Welltodo 2021 Wellness Innovation Blueprint

PRESENTS THE
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
P28 / FINANCIAL WELLNESS P57 / WELLNESS CLUBS
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.
Copyright Welltodo 2021. All Rights Reserved. 3

ATHLEISURE & With global stay at home orders meaning consumers swapped their jeans for leggings and shirts for
sweaters, the past 12 months acted as a catalyst for an athleisure boom in which strong sales were driven
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
Image: TALA Image: Gymshark

ATHLEISURE & APPAREL
HIGH TECH & HIGH
SUSTAINABLE & ETHICAL MENSWEAR LIFE-LEISURE
PERFORMANCE
ILLY

GROWTH MINDSET CATEGORY DISRUPTER PURPOSE-LED
Image: Athleta Image: Gentrue
Image: Gymshark
FOUNDER: Scott Kerslake FOUNDER: Ben Francis KEY FIGURE: Oni Kai Auer
ATHLEISURE & APPAREL
LAUNCHED: 1998 LAUNCHED: 2012 LAUNCHED: 2021

FUNDING: N/A FUNDING: £200M FUNDING: N/A
KEY INVESTORS: N/A KEY INVESTORS: General Atlantic KEY INVESTORS: N/A
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.

BEAUTY & BODY
A growing appetite for ethical, science-
backed and inclusive brands has
continued to drive the pace of
innovation across the fast-growing
beauty and body category, with
forward-thinking brands – bolstered by
a slew of recent investments – racing
to develop new products that tap into
these rising consumer values, and
narrow the barriers to entry.
Responding quickly with on-trend

products that fill a gap in the market and
cater to underserved demographics, as
Image: Supergoop
well as demonstrating a commitment to
tackling wider issues that are currently
dominating the global discourse, indie
beauty brands have found themselves
primed for success.
Legacy players, meanwhile, have begun to

make a collective effort to become more
sustainable and content-driven to reflect
a more nuanced understanding of
consumer motivations.
Image: Pai

CLEAN BEAUTY & BODY SUSTAINABLE & ECO-FRIENDLY
CBD-INFUSED
Image: Supergoop
BEAUTY & BODY
CHALLENGER CATEGORY LEADER CULT FAVOURITE
Image: Topicals Image: Honest Image: Nessa
FOUNDERS: Claudia Teng & Olamide Olowe FOUNDER: Jessica Alba FOUNDER: Fiona Toomey
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
disrupt the multi-billion dollar skincare market.

BUSINESS TOOLS In an inter-covid era – and its aftermath –
a new generation of wellness aggregators
and business tools are catering to
& AGGREGATORS
personal trainers, beauty technicians and
mindfulness coaches whose traditional
revenue streams and business models
have been upended.
Levelling the playing field for independent

studios and individual practitioners to
compete with market leaders across the new
wellness landscape, these disruptors are
lowering barriers to entry, improving the
technology services offered to creators and
helping wellness entrepreneurs access new
audiences.
For consumers, meanwhile, these innovators

are providing them with a more seamless
route to connect with qualified experts based
on their personal preferences, identity
markers and cultural relevance. These
trailblazers are breaking down borders and
uniting wellness communities around the
Image: Provenance
globe.
Copyright Welltodo 2021. All Rights Reserved.

BUSINESS TOOLS BUSINESS TOOLS AGGREGATORS
& AGGREGATORS
Image: Playbook 11
INDUSTRY STALWART REVOLUTIONARY THINKER CATEGORY DISRUPTOR
Image: MINDBODY Image: Provenance

Image: Kensho Health
BUSINESS TOOLS & AGGREGATORS
FOUNDERS: Rick Stollmeyer & Blake Beltram FOUNDER: Jessi Baker FOUNDERS: Danny Steiner & Krista Berlincourt
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.
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
Image: Sweetgreen Image: Dr Smood Image: Just Salad

13
PURPOSE-LED PIONEER FORWARD THINKER
Image: Sweetgreen Image: LEON
FOUNDERS: Jonathan Neman, Nathaniel Ru & Nicolas Jammet FOUNDERS: John Vincent & Henry Dimbleby
CAFES & RESTAURANTS
LAUNCHED: 2007 LAUNCHED: 2004

FUNDING: $478.6M FUNDING: Acquired by the Issa brothers for £100M
KEY INVESTORS: Fidelity, D1 Capital Partners
NEED TO KNOW: Despite pivoting in the wake of COVID-19 to
NEED TO KNOW: A strong food ethos and investment in local launch at-home deliveries and retail products, the pandemic
communities have enabled Sweetgreen to scale its healthy salad stunted Leon's growth and skyrocketed losses. The purpose-led
concept into a national brand. With a new partnership and business eventually sold to the Issa brothers, for £100m. Now all
investment from tennis pro Naomi Osaka, a bid to become eyes are on the billionaire siblings' plans to build on the brand's
carbon neutral by 2027 and a rumoured IPO in the pipeline, the portfolio of 70 restaurants with drive-thrus and other strategic
brand continues to marry profit with purpose to propel growth. locations.

CORPORATE WELLNESS
Global workforces have faced furlough,
redundancies, unemployment, financial
insecurity and countless lockdowns over the
past 18 months. And with working from home
now established as part of the new normal, the
importance of investing in staff wellbeing has
been pushed further under the spotlight.
In response, a wave of innovative startups has

emerged, and they’re redesigning how physical and
mental health support is delivered in ‘and beyond’
the traditional workplace.
With pioneering companies now delivering a suite

of tools to help employees tackle everything from
imposter syndrome and workplace ‘re-entry
anxiety’ to remote wellness practices and specific
women’s health issues, the future of this high-
growth category is looking more diverse and
inclusive than ever. unmind

INNOVATOR CONSUMER FOCUSED
Image: BetterUp Image: Clementine
FOUNDERS: Alexi Robichaux & Eduardo Medina

FOUNDER: Kim Palmer
LAUNCHED: 2013
CORPORATE WELLNESS
LAUNCHED: 2017
FUNDING: $300M
FUNDING: $1M
KEY INVESTORS: Lightspeed Venture Partners, ICONIQ Growth
KEY INVESTORS: Fortunis Capital
NEED TO KNOW: BetterUp's all-in-one platform combines

NEED TO KNOW: Launched as a mental health app for women,
behavioural science, AI technology and human interaction to
Clementine taps into the growing demand for more socially and
optimise personal growth and professional development in
culturally relevant wellness solutions. Recently expanding to
support of a person's overall wellbeing. Its exponential growth
tackle COVID-related mental health and work issues head-on, its
reflects the need for more integrated and holistic health solutions
latest offering features hypnotherapy sessions and coaching
in the workplace. With a total of $300m in funding and Prince
tips to support and coach women back to ‘normal’ life and to
Harry as its Chief Impact Officer, the billion-dollar brand is now
the workplace post-lockdown.
focused on accelerating its innovation roadmap.
FESTIVALS &
With the majority of the live experience economy
on pause for the past 12 months, digital events
cultivating community and connection, and
EVENTS
providing much-coveted forms of entertainment
and education, have taken on a life of their own.
Forward-thinking brands have successfully reimagined

their in-person events for the digital realm by
identifying the changing needs of their customers and
clients and providing a solution to current pain points.
Stand out strategies have involved recreating real-life,
immersive experiences, creating memorable moments
and trialling cutting-edge technology to allow for more
intimate forms of communication and relationship
building. For many, digital events will continue to form
an important part of a wider hybrid model moving
forward.
And, as the innovators have already demonstrated,

whether in-person or virtual, the sweet spot will
continue to exist in providing diversity of choice,
personalisation and tangible value.
Image: Balance Festival

FESTIVALS & EVENTS
B2B B2C
FITNESS COMPETITIONS

TRENDSETTER ONE TO WATCH
Image: Goop Image: CrossFit Games
FOUNDERS: Gwyneth Paltrow FOUNDERS: Greg Glassman & Lauren Jenai

FUNDING: $75M FUNDING: Acquired by Berkshire Partners
KEY INVESTORS: Greycroft, Lightspeed Ventures, Felix Capital
FESTIVALS & EVENTS
NEED TO KNOW: Following a tumultuous year, in which Founder

NEED TO KNOW: Despite its much-publicised controversies and Greg Glassman was forced to step down amid reports of controversial
criticisms, Gwyneth Paltrow's wellness empire GOOP has continued behaviour, CrossFit is hoping for a resurgence. Under new leadership
to expand and pivot to tap into current consumer behaviours and in the form of Eric Roza, a tech executive and Co-Founder of a
trends. Its annual wellness summit - In Goop Health - adapted to successful CrossFit gym, new partnerships with health tracker
pandemic restrictions by migrating online in 2020, with tickets as low WHOOP and shoemaker NOBULL have already been announced, and
as $5. And the move paid off. The event drew by far its biggest affiliates are returning. Now Roza is focused on getting back to global
audience, with brand partners able to better connect with consumers growth and realigning with CrossFit's core values.
via private and engaging chat channels.

FITNESS
The mass migration to digital has Trailblazers integrating new features
been a double-edged sword for the designed to deepen the connection
global fitness industry. On the one between users and instructors saw
hand, the closure of gyms and their engagement skyrocket, while
boutiques caused a devastating the gamification and ‘eventiziation’ of
impact for many operators. While fitness classes ballooned the value of
on the other, the digital and others.
connected fitness categories
flourished, attracting new global And despite initial worries of a
audiences, engagement and ‘gympocalypse’, savvy operators are
investment. positioning themselves as part of a
consumer’s wellness ecosystem by
Out of necessity came innovation, as providing diversified content, unique
brands raced to launch or elevate their experiences and access to data.
at-home offerings, with many These innovators are already proving
businesses completely remaking or they're primed to thrive in this new
reimagining their core business world order.
models.
Read more about the future of hybrid fitness on welltodoglobal.com

FITNESS
Image: Fiit
CONNECTED EQUIPMENT DIGITAL FITNESS

BOUTIQUE FITNESS
Image: Hydrow
Copyright Welltodo. All Rights Reserved. 21

FITNESS
Image: Fiit
BOUTIQUE FITNESS RECOVERY PREMIUM GYMS
UNITED FITNESS
BRANDS
Image: Tone & Sculpt

Copyright Welltodo. All Rights Reserved.
22
INDUSTRY SHAPER CATEGORY DEFINER ONE TO WATCH
Image: Fabletics
Image: Xponential Image: Tonal
FOUNDER: Aly Orady

FOUNDER: Anthony Geisler LAUNCHED: 2015 FOUNDERS: Adam Goldenberg, Don Ressler & Kate
LAUNCHED: 2017 FUNDING: $450M Hudson
FUNDING: Undisclosed KEY INVESTORS: L Catterton, Cobalt Capital, Sapphire LAUNCHED: 2013
KEY INVESTORS: Undisclosed Ventures FUNDING: Undisclosed
KEY INVESTORS: Undisclosed
NEED TO KNOW: With a portfolio that includes NEED TO KNOW: One of the pioneers of the connected
Rumble, Pure Barre, Club Pilates and Row House, fitness equipment category, Tonal uses artificial NEED TO KNOW: Recently joining the fitness app
Xponential Fitness is leading the charge when it comes intelligence and expert-led coaching to provide at- frenzy with the launch of Fabletics FIT, Kate Hudson’s
to consolidating the boutique fitness category. The home strength training. Valued at $1.6bn, the startup, activewear brand is betting on the strength of its
FITNESS
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.
TRENDSETTER FAST RISER
Image: Therabody Image: LIT Method
FOUNDER: Dr. Jason Wersland FOUNDERS: Justin and Taylor Norris

FUNDING: Undisclosed FUNDING: Undisclosed
KEY INVESTORS: Rx3 Growth Partners, Jay-Z, Rhianna, Marcus KEY INVESTORS: Marcy Venture Partners
Rashford
NEED TO KNOW: Through its Los Angeles-based fitness studio and
NEED TO KNOW: A cult US brand synonymous with percussive digital platform, LIT Method has established itself as a leader in low-
massage therapy, Therabody can count more than 100 names in impact fitness. Its alternative training "prehab" philosophy resonates
sports, business, culture and entertainment as investors. The with consumers looking for alternative approaches to fitness. Now
company is evidence of a rise in celebrities investing in – rather than with a patent-pending LIT Strength Machine – an all-in-one water
just representing – fitness companies, helping take specialist and rower, Pilates reformer, and resistance band training system - also in
FITNESS
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.

EMPOWERED HEALTH
With the global pandemic establishing a
new health economy underpinned by
proactive and preventative health
measures, demand for solutions that make
it easier for individuals to take their
wellbeing into their own hands has soared
FUNCTIONAL HEALTH AT-HOME TESTING
to an all-time high.
Companies providing a holistic approach to

health and wellness, focusing on prevention
rather than prescriptions and procedures,
have continued to see a rise in demand. In
particular, those with science-backed
credentials have established themselves as
bastions of a new value system where
credibility is front and centre.
Catalysed by our perpetual desire to upgrade

our brains and bodies, consumer interest in
products and services that promise to unlock
optimal performance and promote peak
health has also given rise to an explosion of
wearables and trackers empowering people
to metricise and modify their lives.
These pioneers are creating category-defining

products and services, in which peak health
can be achieved in a more simplified,
connected and convenient way.

EMPOWERED HEALTH
WOMENS HEALTH TRACKERS & WEARABLES
NEXT GEN JANE
Image: OOVA
CATEGORY DRIVER FUTURE THINKER ONE TO WATCH
Image: Whoop Image: Everlywell Image: Levels
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
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.

FOOD
& BEVERAGE
Continuing to follow an upwards trajectory, over the past 12 months
the F&B category has been awash with investments, acquisitions and
innovative product launches. Fuelled by consumer desire for
immunity boosting and other functional properties, pioneering
startups creating products with benefits have found themselves
dominating the market.
Those able to align themselves with peoples’ everyday wellness routines in

a convenient and seamless way are connecting with a wider demographic,
and in doing so, are helping to evolve niche sub-categories into
mainstream movements.
Elsewhere, pioneering brands tapping into and demonstrating alignment

with additional purpose-led values, such as collective consciousness,
inclusivity and social responsibility are also driving the category forward ––
setting new benchmarks for sustainability and accessibility –– and
rewriting existing narratives in the process.
Read more from Nicholas Reichenbach, Founder of Flow on

www.welltodoglobal.com.

FOOD & BEVERAGE
CBD-INFUSED FUNCTIONAL NUTRITION
Image: Tenzing Copyright Welltodo 2021. All Rights Reserved. 30

FOOD & BEVERAGE
NO OR LOW ALCOHOL PLANT-BASED IMMUNITY BOOSTING

TRENDSETTER VISIONARY CATEGORY DISRUPTOR
Image: Flow Image: Trip Image: Green Monday
FOUNDER: David Yeung

LAUNCHED: 2012
FOUNDER: Nicholas Reichenbach FOUNDERS: Olivia Ferdi & Daniel Khoury FUNDING: $70M
LAUNCHED: 2017 LAUNCHED: 2019 KEY INVESTORS: Sino Group, The Rise Fund,
FUNDING: $45M FUNDING: $5M Swire Pacific
KEY INVESTORS: Post Malone, Shawn Mendes KEY INVESTORS: Maria Raga, Christian Angermayer
NEED TO KNOW: A Hong Kong-headquartered plant-
NEED TO KNOW: More than 17 million devoted NEED TO KNOW: With interest in CBD showing no signs based group, Green Monday has been pivotal in the
customers, a roll call of A-list investors including of slowing, TRIP is leveraging momentum to carve out a rise of the plant-based movement in Asia. The
Shawn Mendes and Post Malone and public markets presence across multiple consumer touchpoints. In manufacturer of plant-based pork substitute products
thirsty for sustainable investments have inflated addition to stock listings in over 2000 locations, and operator of vegetarian-focused retail outlets and
Flow’s private valuation, with the company on the including Selfridges, Equinox and Soho House, the cafes now plans to establish a presence in over 20
verge of going public on Canada’s Toronto Stock brand's partnership with delivery company Deliveroo, markets across the world.
F&B
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

ONE TO WATCH CULTURAL PIONEER
Image: MOJU Image: Oatly

MEAL DELIVERY & RECIPE BOXES
FOUNDERS: Rich Goldsmith & Charlie Leet-Cook FOUNDER: Bjorn Oste

FUNDING: £2.5M FUNDING: $241.4M
KEY INVESTORS: Danone Manifesto Ventures KEY INVESTORS: Blackstone Group, Oprah Winfrey
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.

THE WELLNESS INDUSTRY'S
BIG BACKERS
DAILY HARVEST
CLMBR LOLA
LIT METHOD TONAL
SERENA
JAY Z THERAGUN OLLY
OATLY WILLIAMS IMPOSSIBLE FOODS
IMPOSSIBLE FOODS NOOM
LITTLE SPOON
OLLIE
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
Copyright Welltodo 2021. All Rights Reserved. Image: WHOOP 34

THE WELLNESS INDUSTRY'S
BIG BACKERS
EVERLANE
2XU
SEED
COREPOWER YOGA
THRIVE MARKET
PELOTON
L CATTERTON PURE BARRE GREYCROFT GOOP
ERGATTA
TONAL
MOXIE
FUNCTION OF BEAUTY
ICON HEALTH & FITNESS
FOXTROT
LOLA
PRIMA REAL
ALLBIRDS SAIE
LERER CURE HYDRATION
GWYNETH CANN
HIPPEAU EVERYTABLE PALTROW THIRTEEN LUNE
HUNGRYROOT JUICE BEAUTY
TOPICALS
WAVE
Copyright Welltodo 2021. All Rights Reserved. Image: Saie

KIDS WELLNESS CATEGORY DISRUPTOR
With wellness steadily
cementing itself as being one of
the building blocks required for
children’s health and
happiness, new concepts are
racing to market to capture an
audience with potential
lifelong value.
Tapping into high-growth

categories, such as sleep, mental Image: Moshi
wellness and nutrition, visionaries KEY FIGURE: Ian Chambers

are embedding their offerings LAUNCHED: 2017
into daily family practices as a FUNDING: $23M
way of becoming more integrated KEY INVESTORS: Latitude, Accel
and ritualistic.
NEED TO KNOW: A sleep and mindfulness audio app
for kids, Moshi has delivered more than 50 million
This next generation of kids
hours of sleep-inducing audio to its 160,000 annual
wellness offerings is pioneering subscribers in more than 60 countries around the
new approaches and experiences world. Sitting at the intersection of major wellness
that have the potential to shape categories including sleep, meditation and kids
future generations that are wellness, its unique proposition is pioneering a new
healthier and happier. experience that's backed by science and sustainable in
nature.

Image: Fresh Fitness Food Image: Detox Kitchen
Image: Thistle Image: No.1 Food Prep

The growth of the meal delivery and recipe kit category continues to be Leveraging the demand for more sustainable and conscious purchasing
driven by changes in consumer behaviour brought on by the global options, concepts tackling everything from food waste to supply chain
pandemic. transparency have also found themselves at the forefront of the market.
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.

CATEGORY LEADER TRENDSETTER
Image: Hello Fresh Image: SAKARA

FOUNDERS: Dominik Richter,

FOUNDERS: Danielle DuBoise
Thomas Griesel & Jessica Nilsson
& Whitney Tingle
LAUNCHED: 2011
LAUNCHED: 2012
FUNDING: $367.5M
FUNDING: $20M
KEY INVESTORS: Insight Partners, Baillie Gifford
KEY INVESTORS: Silas Capital, Annox Capital
NEED TO KNOW: Racking up 7.3 million active users globally in the

NEED TO KNOW: A $150m a year brand, Sakara Life owes its
first three months of 2021 alone, meal kit delivery company
success to translating the philosophy of 'food as medicine' into
HelloFresh continues to demonstrate its position as a category
the zeitgeist of the wellness consumer. The DTC business,
leader. Acquisitions of more specialised competitors such as
providing premium wellness solutions including a plant-based
ready-to-eat meal company Factor75 and keto recipe box Green
meal delivery service and a digital marketplace with more than
Chef have also proven its resilience and agility – the latter of which
30 branded wellness products, is now looking to accelerate
aims to tap into rising consumer trends such as sustainability and
innovation within its CPG arm and sustainability practices.
healthy eating.

MEDIA &
PUBLISHING
In creating credible and diverse content that breaks down barriers to wellness and empowers
individuals to take control of their health, consumer publications have continued to play an important
role in helping to democratise access to information –– especially during a period of heightened
confusion and uncertainty.
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

MEDITATION &
MINDFULNESS
Today, the multi-billion-dollar In response, incumbents and new
meditation and mindfulness entrants alike have turned their
categories are big business, with attention to disrupting the status quo
apps, studios and new technology by creating more reflective and
proliferating the market to cater to accessible pathways into the practice.
the needs of anxiety-ridden, burnt
Those leading the charge are shifting
out and overworked individuals.
the perception of meditation being a
chore into a lifestyle that spans
With the arrival of the Coronavirus
beyond the practice in isolation. In
only working to accelerate consumer
doing so, they're creating brands that
engagement with these ancient
are meaningfully different from
practices - albeit in reworked and
anything else on the market.
repackaged formats that speak to real-
time and re-world needs - brands are
having to work at speed to stand out
from the crowd.
Image: Simple Habit

DIGITAL TECHNOLOGY
STUDIOS
MEDITATION &
MINDFULNESS
CULTURAL PIONEER COMMUNITY FOCUSED FRONTRUNNER
Image: Calm
Image: Wave Image: Just Breathe
FOUNDERS: Brad Warsh & Mason Levey FOUNDERS: Alex Tew & Michael Acton Smith.
MEDITATION & MINDFULNESS
FOUNDER: Michael James Wong LAUNCHED: 2012

LAUNCHED: 2018
LAUNCHED: 2021 FUNDING: $218M
FUNDING: $5.7M
FUNDING: N/A KEY INVESTORS: Insight Partners, TPG, Lightspeed
KEY INVESTORS: Lerer Hippeau, Crosslink Capital
KEY INVESTORS: N/A
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.
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.
*Source: Business Insider Copyright Welltodo 2021. All Rights Reserved.
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
Real has found favour with consumers by redefining current pathways

NEED TO KNOW: A Singapore-based startup, Intellect is laser-focused into therapy and reimagining the overall experience to meet their needs,
on breaking down barriers to mental health care in Asia. Its two goals and preferences – in their language and on their terms. In addition
products, a consumer app and a mental health platform for employers to addressing standard mental health concerns, such as anxiety and
to offer as a benefit, have already surpassed 2 million users, depression, it taps into more contemporary and gender-skewed
demonstrating strong market demand. The app, now available in seven concerns such as single life, body image and imposter syndrome.
languages, is helping to propel the nascent Asian mental wellness
market. Read more: For more Mental Wellness see Therapies pg 53, Sleep pg 50, Corporate Wellness
pg 15

NUTRITION & SUPPLEMENTS
Benefiting from renewed consumer
interest in proactive health and INGESTIBLE BEAUTY PERSONALISED GUT HEALTH
wellness measures over the past
year, nutrition and supplement
brands have been able to further root
themselves within the current
wellness lexicon.
Helping take the guesswork out of

feeling and looking better, makers of
formulations backed by science have
leveraged current values and
behaviours around ingredient science
and medical authority to build trust and
keep consumers engaged.
The utilisation of cutting-edge

technology allowing for new levels of
personalisation has also helped to
propel pioneering brands to the
forefront of the sector –– and within the
crosshairs of investors searching for the
next big opportunity.

TRENDSETTER CHALLENGER VISIONARY
Image: Care/of Image: Golde Image: ZOE
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
KEY INVESTORS: Recharge Capital, Goldman Sachs

KEY INVESTORS: N/A
Investment Partners
NEED TO KNOW: Personalised nutrition startup Zoe
NEED TO KNOW: Founded by entrepreneur Trinity launched its first product into the US market after
NEED TO KNOW: Fresh off the back of a majority buy
Mouzon Wofford – the youngest Black woman ever to spending three years researching the microbiome. Its
out from pharmaceutical and life sciences company
launch a brand in US beauty and wellness retailer at-home testing kit, enables users to learn how their
Bayer, Care/of has made its first foray into the retail
Sephora – Golde’s superfood infused lattes, body responds to different foods and receive
market, via the launch of a new vitamin line in Target.
supplements and face masks have already amassed a personalised nutrition advice. Despite operating in a
The company, which has grown to prominence thanks
cult following. January 2021 marked a huge milestone relatively nascent field, the company believes it can
to its trendy brand of personalised vitamins in
for the startup which is now stocked in US mass- have a huge impact on human health and capture a
convenient daily packs, now plans to establish new
market retailer Target. And, despite being approached very big addressable market.
routes to market during a time when self-care is top-of-
by multiple investors, the brand remains entirely self-
mind.
funded. Read more: For more Nutrition & Supplements see Sleep pg 50,
F&B pg 29, Beauty & Body pg 7
SEXUAL WELLNESS
By delivering aspirational products and experiences without labels, personal care and sexual wellness brands have helped to reimagine
PERSONAL CARE & outdated attitudes and approaches, and successfully position themselves as another layer within the rapidly expanding wellness
ecosystem.
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
FOUNDERS: Rob Schutz,

Saman Rahmanian &
FOUNDERS: George Pallis & Michalis Gkontas Zachariah Reitano FOUNDERS Celia Pool & Alec Mills
FUNDING: £27M FUNDING: $876.1M FUNDING: Undisclosed
KEY INVESTORS: Felix Capital, Cherry Ventures KEY INVESTORS: Torch Capital, General Catalyst, KEY INVESTORS: Undisclosed
FirstMark
NEED TO KNOW: Following the same playbook as NEED TO KNOW: A sustainable period care brand
startups like Hims and Roman, Manual's model is NEED TO KNOW: Having recently acquired Modern and creator of the world's first reusable tampon
based on rewriting the narrative around men's Fertility, a high-growth reproductive health company applicator, Dame has gone up against its legacy
wellness to empower a more proactive approach. By focused on addressing gaps in women's healthcare, counterparts and come out winning. By addressing
providing everything from diagnostics to treatments health tech company Ro appears to be bolstering its the pain points that existed within the feminine care
to ongoing care, the brand hopes to create a more women's health vertical. The company's ever-growing category, the startup has managed to encourage
seamless and barrier-free experience that better portfolio of services now includes a nationwide positive behaviour change and usher in a new era for
resonates with its audience. Bolstered by recent provider network, in-home care API and proprietary a stagnant category lacking both innovation and
investment, it is currently expanding across Europe, pharmacy distribution centres. A one-stop-shop for all disruption.
Asia and Latin America. things health and wellness, it is currently valued at
$5bn. Read more: For more Personal Care & Sexual Wellness
see Empowered Health pg 25 48
BILLION DOLLAR BRANDS
THE WELLNESS BRANDS VALUED AT
OVER 1 BILLION DOLLARS:

SLEEP
BEAUTY, CBD & The business of sleep has unquestionably become a lucrative one, with
SUPPLEMENTS innovation across the global sleep category featuring everything from
smart headbands to responsible gaming – all of which are changing what
the bedrooms of the future will look, sound and feel like.
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

ONE TO WATCH CATEGORY LEADER RISING STAR
Image: Eight Sleep Image: Beam
Image: OURA
FOUNDERS: Matt Lombardi

& Kevin Moran
FOUNDERS: Alexandra Zatarain, Andrea Ballarini, FOUNDERS: Kari Kivela, Markku Koskela & Petteri LAUNCHED: 2018
Massimo Andreasi Bassi & Matteo Franceschetti Lahtela FUNDING: $12M
LAUNCHED: 2014 LAUNCHED: 2013 KEY INVESTORS: The Yard Ventures, Litani Ventures
FUNDING: $76.1M FUNDING: $148.3M
KEY INVESTORS: Khosla Ventures, Y Combinator, KEY INVESTORS: Elysian Park, Serena Venture, Lerer NEED TO KNOW: Beam's initial CBD products
Softbank Hippeau, Jazz Venture Partners captured the attention of high performers and
everyday wellness consumers looking to push their
NEED TO KNOW: A sleep fitness company with a NEED TO KNOW: Buoyed by a fresh $100m performance limits across the four main touchpoints
mission to fuel human potential through optimal sleep, investment, and a COVID-related surge in sales which of a daily wellness routine - balance, performance,
Eight Sleep leverages thermoregulation, data and saw its sleep tracking ring generate around $60m in recovery and sleep. In addition to using the highest
technology to design products to restore individuals to 2020, Oura is entering a new stage of growth. Today, quality broad-spectrum CBD, the brand's products are
their peak energy levels. Named one of Fast Company's the company, which is valued at $800m has emerged stacked with other functional ingredients that aim to
"Most Innovative Companies of 2018" and recognised as a trusted leader in the wearables space, as it optimise health. Its organic growth has been
SLEEP
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
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
FOUNDER: Ross Clark

LAUNCHED: 2019
FUNDING: $3M
KEY INVESTORS: Greycroft, BITKRAFT Ventures
NEED TO KNOW: Free daily horoscopes reel in users of

Sanctuary's astrology app. Its live birth chart readings and on-
demand astrology sessions are what help to keep its largely
millennial and Gen Z audience hooked – and subscribed to its
$19.99 per month membership program. Having grown its user
base by 500% since the start of the pandemic, the startup appears
to be filling a gap for those in need of guidance and self-
improvement at a time of heightened uncertainty and
disconnection.

THERAPIES
ALTERNATIVE THERAPY VIRTUAL THERAPY
By repackaging ancient or lesser-known practices to suit

the needs of the modern consumer, alternative therapy
brands are pioneering a shift towards natural wellness
that better reflects the values and behaviours of their
target audience.
Satisfying growing demand for more boutique and specialised

services, these purveyors of acupuncture, floatation,
cryotherapy and more are becoming trusted brand leaders
within a flourishing sector.
Elsewhere, virtual therapy offerings that are making services

more accessible and affordable for a mainstream audience,
are helping to drive consumer adoption. Backed by advanced
technologies, empowering narratives and clever content these
revolutionaries are helping to tackle some of the world’s
biggest health problems.
Read more about how brands are captiviating the new digital
wellness consumer on welltodoglobal.com.
Image: Chillhouse Copyright Welltodo 2021. All Rights Reserved.

RISK TAKER DIGITAL DISRUPTOR
Image: FaceGym Image: Kaia Health
FOUNDER: Inge Theron FOUNDERS: Konstantin Mehl &

LAUNCHED: 2018 Manuel Thurner
FUNDING: N/A LAUNCHED: 2016
KEY INVESTORS: N/A FUNDING: $123M
KEY INVESTORS: Optum Ventures, Idinvest Ventures
NEED TO KNOW: Despite spa and salon businesses experiencing a
turbulent year due to COVID-related closures, FaceGym has NEED TO KNOW: Kaia Health's world-leading 2D motion tracking
successfully captivated the new digital wellness consumer via virtual technology enables users to get real-time feedback on their exercise
PT sessions and 'Facial HIIT' classes. By showing customers how to performance using their smartphone's camera. Having experienced a
perform its innovative ‘face cardio’ on themselves, it has been able to surge of interest over the past year due to the pandemic, the startup is
THERAPIES
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

TRAVEL &
Despite the travel industry grinding to a halt during the pandemic, that
hasn’t stopped new and established players from making strides with RETREATS
forthcoming properties, offerings that tap into the current ‘everything
HOTELS
health’ mentality or forging cutting-edge health-focused partnerships.
Collaborations with connected and boutique fitness brands are skyrocketing,

as hotels look for new ways to attract health-conscious travellers...
high-end resorts are being built that tap into more specific facets of wellness including high-performance living, and retreats are
doubling down on transformative experiences that claim to offer a new level of health, as well as a fresh perspective. By challenging
the norm, these trendsetters are confident they can revolutionise wellness travel once again.
HOTELS
WELLNESS IN TRANSIT

HEAVYWEIGHT PIONEER RISK TAKER
Image; ARTAH Retreats
Image; Four Seasons Image; SIRO
FOUNDER: Rhian Stephenson

FOUNDER: Isadore Sharp LAUNCHED: 2020
FOUNDER: Solomon Kerzner
LAUNCHED: 1961 FUNDING: N/A
LAUNCHED: 1993
FUNDING: N/A KEY INVESTORS: N/A
FUNDING: N/A
KEY INVESTORS: N/A
KEY INVESTORS: N/A
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.
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

Image; South Kensington Club 57
WELLNESS REAL There are a lot of confusing pieces to the
ESTATE & DESIGN digital marketing puzzle.
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

WELLNESS REAL ESTATE & DESIGN
DESIGN & IN-HOME
WELLNESS REAL ESTATE
ARCHITECTURE TECHNOLOGY
Image: Ucommon

PIONEER VISIONARY
Image: SHA Image: Serenbe

WELLNESS REAL ESTATE & DESIGN
FOUNDER: Alfredo Bataller

LAUNCHED: 2008
FOUNDERS: Steve Nygren & Marie Lupo Nygren
FUNDING: N/A
LAUNCHED: 2004
KEY INVESTORS: N/A
FUNDING: N/A
KEY INVESTORS: N/A
NEED TO KNOW: Building on the success of its original
pioneering clinic in Spain, SHA is set to launch a collection of
NEED TO KNOW: Pioneers of the 'wellness community' concept,
private residences in Mexico that will feature privileges including
the founders of Serenbe created their award-winning biophilic
permanent access to more than 300 global medical experts, 100s
community with the hope it would grow into a model used by
of consultations and the clinic’s cutting-edge facilities. The move
developers around the world. Designed with sustainability,
is reflective of a wider industry trend in which more developers
wellness and land conservation front of mind, the 1,400-acre
and operators are prioritising wellness within building design and
community of 700-plus residents continues to shape the
facilities. A rise in consumer demand for offerings that enable
wellness real-estate sector. More recently it has cemented itself
long-term lifestyle changes is also driving the category.
as a reference point for post-pandemic living.

2021 INVESTMENT LANDSCAPE
JANUARY FEBRUARY MARCH ARPIL MAY
$65M $187M $125M $250M GOES PUBLIC
$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
GOES PUBLIC $42M $30M $200M $5M

WELLNESS RETAIL
E-commerce has undoubtedly emerged
as one of the winners of the past 12 E-TAILERS
months, with wellness brands selling
wares across multiple categories
reporting a huge uptick in sales, as well
as new customers.
Bolstering the customer experience with

elevated content, a heightened focus on
communication and unique digital
activations, players across athleisure,
beauty and groceries have been able to
establish a new foothold on the market.
Elsewhere, supermarket chains and

pharmacies have gained ground as
essential destinations for consumer health
and wellness needs.
In identifying the white spaces, and

assessing their role in supporting changes
in public attitudes and behaviour towards
wellness, these frontrunners are
demonstrating the opportunity that exists
to steer the future narrative rather than be
swept along by it.
Image: Missfits Market

WELLNESS RETAIL
GROCERY &
PHYSICAL RETAILERS
CONVENIENCE
Image: Erewhon

COMMUNITY-DRIVEN FIRST OF ITS KIND HEAVY HITTER
Image: Foxtrot Image: Thirteen Lune Image: Target
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.

YOGA
Yoga’s mainstream appeal, which now extends far beyond the practice forward-thinking brands are now racing to tap into the wider yoga lifestyle to
itself, to include, apparel, accessories and other lifestyle paraphernalia has connect more deeply with empowered consumers — who in the wake of
spawned a category that is expected to grow by more than $830m by 2024* Coronavirus and the mass migration to working out from home, expect more
value than ever from their fitness providers.
Digital offerings enabling consumers to partake in live-streamed and on-demand
classes from their own homes have skyrocketed over the past 12 months helping Maintaining the ethos and integrity of the ancient practice is also becoming a key
to further accelerate adoption and open up the practice to new demographics. differentiator.
To stay one step ahead of the competition,
Max Henderson, Co-Founder of Hotpod Yoga shares his story on The Business of
Wellness podcast. Listen now.
*Source: Technavio
DIGITAL STUDIOS

CONSUMER FAVOURITE FAST GROWING
Image: Alo Moves Image: YogaSix
FOUNDERS: Danny Harris & Marco DeGeorge

KEY FIGURE: Lindsay Junk
LAUNCHED: 2007
LAUNCHED: 2012
FUNDING: N/A
FUNDING: Acquired by Xponential Fitness
KEY INVESTORS: N/A
NEED TO KNOW: With the backing of Xponential Fitness, a

NEED TO KNOW: In its mission to evolve from an athleisure
curator of leading brands in boutique fitness, YogaSix has
brand to a 360-degree lifestyle brand rooted in yoga, wellness,
scaled into one of the fastest-growing franchises in the boutique
and mindfulness, in recent years Alo Yoga has made its debut
yoga space. Its goal of eliminating the exclusive and elitist
into the beauty space, launched a digital fitness platform and
stigma that often surrounds yoga, and reviving the practice in a
even opened up its first raw plant-based restaurant in New York
modern way that is inclusive, accessible and empowering, has
City. Next Up? More brick-and-mortar openings, albeit cautiously.
YOGA
seen it open 100 studios to date.

PARTNERSHIPS & COLLABORATIONS
From purpose-led partnerships to category
consolidation, the business of wellness continues to
converge and collaborate on groundbreaking
initiatives that are driving the industry forward and
setting new standards.
From on-demand meditation apps collaborating with

airlines for a more comfortable, wellbeing-oriented
inflight experience to major shoe and apparel companies
teaming up to create more sustainable products for
consumers, the power of collaboration is infinite.
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
Where brands were once considered competitors, there

are now instances where they are positioning themselves
as allies and partners – to achieve greater outcomes for
people and the planet.
In the final pages of this years Innovation Blueprint, we're

spotlighting some of the most innovative link-ups from
the past year – in categories including athleisure &
apparel, connected fitness and technology-enabled
meditation.

Indoor cycling phenomenon Peloton Image: Peloton
launched a heavy-hitting partnership with
cultural phenomenon Verzuz — a ‘face-off’
musical platform that has grown to
prominence amid global lockdowns.
BOOM X KOBOX
According to Peloton, featured music has
played a crucial role in propelling its growth, UK fitness brands Boom Cycle and
so it’s not surprising the company is investing KOBOX joined forces to launch a
in continuing that momentum — especially as boutique fitness ‘supergroup’ aimed
gyms and fitness studios around the globe at accelerating growth
start to reopen. collaboratively.
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.

ADIDAS X ALLBIRDS
Sportswear giant Adidas teamed up with Image: Allbirds x Adidas
sustainable footwear brand Allbirds in a
pioneering move placing purpose over profit. Image: Chopra
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
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

Welltodo is a leading global platform dedicated to Founder & CEO: Lauren Armes
helping people build incredible businesses and Senior Editor: Laura Hill
careers in the wellness industry. Report Design: Sinead O'Callaghan

> We arm brands with wellness industry trends and Email: hello@welltodoglobal.com
insights focused on food & beverage, fitness, www.welltodoglobal.com
technology, athleisure, travel and beauty.
Mortimer House, 37-41 Mortimer Street
> We coach and mentor wellness entrepreneurs. Fitzrovia, London W1T 3JH
> We help companies grow dedicated teams. Contact: For further information on all of our services,
please contact hello@welltodoglobal.com
> We support and nurture a pool of passionate
candidates to find fulfilling jobs in wellness. Follow: @welltodoglobal
> We share stories through live events and our Subscribe to our weekly newsletters to receive
podcast, The Business of Wellness. industry highlights, current news, and insights into
the growing wellness industry – and to find out
more about our highly anticipated events.

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PRESENTS THE

P28 / FINANCIAL WELLNESS P57 / WELLNESS CLUBS

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Image: TALA Image: Gymshark

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Image: Athleta Image: Gentrue

LAUNCHED: 1998 LAUNCHED: 2012 LAUNCHED: 2021

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Responding quickly with on-trend

Legacy players, meanwhile, have begun to

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Image: Topicals Image: Honest Image: Nessa

disrupt the multi-billion dollar skincare market.

Levelling the playing field for independent

For consumers, meanwhile, these innovators

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Image: MINDBODY Image: Provenance

Image: Sweetgreen Image: Dr Smood Image: Just Salad

Image: Sweetgreen Image: LEON

LAUNCHED: 2007 LAUNCHED: 2004

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In response, a wave of innovative startups has

With pioneering companies now delivering a suite

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Image: BetterUp Image: Clementine

FOUNDERS: Alexi Robichaux & Eduardo Medina

NEED TO KNOW: BetterUp's all-in-one platform combines

Forward-thinking brands have successfully reimagined

And, as the innovators have already demonstrated,

Copyright Welltodo 2021. All Rights Reserved. 17

Copyright Welltodo 2021. All Rights Reserved.

Image: Goop Image: CrossFit Games

FOUNDERS: Gwyneth Paltrow FOUNDERS: Greg Glassman & Lauren Jenai

NEED TO KNOW: Following a tumultuous year, in which Founder

Copyright Welltodo 2021. All Rights Reserved. 19

Read more about the future of hybrid fitness on welltodoglobal.com

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CONNECTED EQUIPMENT DIGITAL FITNESS

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BOUTIQUE FITNESS RECOVERY PREMIUM GYMS

Image: Tone & Sculpt

Image: Xponential Image: Tonal

FOUNDER: Aly Orady

Image: Therabody Image: LIT Method

FOUNDER: Dr. Jason Wersland FOUNDERS: Justin and Taylor Norris

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Companies providing a holistic approach to

Catalysed by our perpetual desire to upgrade

These pioneers are creating category-defining

Copyright Welltodo 2021. All Rights Reserved. 25

NEXT GEN JANE

Image: Whoop Image: Everlywell Image: Levels

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Those able to align themselves with peoples’ everyday wellness routines in

Elsewhere, pioneering brands tapping into and demonstrating alignment

Read more from Nicholas Reichenbach, Founder of Flow on

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Image: Tenzing Copyright Welltodo 2021. All Rights Reserved. 30

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Image: Flow Image: Trip Image: Green Monday

FOUNDER: David Yeung

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Image: MOJU Image: Oatly