RESHAPING FITNESS & WELLNESS

The fitness and wellness sector continues to grow its reach – but what are the trends driving growth? WellNation spoke to Jon Monk from Performance Health Systems, who has spent the past 20+ years in the sector

Wellness services are growing at between 7% and 8% annually across EMEA and recovery is emerging as one of the fastest-moving segments within fitness. Across the region, wellness tourism is surging too, expanding by nearly 12%, while the medical spa sector is growing even faster, at more than 15% – according to Grand View Research. Leading operators are already responding to this shift. Virgin Active, David Lloyd and Snap Fitness are among the gym chains to have introduced restorative and recovery-focused programmes, ranging from Pilates for recovery to sound therapy sessions. To explore how these trends are transforming the UK and European wellness landscape and how operators can leverage them, WellNation spoke with Jon Monk, EMEA Sales Director at Performance Health Systems, for his insights into the rise of recovery, longevity, and precision wellness across the continent.

Recovery and wellness services are growing fast. What’s driving this? We are quickly learning that recovery is no longer niche - it’s reshaping fitness, wellness and hospitality. Consumers now expect experiences that enhance circulation, reduce stress, and support long-term health, over traditional workouts.

How are operators responding to these trends? Leading operators are already adapting. For example, fitness studios, health clubs, hotels and large corporations are increasingly creating dedicated recovery zones, recognising that measurable outcomes and personalised experiences are in demand by their customers, members and employees.

How does recovery relate to longevity and health optimisation? Recovery is the foundation of longevity and health optimisation. As operators embrace personalised diagnostics, AI-driven health plans, and preventive wellness strategies, technologies like Power Plate and bioDensity enable precision wellness at scale - bridging fitness, recovery and preventative care.

What opportunities does this create for operators? Recovery is expanding faster than traditional fitness, creating new in-club destinations where people go to recover, prevent issues like bone decline, and feel genuinely cared for. And feelings drive behaviour: when members feel looked after, they visit more often, stay longer, and refer others. PHS enables operators to lead this shift with measurable, science-backed outcomes in mobility, strength and longevity - turning recovery into a destination that boosts both wellbeing and business performance.

Where does Performance Health Systems fit into this expanding market? With vibration technology already used in health clubs, studios, professional sports, corporate wellness, and high-end hospitality environments, PHS is uniquely positioned to help operators deliver strength, mobility, bone health, circulation and recovery. Our platforms allow facilities to create high-impact, multifaceted recovery spaces that enhance performance longevity and member satisfaction.

Looking ahead, what’s next for 2026 and beyond? We’re hearing from our international partners that there is an increase in demand for hybrid fitness–clinic models, personalisation, and tech-enabled recovery experiences, as standard. Recovery, longevity, and health optimisation will become the new wellness currency, and PHS brands – Power Plate and bioDensity – are ideally placed to support operators in meeting this growing demand.