The current technological revolution has enabled the prescription for health and well-being to evolve dramatically. From generalities such as eating right and getting plenty of exercise, we can now fill the prescription without going to the pharmacy – or even the doctor. Personalized dietary nutrition plans based on our body’s glycemic response to pretty much any food, and fitness regimes that account for our individual musculoskeletal imbalances and injuries, biomechanical makeup and movement patterns, as well as neuromuscular activation and muscle function are available nearly everywhere we turn. Consumer curiosity has been piqued (to the tune of a projected $9T by 2028 per the Global Wellness Institute’s 2024 Economy Monitor), and there’s no shortage of innovative business growth strategies being explored to gain a competitive advantage in this expanding (exploding) marketplace.
One potentially overlooked growth strategy that holds significant promise is integrating pleasure into wellness offerings.
The Psychological Basis for Pleasure in Health
The importance of pleasure extends beyond mere enjoyment; it significantly influences psychological well-being and could be a vital growth strategy in the health & longevity marketplace. Why? Research indicates that pleasurable experiences are closely linked to motivation and behavior change. When individuals engage in activities that bring them joy, they are more likely to form sustainable habits and adhere to their health goals. Pleasure can thus be a powerful motivator, acting as a driving force that compels individuals to pursue healthy living rather than thinking of it as a chore.
Can AI Companions Bring Pleasure to Wellness Products/Services?
Most indications are no – AI may actually cause angst, not pleasure, primarily because it lacks empathy. AI companions in wellness products and services are booming, but health does not appear to be improving (probably because AI is easy to dismiss, even ignore). Loneliness also seems to be on the rise, per a recent report published by lululemon (among others). The research shows that the importance of health is stronger than ever, but so is the pressure to keep up, thus creating wellness burnout, something AI’s unconditional acceptance and encouragement can’t (yet) alleviate.
This suggests that genuine human connection may be key to integrating pleasure as a growth strategy. However, this idea counters the direction many health and longevity offerings are currently taking, which often focuses on reducing costs by minimizing labor. Some trendsetters, however, are conquering this paradox.
Examples of Wellness Innovators Utilizing Community Pleasure to Drive Growth
While gyms have always been somewhat of a social endeavor, many other health-oriented brands are incorporating social wellness via IRL communities into their offerings and seem to be gaining a competitive edge.
An Urban Bathhouse
- The focus at Othership shifts from conventional socializing centered on food and drink to holistic nourishment of the mind, body, and soul via contrast bathing, breathwork, and guided emotional regulation. The unique environment was created to foster meaningful connections and personal reflection. Waiting lists for Othership’s classes indicate strong demand for the concept.
A Global Fitness Competition
- Sporting events have always played their part in promoting health, but Hyrox has raised the stakes by eliminating the need for a team (while you can compete with others, besting your own times is a major draw), skill, or even really any equipment to train on seeing as the races blend running with functional exercises (e.g., pushing a sled, burpees, lunges, etc.) – things anyone with a gym membership is most likely already doing. Since its inception in 2017, Hyrox has achieved remarkable year-over-year growth (an estimated 1,000% increase in participation over the past five years), making it one of the fastest-growing fitness competitions worldwide. Participants often attribute its appeal to the community it cultivates.
A Men’s Grooming + Lounge Experience
- Scissors & Scotch, a premium men’s barbershop/spa/bar & lounge, provides a community for men to relax and socialize while also tending to their grooming needs (arguably an aspect of wellbeing). Since 2015 the company has grown to over 30 corporate and franchise locations nationwide and boasts over 10,000 members, signaling the idea’s resonance. Scissors & Scotch has also been an avid supporter of men’s health through its partnership with the Movember Foundation.
A Nostalgic Dating Service
- Locked Dating’s mission is to bring dating back offline by connecting singles through shared experiences at exciting events rather than trying to build a relationship via texts (or through dating apps). The company’s founder began the concept by listing events on Eventbrite and advertising on Instagram, attracting 500 signups in just a couple of weeks, proving people are very interested in making connections IRL.
An Antidote to Isolation
- Memory cafes such as Sunshine provide invaluable social connection and stimulation for people experiencing cognitive challenges and their care partners, helping to optimize brain health and demonstrate that one can live well with dementia. While only an estimated 900 cafes exist in the US today, a new plan aims to grow them to 9,000 in the coming 10 years. Most memory cafes today are hosted and/or facilitated by healthcare and social services organizations at local coffee shops, farms, or community centers. A venue partnership in this area could prove to be a unique growth opportunity.
While not IRL, an online community can also be leveraged for growth.
A Peer-to-Peer Community
- Talkspace, an online behavioral therapy company, strengthened its offerings for teens in September by adding Teenspace Community to its app allowing teens to talk and share in a safe forum and connect with other teens anonymously. Talkspace turned a profit in 3Q24 for the first time since its launch in 2012.
Building a Growth Strategy Around Pleasure
Building a growth strategy around pleasure involves creating an engaging approach capable of attracting customers by providing an enjoyable experience. Below are five tips to consider.
1. Understand Pleasure in Your Context
Define Pleasure: Clearly articulate what “pleasure” means for your brand. This could encompass sensory experiences (taste, touch), emotional satisfaction (joy, fulfillment), or lifestyle enjoyment (leisure activities, social connections).
Market Research: Study trends related to pleasure in your industry to identify gaps and opportunities. Analyze competitors to find what they offer and how you can differentiate yourself.
2. Identify Target Audiences
Segmentation: Segment your audience based on demographics, psychographics, and behaviors. Understand their values and what brings them pleasure.
Customer Personas: Create detailed customer personas that reflect the motivations and desires of different segments, focusing on how pleasure fits into their lifestyles.
3. Build a Community
Engage Customers: Foster a community around shared interests related to pleasure (e.g., travel, self-care, aging well). Build engagement (IRL or online) and encourage sharing.
Incentivize Loyalty: Implement loyalty initiatives that reward customers for participation and encourage them to share their experiences with your brand.
4. Form Strategic Alliances
Partnerships & Collaborations: Connect with complementary or companion brands to reach wider audiences and create bundled offerings.
Sponsorships: Align with events, organizations, or influencers to foster brand visibility and credibility while reaching engaged audiences through shared experiences.
5. Foster Innovation
Iterative Development: Encourage ongoing innovation by creating new enjoyable experiences or products. Adapt based on consumer trends and emerging interests in the health and longevity marketplace.
Test and Experiment: Be open to testing new concepts or ideas designed to enhance pleasure. Use feedback to iterate and refine offerings, ensuring they remain relevant and desirable.
Embracing Pleasure as a Growth Strategy
Recognizing that pleasure can be a strategic component in the health and longevity marketplace presents a significant opportunity for growth. By orienting experiences around human connection and enjoyment, wellness companies can differentiate themselves in a crowded market. This approach aligns with emerging consumer preferences for personalized, community-oriented solutions that prioritize emotional well-being alongside physical health. With projections for the wellness economy reaching $9 trillion by 2028, integrating pleasure into growth strategies is not just a trend—it’s a vital opportunity. In a world where stress and burnout are prevalent, pleasure-driven wellness can serve as a compelling antidote, encouraging companies to rethink their offerings and embrace a model that celebrates joy as essential to health, rather than a peripheral benefit.
