Wellness & Longevity
Insights
Market Players
8 sleep
AM-FINN
Art of Cryo
Awarefy
Calm
Cerebral
Chilly Goat
Clearlight
CTN.Fi
cryobuilt
energylounger
Genelife
Genesis
Hatch
Headspace
intellect
JK Group
Kiva
Koud
Mecotec
Mindfi
naluri
neurum
next wellness
noom
ooca
Oura
Perspire
Prenetics
Sunlighten
Telus
Thoughtfull
Vacuactivus
Wellnes Space
Whoop
Withings
Science Meets Lifestyle at Scale: Bringing Longevity and Wellbeing to the Mainstream Populus
In 2025, wellness becomes deeply intentional, where (new and old) science meets self-care and longevity becomes a lifestyle. Consumers are focusing on energy, recovery, and longer-term balance rather than quick fixes. Biohacking, hormone therapy, and longevity clinics are moving mainstream, while cryo, hyperbaric, and light therapy become part of daily routines. Functional nutrition continues to rise as food becomes medicine, with more people turning to adaptogenic drinks, protein-fortified snacks, and gut-health supplements. Beauty and wellness merge through ingestibles, red-light devices, and preventative aesthetics, reflecting a shift toward longevity and vitality. At the same time, wellness travel, co-working retreats, and communal work and recovery spaces, are creating new environments for work, rest and reconnection. With less alcohol consumption, smarter supplementation, AI-driven health tracking and mindful routines, wellness in 2025 is more than a trend. It was the new definition of luxury: a balanced, vital and meaningful way to live longer and live well. Now that definition also increasingly applies to the mainstream. We live in a world of wellness now.
Dr Glenda Rivoallan
Author, Speaker, Resilience Coach and Lead Author,
Beyond Reps: The Rise of Wellbeing in the Fitness Industry
2026 promises to be a watershed year for the fitness and wellbeing sector. We’ve seen the industry evolve beyond performance metrics into something more deeply human—connection, compassion, and sustainable vitality. The most forward-thinking operators are no longer asking “How hard can we push people?” but “How well can we help them live—and live well for longer?” As we move into 2026, the conversation will centre on “resilient wellbeing” and how individuals, teams, and organisations build the strength to adapt, recover, and thrive. Longevity will become a defining theme, not only in physical health but in how we sustain purpose, energy, and engagement across life and work. This evolution brings a growing demand for upskilling our people, equipping professionals with the knowledge, empathy, and adaptability to meet the needs of a more holistic, health-focused world. The future belongs to those who lead with heart, evidence, and empathy.
2025 confirmed what many of us have felt for years: longevity is no longer fringe, and wellness is no longer optional. It’s the defining megatrend of our lifetimes. We’re witnessing a once-in-a-generation consumer shift. One in eight U.S. adults is already using a GLP-1. Longevity searches are outpacing fitness online. Wearables, biomarker testing, and recovery tech are no longer ‘nice to have’ ; they’re becoming standard. But with this tremendous momentum comes great responsibility. Consumers are overwhelmed, underserved, and unsure where to turn. This is where fitness operators have the opportunity to step up as we sit at the intersection of trust, frequency, and access. The industry must continue to evolve from transactional memberships to transformational ecosystems. It’s not just about equipment or even fitness anymore but consumers are seeking real health outcomes. As I wrote in Wellness Without Walls, the convergence of fitness and healthcare is our opportunity and our obligation. The next decade belongs to those who earn trust, drive measurable health impact, and build systems that serve the whole human.
Jeff G. Zwiefel
Strategic Advisor and Health, Wellness & Performance Executive
Life Time
Dr. Gloria Winters
VP, Health Partnerships & Business Development, and Chief Health Officer,
YMCA of the USA
2025 underscored the urgency of shifting from reactive care to proactive health strategies. The YMCA and our communities increasingly recognize that prevention—through lifestyle, social connection, and equitable access—is the foundation of sustainable health and well-being. Digital health tools and AI-driven insights have accelerated personalized approaches, but the true breakthrough has been integrating these innovations with trusted community networks, unlocking human potential and improving healthspan. Looking ahead to 2026, I anticipate a deeper convergence of healthcare, fitness, and social services to create ecosystems that prioritize whole-person health. Care enablers such as employers, health plans, and policymakers will double down on preventive care as both a cost-containment and equity strategy, while partnerships between health systems and community organizations like the YMCA will redefine care delivery. The next frontier isn’t just technology—it’s trust, accessibility, connectedness, and collaboration to make upstream health and wellness the norm rather than the exception
Health gets hardwired as analog is amplified—breath, balance, and boundaries become the ultimate luxury in a digitized world. Pilates populates every corner; GLP-1s normalize the shortcut; hormones headline the conversation, fusing clinical precision with emotional intelligence. We’ve entered the era of consolidation and expansion—big players absorb, bold newcomers erupt. Both ends of the market thrive: HVLP gyms reclaim accessibility while luxury wellness social clubs redefine belonging through beauty, science, and status. AI is rife, optimizing recovery and retention, yet human connection remains the killer app. Strength reigns supreme—the leading category and cultural metaphor. From fitness racing to functional longevity, movement becomes the new measure of meaning. Gen Z rejects hustle for harmony, Gen X biohacks to stay in the game, and Boomers reinvent vitality as a social sport. 2025 isn’t about optimization—it’s about orchestration. The age of amplified wellness is here—beautifully, brutally human.
Emma Barry
Chief of Trouble,
TROUBLE Global