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We gotta talk about how people are taking vacations to go workout. We’re talking about how gen z and millenials are now choosing to travel for the experience of a marathon, Hyrox, or a fitness event - making up a portion of the $300 billion participatory sports tourism market. Over the last five years there’s been a boom of “identity tourism”, where people are traveling to for experiences AND achievement more than just relaxation. Now here’s the thing, marathon runners have been doing this for YEARS - but we’re seeing a sharp increase in this “fitness tourism” as Hyrox and adjacent events have hit the scene within the last few years. The interesting thing is that we’re seeing this carry beyond just events and races but brands are building places for people to come to all year long - like, resorts - centered around fitness. Because what we’re after is more than a medal, right? We’re looking for content and a story, and ultimately, connection. And the economic impact of this fitness and wellness tourism play is something cities are all too excited to adopt. The London Marathon alone brought in over £150 million this year. The city of Miami has gone so far as to brand itself as a Wellness destination and invest heavily in participatory sports tourism. Wellness has jumped on board with global destinations like @recenterlife created to help you achieve a greater wellness goal like finding your center post burnout So yes, fitness and wellness travel might sound niche But they’re actually rising to be a primary motivator for travel Because in 2025 fitness isn’t something we’re squeezing in between life anymore. It is life. Brand credits: @recenterlife @rapha @thewronggym @hokabrasil @hyroxtours_dse @destinationsportexperiences @marathontours @shareaura Creator credits: @therealsunnyside on tiktok @unofficialrunclub #fitnessbrand #wellnesstourism #trendreport
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tatumbrandt
We gotta talk about how people are taking vacations to go workout. We’re talking about how gen z and millenials are now choosing to travel for the experience of a marathon, Hyrox, or a fitness event - making up a portion of the $300 billion participatory sports tourism market. Over the last five years there’s been a boom of “identity tourism”, where people are traveling to for experiences AND achievement more than just relaxation. Now here’s the thing, marathon runners have been doing this for YEARS - but we’re seeing a sharp increase in this “fitness tourism” as Hyrox and adjacent events have hit the scene within the last few years. The interesting thing is that we’re seeing this carry beyond just events and races but brands are building places for people to come to all year long - like, resorts - centered around fitness. Because what we’re after is more than a medal, right? We’re looking for content and a story, and ultimately, connection. And the economic impact of this fitness and wellness tourism play is something cities are all too excited to adopt. The London Marathon alone brought in over £150 million this year. The city of Miami has gone so far as to brand itself as a Wellness destination and invest heavily in participatory sports tourism. Wellness has jumped on board with global destinations like @recenterlife created to help you achieve a greater wellness goal like finding your center post burnout So yes, fitness and wellness travel might sound niche But they’re actually rising to be a primary motivator for travel Because in 2025 fitness isn’t something we’re squeezing in between life anymore. It is life. Brand credits: @recenterlife @rapha @thewronggym @hokabrasil @hyroxtours_dse @destinationsportexperiences @marathontours @shareaura Creator credits: @therealsunnyside on tiktok @unofficialrunclub #fitnessbrand #wellnesstourism #trendreport
The creative coming from these running brands should be studied 😮‍💨 Welcome to Day 2 of ✨25 Fitness Trends that Shaped 2025 ✨ And today, we’re talking about the rise of indie running brands. Like any other industry, as fitness and wellness has exploded and became hyper-accessible, you see brands pivoting to be more, lack of a better term, inaccessible and luxury. We’ve seen sportwear and fitness brands roll out campaigns that mirror those from the world of high-end fashion, and position themselves not everyone but toward cult communities. And it’s working. This new wave of running brands is opting for to stand out in the saturated landscape through the exceptional rather than accessible - and this is the world where running brands are now seen at Paris Fashion Week and races mocked up to look like a catwalk. 2025 has shown us that the next generation of running isn’t dominated by giants but rather by cult communities and hyper-curated players. What do you think we should expect to see in 2026? Brand credits: @banditrunning @currentlyrunning @nike @satisfyrunning @theyardgym @strava @distanceathletics @believeintherun @houdinisportswear @unna.world @shareaura Creator credits: @jordanrogers @tyler.m.webb on tiktok ken on tiktok Art backdrop shown under “wellness as status” by Marites Algones @kevooon on tiktok @zacpogrob #trendreport #runculture #brandstrategy #marketingtrends
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The creative coming from these running brands should be studied 😮‍💨 Welcome to Day 2 of ✨25 Fitness Trends that Shaped 2025 ✨ And today, we’re talking about the rise of indie running brands. Like any other industry, as fitness and wellness has exploded and became hyper-accessible, you see brands pivoting to be more, lack of a better term, inaccessible and luxury. We’ve seen sportwear and fitness brands roll out campaigns that mirror those from the world of high-end fashion, and position themselves not everyone but toward cult communities. And it’s working. This new wave of running brands is opting for to stand out in the saturated landscape through the exceptional rather than accessible - and this is the world where running brands are now seen at Paris Fashion Week and races mocked up to look like a catwalk. 2025 has shown us that the next generation of running isn’t dominated by giants but rather by cult communities and hyper-curated players. What do you think we should expect to see in 2026? Brand credits: @banditrunning @currentlyrunning @nike @satisfyrunning @theyardgym @strava @distanceathletics @believeintherun @houdinisportswear @unna.world @shareaura Creator credits: @jordanrogers @tyler.m.webb on tiktok ken on tiktok Art backdrop shown under “wellness as status” by Marites Algones @kevooon on tiktok @zacpogrob #trendreport #runculture #brandstrategy #marketingtrends
Let’s talk about “the great consolidation” in fitness and what tf that means 👇 Welcome to part 15 of 25 trends that defined fitness and wellness in 2025 and TODAY we gotta talk about how the fitness industry is consolidating - fast. Listen I sat in on a panel with @athletechnews and execs from Xponential, Barry’s, and Life Time back in July where they broke this down. I made a video of it six months ago but it’s one of the most defining trends of this year so we gotta touch on it again in this series. On the panel, they said plainly that brand are merging while consumer loyalty is thinning. This isn’t to say demand is shrinking - if anything, it’s picking up speed RAPIDLY. But this IS a make or break era for fitness brands. We’re seeing it already: → Recovery studios partnering with tech platforms. → Big-box gyms absorbing boutique DNA. → Connected fitness brands turning to IRL activations just to stay visible. If you’re a brand in this space I think Barry’s CEO has the best insight: The winners of this consolidation won’t be the biggest. They’ll be the ones who know exactly who they’re for and show up for them across product, content, experience, and community. So if you’re building a brand in fitness, stop trying to be everything and start getting sharp. If you’re interested in more on the state of the fitness industry, follow along. We have 10 more trends to go.🫡 #fitnessbrand #brandstrategy #gymmarketing #marketingstrategy #wellnessbrand #sportmarketing
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Let’s talk about “the great consolidation” in fitness and what tf that means 👇 Welcome to part 15 of 25 trends that defined fitness and wellness in 2025 and TODAY we gotta talk about how the fitness industry is consolidating - fast. Listen I sat in on a panel with @athletechnews and execs from Xponential, Barry’s, and Life Time back in July where they broke this down. I made a video of it six months ago but it’s one of the most defining trends of this year so we gotta touch on it again in this series. On the panel, they said plainly that brand are merging while consumer loyalty is thinning. This isn’t to say demand is shrinking - if anything, it’s picking up speed RAPIDLY. But this IS a make or break era for fitness brands. We’re seeing it already: → Recovery studios partnering with tech platforms. → Big-box gyms absorbing boutique DNA. → Connected fitness brands turning to IRL activations just to stay visible. If you’re a brand in this space I think Barry’s CEO has the best insight: The winners of this consolidation won’t be the biggest. They’ll be the ones who know exactly who they’re for and show up for them across product, content, experience, and community. So if you’re building a brand in fitness, stop trying to be everything and start getting sharp. If you’re interested in more on the state of the fitness industry, follow along. We have 10 more trends to go.🫡 #fitnessbrand #brandstrategy #gymmarketing #marketingstrategy #wellnessbrand #sportmarketing
Let’s talk about the complicated world of aging and longevity 👇 For decades, beauty and wellness sold us “anti-aging.” Now the playbook has flipped: in a world where maximalist aesthetic work can be seen as low-status, aging well is the new luxury. We’re talking about a market worth $58 billion today and projected to hit $181 billion by 2034 Now the ironic thing here is that in celebrating old age the longevity industry is still celebrating aspects of youth in order to profit off an older generation, but so it goes in a capitalist economy folks. I digress. Longevity has become the cultural currency of 2025 (is that buzzwordy enough for you?) You have likely already noticed this in the world of fashion Where luxury houses like Loewe and Burberry casting women in their 80s as campaign stars, not as token gestures but as signals of heritage, resilience, enduring status. NOW in the world of wellness tech - Ōura markets its ring with the slogan “Give us the finger” casting real people over the age of 50 as the faces of modern health. We’ve gone from an era where health means “don’t get sick”, to meaning “upgrade yourself” in the era of longevity. In many ways, it’s the antithesis of the cosmetic wellness boom that defined the last several decades. There’s an excellent substack that speaks to this by Studio Koto - it’s “OFF.Brand” and the title is “Branding Longevity: the next health frontier” - def worth the read. But my point here is that we’re shifting from youth aesthetics as the status symbol (because this can be bought more easily today) to TIME. And having time, it seems, has never been more expensive. #wellnessbrand #brandstrategy #longevity #wellnesstech #marketingstrategy
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Let’s talk about the complicated world of aging and longevity 👇 For decades, beauty and wellness sold us “anti-aging.” Now the playbook has flipped: in a world where maximalist aesthetic work can be seen as low-status, aging well is the new luxury. We’re talking about a market worth $58 billion today and projected to hit $181 billion by 2034 Now the ironic thing here is that in celebrating old age the longevity industry is still celebrating aspects of youth in order to profit off an older generation, but so it goes in a capitalist economy folks. I digress. Longevity has become the cultural currency of 2025 (is that buzzwordy enough for you?) You have likely already noticed this in the world of fashion Where luxury houses like Loewe and Burberry casting women in their 80s as campaign stars, not as token gestures but as signals of heritage, resilience, enduring status. NOW in the world of wellness tech - Ōura markets its ring with the slogan “Give us the finger” casting real people over the age of 50 as the faces of modern health. We’ve gone from an era where health means “don’t get sick”, to meaning “upgrade yourself” in the era of longevity. In many ways, it’s the antithesis of the cosmetic wellness boom that defined the last several decades. There’s an excellent substack that speaks to this by Studio Koto - it’s “OFF.Brand” and the title is “Branding Longevity: the next health frontier” - def worth the read. But my point here is that we’re shifting from youth aesthetics as the status symbol (because this can be bought more easily today) to TIME. And having time, it seems, has never been more expensive. #wellnessbrand #brandstrategy #longevity #wellnesstech #marketingstrategy
We are officially exiting the era of wellness optimism and entering the age of wellness overwhelm. After a surge of run clubs, fit-fluencers, brand races and activations - consumers are growing tired. Overwhelmed by the wellness that promised to save them. We’re seeing wellness overwhelm seep in everywhere. People are ditching wearables because they feel over‑optimized. Longevity culture is starting to feel like it’s stealing from actual life. Now listen this actually *isn’t* a sign that the fitness and wellness space is slowing down, it’s actually quite the opposite. Wellness is saturating. And when a category saturates, consumers get tired. The new marketing playbook in the saturated world of wellness where consumers are exhuasted by trends is now sustainability of effort. Quiet consistency. Process over spectacle. AKA - Less performative wellness. The brands that win next won’t promise transformation but instead double down on process. Glorify the unsexy work, and demand credibility - that’s the way to win the next era of wellness. credits: @momentous @bpnsupps @tyrsport @rodrigocalderonm on tiktok @cartergen on tiktok @theaeternumcompany on tiktok @mariahbriele on tiktok @fonzian on tiktok @elds.etc on tiktok article headline screenshots: national geographic washington post les mills inside hook mcgill cnn #fitnessbrand #wellnessbrand #brandstrategy
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We are officially exiting the era of wellness optimism and entering the age of wellness overwhelm. After a surge of run clubs, fit-fluencers, brand races and activations - consumers are growing tired. Overwhelmed by the wellness that promised to save them. We’re seeing wellness overwhelm seep in everywhere. People are ditching wearables because they feel over‑optimized. Longevity culture is starting to feel like it’s stealing from actual life. Now listen this actually *isn’t* a sign that the fitness and wellness space is slowing down, it’s actually quite the opposite. Wellness is saturating. And when a category saturates, consumers get tired. The new marketing playbook in the saturated world of wellness where consumers are exhuasted by trends is now sustainability of effort. Quiet consistency. Process over spectacle. AKA - Less performative wellness. The brands that win next won’t promise transformation but instead double down on process. Glorify the unsexy work, and demand credibility - that’s the way to win the next era of wellness. credits: @momentous @bpnsupps @tyrsport @rodrigocalderonm on tiktok @cartergen on tiktok @theaeternumcompany on tiktok @mariahbriele on tiktok @fonzian on tiktok @elds.etc on tiktok article headline screenshots: national geographic washington post les mills inside hook mcgill cnn #fitnessbrand #wellnessbrand #brandstrategy
Comment “2026” and we’ll send the full episode we did covering all brand predictions to build a cult like following in 2026. #brandmarketing #growthmarketing #contentmarketingstrategy
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Comment “2026” and we’ll send the full episode we did covering all brand predictions to build a cult like following in 2026. #brandmarketing #growthmarketing #contentmarketingstrategy
Everyone’s building the same gym. It’s that soho-house style gym with holistic wellness amenities like saunas, cold plunges, and therabody recovery tools. Over the last few years we’ve seen brands market off the back of these amenities as their primary differentiators in the market, which used to work when they were novel. Today, however, HVLP (high value, low price) brands have been integrating these same amenities all while consumer’s cost consciousness plummeted. AKA - consumers have come to expect the perks without the price. According to Zenoti’s 2025 Benchmark Report, long-time loyal clients are starting to leave wellness clubs, citing rising prices and diminishing perceived value. The data ALSO shows that 42% of repeat guests are driving 80% of sales, now choosing based on cost, not cold plunges. They’re referring to this as the “wellness loyalty gap” And brand loyalty is fragile. The next wave of fitness and wellness consumers is entering the market with cost consciousness and experience expectations. If you’re a wellness brand right now? Brand positioning, REAL brand positioning, is going to matter more than ever this next era of fitness consumers. If you’re not telling people who you are beyond “good vibes and a cold plunge” You’re gonna get priced out by brands who are. Memberships are up. Consumer trust is down. The wellness loyalty gap is growing. Report referenced: @gozenot 2025 Beauty & Wellness Benchmark Report Brand credits: @equinox @theyardgym @lifetime.life @padel.haus @athletechnews @fitt.insider @heimat @o2fitness @palma_tennis @camberplaces @brandtcreative.co Creator credits: @nicolekramer_ on tiktok @carmen.solomons on tiktok @s.fitmuse on tiktok @doublescfit on tiktok @katarinaviioilet on tiktok @anthonyrichpark on tiktok @kwabbie.k on tiktok @whoseehaelyyy on tiktok @oyindiafitness on tiktok @caylept on tiktok @j.ro__ on tiktok #fitnessbusiness #brandstrategy #fitnessbrand #wellnessbrand
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Everyone’s building the same gym. It’s that soho-house style gym with holistic wellness amenities like saunas, cold plunges, and therabody recovery tools. Over the last few years we’ve seen brands market off the back of these amenities as their primary differentiators in the market, which used to work when they were novel. Today, however, HVLP (high value, low price) brands have been integrating these same amenities all while consumer’s cost consciousness plummeted. AKA - consumers have come to expect the perks without the price. According to Zenoti’s 2025 Benchmark Report, long-time loyal clients are starting to leave wellness clubs, citing rising prices and diminishing perceived value. The data ALSO shows that 42% of repeat guests are driving 80% of sales, now choosing based on cost, not cold plunges. They’re referring to this as the “wellness loyalty gap” And brand loyalty is fragile. The next wave of fitness and wellness consumers is entering the market with cost consciousness and experience expectations. If you’re a wellness brand right now? Brand positioning, REAL brand positioning, is going to matter more than ever this next era of fitness consumers. If you’re not telling people who you are beyond “good vibes and a cold plunge” You’re gonna get priced out by brands who are. Memberships are up. Consumer trust is down. The wellness loyalty gap is growing. Report referenced: @gozenot 2025 Beauty & Wellness Benchmark Report Brand credits: @equinox @theyardgym @lifetime.life @padel.haus @athletechnews @fitt.insider @heimat @o2fitness @palma_tennis @camberplaces @brandtcreative.co Creator credits: @nicolekramer_ on tiktok @carmen.solomons on tiktok @s.fitmuse on tiktok @doublescfit on tiktok @katarinaviioilet on tiktok @anthonyrichpark on tiktok @kwabbie.k on tiktok @whoseehaelyyy on tiktok @oyindiafitness on tiktok @caylept on tiktok @j.ro__ on tiktok #fitnessbusiness #brandstrategy #fitnessbrand #wellnessbrand
Happy Black Friday season to all who celebrate 🫡 It feels timely to talk about consumer’s new experience with commerce as we’re no longer lining up outside of Best Buy or circling items in catalogues. Nearly half of consumers now keep a perpetual mental shopping list And For Gen Z and Millennials, shopping is education, exploration, and identity. Like you’ve heard of vibe-coding, and this is sort of vibe-shopping? For the younger generations, the smartphone pulls us into “accidental shopping” - where identity, culture, and commerce blur. And that’s the new competitive arena, shaped by the kind of work coming out of places like @darkroomagency , helping brands navigate a world where commerce evolves into identity and brands become part of culture itself. Because commerce isn’t brand-controlled anymore. It’s not confined to websites or storefronts. It happens anywhere, anytime, in the moments we don’t even realize we’re shopping. So the real question isn’t *what you’re buying.* It’s: What does your shopping say about your identity? #marketingstrategy #brandstrategy #trendreport #darkroompartner
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Happy Black Friday season to all who celebrate 🫡 It feels timely to talk about consumer’s new experience with commerce as we’re no longer lining up outside of Best Buy or circling items in catalogues. Nearly half of consumers now keep a perpetual mental shopping list And For Gen Z and Millennials, shopping is education, exploration, and identity. Like you’ve heard of vibe-coding, and this is sort of vibe-shopping? For the younger generations, the smartphone pulls us into “accidental shopping” - where identity, culture, and commerce blur. And that’s the new competitive arena, shaped by the kind of work coming out of places like @darkroomagency , helping brands navigate a world where commerce evolves into identity and brands become part of culture itself. Because commerce isn’t brand-controlled anymore. It’s not confined to websites or storefronts. It happens anywhere, anytime, in the moments we don’t even realize we’re shopping. So the real question isn’t *what you’re buying.* It’s: What does your shopping say about your identity? #marketingstrategy #brandstrategy #trendreport #darkroompartner
Part one of my series: wellness is infiltrating everything. Today we’re talking about how the culture halo of wellness is impacting the alcohol industry. Dying industries are reviving themselves by positioning toward wellness and repackaging themselves for the new health obsessed generation. In this series I’m going to unpack how we’re watching this play out across various industries - and, of course, what that means for brands and consumers. See ya in part 2 (any guesses as to what it’ll be? 👀) #wellnessindustry #functionalbeverage #brandstrategy #trendreport Credits: boardroom jilliangerhardt jasminesidana_ samanthafeher whywemocktail Holayhuber drinklightstrike drinkalcolyte lolodrinkcompany drinkspikedade budlight mtrnm_abac theplaywrightbar lorettaslastcall drinksurfside vodkade_cocktails icarlyinclt thed3list
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Part one of my series: wellness is infiltrating everything. Today we’re talking about how the culture halo of wellness is impacting the alcohol industry. Dying industries are reviving themselves by positioning toward wellness and repackaging themselves for the new health obsessed generation. In this series I’m going to unpack how we’re watching this play out across various industries - and, of course, what that means for brands and consumers. See ya in part 2 (any guesses as to what it’ll be? 👀) #wellnessindustry #functionalbeverage #brandstrategy #trendreport Credits: boardroom jilliangerhardt jasminesidana_ samanthafeher whywemocktail Holayhuber drinklightstrike drinkalcolyte lolodrinkcompany drinkspikedade budlight mtrnm_abac theplaywrightbar lorettaslastcall drinksurfside vodkade_cocktails icarlyinclt thed3list
Buckle up and hold the right side of your screen because we’re diving into the electrolyte gold rush folks 🧂🧂🧂 Welcome to part 19 of 25 trends that defined fitness and wellness in 2025 and TODAY we’re breaking down the different categories of electrolyte brands and what you can expect to see in 2026. My prediction is that electrolytes aren’t slowing down, they’re just getting more targeted. With sweat tracking becoming a real metric thanks to new wearables, hydration will move from “one stick fits all” to personalized formulas based on activity, climate, and biology. At the same time, expect cleaner, more functional blends. Think electrolytes paired with collagen, adaptogens, anti‑bloat claims- science‑backed or not. The gold rush phase is over. Now we’re entering the era of differentiation. Credits: @drinkunwell @sult @liquidiv @gatorade @lmnt @cadence @drinkprime @waterboycan @thebeautychef @wellworthy @sweatisdata @momentous @puresport @theabsorptionco @cure #fitnessbrand #cpg #wellnessbrand #rapidhydration #trendreport
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Buckle up and hold the right side of your screen because we’re diving into the electrolyte gold rush folks 🧂🧂🧂 Welcome to part 19 of 25 trends that defined fitness and wellness in 2025 and TODAY we’re breaking down the different categories of electrolyte brands and what you can expect to see in 2026. My prediction is that electrolytes aren’t slowing down, they’re just getting more targeted. With sweat tracking becoming a real metric thanks to new wearables, hydration will move from “one stick fits all” to personalized formulas based on activity, climate, and biology. At the same time, expect cleaner, more functional blends. Think electrolytes paired with collagen, adaptogens, anti‑bloat claims- science‑backed or not. The gold rush phase is over. Now we’re entering the era of differentiation. Credits: @drinkunwell @sult @liquidiv @gatorade @lmnt @cadence @drinkprime @waterboycan @thebeautychef @wellworthy @sweatisdata @momentous @puresport @theabsorptionco @cure #fitnessbrand #cpg #wellnessbrand #rapidhydration #trendreport
Building the brand - Operation: Brand Strategy for @get.onda Waitlist now open - link in the bio to join it. Btw, every week I’m going to walk you through the different steps, initiatives, and strategy we’re creating and executing to build this into a powerhouse brand.
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Building the brand - Operation: Brand Strategy for @get.onda Waitlist now open - link in the bio to join it. Btw, every week I’m going to walk you through the different steps, initiatives, and strategy we’re creating and executing to build this into a powerhouse brand.
Welcome to post-diet diet culture. 💉 The age of GLP1’s is changing the cultural sentiment around our diets from restriction and deprivation to optimization. Food that used to be marketed under blanket terms like tasty or “healthy” is now being framed as functional. And that is because in the post-diet culture era, optimization sells better than restriction. If this feels like semantics, that’s honestly exactly what it is. The *language* of food is shifting from restriction to enhancement and for marketers and brand builders inside the food and nutrition space we need to know this right because your brand needs to evolve to speak this new language I’ll be posting more on this in depth on my substack soon, comment “stack” and I’ll send you the link 🫡 In the meantime, read ingoodco’s newsletter - one of their articles sent me down a rabbit hole that turned into this post. Credits: ingoodco on substack litewater lurahealth drjennale myfitnesspal taylormckinley healthygirlkitchen troyblyden eatwithbonnie_ iansomerhalder x absorb.more bobbyparrish vanilla__swirlxx _omay avannourished ryanconcannonfit laceeiskk just.the.oswalts craig_mccloskey mandi.bagley emthenutritionist davidprotein
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Welcome to post-diet diet culture. 💉 The age of GLP1’s is changing the cultural sentiment around our diets from restriction and deprivation to optimization. Food that used to be marketed under blanket terms like tasty or “healthy” is now being framed as functional. And that is because in the post-diet culture era, optimization sells better than restriction. If this feels like semantics, that’s honestly exactly what it is. The *language* of food is shifting from restriction to enhancement and for marketers and brand builders inside the food and nutrition space we need to know this right because your brand needs to evolve to speak this new language I’ll be posting more on this in depth on my substack soon, comment “stack” and I’ll send you the link 🫡 In the meantime, read ingoodco’s newsletter - one of their articles sent me down a rabbit hole that turned into this post. Credits: ingoodco on substack litewater lurahealth drjennale myfitnesspal taylormckinley healthygirlkitchen troyblyden eatwithbonnie_ iansomerhalder x absorb.more bobbyparrish vanilla__swirlxx _omay avannourished ryanconcannonfit laceeiskk just.the.oswalts craig_mccloskey mandi.bagley emthenutritionist davidprotein
Ok have you seen this weighted vest trend in fitness this year? Traditionally, weighted vests were a largely male-dominated fitness trend due to their origins in rucking within the military, but now middle-aged women are using weighted vests as a way to increase bone density and fight osteoperosis and promote longevity - and I wanted to dive deeper because this is one of the first major trends I’m seeing explode online that is speaking directly to menopausal and mid-aged women, a demographic historically ignored in fitness and research. And when your demographic gets attention in a capitalist society - brands take notice We’re seeing a surge of boutique, custom brands enter the category of “weighted vest” and more broadly catering to the needs of perimenopausal women And although, yes, the prices are increasing to correspond (we love the pink tax here in the wellness industry, don’t we?) My glass half full spin on the trend is that it’ll actually attract funding to further research because, well, now investors see that we can profit off of you AND my prediction is that we’re about to see a SURGE of brands rise in response with research and product built to address the unique needs of middle-aged women And that’s something I’m personally excited to see, What do you think? I’m excited to see this category expand. Brand credits: @yvowarrior @goruck ‘s spyruck @thecarry.co @ruckraceleague @omorpho Creator credits: modernfarmhouse_ohio on tiktok malky_malk on tiktok __samcollins on tiktok claireeruth on tiktok jooeunie on tiktok kellybstory on tiktok rrukstr.com on tiktok absjuuuulko on tiktok jaabbex on tiktok theholdernessfamily on tiktok lacefrost on tiktok shotabsprunger on tiktok
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tatumbrandt
Ok have you seen this weighted vest trend in fitness this year? Traditionally, weighted vests were a largely male-dominated fitness trend due to their origins in rucking within the military, but now middle-aged women are using weighted vests as a way to increase bone density and fight osteoperosis and promote longevity - and I wanted to dive deeper because this is one of the first major trends I’m seeing explode online that is speaking directly to menopausal and mid-aged women, a demographic historically ignored in fitness and research. And when your demographic gets attention in a capitalist society - brands take notice We’re seeing a surge of boutique, custom brands enter the category of “weighted vest” and more broadly catering to the needs of perimenopausal women And although, yes, the prices are increasing to correspond (we love the pink tax here in the wellness industry, don’t we?) My glass half full spin on the trend is that it’ll actually attract funding to further research because, well, now investors see that we can profit off of you AND my prediction is that we’re about to see a SURGE of brands rise in response with research and product built to address the unique needs of middle-aged women And that’s something I’m personally excited to see, What do you think? I’m excited to see this category expand. Brand credits: @yvowarrior @goruck ‘s spyruck @thecarry.co @ruckraceleague @omorpho Creator credits: modernfarmhouse_ohio on tiktok malky_malk on tiktok __samcollins on tiktok claireeruth on tiktok jooeunie on tiktok kellybstory on tiktok rrukstr.com on tiktok absjuuuulko on tiktok jaabbex on tiktok theholdernessfamily on tiktok lacefrost on tiktok shotabsprunger on tiktok
The stigma once widely held around dr*g use is dissolving in the wellness industry… largely because the framing has. Substances that were once framed as an escape are now framed as optimization, recovery, and regulation. You’re looking at an industry where substances like psychedelics are being venture-backed and integrated into wellness protocols. Now, it would be easy to blankety say that what’s driving this shift is rebellion against the wellness wave that has swept up this generation but, of course, it’s much more nuanced than that - I get into it in this video. Like the peptide boom, this is a cultural shift driven by obsession with performance, self betterment, distrust in traditional healthcare systems, and overall the need to take care into our own hands and search for alternatives to the tried and true solutions proposed to us for wellbeing. The tension here is of course, when everything is positioned as therapeutic, who decides what’s harm and what’s “personal optimization”? And that’s exactly why it deserves scrutiny. Now to be clear, my personal takeaway isn’t moral panic or blanket adoption - but what IS clear is that the future of dr*gs won’t look like the past. What do you think? Credits: mindbloom sesh joerogan huberman dazedbeauty shan.fitnesss codecameraman kieranrgs pouchjpeg bodybuildingmotivationofficial justin._trippy andrew.loucks morganmac.bodybuilding therapy_to_the_point noah.boatwright onjaemalyszka heidistevens liamrmcintyre
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5mo ago
tatumbrandt
The stigma once widely held around dr*g use is dissolving in the wellness industry… largely because the framing has. Substances that were once framed as an escape are now framed as optimization, recovery, and regulation. You’re looking at an industry where substances like psychedelics are being venture-backed and integrated into wellness protocols. Now, it would be easy to blankety say that what’s driving this shift is rebellion against the wellness wave that has swept up this generation but, of course, it’s much more nuanced than that - I get into it in this video. Like the peptide boom, this is a cultural shift driven by obsession with performance, self betterment, distrust in traditional healthcare systems, and overall the need to take care into our own hands and search for alternatives to the tried and true solutions proposed to us for wellbeing. The tension here is of course, when everything is positioned as therapeutic, who decides what’s harm and what’s “personal optimization”? And that’s exactly why it deserves scrutiny. Now to be clear, my personal takeaway isn’t moral panic or blanket adoption - but what IS clear is that the future of dr*gs won’t look like the past. What do you think? Credits: mindbloom sesh joerogan huberman dazedbeauty shan.fitnesss codecameraman kieranrgs pouchjpeg bodybuildingmotivationofficial justin._trippy andrew.loucks morganmac.bodybuilding therapy_to_the_point noah.boatwright onjaemalyszka heidistevens liamrmcintyre
A new era has officially dawned for the fitness industry: namely, gyms. Welcome to part ONE of a series where I’m covering what’s shifted in the fitness industry and - buckle up - because we’re looking at a different world than that of just two years ago. The entire fitness landscape is shifting wildly both in culture and commerce - and the two are interconnected more than you may think. What you need to know is that CEOs and leaders of these “high value, low price” gym concepts (your classic globogym) are actively building toward the goal of “an accessible wellness ecosystem.” And THAT is re-educating the fitness consumer on what $25 can buy. Said differently: Our expectation of what “value” means has permanently shifted. “Value” doesn’t mean cheap anymore. “Value” means walking in somewhere and feeling like you got way more than you paid for. This same pattern has already played out in grocery. In airlines. In hotels. People want quality at a fair price. When they stop feeling that? They leave. Doesn’t matter what they’re paying. In this new era, the $25/month gym now has and is EXPECTED to have a cold plunge. Infrared sauna. Compression boots. Reformer Pilates. Programmed group classes with actual names and formats. Recovery amenities that two years ago lived exclusively inside boutique studios or $200/month clubs. If you’re a mid-market gym in this landscape, your positioning needs to get surgically specific. You need a reason to exist that $25/month can’t touch. Coaching depth. Programming sophistication. Aka: an experience that feels categorically different, not slightly nicer. What you need to know, is that CEOs and leaders of these HVLP concepts are actively building toward the goal of “an accessible wellness ecosystem.” and are thereby re-educating the fitness consumer on what $25 can buy. Follow along for part 2 CREDITS: goldsgym athletechnews nicoleahl_ ashtonvonkessler janaefit_ itzythebodyarchitect _mattyeats priscilaapizano _miamercedes chuzefitness sveltestudiomb sunsportfit onlyintheie its.smallzzz planetfitness lifetime.nyc kristaelisabettttth eosfitness
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1mo ago
tatumbrandt
A new era has officially dawned for the fitness industry: namely, gyms. Welcome to part ONE of a series where I’m covering what’s shifted in the fitness industry and - buckle up - because we’re looking at a different world than that of just two years ago. The entire fitness landscape is shifting wildly both in culture and commerce - and the two are interconnected more than you may think. What you need to know is that CEOs and leaders of these “high value, low price” gym concepts (your classic globogym) are actively building toward the goal of “an accessible wellness ecosystem.” And THAT is re-educating the fitness consumer on what $25 can buy. Said differently: Our expectation of what “value” means has permanently shifted. “Value” doesn’t mean cheap anymore. “Value” means walking in somewhere and feeling like you got way more than you paid for. This same pattern has already played out in grocery. In airlines. In hotels. People want quality at a fair price. When they stop feeling that? They leave. Doesn’t matter what they’re paying. In this new era, the $25/month gym now has and is EXPECTED to have a cold plunge. Infrared sauna. Compression boots. Reformer Pilates. Programmed group classes with actual names and formats. Recovery amenities that two years ago lived exclusively inside boutique studios or $200/month clubs. If you’re a mid-market gym in this landscape, your positioning needs to get surgically specific. You need a reason to exist that $25/month can’t touch. Coaching depth. Programming sophistication. Aka: an experience that feels categorically different, not slightly nicer. What you need to know, is that CEOs and leaders of these HVLP concepts are actively building toward the goal of “an accessible wellness ecosystem.” and are thereby re-educating the fitness consumer on what $25 can buy. Follow along for part 2 CREDITS: goldsgym athletechnews nicoleahl_ ashtonvonkessler janaefit_ itzythebodyarchitect _mattyeats priscilaapizano _miamercedes chuzefitness sveltestudiomb sunsportfit onlyintheie its.smallzzz planetfitness lifetime.nyc kristaelisabettttth eosfitness
Geek with me for a moment over the genius simplicity of Salomon Japan’s email strategy ok, brought to ya by the folks @omnisend It’s not always easy to do email marketing well when you’re operating within a global brand, but Salomon Japan leverages Omnisend really excellently. If you’re overpaying for email + SMS (you likely are because migration is honestly a nightmare) switch over to Omnisend and they’ll migrate everything essential for you. #Omnisendpartner #emailmarketingtips #ad
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6mo ago
tatumbrandt
Geek with me for a moment over the genius simplicity of Salomon Japan’s email strategy ok, brought to ya by the folks @omnisend It’s not always easy to do email marketing well when you’re operating within a global brand, but Salomon Japan leverages Omnisend really excellently. If you’re overpaying for email + SMS (you likely are because migration is honestly a nightmare) switch over to Omnisend and they’ll migrate everything essential for you. #Omnisendpartner #emailmarketingtips #ad
Gyms are no longer gyms. Let’s talk about it 👇 Now this is one fitness trend that’s been in the background for a WHILE but popped tf off in 2025 It’s been labeled by a few publications as the “gym as clinic model” - essentially fitness brands going broad in their offerings combining exercise, wellness, and preventive health under one roof. Over the past five years we watched as fitness evolved past being solely about exercise, and gyms started marketing on the platform of longevity, mental health, and in some cases- even prescription medications. With rising healthcare costs, more people are turning to preventive health and honestly fitness is the gateway. We watched brands pivot from being purely fitness focused to marketing as holistic health ecosystems, essentially connecting the dots between health habits for their consumers. I honestly think LifeTime is such a prime example of this, between their wellness amenities, longevity clinics, supplement lines, and more. Yes, they’re the “fitness country club” - but what country club helps you navigate your gut health? This business strategy is about owning more of the wellness wallet as Brands realized that the same consumer buying a cold plunge will also buy a nootropic. So, instead of specializing, brands are going broad as fitness is no longer one category anymore. Now, historically, brands have marketed off of these expansive/holistic wellness amenities as market positioning - but in 2026 that’s going to have to change. These perks are now table stakes, and as I always tell my brand clients: “perks are not positioning.” Brand credits: @liftime.life @egym_global @equinox @surrenne @athletechnews @fittinsider @miora.lifetime @equinoxhotels @f45_training @alo Creator credits: @isaidwoahhhhh on tiktok @jomarbel on tiktok @edenkannourakis on tiktok @cassie.meschke on tiktok @kkatenoel on tiktok
Illustration by Mark Pernice #trendreport #fitnessbrand #wellnessbrand #longevity
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9mo ago
tatumbrandt
Gyms are no longer gyms. Let’s talk about it 👇 Now this is one fitness trend that’s been in the background for a WHILE but popped tf off in 2025 It’s been labeled by a few publications as the “gym as clinic model” - essentially fitness brands going broad in their offerings combining exercise, wellness, and preventive health under one roof. Over the past five years we watched as fitness evolved past being solely about exercise, and gyms started marketing on the platform of longevity, mental health, and in some cases- even prescription medications. With rising healthcare costs, more people are turning to preventive health and honestly fitness is the gateway. We watched brands pivot from being purely fitness focused to marketing as holistic health ecosystems, essentially connecting the dots between health habits for their consumers. I honestly think LifeTime is such a prime example of this, between their wellness amenities, longevity clinics, supplement lines, and more. Yes, they’re the “fitness country club” - but what country club helps you navigate your gut health? This business strategy is about owning more of the wellness wallet as Brands realized that the same consumer buying a cold plunge will also buy a nootropic. So, instead of specializing, brands are going broad as fitness is no longer one category anymore. Now, historically, brands have marketed off of these expansive/holistic wellness amenities as market positioning - but in 2026 that’s going to have to change. These perks are now table stakes, and as I always tell my brand clients: “perks are not positioning.” Brand credits: @liftime.life @egym_global @equinox @surrenne @athletechnews @fittinsider @miora.lifetime @equinoxhotels @f45_training @alo Creator credits: @isaidwoahhhhh on tiktok @jomarbel on tiktok @edenkannourakis on tiktok @cassie.meschke on tiktok @kkatenoel on tiktok
Illustration by Mark Pernice #trendreport #fitnessbrand #wellnessbrand #longevity
2026 is the year we’ll see brands embracing anarchy… Welcome to the new brand aesthetic of grunge, anarchy, and imperfection that is dominating this year. As culture is becoming fatigued of the preppy “clean girl aesthetic” and hyper-polished AI, and the every major rebrand of the last few years has been “blanded” with a generic sans, we’re seeing the swing toward rebellion. Beyond aesthetics, I’ve talked about this trend surfacing in wellness culture as whole. When the population feels optimization fatigue, they don’t abandon it entirely, but push the boundaries of what it means to be “well.” Enter the classic images that have overtaken your feed of running marathons with a cigarette or partying after a sauna session. And naturally, the aesthetic world is mirroring our cultural consensus. Much like how the punk movement of the 70’s was all about rejecting mainstream commercialism and authoritarianism, we’re reaching for chaos and imperfection because it feels more human and real. We’re seeing this show up in raw, aggressive, and DIY messaging and aesthetics of today from brand identities to content and campaigns. If you’re an existing brand, this is where I’d encourage you to lean into alternate brand archetypes within your system to bring some fresh and chaotic energy in a way that’s still on brand for you. If you’re building a new brand, it may be wise build with infrastructure for “chaos” in mind. What’s been your favorite application of this trend so far? #brandidentity #trendreport #wellnessbrand Credits: @itsnicethat @xodarrria on tiktok @counterprintbooks - Too Fast to Live, Too Young to Die: Punk Graphics, 1976–1986 @museumofyouthculture @wixstudio on tiktok @ohmcdesigns on tiktok @wrecked231 on tiktok @lauren_sauder on tiktok @jenny_mena on tiktok @pixib0nes on tiktok @editionpartners x @thomgarland @vogue “its-2026-why-is-2016-trending “ @clunkmagazine @teenvogue Wuthering Heights Jonathan Anderson for @Dior Thunderwing: Florence + The Machine, Everybody Scream @cadence As We Proceed: Vampons identity Samba Films for Yonex, 2025 From Form: Amsterdam Museum Night Campaign 2025 Ioana Petcu: Findings from the Street
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4.39K
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6mo ago
tatumbrandt
2026 is the year we’ll see brands embracing anarchy… Welcome to the new brand aesthetic of grunge, anarchy, and imperfection that is dominating this year. As culture is becoming fatigued of the preppy “clean girl aesthetic” and hyper-polished AI, and the every major rebrand of the last few years has been “blanded” with a generic sans, we’re seeing the swing toward rebellion. Beyond aesthetics, I’ve talked about this trend surfacing in wellness culture as whole. When the population feels optimization fatigue, they don’t abandon it entirely, but push the boundaries of what it means to be “well.” Enter the classic images that have overtaken your feed of running marathons with a cigarette or partying after a sauna session. And naturally, the aesthetic world is mirroring our cultural consensus. Much like how the punk movement of the 70’s was all about rejecting mainstream commercialism and authoritarianism, we’re reaching for chaos and imperfection because it feels more human and real. We’re seeing this show up in raw, aggressive, and DIY messaging and aesthetics of today from brand identities to content and campaigns. If you’re an existing brand, this is where I’d encourage you to lean into alternate brand archetypes within your system to bring some fresh and chaotic energy in a way that’s still on brand for you. If you’re building a new brand, it may be wise build with infrastructure for “chaos” in mind. What’s been your favorite application of this trend so far? #brandidentity #trendreport #wellnessbrand Credits: @itsnicethat @xodarrria on tiktok @counterprintbooks - Too Fast to Live, Too Young to Die: Punk Graphics, 1976–1986 @museumofyouthculture @wixstudio on tiktok @ohmcdesigns on tiktok @wrecked231 on tiktok @lauren_sauder on tiktok @jenny_mena on tiktok @pixib0nes on tiktok @editionpartners x @thomgarland @vogue “its-2026-why-is-2016-trending “ @clunkmagazine @teenvogue Wuthering Heights Jonathan Anderson for @Dior Thunderwing: Florence + The Machine, Everybody Scream @cadence As We Proceed: Vampons identity Samba Films for Yonex, 2025 From Form: Amsterdam Museum Night Campaign 2025 Ioana Petcu: Findings from the Street
2026 is the year brands create different accounts for different purposes. As more brands invest in organic, the early adopters will invest into new IP. #brandmarketing #growthmarketing #contentmarketingstrategy
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tatumbrandt
2026 is the year brands create different accounts for different purposes. As more brands invest in organic, the early adopters will invest into new IP. #brandmarketing #growthmarketing #contentmarketingstrategy
Football is dominating culture, fashion, and even design - let’s talk about it 👇 I want to dig into what football, specifically women’s football (or in the US, soccer) is teaching the creative industry. To directly quote Holly Gilbertson, managing partner of @pacer.global , “Historically, the football industry has been very insular, gatekept and also very commercial. It’s not typically behaved like a cultural industry” Now post-pandemic, things have shifted. Holly goes on to say in @itsnicethat’s article (linked below,) “[The pandemic] re-coded sports because health was wealth, and going out for a walk became the only thing that kept us going. At the same time, Tiktok reframed beginnerism, creating a more holistic culture around participation... It’s dismantling the old world of tribal fandom (you can only be a fan if you know everything) and becoming more about fun and community, rather than posturing.” The old gatekept model of sport, the one built on exclusion and expertise, is being replaced. And that’s where women’s football enters the scene. Further reading/watching/following I recommend: 👉 @itsnicethat article “Women’s football isn’t only breaking records – it’s reforming the visual culture of sport” written by @gemfletcher 👉 @aguspanzoni reel on “Soccer Mania” 👉 “The Fashion of Football” by Jib Rules on Youtube 👉 @itsnicethat article “Arsenal’s Lotte Wubben-Moy on creative directing her contract renewal announcement” written by Olivia Hingley 👉 @refinery29 article “The Coolest Girls You Know Are Probably Wearing Soccer Jerseys” written by @toria.talti 👉 @lydiabirgani 👉 @caitoppermann 👉 @hollygilbertson / @pacer.global Creators in green screen: 📸 by @deathtostock @womensfootball on tiktok @vintagefootballstore on tiktok @sighfai on tiktok @footballerfits on tiktok @cpfcw on tiktok @girlsgirls_runclub on tiktok @girlgym.satx on tiktok @parisrunclub on tiktok @sejinnpark on tiktok @jetsthetics on tiktok pg8.ftbl on tiktok @adidas on tiktok #brandstrategy #sportmarketing #fitnessbrand #trendreport #football
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10mo ago
tatumbrandt
Football is dominating culture, fashion, and even design - let’s talk about it 👇 I want to dig into what football, specifically women’s football (or in the US, soccer) is teaching the creative industry. To directly quote Holly Gilbertson, managing partner of @pacer.global , “Historically, the football industry has been very insular, gatekept and also very commercial. It’s not typically behaved like a cultural industry” Now post-pandemic, things have shifted. Holly goes on to say in @itsnicethat’s article (linked below,) “[The pandemic] re-coded sports because health was wealth, and going out for a walk became the only thing that kept us going. At the same time, Tiktok reframed beginnerism, creating a more holistic culture around participation... It’s dismantling the old world of tribal fandom (you can only be a fan if you know everything) and becoming more about fun and community, rather than posturing.” The old gatekept model of sport, the one built on exclusion and expertise, is being replaced. And that’s where women’s football enters the scene. Further reading/watching/following I recommend: 👉 @itsnicethat article “Women’s football isn’t only breaking records – it’s reforming the visual culture of sport” written by @gemfletcher 👉 @aguspanzoni reel on “Soccer Mania” 👉 “The Fashion of Football” by Jib Rules on Youtube 👉 @itsnicethat article “Arsenal’s Lotte Wubben-Moy on creative directing her contract renewal announcement” written by Olivia Hingley 👉 @refinery29 article “The Coolest Girls You Know Are Probably Wearing Soccer Jerseys” written by @toria.talti 👉 @lydiabirgani 👉 @caitoppermann 👉 @hollygilbertson / @pacer.global Creators in green screen: 📸 by @deathtostock @womensfootball on tiktok @vintagefootballstore on tiktok @sighfai on tiktok @footballerfits on tiktok @cpfcw on tiktok @girlsgirls_runclub on tiktok @girlgym.satx on tiktok @parisrunclub on tiktok @sejinnpark on tiktok @jetsthetics on tiktok pg8.ftbl on tiktok @adidas on tiktok #brandstrategy #sportmarketing #fitnessbrand #trendreport #football

Tatum Woosley Brandt (@tatumbrandt) Instagram Stats & Analytics

Tatum Woosley Brandt (@tatumbrandt) has 111K Instagram followers with a 3.61% engagement rate over the past 12 months. Across 81.0 posts, Tatum Woosley Brandt received 187K total likes and 4.85M impressions, averaging 2.31K likes per post. This page tracks Tatum Woosley Brandt's performance metrics, top content, and engagement trends — updated daily.

Tatum Woosley Brandt (@tatumbrandt) Instagram Analytics FAQ

How many Instagram followers does Tatum Woosley Brandt have?+
Tatum Woosley Brandt (@tatumbrandt) has 111K Instagram followers as of September 2026.
What is Tatum Woosley Brandt's Instagram engagement rate?+
Tatum Woosley Brandt's Instagram engagement rate is 3.61% over the last 12 months, based on 81.0 posts.
How many likes does Tatum Woosley Brandt get on Instagram?+
Tatum Woosley Brandt received 187K total likes across 81.0 posts in the last 12 months, averaging 2.31K likes per post.
How many Instagram impressions does Tatum Woosley Brandt get?+
Tatum Woosley Brandt's Instagram content generated 4.85M total impressions over the last 12 months.