Nicole Dunn is the CEO of Dunn Pellier Media, Inc; PR for the fitness, health and wellness sector.
Over the past three years, the wellness market has experienced significant growth fueled by groundbreaking innovations and a heightened global focus on health and well-being.
At my company, a PR firm specializing in health, wellness and fitness, we’ve witnessed vast growth in the global health and wellness market, which is forecast to reach $9 trillion by 2028. In addition, I’ve noticed a trend toward embracing AI-enhanced wellness and growth in the bio-hacking category.
As people seek more personalized and proactive approaches to their health, 2025 will likely shift toward harmonizing cutting-edge wellness practices with a deeper understanding of their influence on consumers’ bodies, minds and overall well-being.
1. Red Light Therapy’s Expansion
Red light therapy (RLT), known by its scientific term, photobiomodulation (PBM), has been around for years. Still, only recently has it evolved from a niche biohacking and pain management tool into the mainstream wellness zeitgeist, and it is having a moment! The global light therapy industry is projected to grow from $1.03 billion in 2024 to $1.56 billion by 2032.
Many models and celebrities swear by RLT for its non-invasive anti-aging effects, which boost circulation and oxygen to the skin, promoting collagen production and reducing wrinkles, sun damage and scars.
While research is ongoing on the effectiveness of specific RLT treatments beyond beauty, RLT has shown promise in treating various conditions, from speeding up wound healing to addressing hair loss and even enhancing brain function, potentially improving mental clarity. I predict that RLT’s popularity will surge in 2025 with ongoing research.
2. Strength Training For Longevity
Perimenopause and menopause had significant moments in 2024, which led to many headlines that explored women aged 35 and older’s growing interest in longevity and wellness. One way to encourage longevity and healthy aging is through strength training, which is experiencing a surge in popularity, particularly among women and older generations.
According to the Mayo Clinic, strength training can help preserve and enhance lean muscle mass that naturally diminishes as one ages. It is celebrated for improving metabolic health, maintaining bone density, reducing symptoms of chronic diseases, sharpening thinking skills, and even enhancing quality of life.
As 2025 is rung in, I predict that fitness platforms and gyms will double down on programs that make strength training more inclusive and accessible to women of all ages.
3. Personalized Wellness Through AI
As much as some might want to shy away from it, AI is not only here to stay but also prospering. In 2025, we may see a growing openness to embracing AI, particularly in ways that can be used to promote personal advantages for better health, wellness and longevity.
AI-driven wellness solutions in wearable devices and innovative apps can help transform health routines by integrating biometric data with health and wellness practices. These devices and apps can help individuals tailor their fitness, sleep, nutrition and stress levels, leveraging data analytics and monitoring to offer real-time feedback and guidance for a healthier lifestyle and increased wellness, ultimately making health and wellness much more accessible and practical.
In the new year, I think AI-based health and wellness tools will likely become more specific in their biometric data and more personalized in their approach, drawing in even more consumers.
4. Customizable Health Testing
The medical industry is seeing an increased demand for diagnostic test kits delivered to consumers’ homes. In an era of individualization, when everything seems to be customizable, healthcare has emerged as an area where personalization is hugely beneficial.
Customizable lab tests can go deeper than a doctor, offering comprehensive insights into wellness beyond traditional annual check-ups. These advanced lab panels can evaluate critical markers such as hormones, metabolism, thyroid function, toxins and inflammation, helping to detect early signs of disease and uncover areas for improvement. Brands like Lifeforce and InsideTracker empower patients with personalized reports, actionable recommendations and even access to expert consultations for tailored health optimization.
As someone deeply immersed in the wellness industry, my prediction for 2025 is that we’ll see a significant rise in at-home kits and lab tests seamlessly integrated with wearables and AI to track progress. This growing trend reflects a powerful shift toward proactive, data-driven healthcare solutions that genuinely empower people to take control of their wellness journey.
5. Focus On Gut Health And Natural Foods
With growing scientific insights and a rising awareness of its crucial role in overall well-being, I believe gut health will remain a cornerstone of optimal health within the wellness community in 2025.
Gut health is not just about digestion—it’s about boosting immunity, preventing chronic illnesses and more. This has led to a surge in demand for gut health supplements and treatments. The global digestive health supplement market is expected to reach approximately $32.4 billion by 2033, driven in part by increased consumer awareness of gut health.
Alongside this, I believe more individuals will move beyond supplements, embracing whole foods and minimally processed diets to reduce health risks like obesity and depression while incorporating naturally derived probiotics for a holistic approach to wellness.
What This Means For Your Brand
In today’s dynamic, customizable wellness landscape, brands have a unique opportunity to stay ahead of the curve by remaining relevant as trends change and actively proving that you can relate to the well-being of your target audience.
By understanding how your consumers engage with health, building authentic community connections and prioritizing the individuality of your clientele, you can craft a compelling narrative that genuinely resonates with wellness-conscious engagers this year.
Ultimately, I think making your audience feel honestly heard and seen will be the key to success in 2025. Through fostering genuine connections and building trust, wellness brands can create meaningful relationships that empower individuals on their health journeys and drive shared success—a true win-win for all.
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