Indeed, 40 percent of the general population surveyed now consider wellness a top priority in daily life. The COVID-19 pandemic, which forced large swaths of the global population to isolate with members of their households (and their devices), has spurred the shift toward personalized at-home workouts and made overall wellness even more salient. An even more fragmented market of complementary solutions is filling the white space around new movements, activity measurement, experiences, and more. Our research shows that the market for health and wellness products and services is growing by 5 to 10 percent per year, depending on the region. For more, see Putney Cloos, Sherina Ebrahim, Tracey Griffin, and Warren Teichner, “ Healthy, wealthy and (maybe) wise: The emerging trillion-dollar market for health and wellness,” May 1, 2012.

1 McKinsey identified wellness as “the next trillion-dollar market” in 2012. While other goods and services compete intensely for a finite number of consumer purchases, fitness consumers continue to use a widening array of services, tools, and solutions to help them look, feel, and function better.

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