The wellness industry is at a crossroads, where companies must lead with science and consumers must demand it—or both risk following fads
The wellness industry is enormous, ballooning from 4,000 products in the ‘90s to over 90,000 on shelves today. Yet, despite this growth, the space has been bogged down by unproven trends, fleeting buzzwords, and empty promises. For years, consumers have been caught in a cycle of buying into products based on misinformation or marketing hype, with little access to the most critical question: Does this actually work?
That’s beginning to change. According to a 2024 McKinsey survey, a seismic shift is underway. Today’s consumers are no longer satisfied with pretty labels or trendy claims. They’re turning their focus from “clean” to “clinical,” demanding science-backed solutions over slick packaging and hype machines. This movement isn’t just a fleeting trend—it’s fundamentally reshaping the wellness landscape. Consumers are asking more informed questions: Where’s the data? What’s the evidence?
This shift challenges companies to rise to higher standards, separating leaders from followers. In an industry teeming with noise, companies that embrace science and transparency have an unprecedented opportunity to lead.
The Rise of Clinical Wellness
For years, the term “clean” dominated wellness narratives. Products were celebrated for what they didn’t contain—no artificial additives, GMOs, or animal byproducts. While this was a step forward, it often masked a deeper issue: a lack of evidence proving that these products delivered results. Without evidence, claims about “clean” wellness often rang hollow, leaving consumers with promises that couldn’t be measured, let alone fulfilled.
Today’s consumers are demanding more. They’re no longer content with vague assurances or marketing buzzwords. According to the McKinsey survey, 82% of U.S. consumers now prioritize efficacy when choosing wellness products. This shift is particularly pronounced among Millennials and Gen Z, who leverage wearables and health-tracking apps to scrutinize what they’re buying. These generations are asking tougher questions—What’s in this product? Does it actually work?—and they won’t settle for anything less than clear answers backed by science.
This transition from “clean” to “clinical” is forcing a reckoning within the wellness industry. Companies relying on marketing fluff or exaggerated claims are rapidly losing ground to those that prioritize robust evidence and transparent results. It’s no longer enough to promise—you have to prove. For me, this evolution is deeply personal. After years spent studying muscle health and the effects of nutrition and exercise on the body, I transitioned into the private sector with optimism, only to find an industry saturated with pseudoscience. Products were too often built around marketing rather than meaningful results.
This realization became a turning point. I left academia with a mission to raise the bar—to ensure that products and programs are rooted in facts, rigorous testing, and real results. This isn’t just a professional pursuit—it’s personal. Consumers deserve better. Their health and well-being shouldn’t hinge on unverified claims or gimmicks. My work is about bridging the gap between academia and consumer products, bringing evidence to the forefront of wellness. It’s not just about what’s on the label—it’s about whether it delivers.
Biofeedback for Smarter Choices
The rise of wearable technology has revolutionized how consumers approach wellness. Devices like Garmin, Whoop, and Oura now provide real-time insights into key health metrics such as heart rate variability (HRV), recovery times, strain, and sleep quality. Tools like Stryd foot pods take this even further, offering runners data on power output, while continuous glucose monitors (and possibly lactate monitors in the near future) allow for acute nutrition and exercise adjustments. These innovations have created a feedback loop that empowers users to make data-driven decisions about their health and fitness.
Personally, I’ve found some of these tools invaluable in my own training. They offer a level of precision that was once unimaginable, enabling consumers to move beyond guesswork. Instead of relying on vague before-and-after photos or subjective anecdotes, people can track their progress with hard data and actionable insights. While wearables aren’t “clinical” in the strictest sense, they represent a major step toward informed decision-making. They help users understand what works and, just as importantly, what doesn’t.
Information Processing at Your Fingertips
Consumers today have access to an unprecedented arsenal of tools for assessing whether a product delivers on its promises. Platforms like ChatGPT, Open Evidence, and Ingredient AI are transforming how we decode dense ingredient lists, validate dosage claims, and compare product efficacy against published scientific research. For example, you can now ask an AI whether 200 mg of a trendy herb improves endurance, and it will generate a quick response—often with references to peer-reviewed studies.
These tools are far from perfect. In my own experimentation, I’ve found gaps and limitations in how accurately they parse scientific nuance. Still, their potential is transformative. By putting research capabilities directly into consumers’ hands, these platforms are democratizing access to information. The era of blind faith in marketing claims is giving way to a new era of empowered decision-making. As these technologies continue to evolve, they will only grow more precise and impactful, helping consumers cut through the noise and focus on what truly matters.
Clinical Trials Are Still the MVP
Despite its enormous size, the wellness industry suffers from a glaring problem: a lack of robust science. Few exercise programs—and even fewer nutrition products—have been tested in clinical trials. Even when trials are conducted, they often fail to match the doses or conditions of the products they’re meant to validate. This disconnect is not just an academic oversight—it’s a disservice to consumers who rely on these products for their health and well-being.
In my university research, clinical trials have been essential for uncovering insights that directly benefit consumers. We’ve explored how suppressing inflammation can reduce muscle pain and speed recovery after exercise. We’ve demonstrated that adequate protein intake enhances muscle function gains during resistance training and shown that exercise-induced muscle damage can significantly impair muscle function without proper recovery strategies. In another study, we revealed that menopausal women can still reap significant benefits from resistance training, maintaining strength, mobility, and flexibility despite hormonal changes.
These findings aren’t just academic footnotes—they translate into practical guidance for athletes and everyday individuals alike. Clinical trials are the gold standard for validating product efficacy and safety, pushing the industry toward responsible innovation. They bridge the gap between scientific discovery and real-world application, holding companies accountable and giving consumers the confidence they need to make informed choices.
Breaking Free from the Herd
The wellness industry is evolving, and consumers now have more tools than ever to navigate its complexities. From wearables and performance dashboards to clinical trial data and AI-powered research platforms, the resources available today offer unprecedented transparency. Yet, for many, the temptation to follow the crowd remains strong.
To truly lead in this space, you have to step away from the herd. Ask the hard questions: Is this backed by science? Does it deliver real results? Your health deserves no less than the highest standard. By choosing evidence over trends, you’re not only improving your well-being—you’re helping to elevate the entire industry.
So, will you lead or follow?