Why does being healthy feel more like a punishment when the wellness industry offers pleasure in abundance? It’s time to make ‘pleasure health’ the new ‘play’ to realise the true value of our sector
Why not focus on the enjoyment and benefits of activities over how challenging they can be? / photo: Global Wellness Summit 2024
Just back from this year’s Global Wellness Summit, the team at Spa Business is brimming with ideas for future content. On p86 we reveal our highlights from the three-day event and on p32 we share the latest industry numbers released there – the global wellness economy is now worth US$6.3 trillion (€5.99 trillion, £4.98 trillion) and is expected to reach US$9 trillion (€8.6 trillion, £7.1 trillion) by 2028.
A standout talk delivered by Anna Bjurstam, the wellness pioneer at Six Senses, focused on ‘pleasure health’. Pleasure is linked to enhanced immunity, resilience and cognitive function, Bjurstam said, and so many spa and wellness services already boost feel-good hormones such as dopamine, serotonin, endorphins and oxytocin. However, she believes “the wellness industry is selling itself as a Victorian punishment regime”.
Instead of pointing out how you suffer in a cold plunge, why not present it as an activity that feels so exhilarating that you’ll be on top of your game for the rest of the day, she reasoned. Or, when selling sleep health, rather than homing in on things to give up, such as phones and alcohol, create a programme people will look forward to every night.
The key is to build anticipation, as that’s when the spike in feel-good hormones occurs. “So why on earth is it more exciting to track an Amazon package than to get a spa booking confirmation?” asked Bjurstam.
Other industries, such as the food and gaming sectors, have perfected the path to pleasure and there’s no reason we can’t follow suit. On p47, for example, Dean Kowarski, the CEO of Virgin Active, outlines its successful loyalty programme that rewards wellness behaviours. But can we do more? Can we study people’s reactions to water to see what temperature is the most enjoyable and what’s the optimum duration for a dip? Or what about investigating what makes massage addictive?
In the past, Spa Business has highlighted the benefits of incorporating playfulness in operations (see www.spabusiness.com/play) and it’s clear that pleasure health is just as important.
“The future of wellness lies in understanding the science of feeling good,” Bjurstam said. By doing that, we might even surpass that US$9 trillion valuation we’re predicted to hit in the next four years.
photo: Jack Emmerson
Katie Barnes is the editor of Spa Business magazine
| [email protected]
Read more from this issue of Spa Business magazine
View contents of Spa Business 2024 issue 4
Editor's letter: Pleasure time
It’s time to make ‘pleasure health’ the new ‘play’ to realise the true value of the wellness sector, says Katie Barnes
Spa people: Luuk Melisse
Sanctum's co-founder Luuk Melisse on going global with the unique, spiritual workout that originated in Amsterdam
Interview: Dean Kowarski
Virgin Active is transforming its gym business with 230 sites and 1.2 million members into a social wellness brand. The CEO reveals more details to Liz Terry
First person: Steamy situation
Cassandra Cavanah is moved to tears (and also a little nervous) as she joins hundreds of near-naked heat enthusiasts at this year's Aufguss World Championships
Promotion: TechnoAlpin: In touch
Sara Brenninger talks
to wellness expert
Alina Hernandez
about the power of
real snow to create
immersive touchless
wellness experiences
Interview: Fabian Dolman
How can operators make a successful business out of aufguss programmes? Thermen Resort's CEO gives some tips
Sponsored: Best of both
Alina Hernandez, Gharieni Group advisory board member, explains how Metawell – its portfolio of tech-forward mind/body technologies – is right on time for the next era of wellness
Sponsored: Elevate your business with EGYM
Transform your business with fully connected, personalised and data-powered solutions that drive results
for members, trainers and businesses
Sponsored: Outstanding in its field
RKF Luxury Linen has had a stellar year in 2024, hitting new standards of excellence with a raft of certifications
Promotion: Rest and repeat
Starpool is drawing on science, innovation and equilibrium to offer the industry’s leading recovery solutions
Sponsored: Iyashi Dôme's Oteire
Modern consumers demand solutions that blend cutting-edge technology with proven results, and Iyashi Dôme is rising to the challenge by redefining industry standards
First person: Sparkling Water
Mary Bemis is one of the first to visit the stunning new Sacred River Spa at Four Seasons Bali at Sayan
Why does being healthy feel more like a punishment when the wellness industry offers pleasure in abundance? It’s time to make ‘pleasure health’ the new ‘play’ to realise the true value of our sector
Why not focus on the enjoyment and benefits of activities over how challenging they can be? / photo: Global Wellness Summit 2024
Just back from this year’s Global Wellness Summit, the team at Spa Business is brimming with ideas for future content. On p86 we reveal our highlights from the three-day event and on p32 we share the latest industry numbers released there – the global wellness economy is now worth US$6.3 trillion (€5.99 trillion, £4.98 trillion) and is expected to reach US$9 trillion (€8.6 trillion, £7.1 trillion) by 2028.
A standout talk delivered by Anna Bjurstam, the wellness pioneer at Six Senses, focused on ‘pleasure health’. Pleasure is linked to enhanced immunity, resilience and cognitive function, Bjurstam said, and so many spa and wellness services already boost feel-good hormones such as dopamine, serotonin, endorphins and oxytocin. However, she believes “the wellness industry is selling itself as a Victorian punishment regime”.
Instead of pointing out how you suffer in a cold plunge, why not present it as an activity that feels so exhilarating that you’ll be on top of your game for the rest of the day, she reasoned. Or, when selling sleep health, rather than homing in on things to give up, such as phones and alcohol, create a programme people will look forward to every night.
The key is to build anticipation, as that’s when the spike in feel-good hormones occurs. “So why on earth is it more exciting to track an Amazon package than to get a spa booking confirmation?” asked Bjurstam.
Other industries, such as the food and gaming sectors, have perfected the path to pleasure and there’s no reason we can’t follow suit. On p47, for example, Dean Kowarski, the CEO of Virgin Active, outlines its successful loyalty programme that rewards wellness behaviours. But can we do more? Can we study people’s reactions to water to see what temperature is the most enjoyable and what’s the optimum duration for a dip? Or what about investigating what makes massage addictive?
In the past, Spa Business has highlighted the benefits of incorporating playfulness in operations (see www.spabusiness.com/play) and it’s clear that pleasure health is just as important.
“The future of wellness lies in understanding the science of feeling good,” Bjurstam said. By doing that, we might even surpass that US$9 trillion valuation we’re predicted to hit in the next four years.
photo: Jack Emmerson
Katie Barnes is the editor of Spa Business magazine
| [email protected]
Read more from this issue of Spa Business magazine
View contents of Spa Business 2024 issue 4
Editor's letter: Pleasure time
It’s time to make ‘pleasure health’ the new ‘play’ to realise the true value of the wellness sector, says Katie Barnes
Spa people: Luuk Melisse
Sanctum's co-founder Luuk Melisse on going global with the unique, spiritual workout that originated in Amsterdam
Interview: Dean Kowarski
Virgin Active is transforming its gym business with 230 sites and 1.2 million members into a social wellness brand. The CEO reveals more details to Liz Terry
First person: Steamy situation
Cassandra Cavanah is moved to tears (and also a little nervous) as she joins hundreds of near-naked heat enthusiasts at this year's Aufguss World Championships
Promotion: TechnoAlpin: In touch
Sara Brenninger talks
to wellness expert
Alina Hernandez
about the power of
real snow to create
immersive touchless
wellness experiences
Interview: Fabian Dolman
How can operators make a successful business out of aufguss programmes? Thermen Resort's CEO gives some tips
Sponsored: Best of both
Alina Hernandez, Gharieni Group advisory board member, explains how Metawell – its portfolio of tech-forward mind/body technologies – is right on time for the next era of wellness
Sponsored: Elevate your business with EGYM
Transform your business with fully connected, personalised and data-powered solutions that drive results
for members, trainers and businesses
Sponsored: Outstanding in its field
RKF Luxury Linen has had a stellar year in 2024, hitting new standards of excellence with a raft of certifications
Promotion: Rest and repeat
Starpool is drawing on science, innovation and equilibrium to offer the industry’s leading recovery solutions
Sponsored: Iyashi Dôme's Oteire
Modern consumers demand solutions that blend cutting-edge technology with proven results, and Iyashi Dôme is rising to the challenge by redefining industry standards
First person: Sparkling Water
Mary Bemis is one of the first to visit the stunning new Sacred River Spa at Four Seasons Bali at Sayan
The UK spa review and discovery platform for consumers, the Good Spa Guide, has announced
it will host the Good Spa Guide Awards 2026 during an event on 16 November at Sopwell House
Hotel in St Albans, UK.
Eighty-four per cent of consumers now say wellness is a top priority in their lives, with this
percentage increasing year on year, according to a preview presentation of McKinsey’s Future of
Wellness 2026 research report.
Mass protests have been taking place since Monday 1 June in Albania over the development of
a luxury resort by Donald Trump’s daughter Ivanka Trump and her husband Jared Kushner.
Global Wellness Day (GWD) marked its 15th anniversary on Saturday 13 June 2026, with the
theme: #JoyMagenta – a celebration of the healing qualities of simple gestures and activities
that spark joy.
Global luxury hospitality brand, Six Senses, has partnered with longevity healthcare provider,
HUM2N, to launch a clinic at Six Senses London, at The Whiteley.
As part of its first hotel partnership, Mayrlife – the medical health resort company known for its
site in Altaussee, Austria – has launched a day clinic at the Rosewood Vienna.
Premium London health club, KX Chelsea, will imminently unveil its most significant
redevelopment since its launch in 2002 to create an integrated wellness model combining
training, recovery and relaxation.
Rosewood Le Guanahani St Barth, on the northeast coast of Saint Barthélemy in the French
West Indies, is offering a programme of ocean-inspired yoga classes between 8-14 June to
celebrate Global Wellness Day (GWD).
Hotel de France, located on the British Isle of Jersey, has created a wellness retreat package
that includes a hot yoga session that will take place in Jersey Zoo’s butterfly sanctuary.
The Ritz-Carlton, Langkawi, in Malaysia, has revealed a schedule for Global Wellness Day
(GWD) that includes guided rainforest walks, mindful movement and guided coastal meditation
experiences.
