Alison McCarthy

There’s no denying that meditation is on the rise in the U.S., and companies want in on the upswing. Not only are the big players getting more funding but so too are startups, which might be able to carve out their own niches.

Some companies have started stocking CBD beauty products, even if it might be outside their wheelhouse. Given the hype around the trend, we can expect more partnerships between CBD and beauty brands to come.

Whether it’s travel companies looking to partner with fitness brands, private equity firms buying up exercise businesses, or new investors looking to pour money into fitness-tech startups, the outlook is rosy for the exercise industry.

It’s difficult to grow as a company if you just stick to what you do best. So opportunistic brands are betting on different aspects of wellness and hoping to find more customers in the process.

There’s now a wellness-themed trip out there for almost every traveler’s wants, whether that’s an ultra-exclusive self-care summit or an intense hiking tour in a remote locale. So it comes as no surprise that the already booming wellness industry is now benefiting from people hitting the road.

It makes sense that the alcohol industry would want in on the wellness movement, considering it’s a sector that has everything to do with lifestyle. But it’s unclear if consumers will get on board with the repositioning or if they’ll just consider it a buzzkill.

If workout centers want to reach more customers, staying in the fitness lane may not cut it anymore. Instead forward-thinking athletic clubs are elevating themselves into full-fledged lifestyle brands.

There’s a lot of money to be made in wellness travel. Big tech is smartly capitalizing on this growing sector by creating services that cater to travelers with personal well-being in mind, whether they’re slogging through a work trip or enjoying a DNA-based tourism trek.

It’s no surprise that companies want to replicate the success of popular wellness beverages like Recess and Oatly. But considering how much brand recognition each of those companies has already built up, it’ll be hard for newcomers to find a way to the top.

It’s easy to see why companies in the well-being space would want to try and replicate the Peloton business model — it’s been highly lucrative for the streaming fitness company. Whether other brands will see the same success is less clear.