28: ??Are You a Wellness Business, or a Fitness Business with a Cold Plunge Pool?
Edward Curtain
My journey is a testament to the transformative impact of integrating eastern wisdom with western science, fostering a holistic approach to health, wellness and business.
In the race to remain relevant, many fitness businesses are rebranding themselves as “wellness centres.” The addition of amenities like saunas, ice baths, or mindfulness classes is now often touted as a transformation into “holistic wellness.” But let’s pause for a moment. Does adding a cold plunge truly make your business a wellness destination? Or are we merely dressing up fitness with buzzwords?
Fitness vs. Wellness: The Core Difference
Fitness is about physical activity: strength training, cardiovascular health, flexibility, and endurance. Wellness, however, is a multidimensional journey. It integrates physical, emotional, mental, and even spiritual health—creating harmony across all areas of life.
When you label your business a “wellness” centre, ask yourself:
- Do you address mental wellbeing as deeply as physical health?
- Are you fostering emotional resilience and mindfulness in your members?
- Do your offerings align with holistic practices—nutrition education, recovery programs, and mental clarity techniques?
If the answer is no, then what you’re running is still a fitness business. And that’s okay! Fitness plays a vital role in health. But mislabelling fitness as wellness dilutes the meaning and impact of what true wellness can achieve.
Authentic Wellness Demands Depth
True wellness businesses don’t just follow trends; they create meaningful experiences that transform lives. They integrate:
- Personalisation: Tailored approaches to fitness, nutrition, recovery, and mental health.
- Education: Teaching members why holistic health matters and how they can sustain it.
- Community: Creating spaces where people feel supported and connected.
Adding a cold plunge or hosting a yoga session without understanding their deeper purpose does little more than scratch the surface. Authentic wellness requires a deliberate strategy, expertise, and a genuine commitment to helping individuals lead balanced lives.
Trends Are Easy. Transformation Is Hard.
The wellness industry is ripe with potential, but it’s also overrun by trends. From wearable tech to mindfulness apps, we’ve seen it all. Yet, most businesses stop at adoption rather than integration.
If you’re serious about transitioning to a wellness model, it’s time to move beyond what looks good in marketing. Instead, invest in:
1. Staff Training: Equip your team with the skills to address holistic wellbeing—physical, mental, and emotional.
2. Evidence-Based Programs: Root your offerings in science, not just social media hype.
3. Long-Term Vision: Build strategies that support sustained growth and impact rather than chasing fleeting trends.
A Challenge to the Industry
It’s time for fitness and wellness leaders to get honest about their identity. If you’re a fitness business, own it. Excel at it. And if you’re ready to step into wellness, take the time to understand what that truly means.
Because wellness isn’t just a buzzword or an add-on. It’s a commitment to helping people live fully—mind, body, and spirit. Are you ready to rise to the challenge?
I'm Edward Curtain. I help create, operate and elevate international wellness projects. If you want to know more, send me a message!
Founder Reframing Exercise, Advisory Board Member MH1 Global , Exercise Physiologist, University Academic, Vocational Educator, Researcher, Writer, Conference Presenter, Trekker, Active Wellbeing Project Mentor
3 个月Great insight Edward Curtain. Could not agree more. More of the same is not enough when it comes to changing behaviour to wellbeing. Simply doing the same thing and labelling something different is not pivoting to wellbeing.
Passionate and Experienced Fitness Industry Veteran
3 个月A very good article Edward Curtain , following trends is indeed not necessarily the same as true adoption. A bolt on service is not a full integration. And as you rightly highlight, it is ?? % but don’t jump on the buzzword of Wellness with committing to all the factors you highlight. Being a great fitness business is not an insult. If that’s where you excel , then have at it…..or truly step up and become a great wellness provider IF you’re committed to change. ??