Wellness is always a hot topic at the start of a new year. The indulgence of the holiday festivities has ended, and most set resolutions to prioritize health, fitness, and self-care. 

The trend dominates social media every time January rolls around with creators sharing inspirational content, wellness challenges, and tips that drive engagement and spark community-driven motivation.

Wellness is no longer a luxury focussed around lavish retreats and spending hundreds of dollars on lotions and potions that promise the world, but a lifestyle choice embraced by millions. From fitness routines to mental health advocacy, creators are at the forefront of this global transformation, giving brands opportunities to engage audiences meaningfully.

The current state of wellness 

The wellness industry has experienced significant growth in recent years, with the global wellness economy reaching a new peak of $6.3 trillion in 2023, representing 6.03% of global GDP.

By 2028, the wellness economy is predicted to grow to nearly $9.0 trillion in value. 

Influencer Marketing has become a pivotal component in the wellness sector, with 69% of consumers trusting product recommendations from influencers they follow. During the pandemic, the consumption of wellness influencer content surged, evolving beyond traditional gym routines and salad recipes. Instead, Influencers developed a global sense of community, providing people with inspiration, motivation, and a much-needed sense of belonging during an uncertain time – from health-focused daily habits to mindfulness exercises.

According to data from McKinsey, Millennials and Gen Z are spending the most on health and wellness. 

Influencers impact on the wellness space

Wellness creators hold a distinct and powerful position in the Creator Economy because they offer a unique blend of expertise, passion, and authenticity that resonates deeply with their audiences. 

The most popular wellness influencers often have formal qualifications or specialized knowledge that lends them credibility. Certified trainers, registered dieticians, mental health advocates, and yoga instructors share advice and back it up with evidence-based insights and certifications. 

When a creator combines professional knowledge with their personal experience, audiences feel confident that the advice is both authentic and effective. For example, mental health advocate Alex George is a qualified doctor, and Isa Welly is a registered nutritional therapist.

Wellness creators excel at building tight-knit communities around shared goals like improving mental health, achieving fitness milestones, or embracing self-care routines. These creators cultivate environments of encouragement and inclusivity, where followers feel seen and supported. Many followers incorporate checking social media daily into their routines, seeking meal inspiration, updates, and workout ideas. This habitual engagement creates a sense of accountability and keeps wellness goals top of mind. The addition of influencers sharing their personal wellness journeys humanizes them, building an even stronger connection with their audience.

For brands, these engaged niche communities present an opportunity to deliver targeted campaigns that feel personal and resonate deeply. Whether it’s a local fitness challenge or a global mental health initiative, wellness creators can amplify a brand's message to an audience already invested in similar goals.

Brand successes 

As soon as the clock struck midnight on January 1st, our social media feeds were flooded with self-improvement enthusiasts jumping into the “75 Hard” challenge. Officially, participants should follow a 75-day regimen of daily tasks, including two workouts, drinking a gallon of water, sticking to a diet, reading 10 pages of a self-development book, and taking a progress photo, with no compromises or missed days.

However, as wellness replaces punishment for self-improvement, creators, brands, and those seeking to make a change in 2025 are putting their spin on the challenge with labels such as “75 Soft” and “75 Medium” surfacing. 

SHREDDY, the comprehensive fitness platform founded by influencer entrepreneur Grace Beverley, is hosting a New Year challenge for 70 days, catering to diverse fitness levels and preferences.

“SHREDDY70” has been developed by the brand's coaches, who all have a strong media following, with self-growth and community at the core. 

What are they doing well? 

• Discounted enrollment: As well as improving well-being, money saving is also a popular resolution for consumers in the new year. With this in mind, SHREDDY is offering participants exclusive discounts to access the plan. They emphasize how this option is a lot cheaper than paying for a gym membership!
• Community focus: The brand's marketing surrounding the campaign enhances the message that everyone is in it together, supporting one another through the challenge. There is a strong aspect of promoting UGC by inviting those partaking to share updates and progress using the hashtag #SHREDDY70. 
  Taking the community focus to the next level, the SHREDDY team is hosting an event in London for those participating in the challenge. The event includes a workout session, a panel talk, mood board creation, and goodies to take home. We predicted in our State of Influence report that community-focused events would take the front seat in 2025 – this is a strong start!

• Prizes: Another way to hook participants in is with the opportunity to win prizes, alongside boosting wellness! SHREDDY is awarding £15k in prizes across the 10 weeks, with 3 winners each week. This is a great way to partner with aligning brands too. 

SHREDDY regularly works with influencer ambassadors such as Emma Neill, Megan Short, and Founder Grace to promote the app and challenges to get their audiences involved too. Their model is a stellar example of using the power of influencers to promote a wellness-focused product. 

Tips for brands

To make your mark on the wellness industry by utilizing the power of influencers, you should: 

• Partner with influencers whose values and expertise align with your brand to ensure the collaboration makes sense. Be aware of the influencer's background, and their approach to discussions around wellness. 
• Tune into content that speaks about your brand organically, this is a great way to find genuine ambassadors and see what consumers are already saying about your product. 
• Focus on long-term, genuine collaborations. If you support influencers already pursuing self-improvement, you can seamlessly position your brand as a natural fit for their journey.

Wellness offers opportunities for brands across various industries, including stationery for mindfulness journaling, alcohol-free drinks for the sober-curious, supplements, beauty products emphasizing self-care, fitness apps and classes, travel for wellness retreats, and tech gadgets for health tracking. 

Even if wellness isn’t your focus, integrating it into your messaging can expand your brand’s relevance and appeal to new audiences.

If you want to learn how you can break into the wellness industry by partnering with influencers, reach out to us at hello@digitalvoices.com.