"Clubbing is out. Vitamins are in. The wellness economy has built a better version of the nightclub, and the fashion and beauty brands that understand this will win Gen Z."

The wellness economy is the fastest growing consumer trend reshaping fashion, beauty and lifestyle brands in 2026. In this episode Anna and Caitlin decode why 37% of UK nightclubs have closed since 2020, why 24% of UK adults abstained from alcohol completely in 2025 and what the explosive growth of the wellness economy, from run clubs and reformer Pilates to coffee raves and sauna raves, means for fashion and beauty brand strategy right now. If your brand wants to reach Gen Z consumers in 2026, understanding the wellness economy is no longer optional. This is the fashion and beauty brand strategy episode that decodes exactly where Gen Z is spending their time, their money and their identity.

[01:00] Is Wellness the New Nightclub? The Wellness Economy Trend Reshaping Gen Z Consumer Behaviour.

[02:15] Wellness Economy Statistics: 40% of the UK's Fastest Growing Businesses are Wellness Related in 2026.

[05:35] Why Gen Z is Choosing Wellness and Lifestyle Experiences Over Alcohol and Nightclubs.

[15:00] Soft Clubbing: the Biggest Gen Z Social Trend of 2026 Decoded

[22:30] How the Cost of Living Crisis is Directly Funding the Wellness Economy

[27:15] What the Wellness Economy Means for Fashion Beauty and Lifestyle Brand Strategy

Brands and Resources Mentioned:

• Tramp Wellness Members Club London — https://www.tramp.co.uk
• Soho Farmhouse Ibiza Wellness Events — https://www.sohohouse.com/en-us/soho-health-club/connect/soho-retreats
• Daybreaker Sober Wellness Events — https://www.daybreaker.com
• Adonola Athleisure and Wellness Fashion Brand — https://adanola.com
• Every Skin Aesthetics and Wellness Clinic — https://everyskinclinics.co.uk

Never miss an episode, subscribe to the Decode Sessions newsletter and follow us on Instagram and Tiktok for weekly industry insight.

Connect with us:

Website & Newsletter

Instagram & Tiktok

Decode Sessions explores the strategies, consumer behaviors, cultural shifts, and industry trends shaping the future of fashion, beauty, retail, and luxury brands.