Health And Wellness Will Thrive – Looking Back
In about two weeks’ time, I will be able to look back over 24 months and reflect upon my personal journey. I was introduced to the Wellness Industry by a neighbor in November 2010. I began buying supplements, but it was not until January 2011 that I decided to make a significant change in my life.
Nothing spiritual, mind you, but the change was with regards to my physical health. The particular company that I purchased supplements from introduced a new full body composition program. I made a commitment to try the program and purchased the body composition system of supplements. So began my journey to a healthier lifestyle that I will always be thankful for.
The program also included recommended exercises along with the nutrition. My challenge, of course, was facing my eating habits straight on and making drastic changes. That’s right, no more potato chips, cheese burgers, French fries, pizza, pasta, cake, brownies, chocolate, soda, etc. Okay, so what is there left to eat?
I still ate these foods, but not so frequently. I remember eating a lot of salad in the beginning along with protein foods like chicken, salmon, tuna, eggs, cottage cheese, and almonds. These core protein staples are still a part of my daily diet. However, these 24 months have given me time to study more about nutrition, exercise, and how supplements work.
My start weight was about 240 pounds and now I have maintained a weight of 190 pounds for about one month now in December 2012. I will see if I can get down to 185 pounds before January 11, 2013 which will mark exactly 24 months from when I made my commitment to change my physical life. I vowed that I would live to be 100 years old. Now, this is a ridiculous goal, but if I make it, I will have a fine story to tell.
Health And Wellness Will Thrive – A Pervasive Industry
What do we know about the Wellness Industry? Has health and wellness always been a thriving industry? What is a pervasive industry and who defines a healthy revolution?
Back in 2002, Paul Zane Pilzer outlined an emerging $200 billion industry. In 2007 that industry was over $500 billion and is on target to be over $1 trillion. Dr. Pilzer introduced tips and best practices for large $100 million wellness companies back in 2002. However, in his new edition of The Wellness Revolution, he shifts his focus to add information useful for individual wellness entrepreneurs, health product distributors, physicians, chiropractors, and other small business professionals.
It is interesting how the period from 2003 through 2008 has brought about unique changes to the way that we communicate among friends, family, and associates. Michael Drew suggests in his book, Pendulum, that these six years are a transitory period from a Hero Worshipping “Me” Cycle to the Village Camaraderie “We” Cycle. Dr. Pilzer did well to update his book from one that advised $100 million wellness companies to one that spread the “wealth of knowledge” to the individual. Bringing the individual up to a level par with large companies is a characteristic of the “We” Cycle where collectively we are strong, but individually we are not okay.
Is the Wellness Industry a trend or temporary fad? Dr. Pilzer does not see it as such. He is an economist and therefore is well positioned to be an authority on analyzing how trends and fads come and go. The professor side of him narrows the study of a sustainable industry in to 5 characteristics.
“Experienced entrepreneurs and investors look for all five of the following characteristics to be present before they launch a new mass-market business.” (p 10)
- Continual consumption
- Universal appeal
- Low consumption time
Apply these characteristics to the Wellness Industry and you will see that most products and services connected with health and wellness share in these characteristics.
Health And Wellness Will Thrive – Mini-case Study: Whey Protein
Let’s look at a generic Whey protein drink product. I just conducted a search online and found that a 2 pound container of EAS 100% Whey Protein sells for $23.64 (currently December 24, 2012). A 5 pound container from Gold Standard sells for $59.99 at Walgreens. If the serving size is one scoop, then 2 pounds of Whey protein has about 23 servings. That comes to just over $1.00 per serving.
When you consider the fact that many people buy $5 coffee from Starbucks every day, you would agree that $1.00 for a drink of Whey protein is AFFORDABLE. At this price, the product should not be hard to market and should literally WALK OFF THE SHELF; this is why there are so many brands of Whey protein on the market these days. As more and more people self-actuate their own personal health and weight management, Whey protein will be a product that consumers will CONTINUE TO BUY. There are so many studies of how effective Whey protein is in restoring and rebuilding muscle after exercise, that there is a natural UNIVERSAL APPEAL for the product. Finally, the fact that a 2 pound container has 23 servings and can be fully consumed within 2 to 3 weeks depending on your exercise frequency, you cannot disagree that Whey protein has a LOW CONSUMPTION TIME.
Our mini-case study shows how one product connected with health and wellness shares strong characteristics of a pervasive industry product and is not merely a trend or fad that will fall in popularity. If anything, these types of products will continue to expand as we move deeper into Michael Drew’s forecast of a “We” Cycle where the village protection is revered over the individual hero. Robert Kiyosaki recognizes this trend in his recent book, The Business Of The 21st Century. “The power is not in the product. The power is in the network. If you want to become rich, the best strategy is to find a way to build a strong, viable, growing network.” (p 60). Empowering individuals to build networking teams in direct sales is a complement during a “We” Cycle. Refer to the Pendulum book for more details of what you can expect to see over the next 40 years before swinging back to a “Me” Cycle.
Health And Wellness Will Thrive – The Healthy Revolution
For so many years during the “Me” Cycle (i.e., namely the 40 year period from 1963 through 2003), many wellness products and services were only available to the rich and famous. During a period of “Me” there is a strong reverence to the individual hero. I remember how popular Superman, Spiderman, Batman, Hercules, He-Man, and others were as I grew up watching and admiring Heroes. Yet, the tides are turning and heroes are being questioned and tried like subjects of a witch hunt. All you have to do is compare the original Star Wars series with the newer prequel Episodes. You can clearly contrast the Heroic Luke Skywalker of the original series with the self-imploding Anakin in the Episodes.
So, as the wellness industry transfers from the rich and famous to be readily available to the masses, we can better comprehend how the Wellness Industry is well on its way to becoming a trillion dollar industry. In closing, here are a few words from Dr. Pilzer.
“ Wellness industry products and services have perhaps the strongest legs of any product or service, as people immediately notice when someone has a wellness experience and are anxious to duplicate the results.” (p 13)
“ Wellness products and services represent perhaps the only sector of consumer spending that does not take time to enjoy. Money spent to make a person feel stronger, smile better, look younger, or feel healthier yields rewards that are enjoyed every moment of every day – on the job, at home, and at every moment in between.” (p 14)