As optimisation fatigue rises, the wellness industry has shifted from hyperindividual polished perfection to community-focused activities. From this new collective mentality, subcultures have emerged, making way for a new kind of identity and politics-led wellness space.
Analysis
Ruby Conway
Ruby Conway is an editor, writer, and cultural researcher working across journalism, brand communications, and culture insights. She is particularly interested in gender, the body, and the effects of social media, and how these issues are represented in culture at large. Her work has appeared in Dazed, The Face, Wallpaper *, Service95, and Huck, amongst others.
Martha Newson
Dr Newson is a cognitive anthropologist, chartered psychologist and leadership coach specialising in belonging, identity and group behaviour. Her research spans four continents, exploring communities from football fans to faith groups, and has informed organisations including the Premier League, Hyundai and the UK Ministry of Justice. Martha delivers engaging talks, consultancy and coaching, helping individuals and teams navigate complex challenges and unlock potential. She holds a £1.5 million Future Leaders Fellowship at the University of Greenwich and is a research affiliate at the University of Oxford, where she leads the Changing Lives Lab on social cohesion.
Nikki Tesla
Cofounder and director of Sauna Social Club, blending wellness, arts and community in London.
Benjamin Teare
Cofounder of Sauna Social Club, specialising in personal training and workshop facilitation.
