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Wellbeing industry pivots from performance to recovery in 2026
The multi-trillion-pound wellness sector is recalibrating this year, moving away from relentless fitness targets and toward rest, cognitive enhancement, and stress resilience, experts say.
From FOMO to JOMO: The rise of rest as a fitness strategy
After years of pushing limits in gyms and tracking workouts to the second, 2026 is embracing recovery as a cornerstone of health. Jak Phillips, growth director at global fitness brand Les Mills, describes the shift as a departure from the "no pain, no gain" ethos that has long dominated fitness culture.
"Technology has made us smarter," Phillips says. "We're no longer training ourselves into the ground." Smartwatches now monitor movement and heart rates, advising rest days and warning against overexertion. "With more data, we can finally give ourselves a break."
This year, Phillips predicts the acronym JOMO-the Joy Of Missing Out-will gain traction as a counter to FOMO, or the Fear Of Missing Out, which the Oxford Dictionary first recognized in 2004. The movement aims to ease anxiety by encouraging people to prioritize personal needs over external validation, whether in workouts or social commitments.
"It's about understanding what's right for you and not feeling guilt or shame for prioritizing yourself."
Jak Phillips, Les Mills
Brain-boosting supplements and apps take center stage
Consumers are increasingly turning to nootropics-supplements touted to enhance cognition-to sharpen mental performance. Rachel Chatterton, product director at Holland Barrett, notes surging interest in compounds like lion's mane, ashwagandha, and L-theanine, which could collectively command an £8 billion slice of the wellness market by 2030.
"Gen Z is driving this preventative health movement," Chatterton says. "They're thinking about brain health at every life stage." Some are even "supplement stacking," combining magnesium with lion's mane, for example, to optimize daily routines.
Brain training apps are also proliferating, promising to improve memory, processing speed, and resilience in the age of AI. However, Dr. Alex Maxwell, a lifestyle GP, remains skeptical. "Nootropics have limited evidence for the general population," he says. "You'll get more benefit from sleep, exercise, and managing cardiovascular health-proven strategies for brain protection."
The vagus nerve emerges as a stress-relief target
As understanding of the nervous system's role in stress management grows, the vagus nerve-dubbed the body's "superhighway"-is gaining attention. Dr. Zoe Williams, a TV GP, explains that "hacking" this nerve can help individuals recover faster from stress, whether from work deadlines or social media comparisons.
"Our bodies weren't designed for constant little doses of stress," Williams says. She recommends simple techniques to activate the vagus nerve, such as deep breathing or humming, to trigger the parasympathetic nervous system and counteract the "fight or flight" response.
Techniques to activate the vagus nerve
- Cold exposure (e.g., splashing face with cold water)
- Deep, slow breathing
- Humming or singing
- Gentle exercise like yoga or tai chi
Back to basics: The case for simplicity
Amid the influx of high-tech wellness trends, Dr. Maxwell advocates for a return to fundamentals. "Eat well, sleep, and move-those three things are key to health," he says. He warns against extremes like "life logging," where wearable AI devices record and summarize daily interactions, calling it "positively petrifying."
"Tech should be your servant, not your master. Wellbeing is personal-what works for one person may not work for you."
Dr. Alex Maxwell
Maxwell urges consumers to research the evidence behind new trends and prioritize strategies tailored to individual needs.
