like Outback Steakhouse, Chipotle Mexican, and Cheesecake Factory, with a 50% drop in visit frequency.

A Brave New World for Brands

However, it’s not all gloom for the hospitality sector. Sweetgreen, for example, has emerged as a winner in these changing times, thanks in part to the increased propensity for GLP-1 users to choose fruits and vegetables over junk food. Adding to the Wellness Wallet amount is the projected 19% reduced spend on eating out, adding another $57 per month to healthier options which is a shift from unhealthy food spending to healthy food spending.  

Overall, the increasing adoption of GLP-1 drugs presents both challenges and opportunities across various sectors. Companies in wellness and fitness, beauty, apparel and food need to realign their strategies and product offerings to cater to evolving customer preferences. They need to research behavior changes, consider how to develop new consumer programs/services, and perhaps, start introducing relevant facilities to maintain a competitive market advantage. 

Bloomberg’s recent post estimated this market to soar to $80 billion by 2030 and Goldman Sachs has estimated it to reach $100 billion by 2030.

Judging by the current momentum and considerable savings produced by the shift in consumer behavior—accumulating to the “Wellness Wallet”, this projection seems highly feasible. But what is not being shown or talked about is where the shift in spending is happening; we are just starting to see this paradigm shift which looks to be bigger than the money spent on the drugs themselves. 

What we’re witnessing could be just the tip of the iceberg, with more products and services entering this segment as supply constraints by big pharmaceutical companies get solved. 

The rise of the “Wellness Wallet” isn’t just a financial phenomenon; it marks a milestone in a societal shift towards health-conscious living and wellbeing, reshaping business models and consumer habits along the way. In the future, companies that capitalize on this phenomenon will likely reap bountiful rewards.

Mike G. Hansen is a serial entrepreneur, venture partner and strategic advisor in the Health, Fitness and Technology industry. He has over 25 years of experience across nearly 20 market segments and investment groups, and has done business with over 100 brands. He is a thought leader in our industry covering top trends and providing key insights as he drives innovation and growth forward with corporations and entrepreneurs.  To learn more about these trends and insights, you can reach Mike at Mike@MikeGHansen.com 

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Reset by Therabody is the wellness tech brand’s in-person, experiential wellness hub, with locations across the United States including Los Angeles, Philadelphia, New York and Houston.

The whole-body wellness centers offer clients access to Therabody’s technology, guided by trained experts. Services range from 30 to 60 minutes and include offerings like stretching, percussive therapy, cryotherapy, and cupping. Clients can purchase services a la carte or through memberships.

Now, Therabody has launched Reset Rewards, a membership program that offers exclusive benefits and discounts, including on partner brands like Pressed Juicery, Momentous supplements and Stakt mats.

Athletech News spoke with with Shannon Cooke, vice president of retail at Therabody, to learn more about the new Reset program and how Therabody’s in-person experience drives value for the company and its customers.

“It was really important to us to pick brands that were on the same page as us from a wellness and ethos perspective,” Cooke says. “We wanted to have added value for our guests with our memberships and also give them easier access to self-care. So we partnered with a lot of brands with community health and wellness in mind. We’re very excited to have a high bar to stand shoulder to shoulder with the brands that we selected for the program.” 

In terms of the brand selection process, Cooke noted it was both national and local.

“Every single one of our resorts has access to our national brands,” she explains. “Because the local community is so important to us, each of the individual locations has different partnerships that are specific to its city. We have over 10 national brands that we’re working with right now. Then, every city has between five and seven that are local to their community.” 

The Importance of In-Person Experiences

As in-person experiences become more important than ever to many brands looking to forge connections with consumers, Cooke noted that Reset was the embodiment of a third-party ecosystem.

“We take all of the cutting-edge therapies and technologies that we create as a product and we bring them to life inside of these spaces,” she says. “We really want to make sure that health and wellness can benefit as many people as possible. There are big barriers to entry for a lot of the services and products that we provide, so creating this kind of warm, safe space for people to come in and try the products is a really important part of our ecosystem for the customer.”

For Therabody, Cooke noted there is also “a really beautiful, experiential brand marketing component to it. People can come in and ask questions, and touch and feel the brand.” 

Local Marketing Efforts

When asked about Reset’s biggest challenges and opportunities, Cooke noted that building authentic relationships with local communities is effort-intensive but integral to the brand’s strategy.

“On the ground, guerrilla-style connections are not scalable, but we take being in the community and working with the right groups very seriously,” she said. “But it is very important because those messages and allegiances in the community will show people that they have a place where they can go that represents who they are and where they’re coming from.” 

Therabody has a long-term vision to continue using Reset to bring new products to life for the consumer.

“It’s very exciting for me to look at the pipeline and think, ‘How can I bring this to life for the customer that comes into Reset?,'” Cooke says.

Therabody is hoping to create a space where consumers can step outside their comfort zone and learn more about new types of self-care.

“If we have made it more comfortable for someone to participate in cryotherapy, to use LED masks, to get closer to the effective science that we are promoting, then we have done our job,” Cooke adds. “Lowering that barrier to entry for self-care is incredibly important to Reset.” 

The post Therabody Embraces In-Person Wellness Experiences appeared first on Athletech News.

Cutting a rug may help beat depression, according to new research.

An evidence review recently published by the BMJ that explores the optimal dose and modality of exercise for treating major depressive disorder shows that dance has significant promise for those suffering from depression — and is the most effective compared to other exercise methods. 

The research couldn’t be more timely, as dance proved to be the most popular exercise class in 2023 and shuffle dancing tutorials continue to dominate on TikTok.

Using 218 randomized trials involving 14,170 participants with depression, the researchers compared exercise as a treatment with “established” treatments (SSRI antidepressants, cognitive behavioral therapy), active controls (placebo, usual care) or untreated controls.

Although the authors emphasize that additional studies are needed, they note that based on their findings, dance in particular “appears to be a promising treatment for depression, with large effects found compared with other interventions in our review.” However, they also note that factors such as a small number of studies and low participant numbers prohibit them from recommending dance “more strongly.”

Still, the initial findings have impressed neuroscientist Erik Hoel.

“They buried the lede on this new study,” Hoel posted on X, formerly Twitter. “It’s not that exercise beats out SSRIs for depression treatment, but that *just* dancing has the largest effect of *any treatment* for depression. That’s kind of beautiful.”

Overall, the research suggests that the more vigorous the activity, the greater its mood-boosting benefits. 

While dance resulted in the largest reductions in depression, the authors noted moderation reductions from activities such as walking, jogging, yoga, strength training, mixed aerobic exercises and tai chi or qigong.

“Our findings support the inclusion of exercise as part of clinical practice guidelines for depression, particularly vigorous intensity exercise,” the authors stated. “Health systems may want to provide these treatments as alternatives or adjuvants to other established interventions, while also attenuating risks to physical health associated with depression.”

The reality of depression spans the globe, with approximately 280 million people dealing with the mental health issue. In the wake of the COVID-19 pandemic, the prevalence of anxiety and depression increased by 25% globally.

As people look for more holistic health and wellness options, the recent findings may have more people looking to incorporate dance into their routines, whether that’s jamming out to their favorite songs or attending a Zumba class either in-person or virtually.

Unlike other fitness modalities, dancing is one of the few that can entice even the most hesitant exercisers with its fun appeal and an experience that doesn’t feel like a conventional workout. There are still benefits, of course — dancing is a full-body workout that burns calories and improves cardiovascular fitness, coordination, endurance and muscular strength. 

The post Dancing Has Profound Mental Health Benefits, Study Finds appeared first on Athletech News.

Offering a dedicated recovery and wellness space has become table stakes for fitness industry operators. Over the last few decades, facilities have evolved from exercise clubs into the health and wellness clubs they are today. 

For modern-day clubs, if the wellness piece is missing, so too will be acquisition and retention.

When we think about creating wellness spaces from a business perspective it’s not just about bringing in new equipment, it’s about generating ROI. If done properly, the wellness space will become a highly desired destination for self-care – a destination that keeps members coming back and that can be monetized.

“Members expect to see strength and cardio in every club, and wellness/recovery has joined that list as well, said Kevin Conaway, President of WellnessSpace Brands. “It is non-negotiable now. And the good news is in addition to increasing retention and acquisition and creating a new revenue stream, you can build a space that doesn’t require additional staff, so it won’t be a drain on your time and resources.”

Conaway has been with WellnessSpace Brands for twenty years. The company – previously called HydroMassage – offers multiple products that seamlessly integrate into gyms to support members’ physical and mental health.

“We develop products that are innovative, easy-to-use and highly desirable to drive repeat usage and therefore engagement over the long term,” Conaway says. “WellnessSpace products are designed to swiftly facilitate multiple members with no assistance needed, creating a high return on value for clubs.”

Where To Start

Conaway says the biggest challenges for gyms include discerning exactly what their wellness space should entail, including which equipment and services should be offered as well as placement.

“A good way to start is to ask members what they desire, and then gain an understanding of the options,” Conaway explains. “Kick the tires, try things out and get out in front of what your members want and need.”

Next, he says it’s critical to understand how different concepts might work – or not work – within the gym’s model.

“Hands-on massage is wonderful but may not be practical to administer to multiple members,” he says. “Conversely a HydroMassage Lounge facilitates a full-body massage in ten to 15 minutes with no staff necessary. In that same vein, cryotherapy chambers are great, but they require a full-time team member to administer the service, while the CryoLounge+ offers a smarter self-guided option for comfortable cold therapy.” 

Location, Location, Location

“Give your wellness space the maximum amount of visibility and awareness possible as a focal point in your club,” Conaway recommends. “Allow everyone to see the great things taking place… the rejuvenated, relaxed happy users. It’s like a restaurant … if you drive by and there are no cars in the parking lot, you keep going until you find one with the line because you know that’s the one that’s going to be good.”

Monetizing Your Wellness Space

Conaway says there are a couple of ways gyms can generate ROI.

“By far the best strategy I’ve seen clubs use is to create a premium package for members that includes access to the space and all of the equipment and services,” he explains. “When members or prospects understand that they can work out and get massages, cold therapy, mindfulness, and more, it’s not a hard sell. In this scenario, I typically see 50% to 60% of members opting for the premium package.”

Other clubs choose to offset the cost by adding a small increase in each membership package, then offering the space to all.

In either scenario, operators add value to their offering while increasing ROI.

Your Wellness Space Will Market Your Club

“The most effective marketing for any club is when members advertise for you,” notes Conaway. “When others see your members posting on social media about their fabulous HydroMassage after their workout, they take note.”

He also smartly suggests positioning your staff as influencers. 

“Give your trainers and staff free access to the HydroMassage and CryoLounge and they will become your biggest advocates and influencers,” says Conaway. “Imagine the cycle instructor in front of a 40-person class raving about how his massage relieved his tight legs and is helping him to cycle more miles and get even more fit. That’s hugely impactful.”

Supporting members on their journey to total wellness alone speaks volumes.

“Even if you don’t get a single new person in the door, your wellness space illustrates to current members that you are investing in their overall health, and that will help drive retention rates,” Conaway notes.

Lastly, Avoid This Pitfall

Conaway points to an important pitfall some operators make when getting into wellness.

“I’ve seen clubs try to ‘dip their toe’ in with only one piece of equipment, and that’s a mistake,” he says. “No member wants to go and use the one piece of equipment in the corner by themselves. Plan properly for the space, support your member’s needs, and your wellness space will become a destination with a great ROI for your club.”

The post How Gyms Can Build Winning Wellness & Recovery Spaces, With WellnessSpace Brands appeared first on Athletech News.

When it comes to health and fitness, the franchise market is booming. But Jamie Weeks is approaching things differently – on every level.

Week’s rapidly expanding brand, SWTHZ – a premium-experience contrast therapy studio featuring infrared sauna, cold plunge and Vitamin C showers – launched in 2019 and now boasts 15 studios in six states. By year’s end, he expects to have five times that. There are currently 50 new studios in 22 states under construction, with 24 franchisees holding 250 licenses. The brand is soon to set sights on an international launch, where a waitlist is expected.

This speed to market is unmatched, and the business model is flipping the script on the traditional franchising model. 

“We are moving at locomotive speed,” Weeks says. “I know how to scale, and we are doing it fast.”

No stranger to franchising, Weeks is one of the leading OrangeTheory Fitness operators with 142 studios. In 2019, he launched Legacy Franchise Concepts (LFC), which owns and operates the rights to SWTHZ. He is also the largest area developer with 10 open studios and 75 licenses for Dogtopia, a dog daycare brand with over 185 facilities nationally.

 A Different Approach to Franchising

There are multiple ways in which Weeks is approaching franchising differently with SWTHZ. First, he’s putting a limit on the number of franchisees.

“Many franchisors make the mistake of selling too many licenses to too many people and it becomes a tail wagging the dog scenario,” he explains. “We are being very selective to bring on a set number of capable franchisees and will then suspend additional licensing for a time in the states. Limiting the number of franchisees eliminates internal competition. In fact, the franchisees are working together toward the brand’s overall success. It’s truly a franchisee-first model where everybody wins.”

He goes on to explain other differentiating factors. 

“I am an operator myself,” he says. “Of the 15 (SWTHZ) studios open today, 11 are corporate, and we are holding several areas for further corporate expansion down the road. This tells our franchisees that we are fully vested ourselves and wholly confident in the brand’s future success.” 

Another distinction? His bullishness in opening doors. When asked where he sees the brand five years from now, Weeks says he sees north of 500 facilities in the U.S. alone.

The Value of Contrast Therapy

Weeks describes SWTHZ as a premium experience offering luxurious private suites, each outfitted with an infrared sauna and cold plunge, Vitamin-C Showers and a host of amenities and entertainment. Guests or members receive a scented or unscented cold compress upon arrival and can customize their experience with a chromotherapy color of choice. En-suite entertainment includes surround sound for streaming music, TV shows, meditation apps and podcasts. 

“The suite becomes the guests’ private sanctuary to use as they see fit,” says Weeks. “Some may want a simple cold plunge, others will indulge in the Infrared Sauna followed by a cold plunge and then a Vitamin-C shower, while others might choose to go back and forth between hot and cold therapies. There is no other place that offers this all within one room – translating to a supreme experience that’s highly personal and private.”

Members can also bring a guest to share in the experience.

Weeks says the overall concept has been met with massive success. He also says SWTHZ won’t stray from offering scientifically proven hot and cold protocol, also known as contrast therapy. 

 “A lot of studios are trying to be a bit of everything, from Cryotherapy to IV infusions to float tanks etc, and that’s not a bad thing,” he says. “But our focus is hot and cold protocol with Vitamin-C showers. These are proven natural remedies that people have been reaping huge benefits from for centuries. SWTHZ has taken these protocols and created an exceptional destination for the everyday consumer.”

Weeks himself experiences a cold plunge daily and says it’s changed his life. 

“I no longer need caffeine because the endorphins and dopamine I experience from the plunge last for hours,” he explains. “I sleep better and am more physically prepared to go harder in my workouts too.”

Other benefits of hot and cold therapy include reduced inflammation, calorie burn, skin health, improvements in heart health, circulation and lymphatic drainage, a boost in metabolism, enhanced mood and more.

The Perfect Complement to Fitness

Weeks says SWTHZ is the ideal complement to fitness given the myriad of recovery benefits of contrast therapy.

“We have a few locations where SWTHZ sits between an Orangetheory Fitness studio, a yoga studio and a Pilates studio, and that’s just perfect for us,” he says. “Patrons will work out hard and then come over to us for all the recovery and additional health benefits and walk away feeling fantastic.”

In the end, Weeks says the desire for hot and cold therapy is only going to grow.

“This is not a fad. It’s not going away, and no one offers a Contrast Therapy experience like SWTHZ.”

The post How SWTHZ Is Bringing Contrast Therapy to the Masses appeared first on Athletech News.

Quitting a bad habit cold turkey rarely works. This is especially true with addictive practices like smoking and vaping. 

Habit replacement  – swapping a harmful behavior out for a similar but non-harmful one – is typically a more effective way to get on the right track.

This is the idea behind Füm, a Canadian brand founded in 2018 that features flavored air in place of harmful substances like smoke, vapor or nicotine. With Füm, users take in food-safe air featuring flavors such as Crisp Mint, Orange Vanilla and Maple Pepper instead of inhaling addictive substances.

While Füm itself can’t make marketing claims that its products help people quit smoking and vaping, the company has quickly grown as customers around the country use flavored air to replace nicotine and vapor-containing substances. 

As wellness products continue to gain shelf space in major retailers, and as more people around the globe become educated on the harmful effects of smoking and vaping, Füm could be poised for a breakout. 

Athletech News spoke with Füm co-founder and CEO Braeden Pauls about his vision to create a product that can help one million people quit smoking and vaping, the emergence of the “flavored-air” category, and his goals for Füm as the brand scales.

This conversation has been lightly edited for clarity and length.

Athletech News: Can you tell us a bit about your background and why you decided to co-found Füm?

Braeden Pauls: I studied psychology with the goal of becoming a psychologist, but my personal mission was to empower people to overcome barriers to becoming their optimal selves. I think the greatest tragedy in life for anybody is untapped potential. I’ve experienced it with friends, or different people in my life, where I saw that they had so much potential to achieve incredible things but they tripped themselves up with addictions. 

While I was in college, I met my co-founders for Füm. When we looked at the market, there were a lot of different use cases that we could have focused on as a company. But very early on, we got to see that there was potential to help people quit smoking and vaping. There are a billion smokers in the world; it’s the leading cause of preventable death. 

We thought we brought a really unique perspective since most of the things in the category for quitting smoking vaping were either pharmaceutical or nicotine-based. And some people were using vaping to quit smoking, but then getting addicted to vaping, and we’re starting to see the negative effects of vaping. People clearly enjoy having that hand-to-mouth companion throughout their day and enjoying a certain flavor – that’s become a ritual for a lot of people. We thought, ‘How can we satisfy that human desire without having the negatives of vaping or nicotine?’ That’s where we saw this massive opportunity. 

ATN: What differentiates Füm from other products designed to help people replace the habit of smoking or vaping?

BP: Our key differentiators are that Füm is non-addictive, non-nicotine and non-vapor. This is something you can enjoy without having to worry.

For us, the threshold of how good the product has to be is a lot higher because we’re not addictive, we’re not hitting those dopamine centers with nicotine. So we’ve worked really, really hard to make something that’s functional and delivers great flavor, but also the whole product experience, including something that’s aesthetically pleasing that people want to use. If we’re non-addictive, we’ve got to be sexy.  That’s our approach.

ATN: Is Füm purely a product for people who are looking to quit smoking and vaping, or can it be used by others?

BP: Our number one priority is people who are smoking and vaping. But we also see that there’s a massive opportunity to be that product that people would go to rather than getting into smoking and vaping. 

We want to establish the ‘flavored-air’ category to where people say, ‘Hey, I might want to do something in this general category of smoking and vaping, but I don’t want those negative effects.’ If that can be Füm, that’s a big deal. 

ATN: Is Füm the pioneer of the flavored-air category? How quickly is the category growing? 

BP: We’re definitely the pioneer. And right now we’re the leader in the category, but it’s growing. We’re seeing more and more companies wanting to build flavored-air products. I see this category becoming quite large in the future. 

If you look at the soft-drink market with sodas, for example, you have your Cokes and Pepsis that are full of sugar and caffeine. I think there’s a lot of people in the last 10 years that have realized, ‘I probably shouldn’t be drinking this all the time.’ We’ve seen the rise of the flavored-water category to be that alternative that people can enjoy without the negative effects (of soda). But for smoking and vaping, there isn’t an alternative category. So that’s where we see the flavored-air category going. 

ATN: What has Füm’s growth been like since 2018?

BP: We’ve been growing quite quickly. Over the last three years, we’ve been basically tripling in size as a company every year. We don’t want to share too many numbers publicly at this point, but our run rate is at around $36 million a year. 

ATN: How is Füm working to continue driving growth?

BP: There’s been a lot of different changes at different stages. For example, right now, we’re diversifying our channels. We started out primarily as a Shopify-based brand. We’re now moving into Amazon and moving into retail channels. We’re having really good success in those channels. We’ve already sold in Urban Outfitters, and we’ve had a lot of interest from big retailers including 7-Eleven and Circle K. But right now, we’re mostly working with smaller stores, including a pilot in Austin, Texas. Everything is looking really good.

ATN: How important is it to find independent research that could one day support the ability to make claims about Füm’s effectiveness in helping people quit smoking and vaping?

BP: It’s definitely a big focus for us. Because we have thousands of reviews with people saying, ‘Hey, this is effective for me in quitting smoking or quitting vaping.’ The anecdotal feedback is great, but being able to validate that through other means is important to us.

In our marketing, we currently talk about helping you kick bad habits and create good habits without directly naming the good habit or the bad habit. That’s our approach right now but we’re trying to figure out how we can work within the regulatory environment to be able to actually make those types of claims outright.

ATN: What are your key long-term goals for Füm?

BP: Our mission is to be able to help one million people quit smoking and vaping by 2026. We’ve got two more years until that goal, but right now, we’re on pace for it. We’re going to have to hit that 3x growth goal every year, which is aggressive, but I think we can do it.

In the longer term, we want to create the flavored-air category into something that’s as large as vaping. If we’re able to create a flavored-air category that exceeds the size of vaping, that’s going to displace a ton of people from both the vaping and smoking categories. That’s going to be a massive benefit to humanity in decreasing the amount of people dying needlessly from these products, as well as putting money back in people’s pockets and overall making the world better. 

The post CEO Corner: Füm’s Braeden Pauls on a World Without Smoking & Vaping appeared first on Athletech News.

Ouai, the haircare and lifestyle brand founded by Jen Atkin, has forged an exclusive amenities partnership with Barry’s. The two-year tie-up will bring a collection of Ouai product offerings to Barry’s studios across the United States.

Beginning February 22^nd, members of the Barry’s community will have access to Ouai’s bestselling products, like the Detox Shampoo, Body Cleanser, and Medium Condition. The brand will also supply hand wash and hand lotion at Barry’s studios. For the partnership, Ouai also created its first Detox Face Cleanser made with glycolic acid to cleanse and exfoliate. 

“We love looking for new OUAIs (ways) for people to experience the brand, and getting into locker rooms felt perfect because it’s a time when people really luxuriate in feeling clean,” said Hannah Beals, chief brand officer at Oaui. “Barry’s is the ultimate fitness destination, and the perfect partner for us with an equally hyper-engaged community and premium brand experience.”

Some of the featured fragrances in the partnership include Dean Street, a blend of citrus fruits, magnolia, and amber, as well as Melrose Place, with rose, bergamot and lychee.

The Oaui products will be featured in Barry’s studios including upcoming openings across the country like Scottsdale, Arizona, Studio City, California, Newport Beach, California, and the brand’s new flagship studio in West Hollywood, where Barry’s first West Coast Ride x Lift studio space will be located.

“Given our commitment to sustainability as well as our desire to provide clients with the cleanest and most premium products, we’re confident that this partnership with Oaui will deliver on these brand promises,” said Joey Gonzalez, the Global CEO of Barry’s, noting that Atkin, who is also a Barry’s client, first introduced him to the haircare and lifestyle brand’s products.

“I can’t wait for Barry’s clients to experience these high-quality products and enjoy the best shower straight after the best workout in the world,” Gonzalez added.

Barry’s Invests in Premium Wellness

The tie-up with Ouai is far from Barry’s first partnership in the wellness space. This past fall, the fitness company partnered with Factor, a prepared meal delivery service, on a campaign called “Power Your Potential.” Barry’s members could also participate in Factor-themed classes and sign up for personalized nutrition sessions with Factor dieticians.

Barry’s also partnered with Therabody last year to put recovery stations featuring the Theragun Pro and Wave Roller devices in all of its U.S. fitness studios. Nocco also partnered with Barry’s earlier this year. The sugar-free and low-calorie beverages are available for sale in Barry’s studios nationwide. 

The post Barry’s Adds Ouai Haircare as Newest Wellness Partner appeared first on Athletech News.

The key to engaged, productive Gen Z and Millennial employees is an investment in well-being, finds Lifesum, a global healthy eating platform used by Amazon, GE and PayPal.

At the core of Lifesum’s recent 2024 State of Healthy Eating and Well-being report is an eye-opening statistic that nearly 71% of Gen Z and Millennials would quit their job tomorrow in favor of one that better supports their overall well-being. The report also highlights the projected trends stemming from the desires of the most coveted consumers. 

The healthy eating platform surveyed 10,000 Gen Z and Millennials, finding that 69% would be more productive if their employer improved their well-being. Meanwhile, 31% would even consider a pay cut in exchange for a happier and healthier work environment, showing just how invested young workers are in their well-being.

Markus Falk, Lifesum CEO, says the report is a “wake-up call” for employers who need to grasp the needs of Gen Z and Millennials, who he says are redefining company loyalty by prioritizing personal well-being in career choices. 

“The report underscores how a nutrition-first approach can foster long-term well-being, benefiting mental, physical and emotional health,” Falk said. “This, in turn, enhances workplace productivity and satisfaction.” 

An accurate picture of overwhelmed Gen Z and Millennials has continued to materialize, as seen by the American Psychological Association’s 2023 Stress in America findings. The report sounds the alarm that younger populations are not only plagued with stress but demonstrate higher stress levels than the generations before them. Experts say inflation, isolation and difficulty accessing health care are all contributing factors.

With numerous stressors swirling around in the minds of Gen Z and Millennial workers, Lifesum points out that employers can assist staff in resiliency-supporting corporate wellness offerings that benefit staff but also reduce absenteeism, boost productivity and increase a company’s bottom line.

Lifesum’s 2024 State of Healthy Eating and Well-being report dived into factors that the platform says create a fulfilling work experience, such as health and wellness goals, mental health and sleep.

Here are the findings:

Young Consumers Snack Their Way to Wellness  

Gen Z and Millennials ranked their top three health and wellness goals with physical fitness leading the charge (88%), followed by mental health and stress management (71%) and then sleep quality (54%).

Lifesum found that workplace stress is deemed a “critical concern” for young workers, with 75% willing to cut ties with their employer over a toxic working environment. 

The report also highlighted emerging trends in the health and wellness space, with functional foods resonating with Gen Z and Millennials, 73% of whom eat for “enhanced energy,” while 61% are looking for improved mental health. Lifesum found that 40% eat their way to more restful sleep, noting that “snackable supplements” that incorporate valuable vitamins and protein are popular with younger consumers.  

Lifesum projects that this year will see a rise in stress-relieving adaptogenic foods, such as mushroom latte powders, and sleep-inducing foods with melatonin and magnesium.

Target has also ramped up its shelves and ecommerce site with over a thousand wellness-supporting products at cost-conscious price points across skincare, supplements, functional beverages, vitamins and more — seemingly to prepare for wellness-seeking young consumers.

The Intersection of Sleep & Nourishment 

As stress plays a significant role in eating habits and sleep quality, it makes sense that Gen Z and Millennials are looking to improve on all ends — and are aware of the connection between sleep and nutrition. With one in three Americans not getting enough sleep, Mindbody predicted that sleep hygiene will be a top trend for 2024 — a finding supported by Lifesum. 

Lifesum’s report found that 50% of respondents say their dietary decisions are essential to their energy levels during the day, while 83% seriously contemplate modifying their eating habits in exchange for a more restful sleep.

Based on those findings, Lifesum predicts that there will be a rise in foods rich in sleep-inducing nutrients and tech-based solutions such as its sleep tracking feature with Oura, which gives users a behind-the-scenes look into how diet impacts sleep patterns (and vice versa).

“Gen Z and Millennials deeply value the intersection of sleep and nutrition,” Falk said. “Corporate wellness programs will increasingly acknowledge how sleep and nutrition impact productivity and overall well-being, which will lead to a comprehensive strategy that optimizes a healthy work-life balance.”

Drivers of the Longevity Boom

The growing awareness of longevity modalities may have wellness seekers rushing to book IV drips, saunas and cold plunges. Still, Gen Z and Millennials are already ahead of the game, with 51% of survey respondents sharing that they are actively engaged in longevity and well-being practices. Moreover, 56% consider taking “immediate action” to enhance longevity. 

Such data is a solid foundation for a rise in personalized nutrition programs, sustainable and mindful eating habits and mental health programs, according to Lifesum. 

“Organizational culture plays a pivotal role in shaping employee well-being and workplace outcomes,” Falk said. “The report underscores how Gen Z and Millennials use nutrition to promote overall wellness across various aspects of their lives. This will have a knock-on effect for employers and pave the way for nutrition-first corporate wellness strategies that optimize employee health and productivity.”

The post Do Employers Need a ‘Wake Up Call’ on Corporate Wellness? appeared first on Athletech News.

In an escalating legal battle in the wellness tech industry, Therabody has filed a lawsuit against rival Hyperice for defamation, trade libel and related causes of action, the company announced. Therabody filed suit in the U.S. District Court for the Central District of California on Friday.

Therabody’s lawsuit is not one of intellectual property, but of defamation, injury to reputation and trade libel, which is the publication of a false statement of fact that results in monetary damages, and other related claims.

The wellness tech company alleges that Hyperice made defamatory statements to an athletics store that carries Therabody products, as well as at a trade show. Therabody also asserted false advertising and unfair competition in violation of the California Business and Professions Code, in addition to the common law claims of defamation and trade libel.

Wellness Tech Wars

Therabody’s defamation suit comes after Hyperice filed lawsuits for patent infringement against Therabody and several other brands earlier this year. Friday’s filing demonstrates that Therabody will go beyond merely defending itself in the patent infringement case.

“Dr. Jason Wersland invented the Theragun in February 2008. Therabody has always been a leader in wellness technology and has secured over 600 global patents,” said Therabody CEO Monty Sharma. “As a response to the statements that Hyperice made referring to us as imitators after it filed its lawsuit against us in January 2024, today we filed suit against them for defamation, trade libel and related causes of action.”

In a statement provided to Athletech News, Hyperice CEO Jim Huether said he believes the defamation suit is an attempt by Therabody to shift the focus away from the patent-infringement litigation involving the two brands.

“As we have previously stated, we firmly believe that almost all of Therabody’s percussion devices infringe on our IP, including the Theragun PRO, Theragun Sense, Theragun Elite, Theragun Prime, Theragun Mini, Theragun Relief, TheraFace PRO, and TheraFace LED,” Huether said. “We believe today’s actions by Therabody are a baseless attempt to shift the focus away from their infringing activity. We will continue to move aggressively against infringing parties to enforce and protect our IP.”

The massage gun market is valued at $542.6 million and will likely reach over $1 billion in the coming years. Earlier this year, Hyperice filed a suit against Therabody and other wellness tech companies for infringing U.S. Patent No. 11,857482, which claims technology dating back to 2013 that is used in products like the Hypervolt 2 and Hypervolt Go 2 massage guns.

In 2019 and early 2020, Therabody filed patent infringement lawsuits against Hyperice and Achedaway, which resulted in Achedaway agreeing to a cease and desist and Hyperice agreeing to stop selling one of its massage devices.  

This story has been updated to include comments from Hyperice CEO Jim Huether.

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Prime IV Hydration & Wellness has experienced a 120% year-over-year rate of growth for its rapidly growing IV therapy franchise — a hot sector as consumers look for non-invasive methods to support their wellness goals.

The IV therapy brand says 2023 was its most significant to date, successfully ending the year with 108 open spas and nearly 245 sold in just its third year of franchising. In the last year alone, Prime IV Hydration and Wellness opened 59 spas, representing a 120% YOY growth rate for the franchise and an increase from the 113% growth Prime IV posted in 2022. 

Driving its development is the growing awareness of intravenous wellness methods and the demand for them in markets nationwide, notes the IV therapy brand. Looking ahead, Prive IV is planning to open an additional 97 spas this year, eyeing 750 franchise locations by the end of 2027.

“Educating communities on the efficacy of IV therapy has often seemed like an uphill battle,” said Prime IV founder and CEO Amy Neary, who founded the brand in 2017. “It’s not easy leading the charge and driving acceptance for a holistic health alternative most people don’t know exists. But to see how far the brand has come, how quickly we’ve gotten here, to have opened our 100th location after just three years, it makes me confident that the narrative is changing drastically.”

In addition to its growth, the wellness franchise secured the top spot in the IV therapy category on Entrepreneur’s 2024 Franchise 500 list and was named a Top Franchise for 2024 by Franchise Business Review.

“The feats of accomplishment we came by this past year exceeded anything we could have expected, especially being a relatively new concept in the field,” Neary added. “But now, our team is buzzing with anticipation, looking ahead at the milestones, new territories and systemwide developments we plan to see in 2024.”

A Stream of Vitamins…& Revenue

IV therapy certainly has become an intriguing modality for wellness newcomers and has led to a surge in franchise growth and even cross-partnerships.

LondonCryo, a London-based wellness clinic, partnered with Reviv Global last year to integrate IV drip therapies into its whole-body cryotherapy offerings. Clients can select from customized therapies for advanced athletic performance, recovery, or physical and mental wellness. 

Restore Hyper Wellness, a boutique wellness franchise with over 225 locations, recently launched a new personalized weight management program that combines medication like Ozempic and Wegovy with its signature therapeutic approach to wellness and health — such as IV drip therapy. The wellness franchise plans to open 500 locations in the next five years. 

iCryo is also making a name for itself as the recovery and wellness brand expects 2024 to be its biggest growth year yet as it enters the European market. In addition to cryotherapy and red light therapy, the brand offers an expansive menu of IV infusion services for immunity, hydration, overall health, anti-aging, brain health and metabolism. 

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Wellness is a top priority for consumers, and Americans are reaching for vitamins and supplements more than ever, having resulted in the largest year-over-year sales growth in the performance and recovery, mood and digestion categories. Helping to fuel growth through 2024 and beyond? Mushrooms, which pack wellness-supporting adaptogenic properties.

Spacegoods, a DTC wellness brand of powder blends packaged in out-of-this-world packaging with Gen Z and social media-ready product names like ‘Rainbow Dust’ and ‘Astro Dust’ hit the market to provide energy and relaxation when needed, both intended to be mixed into a beverage of choice. Like other functional mushroom startups, Spacegoods has infused its products with Cordyceps and Lion’s Mane.

A hit on TikTok, the London-based next-gen wellness brand just announced a $3.1 million seed round, with its founder, Matthew Kelly, telling TechCrunch that he predicts Spacegoods can increase revenue 3x that of its 2023 results. The brand is also planning to launch additional powder flavors and gummies. 

Mushrooms are also expanding past capsules and powders into functional beverages, as seen with Odyssey, a functional beverage brand that infuses Lions Mane and Cordyceps. Touting a proprietary functional mushroom-based formula, Odyssey has investors all in on its wellness-supporting and ready-to-drink products, having just completed a $6 million funding round.

Another functional mushroom brand, FreshCap, just secured a nationwide retail partnership with GNC to sell its organic, non-GMO products formulated to boost immunity, energy and cognitive function, and relieve stress with its Lion’s Mane, Cordyceps and Ultimate Mushroom capsules.

Founded in Canada in 2015 as a gourmet mushroom farm, FreshCap’s arrival on GNC’s shelves comes as customers have been inquiring about the benefits of functional mushrooms and requesting products packed with mushroom magic, particularly that of the Lion’s Mane variety. The brand was acquired by consumer product goods company Heyday last year, leading to a 70% year-over-year sales increase.

Shrooms as a Ticket to Longevity

As research suggests, incorporating mushrooms into a diet may promote health and well-being. The practice of doing so (and subsequent emerging products) may appear trendy, but mushrooms have been used for medicinal and nutritional purposes for centuries.

Fungi is also found to be a significant component of diets in blue zone regions, areas where residents tend to enjoy a longer-than-average lifespan, such as Okinawa, Japan. A “longevity hotspot,” the fifth largest island of Japan prizes mushrooms for their benefits. 

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