The spa and wellness community can integrate programs designed to foster allogility . Opportunities to explore influencing stress-modulation abound . Activities to improve allogility include breathing practices , yoga , meditation , sleep hygiene , gratitude , exercise , biofeedback , talk therapy , forest bathing , relationships , nutrition and diet , and regenerative programs , among others . Biomarkers that may be used to understand signals include HRV , lipid panels , glucose monitors , hormonal testing , cortisol testing and emotion / stress tracking . Comprehensive packaging of both activities and biomarkers will enable WELLZoomers to understand their anxiety and explore activities that help them adapt to it .
Conclusion WELLZoomers represent the market segment that will shape the future size , composition and growth of the spa and wellness industry . They are more technologically sophisticated and connected , optimistic and empathetic , culturally and racially diverse , and have a more active sex life than any other age cohort . But the WELLSurvey revealed they are more likely to feel overwhelmed and ruminate . Allogility is a construct the spa and wellness community can adopt to frame the interconnectivity of emotional and physiological systems that link biomarkers and experiences to influence their well-being .
Information overload and healthcare fragmentation have coalesced to elevate WELLZoomers ’ anxiety . Through integrated programming , good science and reframing the subject with allogility , spa leaders can empower consumers to leverage the benefits of stress and learn to “ surf-through ” stressful moments . The spa and wellness industry play an essential role in developing allogility “ tools ,” thereby enabling guests , WELLZoomers included , to build healthier , happier and more agile lives . n
Actionable Intelligence
5 Ways to Support WELLZoomers ’ Well-Being
The spa industry is a natural fit for WELLZoomers in their pursuit of well-being . Analysis of the WELLSurvey inspires a few key takeaways for spa owners and directors and their teams to engage this rising demographic : 1 Integrate wearables and biometrics : Offer services incorporating heart rate variability ( HRV ) and stress tracking . Use these and other data insights to tailor services and demonstrate measurable well-being outcomes .
2 Develop stress management tools : Introduce services focused on breathwork and meditation . Highlight these and other stress-reducing practices as solutions for the anxieties that characterize the WELLZoomers generation . 3 Promote “ allogility ” programs : Create services to help spa guests understand their ability to adapt to stress holistically — combining mindbody activities and emotional tools with evidence-based science .
4 Reframe stress : Educate guests about the benefits of stress when properly managed , presenting it as an opportunity for growth .
5 Use social media to educate : To offer practical ways to navigate information overload , share wellness tips and promote self-care routines on spa social media profiles .
KEVIN KELLY is CEO of Civano Advisory Services and previously served as president of Canyon Ranch and CEO of Two Bunch Palms , Civana and Sensei . | civanoadvisors . com TEGAN JEMMA REEVES , PH . D ., is a leading teacher and researcher in embodied psychology . | teganreeves . com PETER YESAWICH , PH . D ., is co-founder MMGY Global . | mmgyglobal . com
MARCH / APRIL 2025 n PULSE 25