2026 TRENDS: The Future of Wellness Press Event

Global Wellness: 20 Years of Authoritative Research & Trends

Susie Ellis, Chair & CEO, Global Wellness Summit & Global Wellness Institute
Susie welcomed the audience of media and industry experts, highlighting that it’s now 20 years since the very first summit, held here in New York, and 10 years since the non-profit, Global Wellness Institute, was formed. Susie presented the latest bubble chart, often referenced around the world, and the research reports, shared free of charge to all, in an effort to ensure accurate figures and information reach the world.

The Global Wellness Economy: 2026 Country Rankings Report

Joanne Hopkins, Research Fellow, Global Wellness Institute
The wellness economy is currently at 6.8 trillion USD and heading towards 9.75 trillion USD in 5 years. Ten of the eleven wellness sectors are projected to grow faster than GDP over the coming years. The US wellness market has grown rapidly, by 7.9% annually, with wellness real estate growing three times faster than GDP.

The Future of Wellness: 2026 Trends

1. Women Get Their Own Lane in Longevity
by Beth McGroarty, Global Wellness Summit, United State
Many wellness protocols are pioneered by men, tested on men, and made famous by men. This will shift. Women react differently to procedures, supplements and medication. Female scientists are working to decode the ovary and women under 33 years old now, will have the option to not go through menopause. HRT is now considered longevity medicine and strength training for women is seen as non-negotiable. Longevity clinics just for women and home diagnostics designed for women. A more human approach with social, emotional and spiritual pillars.

Alexia Brue & Robin Berzin, MD, joined the stage to highlight the shift towards women guiding their own longevity and health span goals. Proactive medicine tackles hormones, metabolic health, bone density, and heart disease. Body composition over body weight, lean mass is much more important than overall weight.

As the ovaries lose blood flow, it also determines the rate of aging for the whole body. A full body DEXA scan should be done far earlier than the recommended 65 years old in the US. Fasting and insulin levels must be tested along with estrogen and testosterone.

Muscle and strength training are critical for the brain, bone health, metabolic flexibility, and overall longevity.

2. The Over-Optimization Backlash
by Jessica Smith, MAYAH, United Kingdom
With mounting pressure to appear ‘well’ and options to measure and optimize every aspect of our lives, is this fulfilling? An artificial nervous system shows that quieter care that works with the body is much more effective. Human connection must be considered in longevity practices.

3. The Rise of Neurowellness
by Heidi Moon, Global Wellness Summit & Global Wellness Institute, United States
The autonomic nervous system, which controls the fight-or-flight response, is not serving us well in modern life, with smartphone alerts and background stress levels at all-time highs. Neurowellness is about nervous system regulation for whole body wellness. This is different from mental wellness. HRV, sleep, and heart rate are now measurable by anyone with a wearable tracker. An EEG headband can measure brain signals and deliver acoustic stimulation personalized to your brain’s natural rhythms, for deeper sleep.

4. Fragrance Layering
by Olivia Houghton, The Future Laboratory, United Kingdom
Fragrance has shaped cultural identity for centuries and is now poised for hyper-personalization with the addition of functional fragrances. These are integrated into haircare, body care, and even laundry with layered olfactory journeys.

5. Ready Is the New Well
by Cecelia Girr, Backslash, United States & Skyler Hubler, Backslash, United States
Disaster preparedness is now more relevant as climate disasters are part of the new normal and more visible than ever, fueling eco-anxiety. Having a disaster plan is just as relevant as a workout plan.

6. Skin Longevity Redefines Beauty
by Claire McCormack, Beauty Independent, United States
Skin longevity incorporates skin health at a cellular level and scientific innovations in skin regeneration. Products will become so personalized that we may need a very limited, bespoke skincare routine.

Patrick Kullenberg, of L’Oréal, reminded us that skin is our largest organ, our first line of defense and reflects our internal health. Looking at skin cellular health span, fueled by AI, the hallmarks of skin aging are monitored and analyzed. Looking at over 260 longevity biomarkers enables them to identify the best ingredients and tailor them to each individual’s needs.

7. The Festivalization of Wellness
by Megan Whitby, Myndstream, United Kingdom
Participation is prioritized over performance as people gather to form communities focused on wellness. Experiences that feel good and do good – and that people want to return to. Shared joy is the motivation for this social wellness movement.

8. Women & Sports: The Revolution Continues
by Amy Eisinger, Well+Good, United States
Women’s sports is a growing economy, led by the US but with increasing interest worldwide. Women’s sports bars are also on the rise as the fans choose to watch women’s sports. Female athletes are now marketing powerhouses and can carefully choose which brands to represent and what message to put out into the world. This is less about weight loss or even going to the gym, but more about performance and strength training with women lifting heavy and building muscle.

9. Tackling Microplastics as a Human Health Issue
by Professor Gerry Bodeker, niversity of Oxford, Malaysia & United Kingdom & Trent Munday, Mandara Spa, Thailand
The research shows that microplastics are everywhere in our bodies, they cross the blood-brain barrier, they are found in all of our organs and can be passed down to future generations. The challenge is to reduce exposure, eliminate via wellness practices such as good sleep, a high fiber diet, and sauna use.

10. Longevity Residences
by Jane Kitchen, Global Wellness Summit, United Kingdom
Longevity is now moving into real estate, more than green spaces and air filters; these real estate developments are incorporating biohacking solutions, precision diagnostics, and medical interventions. Most developments at this level are still in the planning phase and don’t yet exist.

Editors, Entrepreneurs & the End of the Old Media Playbook

Moderated by Lynnette Harrison Brubaker, Founder & CEO, LHB Group
In conversation with:
Sam Escobar, Senior Editor, The Looker
Jean Godfrey-June, Beauty Editor & Journalist; Forbes Beauty Director, Goop
AI makes it so much more difficult to find accurate information from the internet; editors are more important than ever. The perfect spa or retreat experience combines the freedom of choice with the structure of routine: taking the ‘spa’ or wellness experience home with you, really revolves around scheduling. Can content help people carve out time in their lives to prioritize wellness practices? Content creators are connecting directly with their audience via social media, thereby gathering feedback, information, and the questions most pertinent to their target demographic.

What gets noticed by editors receiving packages is the use of environmentally friendly packaging, or alternatively, the use of styrofoam filling and wasteful packaging. As an editor, consider the story you’re really thinking about, not the one you think people want to read about. Sam and Jean suggest that the media outlets to watch include Substack and Reddit.

Special Presentation

Luuk Melisse, Founder, Sanctum
Luuk from Sanctum explained how, in the age of AI, a human experience will soon be a premium. We must recognize the value of human connection. Luuk led the group in a meditative movement experience to move energy, increase blood flow, and facilitate one-on-one connection through an eye-gazing exercise.

Special Presentation

Robert Hammond, President & Chief Strategy Officer, Therme Group US; Founder, The High Line; Founder, Culture of Bathing
There are now over 30 bathhouses in NYC, with the world’s largest global pop-up sauna village with over 20 saunas, welcoming over 20,000 people on the Williamsburg waterfront with views of Manhattan.

Intentional Spaces Roadmap: 2026 Collaboration with the GWI

Susan Magsamen, Executive Director, International Arts + Mind Lab, Center for Applied Neuroaesthetics, Johns Hopkins University School of Medicine
NeutoAesthetics is the study of how the arts can alter our brains, in ways no other modality can. Super powerful neuromodulators that lie at the intersection of arts, health & science, and technology. We must nurture and protect the arts, or we are at risk of losing them. Architecture and design are fundamental, as each person is in a place and space at every moment of their life.

Welcome to the 20th GWS in Thailand

Ms. Somjai Taphaopong, Consul General of Thailand in New York
In Thailand, wellness is not just a new concept, but a tradition rooted in the history of Thai culture. The 20th anniversary of the GWS will be held in Phuket on the 10th – 13th November, 2026. Somjai invites everyone to attend the event and experience Thai culture, food, and hospitality.