BOOM: MULO Health & Wellness

Despite Weight Watcher’s recent bankruptcy, the MULO (multi-location) health and wellness ecosystem—and the consumers who spend there—is booming.

Weight Watchers jumped on the weight loss drug bandwagon, but it may have been too late for the iconic brand, founded in 1963.

So, other than looking for miracle injections, where else are today’s consumers going to shed pounds, build muscle, and relax and heal?

• “Specialty gyms” abound. Among them are Anytime Fitness (focused on affordability and convenience), 9Round (kickboxing), and Baby Boot Camp for parents. Lift too much weight and pull a muscle? Franchises like Stretch Lab, Fyzical Therapy, and Balance Centers may help.
• Mega facilities like LIFETIME are incorporating cold plunges, office centers, and recovery spaces into their facilities. They announced a new spa brand called Miora, which includes hormone therapy and IV drips.
• Retailers are becoming gyms too, as brands like Lululemon, Nike, The North Face, REI, Athleta, and Six: 02 powered by Foot Locker offer a wide range of exercise and training classes. On the flip side, one iconic workout brand, SoulCycle, is opening a clothing-only store, as the size of the athleisure market shows little sign of slowing.
• Spa and wellness services have also become a big part of the MULO ecosystem. From cold plunges and other cryotherapy modalities to franchised spas, IV, and massage centers, consumers can find precise solutions for their ailments.
• Healthy food options are now a massive part of the restaurant industry. The size of the healthy food market is estimated at a whopping $900B worldwide.
• The hospitality industry is investing in a wide range of wellness options — from dedicated resorts designed to give visitors a health boost, in-room wellness amenities, and upgraded gyms in extended-stay hotels. Behind these enhancements is the fact that the global wellness economy is projected to reach $9T by 2028.

Because we’re living in a phygital world, technology is now woven into all aspects of weight loss and health management.

• Smart gym equipment can sync with consumers’ devices and track their progress.
• Peloton and Mirror are among the platforms that offer virtual environments for live-streamed classes and personalized coaching. Some multi-family communities are installing them in their building gyms as a sales/rental incentive.
• AI can assist in developing customized eating and exercise plans.
• Wearables connect with smartphone apps and help consumers track their progress, giving brands access to user data.

Although the community aspect of Weight Watchers may no longer exist, gyms and technology companies are finding other ways to connect health-conscious consumers through online groups.

As long as the world comprises humans, our focus on longevity and body image is here to stay. The market for keeping those bodies fit is huge and growing, while we may be slimming down!

For more trends about the MULO world, please join us at Street Fight LIVE 2025! You’ll learn how consumers and businesses will shop, dine, interact, and get fit in the future, using technology as their “trainers.”