We believe in fitness and wellness. We think that the unique combination of health, fitness, technology, lifestyle and consumption is going to be the most impactful part of our society over the next decade.

As the influence of AI explodes, and with out increased digital connectivity and information overload, a person's relationship with their physical and mental existence will be the uniquely human driver of the majority of the decisions we make and the trends we follow.

This is all still a niche subject, despite the hockey-stick growth of the wellness and fitness markets in recent years. According to data crunched by the Global Wellness Institute, the health and wellness sector is forecast to grow at a rate of over 8.5% annually and reach a value of above $7.2 trillion globally by the end of 2025.

Media hasn’t caught up. Traditional publishing houses are trying to make 20th business models work, latching onto the next trend without knowing their North Star. The sort of deep, editorial explorations of subjects such as wellness tech or biohacking are still the refrain of one-off special issues or passion projects for individual editors. Meanwhile, the vagaries of the internet are spawning an ever-deepening quagmire of false news, quasi-science and vested interests disguised as journalism.

well.being is is digital location connecting the cultural cross-section of the fitness and wellness society. But it's not just another desination. It’s the forum, built on the image of the Roman town square from which that word derives. Where you would visit to hear a philosopher speak, and expand your mind, to shop and to trade and most importantly, to connect with your community and share ideas. 

Through a combination of long-form features, newsletters, interviews, reviews, testing and opinion pieces, the readers of well.being will find a guiding hand as they navigate the frontiers of fitness and wellness, with all the must-have information dissected, curated and contextualised.

We're opening the gates and we welcome you in. The town square is open and conversation is rich. The stories are waiting to be told.