Responding to the ongoing post-pandemic supplements boom (the global market is expected to grow 8.9% annually from 2022 to 2030), progressive retailers and vitamin brands are creating brand spaces that celebrate standout products, shop-floor versions of the IV clinic and pleasure-centric wellness (hangover cures) via in-store bars.

Astute fitness brands are extending their wellness ethos – and sometimes even routines – into fitting rooms, using the extra privacy to connect with consumers in a way that feels less intimidating, relaxed and thus more conducive to a sense of wellbeing. Spaces range from ultra-tranquil and super-tactile to wellbeing-connected tech (see Nike’s smart breathwork spaces). Also, see Sports Retail Meets Self-Care.

Other wellbeing-savvy brands are prioritising women’s holistic health. While one high-street health retailer is centring women’s mid-life needs (menopause support) within the store experience, sports brands are establishing women’s clubs, dedicated to lightening women’s mental load (see Key Stats), particularly in countries known for their erosion of women’s rights.

Enshrining the maturation and growth (see Key Stats) of athleisure, several retailers have created multi-sensory in-store studios that blur the boundaries between brand lands and workout culture. Worlds away from sterile, identikit gyms, chromotherapy and hyper-tactility rule, with many spaces doubling down on socialisation – a key tenet of wellness for many consumers living atomised lives post-pandemic (see Key Stats).