Wellness as a holistic lifestyle
Wellness at FIBO 2020
How we live, eat and work, the way we play, travel and maintain our vitality, our methods for dealing with stress and our response to illnesses: wellness has long since moved beyond being a feel-good programme – today it is part of an active and healthy experiential lifestyle. At FIBO 2020, new concepts and ideas for this trend are at home in Hall 8, where studio operators, physiotherapists, spas, hoteliers and occupational health management executives can discover how to align their business models at the interface between fitness, wellness and health so that they will be fit for the future.
FIBO Event Director Silke Frank describes the latest market trends: “Today, wellness is rarely viewed as a separate discipline or simply as a supplement to fitness. It is now recognised as a holistic attitude to life that encompasses fitness, nutrition, relaxation, stress reduction and social connectedness.” Yvan Miklin, President and CEO of the consulting firm Aquila, fully agrees: “Wellness is everywhere.” Miklin believes that fitness and wellness should be linked even more closely: “Fitness and health have always been closely related, yet we have put too much focus on fitness in its narrowest sense. We have not devoted enough attention to regeneration and all aspects of wellness, because these things have a direct impact on our level of fitness. No one who ignores their own well-being can really be doing well,” says the expert.
Millennials are driving the wellness trend
The market has been in a state of flux for 30 years now. As Lutz Hertel puts it: “Initially, Germans viewed wellness as the counterpoint to the ‘no pain, no gain’ concept – it was a gentle form of fitness.” Over time, however, a new understanding emerged, and this has been driven by one target group in particular. According to the President and Chief Executive Officer of the German Wellness Association (DWV): “Effective fitness, nutrition and regeneration for a healthy body and a productive life represent an important trend, one that is particularly evident amongst millennials and Generation Z.” As someone who has been promoting wellness from the very beginning, he sees this as a positive development, because it is fully in keeping with the core of the true wellness philosophy.
The wellness market is strong, and it continues to grow. According to Miklin, the market accounts for more than 4.2 trillion US dollars in sales worldwide. He sees particular potential in medical tourism, wellness properties, preventive and personalised medicine, public healthcare, healthy nutrition, weight loss and occupational health management.
All the most important industry players come together at FIBO, where exhibitors such as KBL, VDL Hapro, JK International (Ergoline), Suns Solarien, the German Wellness Association and Klafs offer the operators of fitness centres, hotels, spas, swimming pools and wellness facilities a full package of services that extend from new ideas for increasing revenues to on-trend products and comprehensive concepts – all from a single source.
Wellness competence centre at FIBO
In addition to exhibitors’ products and services, the Wellness competence centre in Hall 8 is the place to go for all interested visitors at FIBO. Here, experts from the German Wellness Association offer visitors advice on the topics of exercise and nutrition and allow them to try out new applications themselves. Calm and relaxation can commence right on site, with a team of specialists under Rose Egger and Bo Poomsean offering visitors free Thai sports massages. Furthermore, Jimmy Outlaw will be offering sage advice on the latest nutrition trends, and there will be free samples of freshly mixed smoothies. The programme also includes guided tours for hoteliers of relevant exhibitors and special exhibition areas.
Wellness & Spa Innovation Award
Anyone with a particular interest in the latest innovations in the industry will be treated to a full overview in the Wellness competence centre. This is where the nominees for the Wellness & Spa Innovation Awards given by the German Wellness Association exhibit their wares. The awards honour the best submissions in the Fitness & Exercise, Rest & Relaxation, Body Care & Treatments, Ecology & Sustainability, and Architecture & Design categories. More information on the award and on registration is available online here.
Body and mind in harmony
Awareness is the focus in the Body & Mind area in Hall 8. Yoga and meditation exercises allow visitors here to escape from the hustle and bustle of the trade show and participate in an extensive programme. Experts on site demonstrate various areas of application for yoga that can be tried out at the event.
It is the world’s biggest trade show for fitness, wellness and health, and the place to go for innovations, investments and trends: approx. 1,100 exhibitors and 145,000 international trade and private visitors from nearly 140 countries get together at FIBO in Köln. FIBO not only offers international business and networking, but also delivers an outstanding live experience for fitness fans. In 2020, the trade show will be taking place from 2 to 5 April. FIBO also facilitates access to the most important and dynamic fitness markets around the globe, with FIBO shows taking place in China, Mexico, Africa and the USA.
Press release [doc l 280 kb]
Photo (Credit: FIBO) [jpg l 2 mb]