What the Rise of Men's Health and Wellness Means for Wellness Businesses

Men's health and wellness are no longer niche topics; they have become central to the modern conversation about well-being. As traditional norms around masculinity are redefined, more men are moving beyond outdated expectations and embracing a holistic approach to their physical and mental health.  

The rise in remote work and sedentary lifestyles has led to a greater emphasis on improving mobility, preventing injuries, and establishing sustainable fitness routines. Social media has played a significant role in this shift, amplifying conversations around self-care and making wellness practices more visible and acceptable for men.   

The tides are changing, and today's men are focusing on new aspects of health, from skincare to yoga, in a collective effort to enhance their overall well-being. Here's how men engage with health and wellness in 2025 and how your business can keep up. 

Fitness trends

Men often cite feeling good, building strength, and promoting long-term health as their primary motivations for exercise. While strength training and its emphasis on progressive overload and compound lifts remains a cornerstone, there’s a noticeable shift as more men incorporate diverse modalities that support mobility, recovery, and overall wellness.  

Yoga and Pilates are gaining ground

Yoga and Pilates offer benefits that go beyond muscle gains to support balance, flexibility, and injury prevention. High-profile male celebrities like LeBron James, Glen Powell, and Harry Styles have publicly shared their love for Pilates, helping normalize and popularize the practice among male audiences. Pilates instructor Melissa Bentivoglio notes that the workout often sparks men's competitive nature as they become hooked on mastering its foundational elements and overcoming its challenging movements. 

Though women are still twice as likely to practice yoga, Strava reports a 15% increase in men uploading Pilates or yoga sessions. Studios also report a 71% surge in male Pilates participation since 2022, as men discover benefits like: 

• Injury prevention
• Improved flexibility and mobility
• Community connection
• Long-term functional health 

This fusion of strength and mobility practices reflects a broader understanding that men’s wellness involves not just muscle but also mindfulness and recovery.

Wearable and AI-powered tech are growing in popularity

Wearable technology, like smartwatches, fitness trackers, and smart rings, is revolutionizing how men monitor and manage their well-being. These tools provide real-time insights into vital health metrics such as heart rate, blood oxygen levels, stress levels, and sleep quality. With this data, men can make more informed decisions about their physical and mental health, tracking patterns, recognizing imbalances, and adjusting their routines accordingly. 

AI-powered fitness technology is also redefining how men train. From personalized workout recommendations and real-time form correction to adaptive training plans based on progress and recovery, AI is taking the guesswork out of fitness. It’s helping men train smarter, reduce the risk of injury, and reach their goals more efficiently. 

Takeaways for your business

Incorporate messaging into your marketing strategy that speaks directly to the reasons men exercise, such as feeling good, building strength, and promoting long-term health. Position your offerings as tools that support these goals, and tailor your language to reflect strength, vitality, and overall wellness.   

Incorporate references to wearable and AI-powered tech where relevant. Many men are already using smart devices and AI-driven fitness platforms to monitor progress, track recovery, and personalize their workouts. Aligning your services with these tools, or even integrating them into your offerings, can position your business as forward-thinking and in tune with modern wellness trends. 

Finally, ensure that men see themselves represented in your brand. Feature male clients in social media content, highlight their stories on your website, and use inclusive imagery that normalizes their presence in your space. By reflecting men in your marketing, you not only validate their participation but also create a more welcoming, relatable environment. 

Self-care wellness trends

Men’s wellness is no longer limited to physical fitness—it now extends to skincare and grooming as well. A growing interest in personal care is being driven by cultural shifts and the powerful influence of social media.

Male beauty influencers are normalizing skincare routines

Popular male beauty influencers are reshaping the conversation around men’s beauty and wellness. By sharing their skincare routines and favorite products, they’re inspiring more men to adopt consistent grooming habits and prioritize self-care. Platforms like TikTok have played an important role in this shift as the search volume for "men skincare routine" has increased by 857% in the past 5 years. This evolution is reflected in the numbers: the global men's personal care products market hit $90.1 billion in 2024 and is projected to soar to $115.3 billion by 2028.  

The diversification of products is also driving the growth of the men’s wellness market. Historically, skincare has been primarily marketed to women, but brands are now expanding their offerings to the unique needs of men. From solutions for shaving irritation and acne to targeted anti-aging serums and even makeup designed for male skin, these innovations reflect a broader understanding of men’s grooming needs.  

Consumer behavior is evolving just as quickly. Recent research shows that 52% of U.S. men now use facial skincare products, up significantly from just 31% in 2022. Gen Z men are leading the charge, with 68% reporting regular use. 

Wellness retreats are supporting men's holistic health

Recent research reveals that globally, men are increasingly wrestling with challenges to their overall well-being. In response, many are beginning to take a more holistic approach to health, recognizing that mental and emotional wellness are as important as physical fitness. As this awareness grows, wellness retreats designed specifically for men are gaining momentum.  

These retreats offer a unique space for self-reflection, free from everyday distractions. Here, men can pause, reset, and reconnect with their goals, relationships, and values. In a supportive and judgment-free environment, they’re finding the tools and perspective needed to nurture their mental and emotional health and prioritize their personal growth. 

Takeaways for your business

As interest in men’s wellness continues to grow across both physical and mental well-being, it’s essential to consider how your brand speaks to this audience. If your brand imagery and messaging primarily target women, it’s time to broaden your scope. Incorporate more male representation across your website, ads, and social media channels to signal that your services are inclusive and beneficial for everyone. Remember—men get facials, manicures, and waxes too, and they’re also seeking ways to support their mental health. 

When it comes to services, consider expanding your offerings to meet both the grooming and wellness needs of male clients. While traditional treatments are appreciated, you can deepen their experience by including options tailored to them, such as beard care, eyebrow grooming, and targeted skincare. You can further support male clients by creating packages or experiences that support relaxation and stress relief to promote mental well-being alongside physical care.  

Support men's health and wellness

Now that you have a better understanding of how your male clientele can make an enormous impact on your bottom line, it is time to start putting this knowledge to use. By expanding services, updating marketing strategies, and representing men more intentionally, you can better attract and connect with this growing demographic.