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There’s no need to sell wellness to Gen Z – it’s a lifestyle they’ve already adopted

thousands of years, long before modern medicine. They’re unlikely to go anywhere, but simplifying practices may be just what the industry needs – especially after seeing many practices muted and restricted by pandemic regulations over the last two years. People have less time and money to spend on wellness than they did in 2019 – the most successful year for the industry on record – but growth is still expected if the offerings are aligned with needs.

LOCKED-UP GENERATION We have a new generation inspired by online information and for some, little else. Locked in their homes at key points of their lives, they’ve had to resort to trusting themselves and their devices, rather than trained practitioners. For better or worse, this approach has seen a boom in health and wellness apps, a shift from in-restaurant dining to at home healthy eating, a preference for products and practices that actually work to improve health and immunity, as opposed to just feeling or looking good.

Greater trust in and interaction with online nutritionists, wellness gurus and personal trainers is also evident and being actively facilitated by traditional wellness and fitness providers who now seek to adapt their offerings. We all know that influencers lead the narrative on everything to do with personal wellbeing and consumption. There’s no need to sell wellness to members of Gen Z; it’s already a lifestyle they’re defining with every purchase decision. So traditional wellness needs to adapt. We need to look carefully at what we’re providing, sharing and selling, if we’re to make the most out of this incredible opportunity. It would be wise for us to follow the rules of this generation, rather than dictate what needs to happen.

Rather than trying to change their minds let’s create offerings which speak to them and allow the best of the past to blend seamlessly with the future in the realm of proactive wellness and wellbeing. Every industry needs to modernise at times and the incoming wellness boom presents a perfect opportunity to refresh old practices. Traditional practices aren’t going anywhere, it’s just time to evolve and make sure they remain relevant. ● ■ About the author: Ingo Schweder has more than 30 years’ experience in the field of hospitality, wellness and spas. He founded wellness hospitality consulting and management company, GOCO Hospitality in 2009, which works globally. SPA BUSINESS HANDBOOK 2021 – 2022 105