Wellness around the world.

Wellness, a word-created in the fifties,to mean well-being and fitness, today includes a lot of offers, products and series. Wellness is the global word for well-being and health. But there are cultural and national differences in using the word. In the North American culture wellness includes financial, social, spiritual and economic aspects. It is like a guide for society and the aim is a better conection with yourself, your own resources and possibilities. Prevention programs against AIDS, undernourieshment and other diseases works with the word (wellness) like financial programs and protection programs for the environment.

In Asia wellness is a new movement, with gym´s, restaurants and other leisure activities. The cultural conventions of Tai Chi-training, holistic medicine, healing with acupuncture, herbs and roots are not for the young and modern people. China, the country with a great industrial development and explosive economic growth is at the front of the wellness wave. Body modification and consumption of expensive lifestyle products underline this new individuality. The wish to be in possession of western products is very strong.

In Africa countries like Algeria, Marrocc, Libya and Tunisia work with regional offers in wellness. In the last two years wonderful traditional hamams and exclusive Thalasso-Spas have been restructured and created. Hotels with large wellness areas were composed, but the effect of the political and religious riots are very negative. Rich people are  investing in private wellness spas and the north African region rediscovers the land of 1001 nights. These countries bring to life their own old wellness culture, especially for tourists, but also for the locals.

Wellness in Germany

In the beginning most of the people laughed at the word wellness all the time but against all odds this market ist growing. A lot of new sectors are the winners of this trend. Now the using of the word in Germany is very inflationary and the challenge is to position the wellness-products at the right place and at the right time. “Today  in German sporting markets the promise of beauty is not enough”, Oliver Schwarzmann from Future Business Group. It is necessary to extend the aspects of wellness in to mental and social aspects. Wellness must be associated with premium quality.

Examples for cultural change in wellness

“There are inquiries from the whole world,” so Frank Weiand, Hamam Concept. Spas with their  own and individual rituals are very interesting now worldwide. German Sauna-stoves are shipped to Eastern Europe and Russia, to deliver heating for the traditional Banja Sauna. Michael Meis from EOS: “It´s a big market.”

North European clients order German Sauna-Cabins, for example the Company Röger constructed a big Fitness and Sauna landscope in Norway. The German enthusiasm for Sauna and Spas is just beimg exported to England. The H.S. Company Stork constructed a Thermal Spa in England. Michael Harbarth from Stork Group wants to explore naked –only use of saunas for English people. “We will begin with a one day a week, for men and woman to sauna together.”

American people appreciate saunas. The producers of infrared-cabins see a great market. Torsten Hahr says: “The American way of life is a chance for infrared in USA.

Japan, South Africa or USA – German sole inhalation systems or aroma batch-technique are marketed around the world. Kemitron, a German company in Wendlingen, has its own subsidiary in the USA.

Is there confusion in the wellness culture?

The word wellness is confusing – especially for older people, but the reason is not only the inflationary use of the word (e.g. “Wellness Marmelade”). All theories of wellness includes social and mental fitness. Their aim: to help people to find their own balance. Where are the traditional institutions like churches, political organisations, culture clubs, in which we find spirituality and well-being? Are they gone or have they lost their authenticity?

All the wellness-theories see only the individual, who  has to (re)create himself in the context of globalisation? The search for spirituality however, goes on, and wellness includes a lot of aspects of these holistic philosophies.

Always the focus is the individual – nothing else. Is there an alternative? Oliver Schwarzmann: “The wellness activities in groups is booming”, and sees a new culture of social wellness.

Let us create a wellness utopia: People are in harmony with themselves, with others, with society and – as a next step – with nature.