The Ascension of the Wellness Advocate to Urban Dominance
In the heart of London's bustling financial district, a cultural shift is underway. Finance professionals, traditionally known for their relentless pursuit of career and wealth, are now embracing health and wellness trends with a vengeance. This transformation is evident in the rise of the "wellness bro" culture, a phenomenon that has taken the City by storm.
At the forefront of this movement is Julia Baldet, a former private equity professional who left her high-flying career to open Elevate Wellness, a smoothie bar catering directly to the finance industry. Located on Threadneedle Street, near the Bank of England, Elevate Wellness has become a hub for wellness culture in the City, challenging the conventional image of finance professionals and promoting a healthier, more balanced lifestyle in a high-pressure sector known for long hours and stress.
According to Baldet, time-poor, capital-rich finance bros are a better prospect for her business. Elevate Wellness offers a range of smoothies, priced between £8.90 and £15, that are packed with nutrients and designed to provide a quick, convenient, and healthy boost for busy professionals. The business has been a resounding success, selling between 1,500-2,000 smoothies a week.
The rise of Elevate Wellness has been surprising to Baldet, with many customers making trips to the City specifically to buy her smoothies. The presence of wellness spaces like Elevate Wellness in the City supports this evolution, with other businesses following suit. For instance, Psycle, a popular fitness brand, chose to open its newest branch in Bank, indicating the increasing interest of the wellness industry in the City.
This trend is not limited to fitness and nutrition. The male emphasis on wellness is becoming a significant trend in the City, with more men seeking out skin treatments and holistic lifestyle practices. Vincent Wong, a London cosmetics doctor, is seeing far more male clients booking in for skin treatments, with looking after one's health and appearance becoming part of the professional image.
Experts believe that male finance workers are conscious of how their health can translate into performance specifically at work. Dr Daniel Glazer, a clinical psychologist, notes that newer wellness campaigns speak to shared neurobiology rather than cosmetic goals, and men respond when the framing links wellbeing to clarity and reliable energy. Caitlyn McClure, vice president of clinical services at Northern Illinois Recovery, states that wellness is now an economic line item in the City.
The expanding perceived link between aesthetics and professionalism, while problematic for women, is also not ideal for men. Reduced stigma in the wellness industry is to be celebrated, but the line between gym bro culture and eating disorders is easy to cross. It is crucial to promote a balanced and healthy approach to wellness, one that prioritizes mental and physical health over appearance.
Elevate Wellness has been hailed as "London's answer to Erewhon" and has become a social media hit. The rise of the wellness bro culture in London's financial sector symbolizes a broader cultural transformation within the City of London, with wellness becoming a significant aspect of the work environment and personal identity among finance workers. This shift is not just about smoothies and skin treatments; it is about a new generation of finance professionals who are redefining success and prioritizing their health and wellbeing.
[1] The Guardian. (2021, February 12). The wellness boom: how the finance industry is embracing wellbeing. Retrieved from https://www.theguardian.com/money/2021/feb/12/the-wellness-boom-how-the-finance-industry-is-embracing-wellbeing
[2] Evening Standard. (2021, March 15). How the wellness industry is booming in the City. Retrieved from https://www.standard.co.uk/business/city-business/how-the-wellness-industry-is-booming-in-the-city-b1004077.html
[3] City A.M. (2021, April 2). The rise of the wellness bro in the City. Retrieved from https://www.cityam.com/business/the-rise-of-the-wellness-bro-in-the-city/
- In the financial district of London, a shift towards health and wellness trends is noticeable, with professionals increasingly gravitating towards wellness culture.
- Elevate Wellness, a smoothie bar created by Julia Baldet, a former private equity professional, is a central hub promoting health and balanced lifestyles among finance professionals.
- The wellness industry is expanding in the City, as evidenced by the rise of Elevate Wellness and the opening of fitness brands like Psycle, signaling a growing interest in wellness.
- The male focus on wellness is becoming a significant trend in the City, with more men now seeking skin treatments and adopting holistic lifestyle practices as part of their professional image.
- The link between aesthetics and professionalism in the wellness industry is problematic, as it can lead to unhealthy practices like reduced emphasis on mental and physical health, particularly among finance workers.
