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Analog Wellness
By Beth McGroarty
Reflecting a response to the pervasive impact of digital technology, the analog wellness trend shows that people seek relief through in-person connections, stress-reduction practices, and logging off. The negative consequences of excessive screen time, termed ‘brain rot’, have become a collective concern, highlighting the detrimental effects of online disinformation and manipulative algorithms on society. As individuals recognize the implications of their digital habits, there is a growing awareness of the control exerted by tech giants over media and governance, prompting a shift towards prioritizing mental well-being and fostering human connection.
New technologies facilitate disconnection, with apps regulating screen time and promoting phone-free environments. In real estate, architects are designing ‘dumb’ homes that prioritize privacy and serenity. In travel, digital detox retreats and phone-free adventure tours are gaining popularity. Wellness resorts incorporate retro technologies and activities, such as vinyl listening nights and hands-on workshops.
The trend extends beyond mere disconnection; it encompasses a revival of analog experiences. Younger generations are embracing retro hobbies and activities that emphasize tactile engagement and social interaction, including clubs and communities focused on crafting and reading, which are redefining nightlife and self-care.
Sauna Reimagined
By Jane Kitchen
Saunas are transforming from simple relaxation spaces to vibrant entertainment hubs, largely influenced by the Aufguss movement. Modern saunas are increasingly paired with entertainment options such as digital art installations, music, and workshops.
Innovative sauna designs are emerging, including eco-friendly structures and immersive experiences, with many saunas now accessible to the public at low entry fees. The sauna market is experiencing significant growth, projected to exceed $195 billion USD globally in the next five years. Increased awareness of the health benefits of hot/cold contrast therapy, supported by scientific research, is contributing to this trend; its benefits include improved cardiovascular health and potential positive effects on mental health conditions. Overall, the sauna’s resurgence reflects a rediscovery of an ancient tradition that offers a visceral connection to well-being and community.
Saunas are increasingly moving from the confines of spas and gyms into public spaces, becoming more visible, social, and architecturally interesting. Urban areas are also experiencing a rise in bathhouse culture, with new facilities opening in cities like New York and Chicago. This movement aims to democratize wellness, making it more accessible and enjoyable for a broader audience. Social interaction is a key component of this trend, as people seek wellness experiences that are fun and communal.
Norway, particularly Oslo, is at the forefront of this sauna renaissance, with numerous floating saunas and year-round bathing clubs. These saunas serve as cultural hubs, hosting various events and offering a range of amenities. The Oslo Sauna Association promotes accessibility and community engagement, with initiatives like a sauna pilgrimage map to connect public saunas across the country. North America is witnessing a significant rise in modern bathhouses, particularly in major cities. Bathhouses feature various thermal pools and saunas, often promoting a body-positive, sober-friendly environment with events that combine sauna sessions with ice baths and wellness activities.
The Supplement Paradox
By Jessica Smith
The supplement industry has undergone a significant transformation, evolving from basic health aids to a multifaceted cultural phenomenon. Today, supplements come in various forms, including multivitamins, probiotics, drinkable tinctures, nutrient-packed powders, and advanced options like transdermal patches and IV drips. This diversification reflects a growing market that caters to different lifestyles, merging nutrition, beauty, and biohacking.
This trend has led to a duality in consumer behavior: while there is a strong desire for health and wellness, skepticism remains regarding the efficacy of premium-priced products. Despite the popularity of supplements, the industry faces challenges, including lax regulations and a reliance on anecdotal evidence. Many people take supplements without a clear understanding of their nutritional deficiencies. The credibility crisis in the supplement market is exacerbated by the rise of influencer doctors and celebrity endorsements, leading to a surge in fake supplement ads. Inconsistent global regulations further complicate things; the US faces issues of mislabeled products, while stricter EU standards provide greater accountability.
As consumers prioritize longevity, the market for supplements targeting cellular health and mitochondrial function grows. Innovations in NAD+ therapies and senolytic supplements are making health span optimization more accessible. The introduction of medications like Ozempic has reshaped weight-loss trends, driving demand for high-protein diets and sugar-control supplements. Women’s health is also receiving increased attention, with supplements designed to address hormonal health, stress management, and fertility. Innovative companies are developing products tailored to women’s unique physiological needs, filling critical gaps in care.
Emerging technologies such as biomarker testing and AI are driving hyper-personalization. Platforms like Supp.ai and Enbiosis provide tailored recommendations, while brands like LYMA are enhancing transparency and supplement efficacy. Looking ahead, nanotechnology is poised to revolutionize nutrient delivery, enhancing the precision and efficacy of supplements. AI-powered wellness ecosystems are also emerging, integrating diagnostics, meal plans, and behavioral coaching for a comprehensive approach to health.
Teen Wellness
By Kate O’Brien
Teenagers are increasingly struggling with mental health issues due to societal crises, social media pressures, and lifestyle changes. Many teens are experiencing high levels of anxiety, depression, addiction and suicidality. Experts have highlighted that the rise in psychiatric diagnoses among children may reflect broader societal issues rather than individual problems. Additionally, unhealthy lifestyles characterized by ultra-processed food consumption and sedentary behavior contribute to these challenges.
Australia passed The Social Media Minimum Age Bill, prohibiting access to those under 16, with significant fines for non-compliance. Other countries, like France and several US states, are implementing similar restrictions. UK social entrepreneur, Lewis Swire, described social media as a “weapon of mass consumption” that negatively affects teens’ mental health and called for government intervention to promote genuine connections.
The wellness industry has an opportunity to support this generation in achieving healthier lives. Industry leader Christine Clinton, Global Wellness Institute’s Wellness for Children initiative, emphasizes the need for specific programming tailored to the physical, emotional, and mental needs of teens. She is collaborating with various brands to develop new initiatives aimed at better serving young guests in wellness settings.
Watershed Wellness
By Jane Kitchen
Water scarcity is now a worldwide issue due to climate change, population growth and pollution; the spa and wellness industry must address water usage to help preserve and replenish our global water supplies.
The global demand for water is surpassing its availability. Since 1960, water demand has more than doubled and many countries struggle to meet it. By 2050, nearly 70% of the global population is expected to live in urban areas, significantly increasing water demand and putting pressure on already stressed water systems. Cities like Cape Town, Mexico City, and São Paulo have already experienced severe water shortages. The tourism industry, particularly luxury hotels and spas, exacerbates this issue, consuming significant amounts of water for treatments, facilities, and laundry. Popular tourist destinations often see tourists consuming a large percentage of local water resources, leading to conflicts over allocation and pricing. The continued growth of tourism and water-intensive activities will further strain water security in vulnerable regions, especially in desert areas and islands.
Water conservation is crucial for spas and wellness centers. Implementing greywater recycling systems can help in water conservation, but currently, only 11% of wastewater is treated and reused globally. For example, a single spa guest can use up to 40 liters of water in a shower, leading to significant annual consumption. Rancho La Puerta now treats wastewater to reclaim the water used at the property and irrigates a 40-acre (16-hectare) park created for the city of Tecate, via their own net carbon zero and zero waste treatment plant. The spa industry has the opportunity to lead by example, promoting water conservation and environmental stewardship, emphasizing that wellness encompasses both individual health and the health of the planet.
Innovative technologies, such as atmospheric water generators and AI-powered smart water management systems can optimize water usage. Desalination is also a potential solution, though it must be managed carefully due to environmental concerns. The World Resources Institute noted that water stress does not always lead to a crisis, citing examples like Singapore and Las Vegas, which thrive under water-scarce conditions through effective management techniques.
Augmented Biology
By Olivia Houghton
The rise of AI and emerging technologies is not only deepening our understanding of biology but also actively enhancing it. Technology can expand the possibilities for health, longevity, and performance. Governments are now investing in health technologies and disease prevention, leading to rapid growth in the health optimization sector. The personalized medicine and public health market is projected to reach $1.05 trillion USD by 2028, with significant investments in longevity health and AI healthcare.
Wearable health-tracking devices, like smartwatches and rings, are widely used to monitor various aspects of health, including sleep and the effects of substances. Users actively adjust their lifestyles based on insights, demonstrating the transformative power of biofeedback. This shift influences industries such as fitness and music, with innovations like Beats Per Minute workouts that sync exercises to specific tempos for targeted physiological effects. AI will further enhance this with personalization based on individual preferences and biodata. In the beauty industry, there is a growing focus on cellular skincare and psychodermatology, which explores the link between mental health and skin vitality.
Longevity Redefines Work
By David Stewart
By 2050, the population over 65 is expected to reach 1.6 billion. As the over-65 workforce expands, it prompts important questions about the future of work roles, employment duration, and adaptation strategies. Many countries are enacting policies to encourage older individuals to stay in the workforce, with full retirement age gradually increasing, incentives for working longer, and subsidies for companies that hire older workers.
The wellness industry is positioned to significantly influence the aging workforce, as the health and well-being of older employees will impact productivity, satisfaction, and career longevity. It is essential to recognize the unique ambitions, strengths, and needs of older workers. By aligning workplace strategies with wellness and technological innovations, there is an opportunity for cultural transformation that enhances retention and satisfaction, while reducing barriers for older workers. With the wellness industry leading these changes, the next decade could foster a more dynamic, diverse, and age-inclusive workforce.
Wellness Tackles Addiction
By Claire McCormack
Addiction treatment is increasingly integrating wellness practices, with medical centers incorporating therapies like massage, meditation, and equine therapy alongside traditional medical programs. This shift presents opportunities for the wellness industry to host retreats and partner with recovery centers to create wellness facilities.
Luxury addiction treatment resorts are designing programs that address substance use, mental health, stress, and burnout. Wellness brands are developing harm-reduction products to minimize the negative consequences of substance use, such as ingestibles for safe comedowns and innovative nicotine replacement therapies.
Supportive technology, including apps and wearable devices, aids recovery and fosters healthy habits. While wellness resorts cannot replace medical treatment for serious addictions, the incorporation of wellness modalities into recovery processes is proving beneficial.
Wellness on the Line
By Jane Wilson
Cruises and rail journeys are enhancing their wellness offerings, with ocean liners and river cruises introducing holistic wellness programs, facilities, and health experts. The rail industry is experiencing a renaissance, featuring dedicated spa carriages that promote slow travel and connect travelers to historic spa towns. Cruise lines are enhancing their experience through investments in design, onboard facilities, and technology, while excursions focus on regenerative tourism and authentic cultural experiences.
As both cruise and rail travel seek to differentiate themselves, wellness is becoming a key component in providing unique, healthy experiences, serving a growing demand for slow, mindful journeys that prioritize wellness.
The cruise industry is increasingly focusing on on-shore experiences, with expedition cruising exploring remote destinations like Greenland and Papua New Guinea. Luxury rail travel is also emphasizing ‘off-board’ excursions, allowing guests to engage in activities such as wild swimming in England’s Lake District and truffle hunting in Italy’s Piedmont.
Leading cruise lines are integrating mind-body activities, healthy dining options, and excursions centered on physical and mental health, often featuring renowned specialists and fitness professionals onboard. Modern ships now boast entire decks dedicated to wellness. For instance, Crystal Cruises launched its first Wellness Retreats at Sea in 2024, offering specialized programming for healthy aging, fitness, and nutrition, while Cunard’s Queen Anne features a holistic wellness program in collaboration with Harper’s Bazaar. The industry recognizes the growing interest in wellness travel as a means of escape and rejuvenation, indicating a trend towards more exclusive wellness retreats across various cruise lines.
The Middle East’s Wellness Ambitions
By Thomas Morris
The Middle East is emerging as a significant player in the global wellness landscape; the region’s wellness economy is rapidly expanding, driven by both tourism and local demand. Saudi Arabia’s wellness market is valued at $19.8 billion USD, with wellness tourism growing at an impressive annual rate of 66%. Qatar, after hosting the 2022 World Cup, is focusing on holistic living, enhancing its luxury spa offerings and sports academies. The Middle East is seeing the rise of new-generation resorts that provide immersive, holistic experiences that blend wellness with local culture, history, and sustainability. Wellness is influencing health solutions and public health initiatives. Despite challenges like obesity and chronic diseases, local stakeholders are prioritizing preventive care and digital health, positioning the region as a leader in global wellbeing.
www.globalwellnessinstitute.org
Summary by: Sara Jones, editor
