Wine sales are falling, people are drinking better wine, less often. My observation is once upon a time, wellness was something we did naturally. We walked more, rested more, and spent time in the sun without calling it “grounding.” Today, however, health and well-being have become luxury commodities—something you purchase rather than simply live.
Cold plunges, infrared saunas, oxygen bars, and biohacking retreats are marketed as elite wellness experiences, signaling that vitality is no longer a given but something to be earned—or, more accurately, afforded. The paradox of modern wellness is that we work more, for longer hours, with less time for ourselves. Technology has given us endless accessibility, but at what cost? Rest has become something we schedule. Recovery is a paid service. And ironically, the more we chase peak performance, the more we seem to need external interventions to compensate for the stress we put on ourselves.
Luxury wellness is booming because people are exhausted.
We aren’t just buying experiences; we’re buying a sense of control over our well-being and it has gone from necessity to niche market Consider the rituals that used to be free….
Cold plunges? Once just a winter swim. Infrared saunas?
A modern take on the sweat lodges and bathhouses of the past.
Oxygen bars? A high-end version of fresh air.
These were once everyday occurrences, embedded in culture, not commodified as elite experiences. So, what changed?
The new health status symbol is wellness. It has become an indicator of privilege. The ability to afford high-end self-care signals success in a world where burnout is the norm. And while these treatments can be beneficial, they also expose a societal divide—those who can buy back their well-being and those who simply can’t.
In a world of noise we are now seeking paid solitude. I use the old fashioned methods, a walk in the park, a hot shower, meditation and a glass of wine with friends.