Fitt (@fittinsider)

Longevity is becoming a macroeconomic force. Healthcare, consumer wellness, beauty, real estate, and finance are converging around longer, healthier lives. As lifespans extend, products are becoming systems — designed to support performance, resilience, and vitality over decades, not moments. This shift isn’t being driven by age alone, but by expectations. People don’t just want to live longer. They want to live better — for longer. The brands that recognize longevity as infrastructure, not a feature, will shape what comes next. 📸 @equinox Credits: @plunge, @hims, @ro, @oneskin.co, @freaksofnature___, @live.momentous, @thornehealth, @nekohealth, @sixsensesofficial, The Well

Wellness isn’t slowing down. The global wellness economy has reached $6.8T — and it’s tracking toward $10T by 2029 as prevention, longevity, and everyday health move into the mainstream. Mental wellness and wellness real estate are driving growth, while travel, spas, and experiential health continue to scale. As consumers build personalized health stacks — blending science, movement, recovery, and care — wellness is evolving from a category into infrastructure. The brands that win next will feel less like products — and more like systems people rely on daily. Credits: The Well, @onepeloton, @canyonranch, @next_health, @drinkag1, @hims, @remedyplace

Employees won’t sacrifice health for work. A Wellhub survey found 90% of employees report burnout. Some estimates put the cost as high as $8T, driven by lost productivity, absenteeism, and mental health challenges. Now, priorities are shifting. More workers value well-being as much as salary. And gyms, run clubs, and social wellness experiences are stepping in to fill the gap. The disconnect? Most employees believe well-being directly improves performance — yet few have access to structured support at work. Expectations are rising. Benefits aren’t keeping pace. Satisfaction is slipping. Employees have already adapted. Employers haven’t. Workplace wellness isn’t a perk anymore — it’s table stakes.

Fitness is getting competitive, and gyms are leaning in. What started with CrossFit and HYROX has evolved into something bigger: everyday members are training like athletes. Across the industry, gyms are launching their own races, challenges, and “Games” to drive motivation, retention, and identity. Life Time, @alpha.fitclub, REVL, and @theathleticclubs all built in-house competitions. New formats like Urban Iron, @redbull's Gym Clash, and @technogym’s treadmill races are emerging. The shift is clear: Competition adds purpose → Purpose builds community → And community keeps people coming back. Fitness isn’t just a workout — it’s something you train for. [ 📸: The Athletic Clubs]

Women’s health is entering the gym. Beyond aesthetics, fitness is being redesigned around female physiology, hormones, and longevity. From hormone-aware strength training and wearable-led recovery to life-stage coaching, gyms are building infrastructure for women’s health. @equinox’s EQX ARC integrates diagnostics, strength classes, 1:1 training, and wearables to support women across life stages. @centrfitofficial, @pvolve, and @tonal are all customizing strength for preconception, midlife, and menopause. As strength participation surges, it’ll be foundational care for women.

The gym and the store are merging. The future of performance retail is experience-led and built to move people. → Stores as studios, clinics, and communities → Products as entry points to ongoing experiences → Retail as a real-time lab for performance and culture As these trend accelerates, new models are emerging: @sportsdirect opened a UK flagship with @everlastgyms Gyms, HYROX training, reformer Pilates, saunas, and ice baths. @reebok x @f45_training announced a global partnership including co-branded gear, a smart ring, and an integrated fitness-x-retail concept. @nike is scaling standalone fitness studios and @lululemon blurs retail and recreation, transforming stores into community hubs. As fitness, fashion, and performance converge, retail isn’t transactional — it’s an extension of how people train, recover, and express themselves.

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Wellness homes are in demand. Analyzing millions of listings, Zillow found that health-focused features are reshaping what buyers want — and how homes are built. With wellness real estate set to surpass $1.1T by 2029, homeowners are redesigning spaces around self-care, sport, and recovery. 💪 DIY design Listings mentioning wellness features rose 33% YoY. Beyond garage gyms, homeowners want outdoor training zones, private gardens, and open-air showers — the latter boosting home value by nearly 3%. 🛁 Spa day Spa-inspired bathrooms jumped 22% as cold tubs, saunas, and smart toilets go mainstream. Brands like @plunge, Sunlighten Saunas, and @kohler are bringing recovery tech into daily routines. ⛳️ Clubhouses Active recreation is the new luxury. Golf simulators (+25%), pickleball courts (+25%), and batting cages (+18%) are turning basements and backyards into sportstech playgrounds. 💡 All-natural Wary of toxins, homeowners are prioritizing plastic-free materials, biophilic design, circadian lighting, and built-in ambient diagnostics. Breakthrough brands will shape the future of high-performance living.

Creatine has a new power user. Women now account for 30% of creatine purchases at GNC, up from 18% in 2020 – per Bloomberg. Once niche, it’s becoming a wellness essential, with global sales projected to hit $4.2B by 2030. And the science is stacking up: creatine supports strength, bone density, mood, cognition, and even menopause symptoms. As demand skyrockets, brands like @trycreate_ , @live.momentous, @arrae.co, @bloomnu, @growmypeach, and others are rolling out gummies, mix sticks, and sparkling beverages — reframing creatine from performance supplement to energy, longevity, and skin health staple.

Hormone optimization is going mainstream. From performance and longevity to menopause-focused care, companies like @hims, @joiandblokes, and @midihealth are cutting through stigma and red tape to increase access. As research and awareness expand, hormone health is becoming a core pillar of modern longevity stacks.

Brain-sensing wearables are taking off. Moving from the clinical setting into daily life, new hardware is helping people measure, train, and optimize their minds. From Atlas and Muse to Neurable, Kernel, Mendi and Somnee, a new wave of devices is turning EEG signals into actionable insights for focus, sleep, and mental performance. As the global neuroscience market approaches $721B, the brain is becoming the next biomarker frontier — and companies like Wave Neuroscience are unlocking precision neuroanalytics. Soon, “Daily Brain Scores” could sit alongside @whoop or @ouraring metrics — a new layer of readiness for the mind.

The wellness aisle is expanding. Consumers want comfort, convenience, and function in every bite — and the latest Whole Foods trends prove it. From beef tallow and fibermaxxing to nutrient-dense frozen meals, shoppers aren’t compromising. Keeping pace, grocers like @erewhon and @sprouts are filling shelves with supplements, functional beverages, and healthier staples, while @popup.grocer continues to curate the next wave of better-for-you brands. The grocery store has become a wellness destination — where functional, familiar, and feel-good foods define the modern shopping experience. [image: @popup.grocer]

Wearables are everywhere. But, invisible health trackers are the future. 🚽 @thronescience turns toilets into passive labs, analyzing hydration and gut health. 🦷 Lura Health embeds sensors on teeth to detect glucose and electrolyte changes. 🪥 @fenolabs transforms toothbrushes into early-warning devices for inflammation and decay. 🩸 @yourcomma converts tampons into blood tests, powering reproductive health insights. 👂 @wearlumia uses in-ear tech to track blood flow and uncover conditions like POTS and Long COVID. From contact lenses to gait-tracking insoles, the future of diagnostics is ambient, automatic, and clinically validated.

Comment “Funding” to get all the latest health & wellness investments news. Here are the funding headlines to know. @ouraring raised $900M. Atlas added $14M to launch a brain-sensing wearable. Autoimmune platform @welltheory raised $14M. @midihealth landed $50M for menopause support. London gym chain @thirdspacelondon secured $100M. Women’s outdoor brand @halfdays added $10M @themoldcompany raised $8M to tackle mold exposure. Want more investment headlines? Comment “Funding” and we’ll make sure you never miss a deal.

The bloodwork arms race is on. And companies are racing to meet demand. Wearable makers like @whoop and @ouraring are layering diagnostics and biometrics, while @functionhealth and Superpower compete on price. Meanwhile, @parsleyhealth, @mylifeforce, @insidetracker_, and many others incorporate labs. The catch? Most platforms rely on Quest Diagnostics and Labcorp for fulfillment. Simply building sleek wrappers isn’t enough. As lab access gets cheaper and more widespread, testing becomes a commodity. To truly stand out, companies must earn trust, strengthen the patient relationship, and deliver meaningful outcomes.

Social fitness keeps climbing. 📈 According to @strava, the number of new run clubs created on its platform increased 3x YoY. ⬆️ US ticked up 400% ⬆️ France grew 550% ⬆️ Brazil gained 800% But, brands can’t fake community — they have to build belonging. Done right, this movement won’t stop at running; expect its ethos to spread through outdoor clubs, rec leagues, HYROX competitions, and anywhere people sweat together.

A curated gathering for founders, investors, and operators building the future of health, the Fitt Insider x @eudemoniasummit Health Innovation Lab kicks off on November 13–16 in West Palm Beach, FL. We’re focused on shared purpose and progress — engineering experiences to spark connection, conversation, and collaboration.

Pilates is a powerhouse. According to SFIA, it’s the fastest-growing workout in America — up nearly 40% since 2019. Yoga and barre are climbing too, as exercisers trade high-intensity burnout for sustainable strength. Studios like @solidcore and @vaurapilates are scaling, while operators including @equinox, @oneplaygroundaus, and @thirdspacelondon double down on reformer-led training. As group cycling fades, Pilates is riding recovery, longevity, and strength to new heights.

Catch up on the latest health and wellness headlines 💪 📰 @next_health acquired @lindorawellness. Biolinq gained FDA clearance for a needle-free glucose sensor. @jennifergarner’s @onceuponafarmorganics filed to go public. @nike x @skims dropped its debut activewear collection. What other wellness news are you following? Let us know in the comments ⬇️

Healthy hedonism is on the rise. Gen Z is redefining nightlife, with thermal gathering attendance up 1,100% according to Eventbrite. From @dybrkr’s sauna raves with @othership to @jesseitzler’s @runningmanfestival and @diplosrunclub, the party scene is being remixed around movement, recovery, and connection. What started as a niche is going global — blending wellness, culture, and community into a new kind of social infrastructure.

Catch up on the latest health and wellness headlines 💪 📰 @kith is launching a luxury padel club. @starbucks is embracing wellness. @nike softens its “Just Do It” slogan. Run clubs are still surging. What other wellness news are you following? Let us know in the comments ⬇️

High-performance wellness is going mainstream. This fall, @lifetime.life opens a flagship in Midtown Manhattan — part gym, part innovation lab — with diagnostics, concierge care, and Brian Mazza's HPLT training. It’s part of a larger shift where fitness collides with healthcare, culture, and community. By adding an exclusive urban club to its suburban footprint, Life Time is evolving its model — and encroaching on Equinox’s claim to the “high-performance lifestyle.”

Wellness real estate is transforming how we live. Expected to top $1.1T by 2029, it’s one of the fastest-growing sectors in wellness. Buyers and renters aren’t just chasing square footage — they want clean air, natural light, and walkable communities. Homes are being designed with gyms, green space, meditation rooms, and even cold plunges built in. What started as a luxury perk is quickly becoming the norm. From biophilic aesthetics to wellness-focused neighborhoods, the future of real estate is engineered for well-being.

The race to build community is on. Sponsorships are out. From @bpnsuppss ultramarathon and @banditrunning’s Grand Prix to @247represent’s Mission: Rivington, owned events are in. Larger brands are leaning in: @nike’s After Dark Tour and @on’s Track Nights blend competition with culture, turning races into festivals. The shift is clear: community isn’t something you buy, it’s something you build. The brands that own the experience and invite fans in will win.

Catch up on the latest health and wellness headlines 💪 📰 @onepeloton is pivoting to soft wellness. @weightwatchers acquired Julie Rice’s @peoplehood_. Sweetfeet dropped a capsule with @theathleticclubs. @oneskin.co raised $20M for skin longevity. What other wellness news are you following? Let us know in the comments.

Fitness is going full-stack. More than weights and workouts, modern gyms are integrating diagnostics, recovery, coaching, and community under one roof. This shift is fueling a $240B global market — with brands like @oneplaygroundaus, @equinox, @thirdspacelondon, and @lifetime.life pushing expansion. As fitness blends with healthcare and lifestyle, gyms are becoming the front line of prevention, performance, and daily well-being.

@myodetox is redefining movement health. The integrated physical therapy brand blends myofascial release, corrective exercise, and one-on-one care into its signature FutureProof Method, designed for prevention, not just recovery. Now known as Myo, the company recently opened an NYC flagship in Flatiron clinic offering pelvic health therapy, clinical Pilates, and running assessments under one roof. From Toronto to LA, Miami, and now Manhattan, Myo is scaling proactive, personalized care for people who want to stay active for life.

Catch up on the latest health and wellness headlines 💪 📰 @thecarry.co launched a women’s weighted vest. Xponential Fitness sold @cyclebar and @doyourumble. @outdoorvoices founder Ty Haney relaunched the brand. @lifetime.life announced a high-performance club in NYC. What other wellness news are you following? Let us know in the comments.

Wellness travel is taking off. ✈️ Modern getaways are built for recovery, performance, and longevity – fueling a $1.4 trillion market. — @equinoxhotels added menopause protocols — @fourseasons offers stem cell therapy — SIRO is building fitness-focused resorts. The list goes on… From The Ranch to SHA and @sixsensesofficial, top destinations are adding IVs, red light, hyperbaric chambers, and biological age testing. The next generation of hospitality is built to boost your healthspan.

Runningman is back. The three-day movement, mindset, and community experience co-founded by @jesseitzler and @devonlevesque returns to Kingston Downs in Rome, Georgia this September 12-14. Part race, part festival, Runningman redefines endurance with choose-your-distance challenges (5K to 50K), cold plunges, sauna sessions, breathwork, live music, and speakers like Joe Holder, Rich Roll, Courtney Dauwalter, Ken Rideout, and Mat Fraser. More than a wellness retreat, it’s a high-impact gathering for athletes, founders, and high performers looking to reset, reconnect, and go further together. Runningman isn’t just a race. It’s a movement with meaning.