Flipping the calendar to a new year is as tempting a time as any to pontificate about what’s to come. But instead of making sweeping predictions about what the future might hold, we took a slightly different approach in examining the year ahead. 

From fitness to food and wellness to wearables, we surveyed the landscape to get a sense for where consumer behavior is tracking. Then, we drilled down into the business implications of what’s happening and why. 

The result is something we’re calling the Fitt Insider Outlook for 2019, and it’s an in-depth breakdown of macro trends, mainstream developments, and areas of interest worth following. In an effort to keep the newsletter format intact, what follows is an excerpt of the longer piece that sets the stage for the year ahead. From there, we jump into the headlines, happenings, and money moves we missed over the holiday break.

So, go ahead — check it out. I’m looking forward to hearing your feedback. Also, if you find value in what we put together, consider forwarding this email to a colleague or peer.

Fitt Insider Outlook 2019 →
Wellness has become omnipresent. It’s such a force that the concept has overtaken health as our ideal state of being. Now, when we discuss health, we’re actually talking about wellness: the presence or pursuit of physical, emotional, social, environmental, and spiritual well-being.
$4.2 trillion reasons. The proliferation of wellness has created a massive industry that has become known as the wellness economy. According to the Global Wellness Institute, the global wellness market is now valued at $4.2T, up 12.8% from $3.7T in 2015.
On your mark. Believe it or not, wellness—in all its forms—is still a young category. The industry is starting to break out of its tried-and-true verticals of food, fitness, and beauty, but we’re only toeing the starting line of how wellness will impact and define culture, society, and economics. 
It’s personal. From DTC vitamins (Care/of, Ritual) to custom-formulated shampoo (Function of Beauty, Prose) and made-for-you beauty products (Curology) to gene-guided nutrition (Habit), personalization is taking over.
Convenience is key. If it isn’t accessible, easy to navigate, or time-saving, consumers aren’t interested — everything needs to be on-demand. Even things that are inherently inconvenient like making time for exercise, meditation, or a spa day will be stripped down, repackaged, and served to us in a more convenient form: i.e., Freeletics, Calm, and Heyday. 
Content is king. From connected equipment (Peloton, Mirror) and boutique studios (SoulCycle, AKT) to streaming workouts (DailyBurn, Zwift), content is the name of the game. Medium and delivery aside—be it editorial, audio, or video, accessed online, via an app, or smart equipment—content is fueling the wellness economy.