Consumers prioritize mental and physical well-being.
In 2022, 78% of Americans say mental/emotional well-being is the top reason for exercising. That’s ranked above physical well-being (76%).
Mind + body. As our collective mental health continues to suffer, pain & gain is no longer the mantra. Increasingly, consumers who want to restore and recharge are bolstering the $29B mindful movement sector.
Taking notice, gyms are adding classes that… do less.
This year, Life Time hiked the availability of its Surrender class format by 50%; it’s an hour of gentle stretching to soft music in a dark room.
Crunch Fitness is rebooting its chakra-focused breathwork and stretching class and also began adding rest and recovery areas to its gyms.
24 Hour Fitness increased its recovery classes by 33% since summer 2021 and partnered with iCRYO for rehab-in-gym installations.
A related development, Garmin reported the fastest-growing activities among users were Pilates (108.3%), breathwork (82.76%), and yoga (45.55%).
Leaning in, health and fitness brands are creating digital offerings with mental wellness in mind:
Nike debuted Mind Sets, a movement series for the mind.
Calm launched Daily Move, featuring yoga and stretching.
Peloton & Apple Fitness+ offer meditation, linking mind and body.
Be on the lookout: Another spin on mindfulness, “mental muscle” has become yet another facet of health to optimize. From cognitive resilience to emotional health, mental fitness is bulking up.
We break down how fitness, wellness, and healthcare are converging — and what it means for business, culture, and capital.
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