Google’s new venture
will focus on researching ageing and longevity
people need is the return of a human element to their solitary workouts or jogs, and this is a space which the social fitness app can occupy. One example of this kind of app is
fitocracy (
https://www.fitocracy.com/ about-us/) which, by connecting to social media, turns exercise into a fun, competitive game with friends. The app has over 1 million users who, on average, are in the app for more than five hours a month, making them more engaged than users of any other social network except Facebook. These kinds of apps both compete
with and complement fitness tracking tools, and it’s likely that they will boom as people continue to search for motivation to exercise.
NEW SUPERFOOD ON THE BLOCK The moringa plant is the newest (and arguably most multi-tasking) superfood to emerge, and looks set to take off in 2014. The leaves of this plant, which is native to South Asia, have astounding nutritious qualities: gram per gram, moringa contains twice the protein of yoghurt, four times the vitamin A of carrots, three times the potassium of bananas, four times the calcium of milk and seven times the vitamin C of oranges. This might explain why ancient warriors used the leaf extract to get them ready for battle, and why the Egyptian pharaohs were buried with it to sustain them in the afterlife. Apart from its superior nutritional benefits, what sets moringa apart from
February 2014 © Cybertrek 2014
“What a lot of people need is the return of a human element to their solitary workouts, and this is a space which the social fitness app can occupy”
other superfoods such as spirulina and wheatgrass is the fact that it can also be applied directly to the skin in the form of powder or oil. It acts as an antibacterial, treating a range of conditions such as abscesses, dandruff and athlete’s foot. It may also fight the signs of ageing, as it contains a chemical substance called zeatin that promotes new cell growth, reducing wrinkling and promoting a brighter complexion. A number of new health products
containing moringa are to be launched shortly, including Kuli Kuli bar, a health bar with moringa sourced from women’s farming co-operatives in West Africa.
CHECK INTO THE WELLNESS HOTEL The concept of the ‘wellness hotel’ will come into its own in 2014, with several major chains launching new concepts designed to cater for guests’ broad spectrum of health and wellbeing needs. The International Hotels Group will
launch its wellness brand, EVEN, in 2014 in New York, with plans to introduce another 100 new hotels over the coming five years. The concept is based on a number of pillars of healthy living: diet and nutrition, exercise, rest and recuperation, and productivity.
A growing number of hotel chains
are trying to mirror the experiences offered by more boutique brands or high-end spas by delivering personalised wellness experiences for their guests. For some, this will mean expanding existing facilities, or making it easier for guests to continue their fitness regimes during their stay: The Westin Hotels & Resorts recently launched a Gear Lending Program, offering New Balance footwear and clothes on loan for guests wanting to keep fit. Expect to see more initiatives like this in 2014, and more brands embracing the health and wellness concept holistically, from hotel design to fixtures and facilities. ●
For further information
The Futures Company is an award-winning, strategic insight and innovation consultancy with global expertise in foresight and futures. Its teams in Europe, North America, Latin America and Asia unlock new sources of growth for its clients through consultancy, global insight and a range of subscription solutions.
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