Meaning, self-improvement, and mind-body balance

During the past few years, the image of wellness has evolved from something rather materialistic and hedonic to deeper, less material self-improvement. While wellness was largely considered a form of experience-based consumption in the early 2000s with a focus on hedonistic pleasure and passive pampering (e.g., going to spas and beauty treatments), it is now considered a transformative activity with the aim of improving the self and finding deeper meaning in life.

Within the fitness industry, this is best illustrated by the growing interest in and demand for both personal trainer services and various types of yoga. Exercise is often portrayed as one of the most powerful means for personal transformation and is considered a self-investment strategy through the development of the body and the pursuit of mental balance. Today, being fit - both physically and mentally - is not only an individual value to strive for but can also be considered an asset in both social and professional life.

This further highlights the growing interest in personal self-transformation and achieving optimal potential. The fundamental reasons for wellness include the need for balance; positive thinking; happiness and social ties; and life optimization.

Miia Grénman