As you have, probably, already noticed, Wellness doesn’t come cheap these days.
There are the weekly classes at $30 a pop, the $180-a-month gym membership, the daily $10 cold-pressed green juice, the pricey all-natural and organic skincare products, and the piles of fresh produce and hard-to-find supplements from Whole Foods…not to mention some of the more extravagant options out there ($120-an-hour Personal trainer, $250 facials) and the sporty designer gear to complete the look.
For most people, spending so much on staying fit and healthy would be an over-the-top indulgence, however for a growing percentage of individuals with high discretionary income, wellness has become an important part of the luxury lifestyle.
Sport and exercise became a brand in itself with names such as Michelle and Lorna, for example. Women are proud of it and are wearing their active- wear all day long, now, not just while going for a work-out outdoors or in.
Your fitness regimen of choice says a lot about you. And just like there are Smart Car types and Porsche types, there are yoga types and boot camp types; exercise has become another arena to compare and contrast your personality and lifestyle with others.
It has become a social topic, where people talk about where they’re going on holiday or what new restaurant they’ve tried. Now they also talk about their personal trainers and which new, progressive physical activities they are able to do.
Getting the body you want might be the end goal, but for some, engaging a personal trainer alone might be enough. The feeling like they are part of an elite group, is a huge marketing motivator.
Other factors come into play as well:
With income inequality at an all-time high and obesity rates continuing to spike among lower-income individuals, even as this wellness culture flourishes, eating right can give the privileged class a sense of moral superiority.
The idea is that when you spend big bucks on experiences that supposedly are good for you, there seems to be less guilt than when it is just a physical luxury item.
Spending $10,000 on a handbag might prompt significantly more awareness of the purchase and consumption being more ostentatious than if the same amount was spent on an exclusive personal trainer services or exercise classes.
Perception is key !
It seems that, currently, there is less emphasis on spending money on things, and a greater emphasis on experiences. So we see people with means also engaging in extreme vacations and paying more for these extravagant experiences, which might be travel, private flying, or an expensive hobby. And yes, active wear fashion set and specific health retreats all over the world.
Juicing , green juices in particular, are definitely a status symbol today, or so it seems.
The green juice, for example, is a display of wealth, discipline, and responsibility, all of which, taken together, reflect and express status.
Besides a conversation-worthy experience and the obvious health benefits, engaging in health and fitness activities offer high-income individuals the rare chance to disconnect without feeling guilty.
Most people are connected 24/7 to their jobs, but for that hour you’re working out or in a class, you get to turn your phone off or put it away. And it’s not like your boss can ask you to be available during this time.
And in today’s work-obsessed culture, that might be the ultimate luxury.
Looking after your health and fitness does not have to be considered as Luxury… You can achieve this stage of ultimate wellbeing by keeping to simple, easy things, incorporate them in your morning ritual, during the day, everyway you go, even when spending time with friends.
These will make you feel luxurious, nourish your soul and connect you to yourself. Among others:
Be present with yourself.
Living with an Attitude of Gratitude.
Please remember, everyday:
You are the most important luxury item you can possibly Invest in.