Wellness Takes Over: How Fitness and Healthy Living are Reshaping Retail and Consumer Habits

The wellness industry is no longer confined to gyms and health food stores. A significant shift is underway, with fitness and wellness brands increasingly dominating retail spaces and influencing consumer spending habits. From the rise of experiential retail to the mainstreaming of energy drinks and personalized nutrition, the pursuit of well-being is becoming deeply integrated into daily life.

The Rise of Experiential Retail: Fitness and Wellness Drive Retail Leasing

For the first time, service-based tenants accounted for over 50% of total US retail square footage leased in the past year, with fitness and wellness leading the charge [1]. Gyms alone now represent approximately 30% of these service leases, a substantial increase from around 20% in 2016 [1]. This trend signifies a fundamental change in how consumers view retail – it’s evolving from a place to simply purchase goods to a destination for experiences focused on health and self-improvement.

This shift is particularly noticeable in urban centers. In Manhattan’s Flatiron and NoMad neighborhoods, fitness and wellness brands have leased roughly 100,000 square feet over the past two years [1]. Boutique studios, IV lounges, medspas, and even bathhouses are experiencing a surge in popularity, reflecting a growing demand for diverse wellness offerings.

Energy Drinks Head Mainstream: Beyond a Quick Boost

The energy drink market is undergoing a transformation, moving beyond its traditional association with extreme sports and into the realm of everyday wellness. Celsius, a key player in this evolution, generated $2.5 billion in revenue in 2025, a remarkable increase from $75 million just seven years prior [1]. With the addition of brands like Alani Nu and Rockstar, the company now controls nearly one-fifth of the $23 billion energy drink market [1].

Consumers are increasingly using energy drinks as substitutes for coffee, sports drinks, and even alcoholic beverages, indicating a broader integration of these products into daily routines. Energy drinks are becoming the “new bottled water” for wellness-conscious consumers [1].

Sweetgreen’s Ambition: Becoming the “Spotify of Food”

Sweetgreen, a prompt-casual restaurant chain focused on healthy eating, is aiming to personalize the dining experience through data-driven recommendations. The company is enhancing its menu with higher-protein options and providing macronutrient information [1]. Sweetgreen has partnered with Function Health to offer nutrient-focused meals designed around individual biomarkers and metabolic health [1].

CEO Jonathan Neman envisions Sweetgreen’s app evolving into a “Spotify for food,” offering personalized meal recommendations based on taste preferences, allergies, and health data [1]. However, the company faces the challenge of expanding its core business beyond its current affluent customer base as demand softens and same-store sales decline.

The Broader Health Club and Gym Landscape

The health club and gym industry encompasses a wide range of fitness establishments, from large chains like Gold’s Gym and LA Fitness [2] to specialized boutique studios. These businesses typically offer memberships, personal training, and group fitness classes to cater to diverse fitness levels [2]. The industry is increasingly incorporating digital fitness platforms to meet the growing demand for flexible workout options [2].

Trends within the industry point towards a greater emphasis on healthier lifestyles, community engagement, innovative amenities, and accessibility. Sustainability and wellness education are too becoming increasingly important factors shaping the future of fitness [2].