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Wellness Industry

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OVERVIEW
South Africa has seen a new entrant into the Gym market in the form of a low cost model - VIVA.

The brief was to conduct a literature review on the wellness [gym] industry and then propose a marketing campaign for them to reach the target market, identified for them.

Origins of Wellness
Wellness principles and practices are in no way a modern development. Wellness has a long, ancient tradition and body of knowledge behind it. Traditions relating to health, healing, and the concept of wellness can be traced back to a number of ancient civilizations across the globe. Some of these include: Greek and Roman bathing, the Arabian use of medicinal plants and minerals, traditional Chinese medicine (commonly referred to as “TCM”), and Indian Ayurvedic practices. Numerous societies and cultures have developed their own interpretations of medicine, massage, psychological well-being, and other approaches to healing over the years, several of which have played a role in informing our current understanding and practice of wellness (Zimmer, 2010).
As a modern concept, wellness has gained currency since the 1950s, 1960s, and 1970s, through the writings and leadership of a number of thinkers and physicians mostly from the United States, who have largely shaped the way we conceptualize and talk about wellness today (SRI International, 2010).

Definition of Wellness
There are a number of well-thought-out definitions of wellness, developed over time by the foremost intellectuals in the field. However, there is still no universally accepted definition of the word wellness (SRI International, 2010).
The National Wellness Institute (NWI, n.d.) utilizes a definition of wellness that was developed by founder Bill Hettler: Wellness is an active process through which people become aware of, and make choices toward, a more successful existence.
SRI International (2010) defines wellness as a continuum which includes reactive approaches to health and wellness – that is, mechanisms to treat or address existing illnesses or conditions On the left-hand side of the continuum, Addressing problems and curing diseases brings a person only to the middle, or neutral point, of the continuum and To the right-hand side are proactive approaches to health and wellness – that is, things that enhance quality of life, improve health, and bring a person to increasingly optimum levels of well-being.
NWI has one of the most widely-recognized and applied models of wellness, with six interdependent dimensions: physical (the combination of good exercise and eating habits), spiritual (our search for meaning and purpose in human existence), intellectual (one’s creative, stimulating mental activities), social (contributing to one’s environment and community), emotional (awareness and acceptance of one’s feelings), and occupational (personal satisfaction and enrichment in one’s life through work).
Although there might be different views on the concept of wellness and what it encompasses, there appears to be general consensus that: * Wellness is a conscious, self-directed and evolving process of achieving full potential * Wellness is multidimensional and holistic, encompassing lifestyle, mental and spiritual well-being, and the environment * Wellness is positive and affirming (NWI, n.d.).

Drivers of the Wellness Industry
Several major factors are driving the growth of wellness as an industry. Chief amongst these factors is the raging chronic disease and obesity crisis worldwide. According to the World Health Organization (WHO, 2013a), chronic diseases such as heart disease, stroke, and some cancers, many of which have been linked to a more prosperous Westernized lifestyle of convenience eating and sedentary employment, are the world’s leading cause of mortality, killing 17 million people in 2011. Other statistics show that, nearly 10% of the world’s adult population suffers from diabetes (SRI International, 2013). It has also been predicted that by 2015, approximately 2.3 billion adults will be overweight (WHO, 2013b), and by 2030, the impact of the obesity epidemic and the spread of non-communicable diseases is forecast to cost more than USD $30 trillion (Bloom et al., 2011).
Furthermore, the psychological effects attributed to today’s modernized lifestyle, such as increases in workplace stress, depression, and other major mental health issues, have introduced a new category to the list commonly referred to as “diseases of affluence” (Howarth HTL, 2014). This developing health crisis has led to unsustainable healthcare costs, and thus many governments are advocating a healthcare shift that focuses on prevention and wellness. These health developments have also stirred a global consciousness amongst the general populace about the need to move from a reactive healthcare approach to a more balanced proactive approach. As such, increasingly health-conscious consumers with greater access to an assortment of health-related resources are becoming increasingly empowered to pursue preventative lifestyles (Howarth HTL, 2014).

Value of the Wellness Industry
In 2014, The Global Wellness Institute (GWI) released research that the global wellness industry is a $3.4 trillion market, which is 3.4 times larger than the worldwide pharmaceutical industry. The GWI research also evaluated the market worth of the ten sectors comprising the global wellness market as follows: * Beauty & Anti-Aging ($1.03 trillion), * Healthy Eating/Nutrition/Weight Loss ($574 billion), * Fitness & Mind-Body ($446 billion), * Wellness Tourism ($494 billion), * Preventative/Personalized Health ($433 billion), * Complementary/Alternative Medicine ($187 billion), * Wellness Lifestyle Real Estate ($100 billion), * Spa Industry ($94 billion), * Thermal/Mineral Springs ($50 billion) and * Workplace Wellness ($41 billion).
SRI (2010) estimates that there are already about 289 million wellness consumers in the world’s 30 most industrialized and wealthiest countries. The consumer market for wellness is said to be large and growing, and the potential market is even larger. In the United States, anecdotal evidence suggests that the Baby Boomer generation has been and is currently the core consumer group driving the growth of the wellness industry. However, there is also a large and growing younger generation of consumers interested in wellness products and services. There are also potential large local markets for wellness in Asia, Latin America, and other regions around the globe.

REFERENCES
Bloom, D.E., Cafiero, E.T., Jané-Llopis, E., Abrahams-Gessel, S., Bloom, L.R., Fathima, S., Feigl, A.B., Gaziano, T., Mowafi, M., Pandya, A., Prettner, K., Rosenberg, L., Seligman, B., Stein, A.Z. and Weinstein, C. (2011). The Global Economic Burden of Noncommunicable Diseases. Geneva: World Economic Forum. Available at: http://www3.weforum.org/docs/WEF_Harvard_HE_GlobalEconomicBurdenNonCommunicableDiseases_2011.pdf [Accessed April 20, 2015].

Global Wellness Institute, (2015). History of wellness. Available at: http://www.globalwellnessinstitute.com/history-of-wellness/ [Accessed April 19, 2015].

Horwath, H.T.L., (2014). Health and wellness industry report - issue 1, destination spas: Understanding the wellness benefits. Available at: http://horwathhtl.asia/files/2012/06/Health-and-Wellness-Industry-report-Issue-1-280414-.pdf [Accessed April 19, 2015].

National wellness Institute, (n.d.). The Six Dimensions of Wellness.
Available at: http://www.nationalwellness.org/?page=Six_Dimensions [Accessed April 15, 2015].

National wellness Institute, (n.d). Defining Wellness. Available at http://www.nationalwellness.org/ index.php?id_tier=2&id_c=26 [Accessed April 15, 2015].

SRI International and Global Spa & Wellness Summit, (2013). The Global Wellness Tourism Economy. New York.

SRI International, (2010). Spas and the Global Wellness Market: Synergies and Opportunities. Available at http://www.sri.com/sites/default/files/publications/gss_sri_spasandwellnessreport_rev_82010.pdf [Accessed April 15, 2015].

World Health Organization. (2013a). Media Centre: The Top 10 Causes of Death. Available at: http://www.who.int/ mediacentre/factsheets/fs310/en/index2.html >[Accessed April 20, 2015].

World Health Organization, (2013b). Media Centre: Obesity and Overweight. Available at: http://www.who.int/mediacentre/factsheets/fs311/en/ [Accessed April 20, 2015].

Zimmer, B. (2010). On Language: Wellness. Available at: http://www.nytimes.com/2010/04/18/magazine/18FOBonlanguage-t.html?_r=0 [Accessed April 20, 2015].

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