From grocery aisles to fitness studios and the NFL, wellness is becoming infrastructure.
Younger consumers are driving protein mania
Two-thirds of Gen Z and millennials are actively trying to eat more protein, according to The New Consumer.
- Half of older consumers are satisfied with their current intake.
- Sales of Greek yogurt, protein bars, cottage cheese, and ground beef are growing.
- Big Food is launching new high-protein, fortified products.
Protein is becoming a mainstream macro — influencing product launches, consumer behavior, and even federal nutrition guidance.
The NFL prioritizes player mental health
NFL owners approved a mandate requiring every team to employ a full-time mental health clinician working out of their facility.
The league had previously required only part-time support.
Now, the standard is changing, with a bigger focus on proactive outreach — especially for players on injured reserve or separated from the team.
Mental health support is becoming a baseline expectation in high-performance environments, with support systems moving from reactive to embedded.
Extraordinary Brands expands its portfolio
The health and wellness franchisor acquired Basecamp Fitness.
- The HIIT concept joins CycleBar, Rumble, Row House, and Neighborhood Barre.
- Basecamp’s 35-minute, results-driven workouts are built for busy consumers, while its efficient studio model allows for low staff needs and high utilization.
Extraordinary Brands is using shared services, centralized support, and operational discipline to revive and scale boutique fitness.
As studio growth gets harder, the operators who know how to execute, optimize, and scale exceptional experiences will come out on top.
