Product strategist helping brands like Urban Outfitters, Miu Miu, Loewe & Acne Studios shape what’s next. I read culture, spot shifts, and turn them into future products, stories & experiences. Ask me anything on trends, branding, or product vision 👀

Victoria Diaz

Hey babe! thanks for the question! 

Yes, we see how the wellness industry became more toxic and passive agressive than good. From activewear brands embracing partywear for gyms to emerging hybrids of exercise and entertainment, gen-z are disrupting the beauty, health and wellness sectors.

Here👇🏽a few tips and comments on wellness trends that can help to bring some light and direction to your anti-aspirational wellness strategy:

1.Creative wellness: As we look towards 2030, the future of fitness culture will be less centered on physical optimization and instead create space for self-expression. As creative brain development (both artistic and creative intelligence) becomes more of a realistic human aspiration, exercise has the potential to become a creative act. Increasingly, the links between physical activity and imagination reveal that everyday bodily movements positively affect creativity. As recognition of the mental and emotional benefits of exercise increases, and people become more aware of the connection between their minds and muscles, fitness will refocus on fueling inspiration.

Designer Flora Lechner’s project Shape Shifter hints at this future by asking if exercising can become a creative statement.

Photo: Flora lechner project.

2.Emotional fitness: A new dynamic between physical and psychological therapies is coming to light, and fitness is beginning to take a more therapeutic approach. This is echoed by YouTube’s most popular yoga instructor, Adriene Mishler. ‘I’m seeing more emotional- based requests’ she says, citing Yoga for Loneliness as her most- watched video of 2020.

Mental health treatments are also borrowing from the rigor of exercise.Coa is an emotional fitness studio that follows a similar structure to traditional gyms. Offering live online classes and one-to-one therapy, Coa combines personal training with private therapy sessions. Similarly, MindLabs hit the market with an anti-aspirational wellness model. 

3.Embrace anti-aspiration mindsets: As attitudes become more inclusiveand carefree, Gen Z are re-framing beauty and wellness as moredemocratic pursuits. Globally, 49% of Generation Z and Millennials are now more focused on finding simple pleasures in life. Appeal to this new-found hedonism with intersectional ambassadors, optimistic brand language and products to boost happiness.

The fitness industry is becoming more content-driven as people welcome new innovations and forms of entertainment to inspire their workouts, so think of creative content as a way to engage with your audience on-line & off-line.

Photo: Goop League (anti-aspirational, fun centered fitness event)

And last but not least here a nice strategic sheet that can help you to decide the angle for your wellness business positioning. Babe, I hope I answered your question and please keep me updated on your evolution. Bids of love.

Yes, we see how the wellness industry became more toxic and passive agressive than good. From activewear brands embracing partywear for gyms to emerging hybrids of exercise and entertainment, gen-z are disrupting the beauty, health and wellness sectors.

Here👇🏽a few tips and comments on wellness trends that can help to bring some light and direction to your anti-aspirational wellness strategy:

 As we look towards 2030, the future of fitness culture will be less centered on physical optimization and instead create space for self-expression. As creative brain development (both artistic and creative intelligence) becomes more of a realistic human aspiration, exercise has the potential to become a creative act. Increasingly, the links between physical activity and imagination reveal that everyday bodily movements positively affect creativity. As recognition of the mental and emotional benefits of exercise increases, and people become more aware of the connection between their minds and muscles, fitness will refocus on fueling inspiration.

s project Shape Shifter hints at this future by asking if exercising can become a creative statement.

 A new dynamic between physical and psychological therapies is coming to light, and fitness is beginning to take a more therapeutic approach. This is echoed by YouTube’s most popular yoga instructor, 

. ‘I’m seeing more emotional- based requests’ she says, citing 

Mental health treatments are also borrowing from the rigor of exercise.

is an emotional fitness studio that follows a similar structure to traditional gyms. Offering live online classes and one-to-one therapy, Coa combines personal training with private therapy sessions. Similarly, 

hit the market with an anti-aspirational wellness model. 

and carefree, Gen Z are re-framing beauty and wellness as more

of Generation Z and Millennials are now more focused on finding simple pleasures in life. Appeal to this new-found hedonism with intersectional ambassadors, optimistic brand language and products to boost happiness.

The fitness industry is becoming more content-driven as people welcome new innovations and forms of entertainment to inspire their workouts, so think of creative content as a way to engage with your audience on-line & off-line.

Photo: Goop League (anti-aspirational, fun centered fitness event)

And last but not least here a nice strategic sheet that can help you to decide the angle for your wellness business positioning. Babe, I hope I answered your question and please keep me updated on your evolution. Bids of love.

Market is full with heathy food and sport advices, everyone is longevity experts. Adds of wellness clubs are all the same - beautiful people with well shaped bodies. I want to be different in all this.

Victoria Diaz

How to be exceptional when promoting new boutique wellness brand?

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