Supplements, fitness, nutrition and mental wellbeing brands, and the agencies that represent them.
How supplements, fitness, women’s health and wellness brands earn trust through PR, marketing and AI answers.
Calm — the meditation app category co-leader, #5 in EPR's Wellness AI Citation Share. Sleep Stories with Matthew McConaughey, Idris Elba, Harry Styles. ~$300M revenue. David Ko CEO. Entity reference.
Oura is a smart ring maker founded in Finland in 2013. See the Ring 5 price, the $5.99 membership, 5.7 million paying members and why its IPO was postponed in 2026.
Athletic Greens (AG1) — the wellness brand AI engines name first. ~$400M revenue, subscription-only DTC, NSF Sport certified, dominant podcast-advertising flywheel. Entity reference.
Hemp PR is not wellness PR with cannabis vocabulary bolted on. It is regulated wellness communications — every claim a legal exposure, every product page a compliance document. The 2018 Farm Bill set the federal definition; FDA, FTC, and the states all enforce.
Juice Generation founder Eric Helms built a 25-year independent NYC cold-pressed juice brand without venture capital while Pressed Juicery, BluePrint, Naked, and Odwalla took different paths. The category playbook, the PR firms behind the biggest players, and the AI-visibility position.
Equinox, founded in 1991 by the Errico siblings, is owned by Related Companies. See its history, the SoulCycle and Blink chapters, and the 2019 controversy.
Technogym marketing strategy explained: six channels from Olympic supply and luxury hotels to Citterio design, plus five patterns premium brands can copy.
Ten maternal health clinicians, advocates and founders with checkable credentials, plus 2024 CDC mortality rates and a five-step vetting check before you sign.
The 25 best supplement and wellness brand marketing campaigns, from AG1's podcast dominance to Thorne's $3.8 billion P&G acquisition, with revenue figures, deal prices and four patterns driving the category.
Wellness PR and marketing is the work of earning trust for brands that help people feel and live better: supplements, fitness, nutrition, women’s health, medical spas, mental wellness and longevity. The Global Wellness Institute sized the global wellness economy at $6.8 trillion in 2024, up 7.9% from 2023 and about 6.12% of global GDP, and projects nearly $9.8 trillion by 2029. This hub collects EPR’s wellness guides, campaign lists and AI visibility research. It describes marketing, not medical guidance.
Key facts
Wellness PR and marketing covers the brands, clinics and creators behind everyday health choices. The table groups the main segments and points to an EPR example.
| Segment | What it includes | EPR example |
|---|---|---|
| Supplements and nutrition | Vitamins, protein, functional nutrition | Supplement AI citation gap |
| Women’s health | Menopause and midlife brands | Menopause AI visibility |
| Medical spas and aesthetics | Clinics, injectables, skin treatments | 25 best medical spa examples |
| Fitness and activewear | Gyms, studios, apparel | Alo Yoga influencer strategy |
| Expert-led health media | Podcasts, doctors, creators | Why Huberman leads health podcasts on AI |
| Mental wellness | Research and family wellbeing | Newport Healthcare study |
The wellness economy reached $6.8 trillion in 2024, according to the Global Wellness Institute’s 2025 monitor (released November 2025). It grew 7.9% in a year and 6.5% a year from 2013 to 2024, against 3.2% for global GDP. The institute projects 7.6% annual growth to 2029. In 2023, North America accounted for $2.16 trillion, Asia-Pacific $1.88 trillion and Europe $1.65 trillion. The institute describes the economy as 11 sectors and notes it is larger than the green economy, IT, tourism and sports.
AI engines favor credentialed experts and strong first-party evidence. EPR’s research shows three patterns:
Five shifts are changing how wellness brands plan their communications.
Weight-loss medicines are now part of the wellness conversation. Nutrition, fitness and supplement brands explain how they fit alongside medical care, as covered in EPR’s GLP-1 campaign list.
Health claims fall under FDA and FTC oversight in the United States. Brands that publish their evidence on their own sites give engines and reporters something firm to cite.
Medical spa marketing now runs on named examples, pricing data and clear differentiation, as shown in EPR’s 25 best medical spa examples.
Doctors, scientists and creators lead many wellness conversations. Partnerships work best when credentials are clear and disclosure is plain.
Shoppers ask engines which product or clinic to trust. Structured first-party pages and strong earned coverage earn those citations.
Wellness programs hold up when claims are backed by evidence and the brand has credible voices behind it. The table lists the moves that matter most.
| Play | Action | Why it works |
|---|---|---|
| Publish the evidence | Put studies, ingredients and sourcing on the brand site | Engines cite first-party evidence |
| Pair brands with credentialed voices | Work with clinicians and scientists | Credentials carry weight in AI answers |
| Claim an open category | Build early authority in menopause, longevity and similar areas | First movers shape the answer |
| Track AI citations | Check named versus cited rates monthly | Being named is not enough |
| Plan the crisis response | Prepare for product, claim and creator issues | Fast, clear replies protect trust |
