Demographic
Secret Energy is pioneering advance technologies in the wellness industry now valued at $5 trillion with a virtually minuscule saturation of 12%. This means that only 12% of companies in the world are geared to addressing the needs related to this audience. Additionally, its primary resonance is aligned with the visionary and sovereignty-based ethics that make up the core of blockchain fundamentals.
We have 12+ years of implementing solutions many already tested and some deployed. This makes our roadmaps mainly about scaling and deploying RD apparatuses. Our mission is to change the world. Our confidence is our awareness of what truly controls it.
According to Dr. Jack Travis, one of the thought leaders responsible for the evolution of the modern wellness movement, health can be understood as a continuum that extends from illness to a state of optimal well-being. On one end of the spectrum, patients with poor health engage the medical paradigm and interact episodically with doctors and clinicians. Healthcare uses a reactive, pathogenic approach, focused on causes, consequences, diagnoses and the treatment of diseases and injuries.
On the opposite end of the health spectrum, people focus proactively on prevention and maximizing their vitality. They adopt attitudes and lifestyles that prevent disease, improve health, express their autonomy through self-guided research and choices, and create a value system that enhances their quality of life and sense of wellbeing. In other words, wellness is proactive, preventive and driven by self-responsibility. The growth of wellness as an industry is the extension of this consumer value and worldview.
Wellness is the active pursuit of the state of well-being that rests at the other end. The pursuit is neither passive, nor static. It is a proactive, salutogenic, iterative, and consistently evolving process towards optimal well-being. This process is driven by self-responsibility and a heightened awareness of the power inherent in our personally elected daily activities. People set their own intentions, adopt attitudes, make choices, and engage in behaviors that ultimately structure a wellness lifestyle.
The commitment to wellness is significantly influenced by the physical, societal, and cultural environments in which we live. Virtual and ideological communities where natural, holistic approaches to self-healing and preventive care provide an important foundation for what is possible with a wellness mindset today. Healthy-living, plant-based eating, self-help, self-care, fitness, nutrition, diet, and spiritual practices have evolved, proliferated, and flourished as a mainstream global wellness movement.
Wellness is the culture at Secret Energy. This culture promotes an individual integrative approach incorporating many different dimensions that work in harmony with the physical body to create a more holistic dynamic. Holistic health results from a broader approach to weave the mental, social, spiritual, physical, emotional, and environmental dimensions of well-being together cohesively. These are the attitudes, choices, behaviors, intentions, and activities that prevent disease, improve health, maximize vitality, and enhance quality of life through a comprehensive wellness lifestyle.
The Global Wellness Institute defines the wellness economy as an aggregate of the economic activities that enable consumers to intentionally incorporate options that lead to a state of holistic health into their daily lives. It represented 5.1% of global economic output in 2020. The wellness market expanded by 6.4% per year from 2017 to $4.4 trillion in 2020. It is important to note that this growth has been twice as fast as the growth of the global economy Spiritual self-care is one of the numerous spin-offs of this rapidly expanding wellness industry.
All indications point to the fact that the wellness economy will continue to experience robust growth to $5 trillion in 2021. The forces that drive its growth, i.e., an expanding global middle class, an aging population, and rising chronic disease, remain as powerful as ever. Wellness means more than a facial or spin class, with a growing focus on mental wellbeing and the importance of work-life balance, longevity social justice, environmental sustainability, the built environment, and public health.
As prevention and wellness resets values for consumers, governments and the medical world going forward, the Global Wellness Institute projects that the wellness economy will grow at an impressive 10% annual pace, reaching $7.0 trillion in 2025. The growing global wellness economy reflects a new lifestyle priority and levels of self-awareness designed to underpin recovery, and shift consumer, policy, and healthcare spending in new directions.
The wellness economy includes eleven sectors:
· Personal Care & Beauty ($955 billion)
· Healthy Eating, Nutrition, & Weight Loss ($946 billion)
· Physical Activity ($738 billion)
· Wellness Tourism ($436 billion)
· Traditional & Complementary Medicine ($413 billion)
· Public Health, Prevention, & Personalized Medicine ($375 billion)
· Wellness Real Estate ($275 billion)
· Mental Wellness ($131 billion)
· Spas ($68 billion)
· Workplace Wellness ($49 billion)
· Thermal/Mineral Springs ($39 billion)
Wellness real estate/Tourism: Expenditures on the construction of residential and commercial/institutional (office, hospitality, mixed-use/multi-family, medical, leisure, etc.) properties that incorporate intentional wellness elements in their design, materials, and building as well as their amenities, services, and/or programming.
Physical activity: Consumer spending associated with intentional physical activities performed during leisure and recreation, including three recreational activity subsectors (sports and active recreation, fitness, mindful movement) and three enabling subsectors (technology, equipment and supplies, apparel and footwear). See more details about definitions below.
Healthy eating, nutrition, & weight loss: Includes consumer expenditures on:
1. Vitamins and dietary supplements (including herbal/traditional products) and sports nutrition products.
2. Weight loss/management products and services, including packaged foods/beverages specifically positioned to target weight management; over-the-counter supplements and remedies targeting weight management (e.g., meal replacement or nutritional supplement drinks, non-prescription weight-loss drugs, and supplements); and weight loss services and programs (e.g., physical or online dieting centers, workshops, counseling; nutritionists and dieticians).
3. Healthy-labeled foods and beverages, which encompasses a wide variety of processed and packaged foods and beverages that are specifically positioned, marketed or labeled with health and wellness claims, including low-sugar/low-fat/low-carb products; fortified/ functional products with added nutrients (e.g., calcium, omega-3); products that are “free from” gluten/lactose/dairy/meat (e.g., plant-based alternatives, meat substitutes); products marketed as “naturally healthy” (e.g., high fiber, fermented, nuts/seeds); and organic products.
Mental wellness: Encompasses consumer expenditures on four categories of mental wellness- related products, services, and experiences: 1) self-improvement; 2) meditation and mindfulness; 3) brain-boosting nutraceuticals and botanicals; and 4) senses, spaces, and sleep. See more details about definitions below.
Workplace wellness: Includes expenditures on programs, services, activities, and equipment by employers aimed at improving their employees’ health and wellness. These expenditures aim to raise awareness, provide education, and offer incentives that address specific health risk factors and behaviors (e.g., lack of exercise, poor eating habits, stress, obesity, smoking) and encourage employees to adopt healthier lifestyles.
Public health, prevention, & personalized medicine: Includes expenditures on medical services that focus on treating “well” people, preventing disease, or detecting risk factors – for example, routine physical exams, diagnostic and screening tests, genetic testing, etc. Personalized health uses advanced diagnostic tools for individual patients (including genetic, molecular, and environmental screening and analysis) to provide tailored approaches for preventing disease, diagnosing, and managing risk factors, or managing and treating conditions.
Traditional & complementary medicine: Encompasses expenditures on diverse holistic, traditional, indigenous, and mentally- or spiritually-based healthcare and lifestyle practices, systems, services, and products that are not generally considered to be part of conventional medicine or the dominant health care system – including homeopathy, naturopathy, osteopathy, chiropractic, acupuncture, Traditional Chinese Medicine, Ayurveda, Unani medicine, energy healing, traditional/ herbal remedies and supplements, etc. The nomenclature for this sector is evolving alongside growing consumer adoption of traditional/indigenous, complementary, alternative, and integrative medical practices outside of the conventional/Western medical system.
Personal care & beauty: Includes consumer expenditures on beauty and salon services (excluding spas); skin, hair, and nail care services and products; cosmetics, toiletries, and other personal care products; dermatology; prescription pharmaceuticals for skin care; as well as products and services that specifically address age-related health and appearance issues, such as cosmetics/ cosmeceuticals for skin/face/body care, hair care/growth, and pharmaceuticals/supplements that treat age-related health conditions.
Wellness tourism: The aggregation of all expenditures made by wellness tourists – primary and secondary, international and domestic – including spending on lodging, food and beverage, activities and excursions, shopping, and in-country transportation. See more details about definitions below.
Spas: Aggregates the revenues of different types of spa facilities, including day/club/salon spas, hotel/resort spas, destination spas and health/wellness resorts, medical spas, thermal/mineral springs spas, cruise ship spas, and other types. See more details about definitions below.
Thermal/mineral springs: Encompasses the revenues of business establishments associated with the wellness, recreational, and therapeutic uses of water with special properties, including thermal water, mineral water, and seawater. See more details about definitions below.

Wellness Market Snapshots

Wellness Tourism: Grew 8% annually from 2017 to 2019 (reaching $720 billion) and then took a major hit in 2020. The market shrunk -39.5% to $436 billion, while wellness trips dropped from 936 million to 601 million. The impressive 21% annual growth rate projected for wellness tourism through 2025 reflects new traveler values (a quest for nature, sustainability, mental wellness) as well as a period of rapid recovery from pent-up demand in 2021 and 2022.
Thermal/Mineral Springs: One of the fastest-growing wellness markets from 2017 to 2019, with revenues rising from $56 billion to $64 billion (6.8% annual growth). Hit hard by the pandemic, revenues fell -39% in 2020, shrinking the market to $39 billion. There are now 35,099 hot springs establishments across 130 countries. The downturn is temporary: Very strong 18% annual growth is expected through 2025, with 140-plus new projects in the pipeline.
Spas: From 2017 to 2019, the spa industry was growing at a fast 8.7% annual rate and reached $111 billion in revenues across 165,714 spas–with a big jump in hotel/resort spas (from 48,248 to 60,873). The high-touch industry got hit hard in 2020: Revenues fell by -39% (to $69 billion) and spa establishments dropped to 160,100 (with a loss of over 4,000-day spas). But the industry is expected to recover fast, with the market growing 17% annually through 2025, and more than doubling revenues (to $150.5 billion).
Wellness Real Estate: With COVID-19 dramatically accelerating the understanding of the role that the built environment and our homes play in our physical and mental health, the wellness real estate market was the #1 growth-leader both before and during the pandemic. The market grew from $148.5 billion in 2017 to $225 billion in 2019 to $275 billion in 2020 (22% annual growth). Wellness residential projects (either built or in the pipeline) skyrocketed from 740 in 2018 to over 2,300 today. Wellness real estate will continue its growth surge: The market will double to $580 billion from 2020 to 2025 (16% annual growth).
Physical Activity: This six-sector market grew 5% from 2018-2019 (to reach $874 billion), but revenues fell 15.5% in 2020 (to $738 billion). The fitness subsector (gyms, studios, classes) suffered a severe -37% revenue decline in 2020. Fitness technology was, of course, the bright spot, exploding 29% in 2020 to become a $49.5 billion market–with digital apps, streaming and on-demand workout platforms surging 40%. The segment’s hybrid bricks-and-mortar/digital future is bright: the market will nearly double–from $738 billion to $1.2 trillion–from 2020-2025.
Mental Wellness: Posted strong 7% growth from 2019-2020 (from a $122 billion to a $131 billion market), as consumers desperately sought solutions to help them cope with pandemic stresses. The largest segment, “senses, spaces, and sleep,” grew 12.4%, while the smallest segment, meditation and mindfulness, grew the fastest (25%). The forecast: strong 10% growth annually through 2025, to reach $210 billion.
Personal Care & Beauty: Consumer spending expanded from $1 trillion in 2017 to $1.1 trillion in 2019, and then declined by 13% to $955 billion in 2020. In 2020, Asia-Pacific moved from being the third to the first-ranked market. Spending will bounce back post-pandemic, with 8.2% annual growth through 2025, to reach $1.4 trillion.
Traditional & Complementary: This market spans different holistic, indigenous, ancient therapies and products (acupuncture, Ayurveda, Traditional Chinese Medicine, chiropractic, etc.). It grew from $376 billion in 2017 to $432 billion 2019 but contracted to $413 billion in 2020. It will see healthy 7% annual growth from 2020-2025, reaching $583 billion.
Healthy Eating, Nutrition & Weight Loss: One of the few wellness sectors that maintained positive growth (3.6%) during the pandemic, which launched a wave of interest in home cooking, healthy food, and immunity-focused foods and supplements. The sector grew from $858 billion in 2017 to $912 billion in 2019 to $945.5 billion in 2020–and is forecast to grow 5% annually through 2025, to reach $1.2 trillion.
Public Health, Prevention & Personalized Medicine (pandemic and future winner): Another sector that saw positive pandemic growth (4.5%), largely because many governments and healthcare systems ramped up their public health and prevention expenditures during the COVID-19 crisis. The sector grew from $328 billion in 2017 to $359 billion in 2019 to $375 billion in 2020 (when it represented about 4% of total global health expenditures at $8.8 trillion). With painful lessons from the pandemic about the terrible costs of underinvesting in public health, the segment is forecast to grow 5% annually through 2025–to reach $478 billion.
Workplace Wellness: This segment grew 4.6% annually from 2017 to 2019–reaching a market high of $52.2 billion–but then shrank 7% in 2020, to $48.5 billion. Companies are recognizing that a compartmentalized, programmatic approach to employee wellbeing is not particularly effective in tackling the rising challenges of stress, work-life balance, and mental health, so many are shifting to more meaningful, holistic approaches encompassing everything from changing company culture to focusing on the built environment. These expenditures cannot be measured as “workplace wellness,” so expenditures may decline even as the focus on employee wellbeing actually expands. Even so, the market is pegged to grow 4% annually through 2025, reaching $58.4 billion.
Source: The Global Wellness Economy: Looking Beyond Covid, Global Wellness Institute, December 1, 2021.
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