Alice Porter is a London-based freelance writer and journalist who writes for publications including 

We’re witnessing the ‘wellnessification’ of absolutely everything. Beyond boosting their physical health with fitness and nutrition, people are looking for a path to being well in all aspects of their lives, including their finances, careers, activism, spirituality, home design, tech usage, and so much more. The global health and wellness market is expected to reach over $8,945.3 billion by 2032, while self-improvement and the quest for reprieve and relaxation have become integral to all areas of our lifestyles.

Wellness was once for the elite, expressed through a Goop-like look and lifestyle. But now a more fragmented definition of wellness is on the rise, encompassing people’s diverse backgrounds and distinct needs. In a society ruled by high stress and burnout, what was once considered a baseline are now status symbols: sleep is a luxury, glucose monitors signal exclusive healthcare, and sob parlours offer curated spaces for catharsis. People are embracing more radical forms of wellness, employing minor plastic surgery and weight-loss drugs as a means of control over their lives.

Wellness is rapidly reaching new demographics across generations. Exhausted by the permacrisis, Gen Z is rejecting more traditional, buttoned-up wellness movements in favour of little treats, girl dinner, ‘bedrotting’, or ‘rat snacking’ as forms of self-care with a sense of release. At the same time, longevity is becoming a priority as Gen X and Boomers rethink wellness to suit their needs. Some are taking up clubbing as a way of keeping an active lifestyle, while others are looking for nuanced approaches like menopause diets to support the changes that come with age. A desire for more bespoke wellbeing is driving an increase in health hacking – whether through technology or prioritising socialising with peers.

Being+

Stef Williams is an influencer turned entrepreneur with two successful businesses under her belt, that is growing a community of women to help them feel the best they ever have, physically and mentally. Williams launched 

 in 2020, which now has 200,000 downloads. With an impressive exercise library of over 3,000 workouts and 50 guides on offer – and real-time classes (all for both home and gym), WeGLOW is designed to cater to all abilities and schedules.

Health and Fitness

Statista

Ypulse

Tribe

McKinsey and Co

Interview with Stef Williams conducted by the author

The fitness industry is undergoing significant changes in the wake of the body positivity movement. As brands like WeGLOW offer progressive platforms in the healthcare space, how are they promoting effective messaging while delivering a product that’s suited to the way people workout today?