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Welltodo 2021 Wellness Innovation Blueprint
Welltodo 2021 Wellness Innovation Blueprint
2021 WELLNESS
INNOVATION BLUEPRINT
PRESENTED IN ASSOCIATION WITH:
Image: Clevr
Copyright Welltodo. All Rights Reserved.
CONTENTS
P3 / INTRODUCTION: INNOVATION IS DEFINING THE NEW WORLD OF WELLNESS
REPORT HIGHLIGHTS
P4 / ATHLEISURE & APPAREL P40 / MEDITATION & MINDFULNESS
P7 / BEAUTY & BODY P43 / MENTAL WELLNESS MEET THE UNICORNS, TRACK INVESTMENT, EXPLORE COLLABS.
P10 / BUSINESS TOOLS & P45 / NUTRITION & SUPPLEMENTS INDUSTRY INVESTORS
AGGREGATORS THE WELLNESS INDUSTRY'S MOST
P47 / PERSONAL CARE & SEXUAL WELLNESS PROLIFIC AND HIGH PROFILE
P13 / CAFES & RESTAURANTS INVESTORS / P34
P49 / 2021'S BILLION DOLLAR BRANDS
P15 / CORPORATE WELLNESS
P50 / SLEEP BILLION DOLLAR
P17 / FESTIVALS & EVENTS
P52 / SPIRITUAL WELLNESS WELLNESS BRANDS
THE WELLNESS BRANDS
P20 / FITNESS
P53 / THERAPIES VALUED AT OVER 1 BILLION
DOLLARS / P49
P25 / EMPOWERED HEALTH
P55 / TRAVEL & HOTELS
P29 / FOOD & BEVERAGE P58 / WELLNESS REAL ESTATE & DESIGN
P34 / THE INDUSTRY'S BIG BACKERS INDUSTRY PARTNERSHIPS
P61 / THE 2021 INVESTMENT LANDSCAPE
P36 / KIDS WELLNESS
2021 INVESTMENT & COLLABORATIONS
P62 / WELLNESS RETAIL
LANDSCAPE THE GROUNDBREAKING
P37 / MEAL DELIVERY & RECIPE BOXES P65 / YOGA MONTH BY MONTH DEALS & PARTNERSHIPS & COLLABORATIONS
ACQUISITIONS / P61 DRIVING THE INDUSTRY FORWARD /
P39 / MEDIA & PUBLISHING P67 / INDUSTRY PARTNERSHIPS & P67
COLLABORATIONS
Copyright Welltodo 2021. All Rights Reserved. Images (clockwise from top): KOBOX, Chopra, Saie, Foxtrot
Despite the world undergoing a period of profound disruption This annual report provides that in a way that has not been done
over the past 12 months, the impact of a global pandemic has before.
catapulted the importance of health and wellness even further
to the fore. Using Welltodo’s deep industry knowledge and expertise, we’ve
created an indispensable 60+ page resource featuring 600+ of the
Ushering in a new era of innovation within the industry, driven by the industry's most innovative brands, segmented by the 25+ key
emergence of new lifestyles and behaviours – and the need for industry categories and sub-categories that we’ve identified as
brands to ‘pandemic proof’ their offerings – the multi-trillion-dollar being the fastest-growing.
wellness industry has continued to grow, evolve and diversify.
Spotlighting the driving forces behind innovation within each, this
Specific sub-categories from mental wellness to digital fitness have industry-defining blueprint brings to life the vast number of brands
emerged as industry bright spots, while others including boutique shaping the wellness ecosystem. As well as bringing much-needed
fitness and F&B have found themselves becoming a hotbed for context, clarity and structure to the multi-faceted global wellness
consolidation and collaboration. Across the board, the wellness industry.
industry and its trailblazers have continued to showcase agility,
resilience and responsiveness. In mapping out the industry in this way, we don’t intend to present an
end-to-end list of every company operating within the space, rather
Innovation is underpinning and defining this new era for provide you with a resource that pinpoints the depth of diversity and
wellness. innovation that is driving the industry forward.
Amid the ongoing acceleration and transformation of the industry, it’s The brands we have selected have been chosen based on a number of
never been more crucial for founders, investors and industry distinct but equally influential merits, including (but not limited to)
professionals to contextualise this fast-moving marketplace to unlock funding, innovation, thought leadership, cultural relevance, social
future opportunities and facilitate further growth. impact and industry influence.
While the Information included in this report is considered to be true and correct at the date of publication (June 2021 this
may be subject to change.
APPAREL
by demand for loungewear and other active lifestyle apparel.
Read more: from the founders of P.E Nation on the future of athleisure on www.welltodoglobal.com
Elevated takes on tracksuits and fashion-forward co-ords captured the imagination of consumers, while
the shift towards sustainability began to trickle through to more established and mainstream brands.
Buoyed by advances in technology and consumer desire for brands to demonstrate their commitment to
purpose, innovative initiatives and groundbreaking collaborations from some of the category’s biggest
players also bolstered its growth. The market is now predicted to grow by more than $80bn at over 4%
CAGR between 2020-2024*.
*Source: Technavio
ILLY
Image: Gymshark
FOUNDER: Scott Kerslake FOUNDER: Ben Francis KEY FIGURE: Oni Kai Auer
ATHLEISURE & APPAREL
NEED TO KNOW: A billion-dollar brand bought by Gap NEED TO KNOW: A disruptive and differentiated NEED TO KNOW: Launched out of lingerie brand
back in 2008, Athleta has remained quietly humble in athleisure brand, Gymshark has risen to prominence Adore Me’s incubator, Gentrue is the first athleisure
its growth. Now, boasting a new deal with Olympian by understanding the motivations of its 12 million- brand to utilise a green chemistry process that
Simone Biles and international expansion plans afoot, strong audience. Hitting £1.3bn in valuation after eliminates toxins traditionally used to create
this values-driven business is leveraging the power of raising capital from growth equity investor General activewear. Its mission is to prove it's possible for
its female-focused customer to plot a more aggressive Atlantic in 2020, the brand now has its sights set on brands to deliver the highest-quality products in a
approach. dominating the global stage. more sustainable way.
Image: Pai
CBD-INFUSED
Image: Supergoop
BEAUTY & BODY
Copyright Welltodo 2021. All Rights Reserved. 8
CHALLENGER CATEGORY LEADER CULT FAVOURITE
FOUNDERS: Claudia Teng & Olamide Olowe FOUNDER: Jessica Alba FOUNDER: Fiona Toomey
LAUNCHED: 2020 LAUNCHED: 2011 LAUNCHED: 2019
FUNDING: $2.6M FUNDING: $503M FUNDING: N/A
KEY INVESTORS: Lerer Hippeau, Hannah Bronfman, KEY INVESTORS: L Catterton, Glade Brooke Capital KEY INVESTORS: N/A
Issa Rae Partners
NEED TO KNOW: Designed with mothers in mind,
BEAUTY & BODY
NEED TO KNOW: Despite having to delay its launch NEED TO KNOW: Jessica Alba's Honest Company is Nessa Organics is empowering women to take control
twice in 2020, US startup Topicals debuted to a fanfare the first “better-for-you” brand in the CPG and beauty of their bodies by offering clean, organic and effective
of hype – selling out on Nordstrom within hours of its sector to debut via IPO. Having worked hard to skincare solutions for some of life’s biggest changes.
launch. Its Gen Z founders have created a refreshing overcome several controversies, the success of its The brand's ability to specifically target and address
brand that aims to treat chronic skin conditions in a products, which are currently sold online and in real pain points has already won it a cult following.
more inclusive and fun way – an approach that's 32,000 retail locations, is a testament to the growth of
becoming commonplace for challengers looking to conscious consumerism. Read more: For more Beauty & Body see Sleep pg 50
& AGGREGATORS
personal trainers, beauty technicians and
mindfulness coaches whose traditional
revenue streams and business models
have been upended.
& AGGREGATORS
Image: Playbook 11
INDUSTRY STALWART REVOLUTIONARY THINKER CATEGORY DISRUPTOR
FOUNDERS: Rick Stollmeyer & Blake Beltram FOUNDER: Jessi Baker FOUNDERS: Danny Steiner & Krista Berlincourt
LAUNCHED: 2001 LAUNCHED: 2013 LAUNCHED: 2018
FUNDING: $114.5M FUNDING: Undisclosed FUNDING: $1.3M
KEY INVESTORS: Catalyst Investors, Montreux Equity KEY INVESTORS: Undisclosed KEY INVESTORS: Female Founders Fund
NEED TO KNOW: From launching a new Livestreaming NEED TO KNOW: By uncovering the stories, journeys NEED TO KNOW: Part of a new generation of wellness
fitness platform to delivering a fresh lead management and impact behind wellness brands and products, aggregators offering culturally competent care, Kensho
engine that helps wellness businesses to unlock Provenance is empowering conscious consumers to Health launched with a clear mission to make
growth, Mindbody has been doubling down on its core make more informed purchases, and brands to healthcare more human. Having recently debuted
software and product development to better serve connect with their customers on a much deeper level. Kensho Health 2.0 – an updated platform
clients and consumers in a post-COVID landscape. With The company's mobile, smart tagging and blockchain revolutionising the care matching experience – the
a rumoured merger with ClassPass also on the cards, technology is answering the call for more credibility startup is now building out a full telehealth platform
this industry stalwart looks set to continue making a and access to information within the wellness industry. that simplifies not only discovery and connection, but
positive impact. scheduling, communication and after-care.
Copyright Welltodo 2021. All Rights Reserved. 12
CAFES & RESTAURANTS
Pivots, shifts and diversification have been the common thread of the a supporting role, the leaders have responded in real-time to the changing
past 12 months for health-focused eateries forced to adapt in order to needs of their audience, launching drive-thrus, new delivery propositions
survive. and immersive digital experiences.
To captivate the new digital wellness consumer, innovative companies have These groundbreakers have proven that innovating off-premises can lead to
not only translated, but improved upon, their in-person offerings to create a boost in brand awareness and loyalty.
seamless digital experiences. Putting brand culture, connection and
community first, with technology playing Read more about the push towards carbon labelling on welltodoglobal.com
Image: By Chloe
FOUNDERS: Jonathan Neman, Nathaniel Ru & Nicolas Jammet FOUNDERS: John Vincent & Henry Dimbleby
CAFES & RESTAURANTS
LAUNCHED: 2017
FUNDING: $300M
FUNDING: $1M
KEY INVESTORS: Lightspeed Venture Partners, ICONIQ Growth
KEY INVESTORS: Fortunis Capital
EVENTS
providing much-coveted forms of entertainment
and education, have taken on a life of their own.
FITNESS COMPETITIONS
Image: Hydrow
UNITED FITNESS
BRANDS
curator of boutique fitness brands opened 240 new which has caught the attention of prominent backers community to set it apart from the crowd. Already
studios in 2020 alone, with notable recent international including athletes Stephen Curry and Serena Williams, backed by a strong brand experience, in order to
debuts including Saudi Arabia, Japan and South Korea. is looking to leverage the credibility of its ambassadors translate that into the app, it has pulled together high
A tenth acquisition is on the way, as well as a possible to break into the mainstream market. profile instructors from popular studios to lead on-
IPO. demand fitness classes and curate content.
Copyright Welltodo 2021. All Rights Reserved. 23
TRENDSETTER FAST RISER
premium brands mainstream. With consumer thirst for stretching the pipeline, the brand is building out its ecosystem to create an
and recovery tools continuing to rise, offering a lower entry solution omnichannel approach more reflective of new consumer behaviours.
at athlete level has fueled its high growth.
Image: OOVA
Copyright Welltodo 2021. All Rights Reserved. 26
CATEGORY DRIVER FUTURE THINKER ONE TO WATCH
FOUNDER: Will Ahmed FOUNDER: Julia Cheek FOUNDERS: Andrew Conner, Casey Means, David Flinner,
LAUNCHED: 2012 LAUNCHED: 2015 Josh Clemente & Sam Corcos
FUNDING: $204.8M FUNDING: $325M LAUNCHED: 2019
KEY INVESTORS: Cavu Venture Partners, Collaborative KEY INVESTORS: Morningside Ventures, BlackRock FUNDING: $12M
Fund KEY INVESTORS: Dick Costolo, Marc Randolph
NEED TO KNOW: Everlywell's at-home tests have been
EMPOWERED HEALTH
NEED TO KNOW: Another wellness unicorn and darling of used by more than one million people in the US, since NEED TO KNOW: A $399 wearable sensor that tracks the
the professional sports industry, WHOOP continues to launch. Sold online and in major retailers such as Target, user’s blood glucose in real-time to help them maximise
make waves by meeting the rise in demand for more CVS and Walgreens, the brand's accessibility and their diet and exercise, Levels claims to offer the holy grail
intelligent, athlete-led wellness. The next-gen wearable, affordability caters to consumers looking to take their of attaining peak performance. Its customers are sold not
providing users with 24/7 health monitoring across health into their own hands. Now sitting under the only on its ability to intelligently close the loop between
fitness, sleep, recovery, strain and more, experienced a umbrella of Everly Health, and backed by a recent $175m daily actions and performance but on the feeling of being
period of high growth during 2020. Now it plans on funding round, it plans to build a transformative, multi- part of an exclusive club that has access to secrets others
doubling down on product and software development, generational digital health company. don’t.
global expansion, and new membership services.
Read more: For more Empowered Health see Wellness Clubs
pg 57, Fitness pg 20, Wellness Real Estate & Design pg 58,
Personal Care pg 47
Copyright Welltodo 2021. All Rights Reserved. 27
FINANCIAL WELLNESS
The financial uncertainty caused by COVID-19 has contributed to a By taking on the role of financial therapists, injecting empowerment into
detrimental effect on individual’s financial wellness across all ages. speaking openly and honestly about finances and reassessing the relationship
between mental health and money, a new wave of challenger brands are
As a result, people are exploring different options to take greater control continuing to rewrite the narrative around this once taboo subject.
over their finances, and progressive brands are catering to this uptick in
interest by creating services that aim to boost financial literacy and And the financial wellness sub-category is surging in response.
empower consumers.
Exchange. Next up? The sustainable premium water enables it to cater to new consumer behaviours in a
company is setting its sights on becoming the “Beyond post-COVID world. Its recent $5m raise signals strong Read more: For more F&B see Kids Wellness pg 36, Meal
Meat of the beverage category”. confidence in its future growth. Delivery & Recipe Boxes pg 37
NEED TO KNOW: Early in identifying the emerging consumer NEED TO KNOW: Despite an increasingly crowded market, Oatly
demand for healthier, functional food and beverages, MOJU has remained at the forefront of the alt-milk category by
recorded double-digit growth in 2020 as consumers turned to employing authentic and relevant messaging to not only evoke
healthier brands with immunity-boosting benefits. By partnering feelings of sustainability but also social status. Its mass-market
with Danone on its next phase of growth, the startup plans to success has propelled its sales from $68m in 2017 to $421.4m in
leverage retail and subscription DTC to meet the ever-evolving 2020. Now the company is eyeing an IPO.
needs of consumers seeking to optimise their health.
WHOOP
GOOP
BULLETPROOF
OATLY
CAVU HEALTH-ADE
MANUAL
HIPPEAS FELIX
VENTURE PELOTON
KITE HILL CAPITAL SHINE
PARTNERS CUE HEALTH
URBAN
VITAL PROTEINS
UNMIND
BEYOND MEAT
FOXTROT
LOLA
PRIMA REAL
ALLBIRDS SAIE
LERER CURE HYDRATION
GWYNETH CANN
HIPPEAU EVERYTABLE PALTROW THIRTEEN LUNE
HUNGRYROOT JUICE BEAUTY
TOPICALS
WAVE
Bolstered by soaring sales, established players have begun to expand their In the middle of a global sea change, these direct-to-consumer trailblazers are
offerings, tapping into more niche food movements to widen their bridging the gaps between quality produce and access and they're supporting
demographic –– snapping up smaller more agile startups along the way. suppliers in the process.
By cultivating loyal and engaged communities, these platforms have become a vehicle for wellness brands to
build deeper relationships with audiences on a global scale. Their ability to give a voice to the brands and
individuals revolutionizing the way the world engages with wellness is also helping to shape the future
landscape and support the growth of the industry.
Image: DOSE
STUDIOS
MEDITATION &
MINDFULNESS
Copyright Welltodo 2021. All Rights Reserved. 41
CULTURAL PIONEER COMMUNITY FOCUSED FRONTRUNNER
Image: Calm
FOUNDERS: Brad Warsh & Mason Levey FOUNDERS: Alex Tew & Michael Acton Smith.
MEDITATION & MINDFULNESS
NEED TO KNOW: Launched in 2018, to answer consumer NEED TO KNOW: With a vision of becoming one of the
NEED TO KNOW: The latest venture from meditation most valuable and meaningful brands of the 21st-
demand for elevated at-home meditation that is more
teacher and wellness advocate Michael James Wong, century Calm has grown far beyond a simple
culturally driven, after more than two years of operating
Just Breathe provides an easily accessible and meditation app. By bringing mental fitness to a wider
as an immersive meditation experience Wave decided to
relatable meditation and mindfulness solution in the audience through partnerships with popular brands,
shift its focus and zone in on sleep. In the same vein as
form of an app. Touted as a toolkit to help people find tapping into growing wellness verticals such as sleep
its previous incarnation, Wave Sleep is creating a
a moment of calm amongst the chaos, one day at a and doubling down on entertainment through original
differentiated offering by making the practice more
approachable, enjoyable and relevant — building out a
time, its differentiator lies in its real-world community and culturally relevant content, it has garnered over
wider lifestyle brand that's aspirational and in-tune with and real-time resources. 40 million downloads worldwide, with one new user
its audience. joining every second.
Copyright Welltodo 2021. All Rights Reserved. 42
MENTAL WELLNESS
Bolstered by a record $1.9bn of investment in 2021 alone*, mental wellness –– Helping to normalise the act of speaking out about subjects that have previously
now a multi-billion-dollar wellness category in its own right is a growing been pushed to the sidelines, as well as driving the creation of new narratives around
sector that’s already started to sprout sub-categories. topics including burnout, anxiety and depression, these future thinkers are creating a
more intuitive, reflective and diverse approach to mental wellness.
Within this newly cemented marketplace, a growing cohort of revolutionary
wellness brands are plugging the gaps left by flawed health care systems by Read more about the future of the multi-billion-dollar mental wellness category on
creating targeted solutions geared towards addressing specific symptoms of welltodoglobal.com.
modern society.
Image: Real
TRENDSETTER DISRUPTOR
Image: Intellect Image: REAL
FOUNDER: Ariela Safira
LAUNCHED: 2019
FUNDING: $16M
FOUNDERS: Theodoric Chew & Anurag Chutani KEY INVESTORS: Lightspeed,
LAUNCHED: 2020 Female Founders Fund
FUNDING: Undisclosed
KEY INVESTORS: Insignia Ventures Partners NEED TO KNOW: A digital therapy startup backed by Gwyneth Paltrow,
MENTAL WELLNESS
FOUNDERS: Akash Shah & Craig Elbert FOUNDERS: Tim Spector & George Hadjigeorgiou
FOUNDER: Trinity Mouzon Wofford LAUNCHED: 2017
LAUNCHED: 2014
LAUNCHED: 2017 FUNDING: $53M
FUNDING: $82.9M
FUNDING: N/A KEY INVESTORS: Daphni, Ahren Innovation Capital
NUTRITION & SUPPLEMENTS
Having proven consumer appetite exists, the disrupters are now on a mission to make their offerings even more accessible and inclusive. To
realise their collective mission, they’re listening to feedback directly from customers to inform NPD, striking up retail partnerships that enable them
to live where consumers already exist and pioneering cutting edge products that challenge and subvert existing behaviours.
SEXUAL WELLNESS
PERSONAL CARE
MEN'S WELLNESS
47
CHALLENGER MOVE MAKER GAMECHANGER
Image: ro Image: DAME
Image: MANUAL
PERSONAL CARE & SEXUAL WELLNESS
Technologies tackling sleep issues such as bedroom temperature, disruptive noise or light, and sleep disorders such as insomnia
or sleep apnea, have all gained ground, while smart solutions powered by advances in A.I. are shaping a future where the perfect
night’s sleep is within grasp. Beyond the core sleep tech sector, innovation is also gathering pace in sub-categories including
beauty and nutrition, as a new wave of brands look to pioneer the use of nootropics and adaptogens to support people with better
stress management, cognitive performance and sleep.
SLEEP ACCESSORIES
TECHNOLOGY
Image: OURA
two years in a row by TIME's Best Inventions of the continues to push further into personalised and accelerated by its athlete ambassadors.
Year, the startup recently became a recipient of preventative health.
SoftBank's Miami investment initiative. Read more: For more Sleep see Travel & Hotels pg 55,
Wellness Clubs pg 57 and Nutrition & Supplements pg 45
Copyright Welltodo 2021. All Rights Reserved.
SPIRITUAL WELLNESS
Conjuring their way into popular culture over the past few years, brands that translate CULT FOLLOWING
age-old traditions into modern-day wellness rituals have become a source of guidance,
purpose and meaning for individuals searching for alternative ways to feel healthy,
happy and balanced.
Attracting millions of users and millions of dollars in funding, AI-powered astrology apps have
become a cult movement, with US consumers spending $40m on the top ten psychic services
apps in 2019 alone*.
The need for clarity amid times of unprecedented uncertainty has only added to the growth of
the sector. And as savvy brands continue to tap into the language and aspirations of Image: Sanctuary
millennial and Gen Z demographics, this burgeoning category is steadily infiltrating the
wellness industry on a more mainstream scale. *Source: New York Times
Read more about how brands are captiviating the new digital
wellness consumer on welltodoglobal.com.
grow its digital presence by more than 400%. A recently launched now focused on corporate partnerships to bolster further growth. In
range of at-home beauty products and tools aims to tap into this new Germany, it also plans to start prescribing its app (via doctors), as part
audience to create a pandemic-proof revenue stream. of its plan to integrate with more healthcare providers.
Read more: For more Therapies see Mental Wellness pg 43, Empowered
Health pg 25
HOTELS
health’ mentality or forging cutting-edge health-focused partnerships.
HOTELS
WELLNESS IN TRANSIT
NEED TO KNOW: Building on the integration of NEED TO KNOW: Despite the influx of competition,
NEED TO KNOW: The latest concept from Kerzner
wellness amenities and services that have become luxury retreat ARTAH — a transformative concept,
International — the parent company of ultra-high-
TRAVEL & HOTELS
commonplace in hotels over the past couple of years, founded by Nutritionist, Naturopath and former CEO
end One&Only resorts — aims to fill a gap in the
Four Season's latest strategy leverages the connected of Psycle London, Rhian Stephenson — has plans to
$639bn wellness tourism market (GWI). Describing
fitness boom. In addition to featuring Tonal devices in shake up the sector, with a unique formula that it says
itself as an immersive lifestyle destination catering to
rooms inside select hotels, Four Seasons Hotel Silicon is truly transformative. The vision is to create an
high-performance living, rather than splitting its focus
Valley recently launched three private fitness studios accessible and inclusive model where people can
across the various pillars of wellness, the hotel brand
housing the all-in-one digital weight system. The uncover a new level of health, without the prescriptive
is doubling down on all things fitness-related to bring
partnership demonstrates just one of the ways hotels or elitist approach favoured by many existing
a new perspective to the sector. Its first property is
are rethinking how to cater to health-conscious guests offerings.
set to launch in Montenegro in 2023.
in the post-COVID landscape.
Copyright Welltodo 2021. All Rights Reserved. 56
WELLNESS CLUBS
Over the past few years, sky-high interest in luxury self-care had resulted in the opening
of a number of all-encompassing wellness clubs, in which services dedicated to bespoke
training solutions, recovery, relaxation and social self-care have anchored themselves as a
‘third space', outside of work and home.
Shuttered by COVID-19, these exclusive destinations have had to pivot to virtual services to keep
their customers engaged –– and now as they start to reopen –– many are reimagining their
models to tap into a broader audience. By offering hyper-personalised experiences that cater to
covid-related concerns, redesigning their spaces backed by health and safety protocols and
trialling flexible membership models that better reflect new lifestyles and behaviours, these
clubs are rethinking their position in the wellness ecosystem and their role in the wider
community.
Read more about how the desire for betterment continues to redefine wellness on
welltodoglobal.com
alma
A high-growth sector, wellness real Driving the transformation of our built Leave us to connect them – so that your
estate is on course to become a environment, pioneers across the globe
$180bn industry* by 2022. are developing integrative wellness- wellness business gets more clients, more often!
centred buildings that take inspiration
And COVID-19 has done little to slow from high-end wellness resorts,
down its fast-moving trajectory, as residential communities are being
leaders in the space look to leverage created with nature and sustainability at
the heightened value of the home as a their core. And established hotel groups
LET'S TALK
safe haven for work, rest and play are zoning in on private residences
amid growing demand for a wellness- underpinned by wellness, as a future
focused lifestyle. growth strategy. In doing so, these
game-changing offerings are setting a
benchmark for the future landscape.
*Source: Global Wellness Institute
Image: Serenbe
Image: Ucommon
$100M
UNDISCLOSED
$10.3M $22.5M $10M
UNDISCLOSED
$225M
ACQUIRED BY
$18M SEED HEALTH $220M
ACQUIRED BY
BRITVIC
$500M
$100M
$360M €30M $9M
ACQUIRED BY
MONDELEZ $30M
INTERNATIONAL
$300M $100M $6.3M ACQUIRED BY
UNILEVER
$200M
$50M $74M UNDISCLOSED $75M
$100M
$53M
$8M $5M $40M
$15M
$3M
$95M $85M $8.5M
£2.5M
$47M
Image: Erewhon
FOUNDER: George Dayton
FOUNDERS: Brian Jaffee, Mike LaVitola & Taylor Bloom LAUNCHED: 1962
LAUNCHED: 2014 FOUNDERS: Nyakio Grieco & Patrick Herning FUNDING: N/A
FUNDING: $66.8M LAUNCHED: 2020 KEY INVESTORS: N/A
KEY INVESTORS: Nicolas Jammet, Co-Founder of FUNDING: $1M
Sweetgreen, Walter Robb, former CEO of Whole Foods KEY INVESTORS: Sean Combs, Gwyneth Paltrow NEED TO KNOW: US retailer Target has cemented
itself as a vehicle for DTC wellness brands to reach a
NEED TO KNOW: Foxtrot Market is redefining NEED TO KNOW: Launched by industry veterans more mainstream audience. Its partnerships with
WELLNESS RETAIL
convenience for the modern consumer by marrying the Nyakio Grieco & Patrick Herning, Thirteen Lune is an startups including Golde, Care/of, Cora and
best of neighbourhood retail and e-commerce online beauty platform featuring Black and Brown- Beekeeper's Naturals have helped to propel their sales
technology to create a place of community and owned brands. A vehicle for change and space for and boost visibility, whilst positioning Target as a key
discovery. Its destinations feature healthy food items, authentic allyship, the platform is committed to destination for health and wellbeing. With its in-house
cafes and chef-driven packaged products designed to working toward progress and creating financial parity activewear brand 'All In Motion' also making waves -
tap into the values and behaviours of health-conscious for beauty and wellness brands serving the Black and and a cool $1bn in sales - it's fast becoming a wellness
consumers looking for an elevated shopping Brown community. powerhouse in its own right.
experience.
DIGITAL STUDIOS
As well as coming together to create better products and Image: Peloton Image: TALA
services, brands are teaming up to show their audiences
that they care, are committed to certain values, and
represent new ideals. Image: Chopra Image: Allbirds
Increasingly, digital fitness platforms have United Fitness Brands, which is also
been shifting towards ‘eventizing’ their helmed by venture capital trust
offerings to more closely replicate the Image: Boom Cycle Pembroke VC and chaired by David
immersive and community-based feel found Lloyd, Founder of David Lloyd Leisure
within boutique fitness classes. Image: KOBOX Clubs, has already acquired British
Image: VERZUZ barre chain Barrecore. The acquisition
extended the United Fitness Brands
portfolio to over 20 sites, taking the
business to a national level for the first
PELOTON X VERZUZ
time and further cementing its mission
to become Europe’s largest boutique
studio chain.
The collaborative project, which aims to accelerate Self-care guru Deepak Chopra and musician Alicia Keys launched a new
solutions to reduce the 700m metric tons of carbon meditation program.
dioxide emitted by the footwear industry annually,
has seen the two brands coming together to The free 21-day meditation experience aims to help people heal from collective
innovate on manufacturing and supply chain crisis fatigue brought on by the pandemic, and other huge world-changing events.
Image: Peloton
processes in addition to exploring renewable According to Chopra, the special audio experience serves as a reawakening of
material resources. feminine power, bringing focus to the energies of the Divine Feminine to restore
wholeness and create more joyful and fulfilling lives.
The goal is to create the lowest carbon footprint
ever recorded for a sports performance shoe, and Its wider goal is to break down barriers to meditation and improve mental health.
in the process, unlock the opportunity to set a new
industry standard in the fight against climate
change. The duo has already unveiled their first DEEPAK CHOPRA X
shoe, the Futurecraft.Footprint.
ALICIA KEYS
Copyright Welltodo 2021. All Rights Reserved. 69
PARTNERSHIPS & COLLABORATIONS
Sustainable athleisure brand TALA launched a new
collaboration with online marketplace Depop, aimed
at encouraging conscious consumption.
EVERYTABLE X
THE KROGER CO. FOUNDATION
The disruptive startup, launched in May 2019 by fitness
influencer and entrepreneur Grace Beverley, now offers
customers access to samples from its pre-production,
shoots and campaigns, at a discounted price via the Social enterprise Everytable
popular fashion app. The aim is to combat sample waste partnered with The Kroger Co.
and help offset the negative impact of fast fashion and Foundation and others to support
the textile industry more generally, which generates the development and
more carbon dioxide emissions than shipping and implementation of a pioneering
aviation combined. social equity franchise programme.
Not only is TALA on-trend aesthetically but it is also worn Everytable plans to open 25 franchises
as a badge of honour by those wanting to align Image: Everytable owned by entrepreneurs of colour from
themselves with a more sustainable and conscious underserved neighbourhoods in
Image: The Kroger Co.
lifestyle. With that in a mind, the Depop collaboration, Foundation southern California over the next five
which includes the sale of many one-off and exclusive years.
items, will be sure to add another layer of hype to the
already in-demand brand. In doing so, it aims to empower
disenfranchised entrepreneurs who
ordinarily might not be able to access
TALA X DEPOP
capital to bring affordable and
nutritious food into their communities.
Image: TALA
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