Until the turn of the millennium, we lived in the service economy. Then came the “experience economy,” a concept identified by Joseph Pine (in his 1999 book of that title), where people demanded memorable experiences. Pine argues in his new book, “The Transformation Economy: Guiding Customers to Achieve Their Aspirations,” that another major shift is underway: a rising demand for “transformative experiences.” Why? Because “consumers are clamoring to change…and to become better versions of themselves.” Wellness is, of course, at the beating heart of this new “transformation economy.” While this is good news for the industry, Malleret argues that it means wellness businesses have to move in two directions: first, customize offerings—because only tailor-made services can prevent the low-margin dead-end of commoditization, and second, work harder to establish trust and create transparent, measurable and tangible results.
Nielsen IQ (NIQ), a leading consumer intelligence company, recently released an analysis of the mindset shifts shaping today's global wellness consumer. The key takeaway: wellness growth is increasingly being driven by consumers rather than brands. Today's consumers are more self-directed, intentional, and informed than ever before, prioritizing functional benefits, ingredient transparency, and personalized fit over brand familiarity. This creates new opportunities for challenger brands to compete with—and even outperform—established players.
NIQ identifies three catalysts accelerating this consumer shift toward outcomes and results:
GLP-1 users are driving new wellness priorities, and with oral GLP-1 medications on the horizon, this trend is expected to accelerate. Consumers are placing greater emphasis on muscle-building, protein intake, fiber, probiotics, and simpler, nutrient-dense foods.
Wearables are moving from tracking to directing. The category is undergoing a fundamental transformation from hardware-centric devices to AI-enabled, health-focused platforms that actively guide behavior and decision-making.
Artificial intelligence (AI) and agentic commerce are resetting the rules. Algorithms are increasingly curating the path to purchase, while consumers are becoming more comfortable using AI for health and wellness research, recommendations, and product discovery.
Last month, GWI released Build Well to Live Well: Case Studies, Volume 2, detailing important wellness real estate projects in Saudi Arabia and the UAE—two of the world’s fastest-growing markets, defined by audacious, large-scale projects and unusually powerful commitments to sustainability, community wellbeing and local heritage. We spotlight one case study each month to inspire others to build projects of all kinds, for all people.
Sports Boulevard, Riyadh, Kingdom of Saudi Arabia
A linear park designed as a vast, new green public realm for active transit, outdoor recreation, sports, arts and entertainment, surrounded by curated retail, residential and commercial zones.
The Sports Boulevard is an 84+ mile (135+ km) linear park crossing the entire city of Riyadh, a transformative urban redevelopment project that is building a new, healthy public realm accessible to the city’s entire population. Initially launched in 2019, it is one of several Riyadh mega-projects aiming to foster a culture of health and wellbeing and make the city one of the most livable and green cities in the world. Considered the largest linear park in the world, it is expected to have wide-ranging impacts on Riyadh’s population, social fabric and economy, while also contributing to urban greening and sustainability goals. Phase 1 of the project (51 miles/83 km of the park and five destination areas) opened in February 2025.
The Sports Boulevard features several innovative approaches to human health and wellbeing:
Bringing radical transformation in mobility, connectivity and accessibility for an entire city.
Building a new and inviting public realm for multidimensional wellness.
Using a design code to ensure harmonious, locally rooted and sustainable public and mixed-use development.
GWI’s website (www.wellnessevidence.com) is the only resource dedicated to the medical evidence for wellness approaches.
Study Finds Sweet Spot for Strength Training’s Impact on Longevity: 90-119 Minutes Per Week A large new study fromHarvard T.H. Chan School of Public Health (30 years’ worth of data about the exercise habits of more than 147,000 men and women), identified how many minutes per week of resistance training/weightlifting leads to the biggest longevity gains, whether people did cardio or not. First, any strength training/resistance exercise, even a few minutes a week, was associated with a lower risk of premature death, especially from cardiovascular disease and neurological conditions. But the real sweet spot? Between 90 and 119 minutes weekly. That amount was linked to a 13% lower risk of dying prematurely from any cause, a 19% lower risk of dying from heart disease, and a 27% lowered risk of dying from neurological diseases such as dementia. After 119 minutes per week, there were no further gains.
People in the UK are spending 1.5 hours a day using their phones “unintentionally.” That translates into an average of 4.7 years of their waking lives they will spend doomscrolling.
