GWS panel predicts hottest wellness trends for 2021
Leisure Opportunities
Job search
Job Search
see all jobs
Latest job opportunities
Everyone Active
Unlimited earning potential
Camberwell Leisure Centre, London, UK
star job
VOYA Products Ltd
Competitive
Europe
Burnley FC in the Community
£25,000 to £30,000 per annum
Burnley, UK
Sefton Council
Band D (scp 5-6 £19,321 - £19,698)
Sefton, Liverpool, UK
Actif Sport and Leisure
£19,312 Fixed Point (Pro-rata)
Carmarthen, Ammanford and Llanelli Leisure Centres, Carmarthenshire

GWS panel predicts hottest wellness trends for 2021

Job opportunities
VOYA Products Ltd
Competitive
location: Europe
more jobs

A discussion panel about future wellness trends saw spa and wellness industry experts offer their take on what’s in the pipeline for the industry in 2021.

Moderated by Beth McGroarty, GWS VP of research and forecasting, the panel took place during GWS 2020, featuring Sandra Ballentine, W magazine editor; Cecelia Girr, senior cultural strategist at Backslash and Elaine Glusac, The New York Times travel columnist.

Also joining the conversation was Claire McCormack, Indie Beauty Media Group content + thought leadership; Sarah Miller, Wall Street Journal luxury brand ambassador; and Jessica Smith, freelance wellness and beauty trends consultant

Spa Business has rounded up the top five trends from the session.

Immunity

Ballentine kicked off by predicting that COVID-19 will make immunity building and enhancement major wellness trends in 2021.

This programme style has already ramped up speed in 2020 with a host of operators already rolling out or planning immunity support and booster packages, including RAKxa, Clinique La Prairie, The Bürgenstock Resort and Lefay Resorts.

“There’s going to be an increased focus on strengthening and supporting immunity and physical fortitude,” she said, “expect to see more customised immunity hacks – like genetic testing and biohacking, which will provide clients with a blueprint of their health and pinpoint the right treatments for them.”

Ballentine also believes this will lead to an increased focus on gut health and microbiome because of its relation to our immunity and brain function.

In the GWI's latest report it defines mental wellness as its own industry and pinpoints Brain-boosting nutraceuticals and botanicals as one of the emerging sector’s four major categories.

natureThe panel unanimously agreed that nature will continue to be a trend in 2021, following a global retreat to the wilderness as people all around the world looked for an outlet while social interaction has been restricted.

For spas, this trend could materialise as more creative outdoor wellness programming such as wild swimming, forest bathing or meditation in nature, as well as outdoor treatments and use of spa gardens.

Glusac said: “We know nature is very healing and people are turning to it to find solace during the pandemic, because they can’t travel and socialise like usual.”

She added that the fact people are also choosing to spend more time in nature and take a break from their digital devices is a bonus for wellbeing - perhaps another trend spas could leverage by offering digital detox packages and retreats into nature.

Tackling the taboo

Girr believes that 2021 will see a “massive and seismic cultural taboo toppling”, meaning wellness will expand its boundaries to things such as death, sex, money and socialising.

“We’re moving from wellness focusing on looking and feeling good, to this next wave where we’re lifting the lid on some of the pain points and pressures in society,” she said.

“Wellness will fundamentally change the way we approach the riskier topics we don’t tackle, because they’re so sacred and codified

“But with COVID-19 as a cultural accelerant, I think wellness is going to continue shedding light on how our approach to these things is only contributing to the mental health crisis we’re in.”

McCormack concurred, saying that during lockdown sexual wellness brand witnessed a huge spike in sales, seeing year-over-year sales triple and even quadruple.

She added that she believes women’s sexual health and wellness will boom in 2021, as companies are realising that many women are suffering in silence and feel failed by the medical system, in particular regarding the menopause.

“Companies are continuing to look into alternative ways to meet women’s health needs, making things such as pelvic floor trainers and supplements designed specifically for women.

“Even pre-COVID in 2019, almost US$500m (£375m, €423m) was invested into femtech, so I believe this will be a big trend for 2021.”

Wellness at homeBallentine highlighted that although self-care and beauty are already taking off in 2020, they will reach new heights in 2021 and that spas have an opportunity to leverage this.

“I think all kinds of wellness coaching will become increasingly important – spa professionals and personal trainers have a real opportunity to enhance the at-home experience for customers, with things such as virtual classes and digital content, to maintain engagement.”

McCormack said at-home wellness, in particular, is gaining traction in 2020 and that lots of companies are noticing this and pitching solutions for healthy living and healthy homes, such as air purification systems.

“We’re spending so much more time in our homes, so companies are looking to help us optimise that space to have it be another wellness refuge.”

Smith added that wellness architecture will have a reawakening, not only in buildings but also looking at how there might be more transparency about how the environment might impact our health in the long-term.

She believes technology in the home will also be part of this trend – with the intention to create pandemic-proof properties, both commercially and as homes, using technology such as the Carlo Ratti wardrobe purifier which removes micro-organisms, bacteria, and viruses from clothes.

Spa Business's sister magazine, Well Home, is already tapping this trend, with a new issue due out for 2021. Find out more at Well Home Global.

Sign up for FREE ezines & magazines
A discussion panel about future wellness trends saw spa and wellness industry experts offer their take on what’s in the pipeline for the industry in 2021.
SAB,CPW,CAS,WCM
2020/THUMB346617_679859_236775.jpg

More News

1 - 15 of 43,104
20 Jan 2021
HCM editor, Liz Terry, has launched a Parliamentary Petition calling for gyms to be in the first wave of reopenings after the lockdown and for ... More
22 Jan 2021
The failure to tackle the UK's obesity crisis is down to successive governments being guilty of weak policy design, lack of effectiveness and botched implementation. ... More
22 Jan 2021
Les Mills has launched a new digital content solution to support health and fitness operators in engaging their members outside the four walls of their ... More
21 Jan 2021
Gymbox has entered the hospitality space with the signing of a deal to deliver in-room exercise sessions to guests staying at citizenM hotels around the ... More
21 Jan 2021
The Hong Kong government has revealed plans to provide the historic Ocean Park theme park with a further HK$2.8bn (US$361m, €298m, (£265m) worth of investment ... More
21 Jan 2021
Nuffield Health has launched a series of free, online classes focused on emotional wellbeing. The classes have been made available on the healthcare charity's digital ... More
Miha Bodytec GmbH
Miha Bodytec GmbH
20 Jan 2021
Resistance training is just as beneficial for men and women over the age of 50, a new study has found. Research by the University of ... More
19 Jan 2021
Fitness, sport and leisure sector professionals who have continued to deliver services to their communities throughout the pandemic are to be celebrated at industry networking ... More
19 Jan 2021
Design specialist BRC Imagination Arts (BRC) has been selected to design and produce the World Food Center Experience in Ede, the Netherlands. The attraction will ... More
19 Jan 2021
Broadcaster and natural historian, Sir David Attenborough, will front a new virtual app which will allow users to explore exotic plants and animals in their ... More
19 Jan 2021
A national survey has launched to chart the mental health of the fitness and physical activity workforce. Undertaken in partnership with CIMSPA, the survey will ... More
18 Jan 2021
One of England's highest ranking police officers has called on government ministers to clearly define the maximum distance people are allowed to travel to undertake ... More
TVS Sport Surfaces
TVS Sport Surfaces
17 Jan 2021
Virtuagym, a leading provider of fitness technology for gyms and trainers, has announced the launch of PRO+, a new solution that enables operators to generate ... More
15 Jan 2021
Fitness First has launched a new free digital fitness hub, offering users a wide range of virtual classes and training sessions. Called FitX Player, the ... More
15 Jan 2021
The Gym Group has brought in Rio Ferdinand and Wais Shaifta as non-executive directors, signalling a broadening of its remit, new horizons and an intention ... More
1 - 15 of 43,104
Technogym
Technogym