Millennials and Gen Z don’t want to kill festivals and clubs with their wellness wants, but they do want the event spaces to keep up with the changing times.
The Skift Wellness newsletter is our weekly dispatch focused on what’s happening in wellness from a global business standpoint. Skift Wellness lives where wellness meets commerce, mindfulness meets technology, the yoga studio meets the boardroom, and health meets business.
Music festivals and nightclubs have long been associated with substance-fueled hedonism. But not so much in 2019. With an increasing number of millennials opting for sobriety over boozy benders — and with the wellness trend becoming more mainstream — it’s no surprise that festivals and clubs would get a self-care makeover.
Take nightclubs: Some have started to offer kombucha on tap so club-goers can hydrate while electronic music blasts. New wellness-focused experimental events have entered the scene, like Ambient Church, which is part rave and part meditation class. The shift shows that partying isn’t out of style, but the wellness set expects something different than clubgoers of the past: They want to leave feeling better than when they arrived.
Festivals are getting a wellness revamp as well. Not only are major players like Coachella and South by Southwest adapting by expanding their wellness offerings and experiences, but stand-alone wellness events — such as Happy Place and RunFestRun, which both take place in the United Kingdom — are popping up around the globe.
Speaking of music, sound baths, or meditation-like classes that use calming instruments and vibrations, have started taking off as more people look for new ways to help handle their stress and anxiety. Because it’s a branch of the already booming mindfulness industry, sound baths will likely see more success in the future.
The shift to more wellness and less hedonism shouldn’t mean the death of festivals and nightclubs. But they’re smart to find a way to appeal to what this new customer wants.
— Leslie Barrie, Wellness Editor
Mind & Body
Is Wellness Changing the Clubbing Industry? With the rise of wellness culture, late nights out drinking and dancing may be less appealing to millennials and Gen Z. In response, forward-thinking nightclubs and bars are looking for ways to reach this new clientele who want to wake up the next day feeling refreshed rather than with a bad hangover. To connect with the wellness set, some have started offering sober-friendly drinks, while others fuse a club environment with meditation and yoga. Read more here.
Sound Baths Take Off as Another Way to Meditate: Fork over $30, and you too can immerse yourself in a sound bath. The practice is catching on as a musical alternative to meditation, even though chanting and hymns, of course, have been around for centuries. Some fans of sound baths go for the relaxing tunes and community, while others claim it heals — though, of course, research is lacking. Regardless, expect to hear more about sound baths as they gain even more momentum in the space. Read more here.
The Booming Business of Wellness Festivals: Coachella and South by Southwest may be facing some healthy competition as wellness festivals continue to sprout, appealing to those who want to party less and meditate more. Big music festivals have taken notice and have started outfitting their events with wellness tents and new experiences. But that still may not be enough to satisfy those looking for an immersive wellness day or weekend. Read more here.
Some Peloton Users May Face a Pricey Upgrade: Those who got in early on the Peloton craze may be in for a rude awakening: Peloton announced its 2014 screens will no longer receive software updates, making them virtually obsolete in only a matter of time. Even though early adopters do get a discount for a new screen, our guess is that some customers will balk at yet another cost involved to keep on spinning. Read more here.
Filming Your Workout for Instagram Is the New Normal: These days, taking a post-workout picture isn’t enough. It’s now all about filming your sweat session — for Instagram, of course. Smart fitness companies are all too happy to indulge their members. For example, one fitness studio, Banana Skirt Productions, films attendees doing a dance routine, then sends them a video so they can practice — though sharing online is encouraged. More fitness brands may soon follow suit. Read more here.
Skift Wellness Editor Leslie Barrie [[email protected]] curates the Skift Wellness newsletter. Skift emails the newsletter every Thursday.
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Photo credit: A crowd is shown at an event. Many festivals and nightclubs are getting a wellness revamp. @nickxshotz / Unsplash