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Health and Wellbeing Diversification: Harness the Trends


The health and wellbeing trend is soaring, and isn’t stopping any time soon! Take control of your land, through diversifying in trendy ways, like this...


With social media and mental health wellbeing an ever-growing phenomena, health and wellbeing has never been more sought after. People want to connect with nature again, which is why diversifying into this popular consumer trend is definitely something worth considering for you plot of land.


Learn more about how to diversify into health and wellbeing with your FREE tickets to the Farm Business Innovation Show. Here, you’ll meet the companies who can bring your ideas for a retreat on your land to fruition. For now, learn more from Rural Solutions about how they could help you make these changes, so you can come to the show prepared with your ideas and questions!

This woman doing yoga is putting health and wellness before anything else, as she enjoys the sunset

Why to Diversify Into Health and Wellbeing Retreats

The benefits of getting outside and re-engaging with the rich natural environment are fundamental to our physical and mental health. Studies from around the world show that simply being outside can improve memory, fight depression, and lower blood pressure.


The growing recognition of the importance of the natural environment in wellbeing gives rural areas an advantage, as ‘wellness tourism’ has emerged as a growth trend in the UK. Set against a growing appetite to redress imbalances to our wellbeing - to unhook from our ever present devices, and to find new ways to immerse ourselves in nature as a means of relaxation - there is an emerging market developing in the countryside for bespoke standalone health and wellness facilities and experiences.

There’s Certainly a Market For It...

Latest statistics from the Global Wellness Institute (GWI) show that the UK market is estimated to be worth nearly £18 billion (2018), and has been growing at six percent per annum since 2015. This is just behind the global market, at 6.4 percent per annum, and twice as fast as the global economy. These rates are forecast to continue for the next three years at least.


All this just goes to show the robust nature of the wellness sector, incorporating everything from boutique fitness gyms to day spas and retreats. This provides major prospects for growth, which has largely been fuelled by a growing interest in wellbeing, and a rise in health and wellness related consumer spending.

Wellness Tourism

With a greater propensity to travel to destinations that allow us to ‘get away from it all’, there is arguably nowhere that provides peace, tranquillity and seclusion better than our countryside. Consumers are increasingly looking for ways to do more than just ‘be’ in the countryside – they are looking for experiences and facilities that enable this connection, coupled with activities and treatments that enhance their wellbeing, and are integrated with or set against the backdrop of these landscapes.


Spas can vary greatly in terms of size and function – from individual treatment rooms through to full service spas, with their own accommodation and food and beverage offerings. Specialist facilities, focussing on thermal treatments, medical spas, and facilities offering alternative therapies and organic products, have all seen increasing demand.


The market is competitive, however, creating spaces that enable a connection with the environment and landscape is a differentiator for rural areas. Trends in this area include:

  • Sensory gardens;
  • Forest bathing;
  • And outdoor wet facilities, such as thermal pools and infinity pools.


Rural vistas, like these, present opportunities for those with an appetite to invest, creating some truly special places.

This mountain bath is a fantastic way to get back to nature

Ripe for Diversification

With a clear consumer want for healthier lifestyles, and the recognition of the importance of nature in this, the market is seeking to realign the more traditional health and fitness offers with emerging trends in wellness services to provide diversity and choice through innovative new facilities and experiences. Increasingly, we are seeing projects developed within the rural environment, where the modalities of fitness, wellness, and healing sit in perfect alignment against the natural capital. Creativity in design and form – seeking to integrate buildings and facilities with the landscape, views and natural capital – together with attractive and secluded rural locations, are the principal drivers to success within this sector.

You’ll Need the Right People to Diversify

Wellness, and the services that support this, are a specialist business, and require commitment to create high quality facilities and expertise in the design and operation of them. An affinity with the subject, and a personal interest in the role of nature in wellness, is beneficial, but there are specialists who can help you to understand this market, and how your particular assets and location could lend themselves to this opportunity.

Think About Planning Considerations

This type of diversification is a great way of reusing existing farm or industrial buildings and, with accompanying land, there are lots of ways you can incorporate woodland, lakes, meadows and moorland into the experience. With an inspired architect on board, the possibilities are vast.


A unique redesign can be just as much a draw as the treatments itself. Depending on the location, it may be possible to develop bespoke new build facilities.

This wellness retreat with a lake is a great example of a health and wellbeing retreat

Like the Sound of Health and Wellbeing?

Rural Solutions pride themselves on providing informed diversification advice, set against competitor and locational analysis. Alongside their planning, architecture, and landscape design teams, they can inspire and support you to achieve exciting change on your land.


If you’re interested in meeting this fantastic company, and many others who could help with your diversification project, then get your FREE tickets to the Farm Business Innovation Show. Head over to the NEC, Birmingham on 6th & 7th November, and get involved! Become inspired, so you can take control of your land, and boost profits, in just a few weeks time.

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