{"id":148347,"date":"2026-01-27T17:23:06","date_gmt":"2026-01-27T22:23:06","guid":{"rendered":"https:\/\/athletechnews.com\/?p=148347"},"modified":"2026-01-27T17:23:07","modified_gmt":"2026-01-27T22:23:07","slug":"top-10-wellness-trends-2026-global-wellness-institute","status":"publish","type":"post","link":"https:\/\/athletechnews.com\/top-10-wellness-trends-2026-global-wellness-institute\/","title":{"rendered":"The Top 10 Wellness Trends Shaping 2026, According to GWI"},"content":{"rendered":"
From women\u2019s longevity and “neurowellness” to the backlash against over-optimization, ATN breaks down the shifts set to define the booming global wellness economy this year<\/h5>\n\n\n\n

NEW YORK \u2014 The wellness economy is constantly growing and evolving, last year hitting a record $6.8 trillion and forecasted to reach $9.8 trillion by 2029<\/a>, according to the Global Wellness Institute<\/a> (GWI).<\/p>\n\n\n\n

As the sector continues expanding \u2014 with shifts towards more strength training, holistic wellness, longevity, greater focus on women\u2019s health, wellness tourism and more \u2014 new players enter the industry and fads move in and out.<\/p>\n\n\n\n

To make sense of where we\u2019re going, Athletech News breaks down the top 10 trends for 2026, according to the GWI\u2019s 2026 trends report, unveiled Tuesday in New York City.<\/p>\n\n\n\n

1. Women in the Longevity Spotlight<\/h2>\n\n\n\n

Men have long been the dominant voices and consumers in the longevity market, but the wellness industry is finally adapting to emerging female-focused research that reflects how women age differently, catering to their unique physiological needs.<\/p>\n\n\n\n

Brands and key industry players are shifting more to address women\u2019s healthspan and the growing importance of addressing ovarian health, as well as how women\u2019s needs change at every life stage. <\/p>\n\n\n\n

One of those major brands was Equinox, which launched a new Women\u2019s Health and Performance Initiative last year<\/a>, a comprehensive fitness and wellness program created to support women throughout different stages of life.<\/p>\n\n\n\n

GWI\u2019s report highlighted that women have long been left out of the longevity conversation, supported by research that indicates widespread misinformation<\/a>, shame and lack of support surrounding key women\u2019s health topics like vaginal health, pleasure, menstruation, pregnancy, OB\/GYN care and menopause.<\/p>\n\n\n\n

2. Over-Optimization Backlash<\/h2>\n\n\n\n

As helpful as it can be to have access to so many metrics about sleep, fitness and health, GWI has found that biohacking and optimization culture may have gone too far.<\/p>\n\n\n\n

A culture of constant health surveillance has led to a backlash, GWI reports, as fixation on data and metrics can add unnecessary stress, causing people to move beyond performance optimization and towards analog lifestyles<\/a> that are less about tracking, and more about emotional and nervous system regulation.<\/p>\n\n\n\n

\u201cWhat once felt aspirational \u2014 biohacking routines, longevity stacks and wearable-guided habits \u2014 is increasingly experienced as emotionally draining. Instead of delivering motivation, optimization culture now carries the weight of obligation: routines to maintain, standards to uphold and visible proof of \u2018doing wellness right,\u2019\u201d the report authors wrote.<\/p>\n\n\n\n

\u201cWhat is being rejected is not science or progress, but the idea that wellbeing must be constantly engineered, displayed and perfected to be legitimate,\u201d they added.<\/p>\n\n\n\n

3. The Rise of ‘Neurowellness’<\/h2>\n\n\n\n
\"woman
Somnee, makers of an AI-powered sleep headband, is at the forefront of the growing neurowellness movement (credit: Somnee)<\/figcaption><\/figure>\n\n\n\n

It\u2019s unsurprising that “neurowellness” is a growing priority, as our nervous systems are constantly being stimulated, whether from social media, an always-on work mentality or the pressure to be successful.\u00a0<\/p>\n\n\n\n

A chronically stressed nervous system contributes to poor sleep, anxiety and depression, digestive issues, hormonal imbalance, chronic inflammation, heart disease, weakened immunity, brain fog and accelerated aging. <\/p>\n\n\n\n

The growing sector of neurowellness \u2014 which includes addressing brain aging and neurological wellness \u2014 reflects a shift from simply managing symptoms to preventive care that builds a more resilient system overall.<\/p>\n\n\n\n

Brands at the forefront of neurowellness include Pulsetto<\/a>, a vagus nerve stimulator that takes the body out of fight-or-flight mode, and Elemind<\/a>, a smart wearable headband that uses neurotechnology and AI-driven acoustic stimulation to help users fall asleep faster, reduce sleep onset time and improve sleep quality.<\/p>\n\n\n\n

4. Fragrance Layering<\/h2>\n\n\n\n

According to GWI, fragrance layering \u2014 combining scents to create unique, personalized identities \u2014 is the next frontier of how people express and signal personality, curate moods and engage with others.<\/p>\n\n\n\n

The global fragrance market is expected to reach about $62.11 billion in 2025, according to Statista<\/a>. While scent is often thought of as a luxury, fragrance is increasingly emerging as a mode of ritual, emotion and individual expression.<\/p>\n\n\n\n

Beyond identity cultivation, fragrances can notably impact emotional well-being, causing shifts in people\u2019s moods and how they relate to one another, the report claims.<\/p>\n\n\n\n

5. Ready Is the New Well<\/h2>\n\n\n\n

With a growing number of climate disasters, which are more visible than ever online and in the media, anxiety about being prepared has skyrocketed, hence the growing trend of disaster preparedness as a form of wellness.<\/p>\n\n\n\n

GWI reports that disaster preparedness can take on a form of preventive wellness, calming people\u2019s stress, anxiety and fears as they feel ready for any potential natural disasters that are becoming more frequent.<\/p>\n\n\n\n

Apps like Genjo<\/a> offer mindfulness tools tailored for climate anxiety, grief, and the emotional burden of climate change overall.<\/p>\n\n\n\n

6. Skin Longevity<\/h2>\n\n\n\n

Skincare appears to be the next wave of longevity<\/a>, as experts and practitioners increasingly identify skin health as a biomarker for healthspan, especially on the cellular level.<\/p>\n\n\n\n

New advancements in data and technology allow researchers and medical professionals to assess skin aging and even identify the skin\u2019s biological age, while major brands like L\u2019Oreal are pouring funding into researching preventive and diagnostic skincare.<\/p>\n\n\n\n

Going forward, experts predict skincare will move beyond serums and topical solutions, embracing supplements, red light therapy and increasingly personalized care solutions.<\/p>\n\n\n\n

7. The Festivalization of Fitness & Wellness<\/h2>\n\n\n\n
\"Runningman
Runningman, a running and wellness festival, is held annually in Georgia (credit: All Day Running Co.)<\/figcaption><\/figure>\n\n\n\n

The importance of community and social engagement is widely recognized as a core pillar of wellness now, which has led to the \u201cfestivalization\u201d of fitness and wellness through major events like Hyrox<\/a>, Runningman<\/a> and wellness retreats<\/a>.<\/p>\n\n\n\n

Brands are increasingly offering these \u201cthird spaces\u201d for people to convene over shared interest in fitness and wellness, especially as drinking continues to plummet<\/a> and people look for healthier alternatives for socializing, including \u201csoft clubbing\u201d in fitness studios<\/a>.<\/p>\n\n\n\n

8. Women\u2019s Sports<\/h2>\n\n\n\n

Deloitte<\/a> reported that global revenue for women\u2019s sports was $1.88 billion in 2024 and was projected to hit $2.35 billion in 2025.<\/p>\n\n\n\n

While women\u2019s sports are undoubtedly on the rise, GWI points out that it\u2019s not just a rise in fandom, but a shift in the way people engage with teams and players.<\/p>\n\n\n\n

Women\u2019s sports bars have popped up across the country, as female athletes are increasingly centered in marketing campaigns with mainstream brands in ways they haven\u2019t been before, such as Coco Gauff\u2019s exclusive American Eagle collection.<\/p>\n\n\n\n

Outside of pro athletes, women in the fitness industry are shifting away from wanting to shrink their bodies and towards becoming stronger, with a greater focus on lifting heavier and overall strength training<\/a>.<\/p>\n\n\n\n

9. Microplastics Are a Health Issue<\/h2>\n\n\n\n

They\u2019re everywhere. Microplastics are in our bloodstreams, our brains and our food, which is why the wellness industry is paying more attention to how these tiny particles threaten our health.<\/p>\n\n\n\n

Research has shown that the steps people can take to reduce the microplastics in their body are already some of the biggest wellness trends: increasing fiber intake<\/a>, sitting in a sauna<\/a> and improving sleep<\/a>.<\/p>\n\n\n\n

GWI\u2019s report indicates that new technologies that directly remove microplastics from the body \u2014 and the bloodstream \u2014 could become more common, but the research still has a long way to go.<\/p>\n\n\n\n

10. Longevity Residences<\/h2>\n\n\n\n

Wellness tourism<\/a> is proving to be a booming market, but the major shifts in wellness happen daily, not through once-a-year retreats.<\/p>\n\n\n\n

GWI identifies that large-scale developments built for longevity and wellness are rising, such as Velvaere<\/a> in Park City, a community where residents can access wellness amenities like infrared and IV therapy, hyperbaric chambers, personal training, cryotherapy, spa treatments and more, all while building community with other like-minded residents.<\/p>\n\n\n\n

Experts predict that people will increasingly look to have in-home longevity care, like red light therapy and metric measurements available at their fingertips for daily biohacking capabilities.<\/p>","protected":false},"excerpt":{"rendered":"From women\u2019s longevity to the backlash against over-optimization, these shifts are set to define the booming global wellness economy.","protected":false},"author":116,"featured_media":148348,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"disable_comments":false,"pmpro_default_level":"","tpd_franchise_content":"","hide_featured_img_single_post":false,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"tpd_featured_video":[],"tpd_sponsored_post_logo":"","tpd_sponsored_post_logo_link":"","tpd_sponsored_post_logo_width":0,"tpd_sponsored_enable_nofollow":true,"tpd_disable_incontent_ads":false,"tpd_disable_right_rail_ads":false,"tpd_disable_after_content_ads":false,"tpd_disable_header_ads":false,"tpd_disable_sticky_footer_ads":false,"tpd_disable_video_ads":false,"tpd_disable_outbrain":false,"tpd_affiliate_disclaimer":[],"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5336,214],"tags":[732,3020,5890,2670,3780],"post-options":[],"vertical":[],"coauthors":[7629],"class_list":{"0":"post-148347","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-longevity","8":"category-wellness","9":"tag-global-wellness-institute","10":"tag-longevity","11":"tag-skincare","12":"tag-wellness-trends","13":"tag-womens-health","14":"pmpro-has-access"},"acf":[],"featured_media_url":"https:\/\/athletechnews.com\/wp-content\/uploads\/2026\/01\/IMG_6900-1180x885.webp","author_name":"ani-freedman","author_avatar":"https:\/\/athletechnews.com\/wp-content\/uploads\/2021\/08\/cropped-Ani_Freedman-96x96.jpeg","primary_category":{"term_id":5336,"name":"Longevity","slug":"longevity","taxonomy":"category","url":"https:\/\/athletechnews.com\/category\/longevity\/"},"yoast_head":"\nThe Top 10 Wellness Trends Shaping 2026, According to GWI - 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