Insights

A grounded look at where AI adds genuine value in lifecycle marketing for wellness operators and where the hype still outpaces what's practical and safe to deploy today. The wellness industry is being targeted with a significant volume of AI product marketing right now. Booking tools, CRM platforms, email providers and new AI-native startups are [...]

McKinsey's 2025 wellness research identifies "maximalist optimisers", primarily Gen Z and millennials as 25% of consumers but 40%+ of market spend. Here's what makes them different and why the standard wellness playbook won't work on them. 25%"Maximalist optimiser" share of wellness consumers 40%+Their share of total wellness market spend 56%APAC consumers who have purchased via [...]

The Asia Pacific corporate wellness market is projected to reach $29.37 billion by 2033. For spas, studios, clinics and retreat operators, corporate partnerships represent a high-retention, recurring-revenue channel most are still ignoring. $29.4BAPAC corporate wellness market by 2033 73%Wellness operators reporting increased profitability via corporate partnerships 89%Operators seeing higher member retention through corporate wellness Most [...]

Wellness tourism hit $893.9 billion globally in 2024 — 136% of pre-pandemic levels and is projected to grow at 9.1% annually to 2029. APAC is the fastest-growing region, and the implications for spas, retreats and hotels are profound. $893.9BGlobal wellness tourism revenue (2024) 9.1%Projected annual growth 2024–2029 $290BAPAC wellness tourism market by 2030 (from $188B [...]

 Email was the dominant lifecycle marketing channel for wellness businesses for a long time, and it remains valuable. But something has shifted in how clients prefer to communicate with the brands they trust and that shift has a platform name: WhatsApp. 98%WhatsApp message open rate (vs. ~22% for email) 68%Repeat customer rate for brands selling [...]

Consumers aren't just buying services, they're buying outcomes tied to lifespan, healthspan and how they age. What this means for how wellness operators frame, price and communicate their offer in 2026 and beyond. 84%US consumers who say wellness is a "top" or "important" priority (McKinsey 2025) 94%Chinese consumers who prioritise wellness (McKinsey 2025) $9TProjected global [...]

Across Australia, New Zealand and Southeast Asia, the way consumers discover, evaluate, book and return to wellness brands is fundamentally changing. These 11 shifts have direct implications for how operators build their lifecycle systems. $6.3TGlobal wellness economy (2023) 9.1%Projected annual growth, wellness tourism 2024–2029 $893.9BGlobal wellness tourism revenue (2024) Wellness demand across APAC is rising, [...]

Klaviyo data across 183,000 brands shows automated email flows generate nearly 41% of total email revenue from just 5.3% of sends, proving that sending the right message at the right moment is worth more than any broadcast campaign. 18×Higher revenue per recipient from flows vs. campaigns (Klaviyo 2026) 41%Of email revenue generated by just 5.3% [...]

Most wellness operators focus on marketing spend to grow revenue. The bigger opportunity is in what happens between a potential client's intent to book and the moment they confirm. Friction is killing conversion, silently. There is a moment often invisible in the data of operators who don't measure it where a potential wellness client decides [...]

With 86% of Australian consumers enrolled in at least one loyalty program, the issue isn't participation, it's that most wellness loyalty programs feel interchangeable. Here's the architecture that actually works. 86%Australian consumers belonging to at least one loyalty program 88%Health & beauty consumers who use loyalty programs 54%Health & beauty brands that actually offer one [...]

The word "agent" is being applied to everything from a simple chatbot to a fully autonomous decision-making system. This creates genuine confusion for operators trying to make smart technology investments. We break down the spectrum, what's actually viable right now, and how to avoid expensive mistakes. 25%Enterprises that will deploy agentic AI by end of [...]

How wellness brands are restructuring revenue around memberships and the lifecycle systems needed to make them work long-term without burning out your team or your clients. 89%Wellness providers reporting higher member retention through corporate wellness 60%+Share of gym revenue from recurring membership dues 3–5×Monthly spend of hybrid wellness members vs. traditional gym members The transaction [...]

Australian wellness tourism is having its moment. With new boutique hotels and wellness resorts opening across Queensland, the Gold Coast and the Sunshine Coast and industry research pointing to data-driven personalisation as the defining business strategy for 2026, the pressure on wellness and hospitality brands to deliver personalised guest experiences has never been higher.   [...]