Throughout history, living longer and having a better quality of life have been indicators of happiness and progress. This is a holy grail, a challenge shared by the sports industry, which wants to play its proper role in the health and physical and mental well-being of society. One need only look at the size of the sports-related wellness sector to determine the relevance. It had sales of $5.6 billion (€5.2 billion) last year and aims to grow at an annual rate of 8.6%. 2027; this marks a 67% growth since 2013, according to the Global Wellness Economy Monitor 2023. This industry also consists of healthy eating, mental health, wellness tourism, spas, or physical activity centers.
It is these last two categories that are most focused on businesses related to physical recovery. It’s one of the secrets that explains the success of sports stars such as Erling Haaland, Kylian Mbappe, Naomi Osaka and Rory McIlroy. Elite athletes have been doing so-called invisible training for years. A trend that was limited to high-performance sports until a few years ago, but is now increasingly being implemented in public sports centers to extend and improve social life, and is now being used by professional teams and It’s no longer just for the players. Companies like Thomas Wellness Group are responding to market needs and have been betting on products with these properties for 20 years. The company designs spaces and advises sports centers to promote the health and longevity of their users.
“Cristiano Ronaldo is one of the people who contributed to the popularity of cryotherapy. With the videos he published on his social networks, he was able to bring this type of treatment to more people. Cold air and infrared light to aid recovery. Elements such as are becoming more popular thanks to the desire to train more and better,” explains Tomas Junquera, founder and general director of Tomas Wellness Group.
Promoting user longevity is another challenge facing fitness and wellness centers.
In the United States, more and more sports centers are recognizing the benefits of taking care of the recovery process. We are introducing a space where many users can finish their sports activities. This trend is expected to spread to Europe, and its implementation will allow properties to add value with services that allow for the personalization of the customer experience. “Rest is a fundamental part of training, so you cannot train without sufficient recovery. Previously there was a lot of ignorance, but now centers can offer cold water relaxation processes based on scientific and controlled evidence. Now treat your muscle fibers post-workout with cryo-cooling treatments to optimize blood flow and promote recovery.”
According to Joaquim Pla, architect responsible for spa H&H products at Thomas Wellness Group, recovery is thus made more efficient. The Spanish fitness and wellness equipment company markets the Starpool Wellness Concept, which offers waterbeds used by NBA players to reduce or relieve stress. “The device has four pillars focused on promoting recovery, avoiding stress, helping people sleep better, and helping people live longer.”
The recovery part will focus specifically on the performance of young athletes. But what about senior clients? Sports centers already offer solutions that extend the lifespan of older people while respecting their autonomy. Extending the lifespan of users is also one of the challenges facing fitness and wellness centers. This is an important mission, especially considering the evolution of life expectancy. According to data from the National Institute of Statistics (INE), the average age in Spain is 83, more than a decade higher than in the 1970s. The rising age curve is data that confirms that Spaniards are increasingly taking care of themselves in order to live longer.
“If you’re trying to hit the brakes on recovery, you want to get back on track with a longevity spa, which means subtracting years from your metabolic age,” Junquera says. The challenge for sports centers is to complement the healthy habits of their users with preventive elements that allow regenerative programs and special treatments to be planned and developed. “No one wants to sit in a chair and live to be 100 years old. More and more people are looking for a high quality of life. There is a growing awareness of prevention among customers and operators,” he added.
The growing interest in long-term self-care is reflected in spaces designed for this purpose, such as spas. “Equipment should be installed in a space that is as comfortable, relaxing and receptive as possible. A spa is a place where we open our senses and accept the influences of our environment. Everything is very important. That’s why we try to cause a sensation, ”explains Pura.
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