As we enter 2025, the way we approach health, wellbeing, and fitness is undergoing a profound transformation. Global forces are driving shifts in behaviours, priorities, and industries, creating what are known as “macro trends.” These powerful movements influence everything from the products we consume to how we live and work.
To understand the future of wellness, we must first understand the forces shaping it. Furthermore, Online search data provides a real-time pulse on how macro trends shape attitudes towards health, well-being, and fitness. Spikes in searches for terms like “metabolic health tracking” or “AI fitness coaching” reveal growing consumer interest in preventative health and digital wellness. Similarly, rising queries around stress management tools reflect the impact of the anxiety economy. By analysing search trends, businesses and health professionals can track which macro trends are having greatest impact.
What is a Macro Trend?
A macro trend refers to a large-scale, long-term shift that impacts societies, economies, and industries on a global level. Unlike short-term fads or micro trends, macro trends develop over years and often reflect deeper societal changes. They affect how people think, act, and interact with the world.
In the context of health, wellness, and fitness, macro trends provide a lens to identify emerging priorities and challenges. They reveal patterns in how individuals respond to stress, adopt new technologies, or seek balance in their lives. These trends often influence the development of new products, services, and strategies designed to meet changing needs.
Understanding these trends is key to navigating and thriving in this evolving landscape. Furthermore, at Elevate Ninety we have identified Macro trends that our research and data indicate are having a profound effect on our behaviour towards our health, well-being and fitness. The image below illustrates the macro trends we have identified.
However, we have picked out our top five macro trends set to have the biggest impact on health, well-being and fitness in 2025.
1. Connected Digital Health Ecosystem and Artificial Intelligence
The rise of wearables, AI-powered coaching, and remote diagnostics is transforming how people track and manage their health. Consumers now expect real-time insights into their well-being, with seamless integration between their smartwatches, fitness apps, and medical data.
What’s next:
In 2025, digital health solutions will become more interconnected and automated. Smart rings, glucose monitors, and sleep trackers will sync effortlessly, providing tailored health recommendations based on live data. AI-driven nutrition and fitness plans will adapt in real-time, making hyper-personalised health a reality.
Impact:
This shift from reactive to proactive health management will change how people approach fitness. Companies offering AI-powered wellness coaching, at-home diagnostics, and predictive health insights will lead the way. The future of fitness is data-driven, connected, and always-on.
Hot search trend examples:
AI fitness, Health tracker rings, Whoop, Oura
2. Metabolic Health & Sugar Reduction
Metabolic disorders (like insulin resistance, obesity, and blood sugar imbalances) are on the rise. Consumers are now prioritising metabolic health, seeking low-sugar, gut-friendly, and energy-optimising diets to support long-term well-being.
What’s next:
Expect continuous glucose monitors (CGMs) to become mainstream (particularly since their FDA approval), helping individuals understand their personal response to food and exercise. The market for low-GI foods, resistant starches, and blood sugar-balancing supplements will expand. People will increasingly use personalised metabolic testing to optimise their energy, recovery, and fitness performance.
Impact:
Food and beverage companies will reformulate products to meet demand. Fitness and health brands will integrate metabolic tracking into wearables and meal plans. Metabolic health will become a foundational pillar of preventative healthcare, influencing how people train, eat, and recover.
Hot search trend examples:
Gut health, glucose monitors, sugar free
3. Anxiety Economy & Mental Health Advocacy
Rising stress levels, digital fatigue, and workplace burnout are fuelling a demand for mental health support. Consumers are actively seeking tools to help manage anxiety, improve sleep, and enhance resilience.
What’s next:
The next wave of fitness and wellness will include stress-adaptive workouts, mindfulness-integrated training, and AI-powered mental well-being support. Wearable tech will expand to include real-time stress monitoring, guided breathwork, and sleep-optimisation features. Corporate well-being programs will also integrate mental health-focused fitness initiatives.
Impact:
Brands that prioritise mental health alongside physical fitness will gain consumer trust. The future of health will be as much about the mind as it is about the body. Fitness will no longer be about just performance, it will be about emotional and mental resilience too.
Hot search trend examples:
Work burnout, I am tired, how to improve sleep
4. Holistic & Preventative Health
Consumers are shifting from reactive healthcare to a proactive, longevity-focused approach. Instead of waiting to get sick, people are optimising their fitness, nutrition, and recovery to prevent illness and enhance performance.
What’s next:
Expect a rise in personalised supplements, gut health solutions, and longevity-focused exercise routines. Biohacking techniques will move into the mainstream with increasing adoption of methods like cold therapy, fasting, and mitochondrial health support. AI-driven insights will help fine-tune sleep, hormones, and stress response, creating a more holistic approach to fitness and well-being.
Impact:
The fitness and wellness industry must adapt to this preventative mindset. Consumers will invest in wearable health tech, diagnostic tools, and performance-boosting therapies. The demand for evidence-based, results-driven solutions will only increase.
Hot search trend examples:
Biohacking, zone 2 training, cold water therapy
5. Hybrid Lifestyles & Time-Poor, Health-Conscious Consumers
Hybrid work has disrupted traditional fitness routines. People need flexible, time-efficient wellness solutions that fit into their busy, unpredictable schedules. They want on-the-go workouts, quick nutrition fixes, and personalised coaching that doesn’t disrupt their day.
What’s next:
On-demand workouts, AI-driven training plans, and short, high-impact exercise formats will dominate. The rise of micro workouts and hybrid fitness classes will allow people to stay active without lengthy gym sessions. Smart home fitness solutions will continue to evolve, making workouts more accessible and effective.
Impact:
Convenience will define the future of fitness and health. Brands offering seamless, time-saving wellness solutions, from meal replacements to personalised fitness tech, will thrive. Consumers will expect health and fitness to be effortless, automated, and fully integrated into daily life.
Hot search trend examples:
Huel, At home pilates, Under desk treadmill
Macro Trends Shaping Transformation
The health and fitness industry is undergoing a radical transformation, shaped by our identified macro trends. Consumers are demanding hyper-personalised, tech-driven, and time-efficient wellness solutions. The biggest opportunities lie in seamless digital health, metabolic tracking, stress management, proactive care, and convenience-first fitness models.
For brands, professionals, and policymakers, the challenge is clear: innovate or get left behind. The next generation of health is connected, personalised, and deeply integrated into our lifestyles. Those who embrace these changes will shape the future of fitness and well-being.
