At NBA All-Star Weekend, Women in Leadership Embrace Wellness

Business Inside the Game is hosting an invite-only Wellness Day focused on performance, recovery and longevity for female athletes and executives, in partnership with The Tay Way, Therabody and Celsius

As wellness continues its global takeover of different corners of fitness — from wellness clubs entering workout spaces to longevity exercise routines — pro athletes are embracing the holistic approach to performance as well.

At the 2026 NBA All-Star weekend, an exclusive, invite-only wellness and workout experience is taking place, produced by the membership community for athletes, entrepreneurs, creators and investors, Business Inside the Game (BIG) and in partnership with performance training collective the Tay Way.

Women in Leadership and Sports: Wellness Day is geared towards female athletes, exploring how elite performance principles, recovery and longevity can be applied to executive and leadership environments, especially for women who know how to perform under pressure.

The event’s partners include Therabody, whose tech will headline recovery and wellness activations, and Celsius as official energy partner.

Wellness Day will also feature:

• A guided performance session focused on capacity, recovery and sustainable output, led by former NCAA basketball player and founder of the Tay Way, Taylor Hall
• Panels and live testimonials centered on leadership, performance and longevity
• Brand integrations designed to demonstrate how performance, recovery and energy systems show up in executive lifestyles
• All-Star Weekend morning experience, built around the theme of “Strength through shared sweat.”

“During All-Star Weekend, Business Inside the Game hosts a morning wellness experience at its club, bringing together women in leadership to connect through the power of shared sweat,” said Hall.

Event host BIG was founded by former NBA All-Star and entrepreneur Baron Davis, whose mission is to build infrastructure, access and opportunity for athletes and operators beyond the sport to incorporate the spheres of leadership, business and longevity.

The BIG community includes current and former NBA and WNBA players, founders, executives and operators across sports, media and business.

Hall will also be outfitted with Lululemon for the event as part of the brand’s “Yet” Training Team initiative and the Lululemon Training Club, which focuses on progress, overcoming barriers and encouraging through structured small group sessions to make goals more within reach. 

“The experience is rooted in basketball culture and reflects how athletes build trust and connection — by showing up early, putting in the work, and sharing challenge,” Hall added. “The result is a space where movement becomes the gateway to meaningful networking, leadership, and community before the weekend’s events begin.”

The NBA and WNBA are increasingly integrating with fitness and wellness brands. The NBA recently invested in AI-powered sleep headband Somnee, while Bay Club also partnered with the WNBA to offer training hubs to its athletes in the off-season, signaling growing interest in women’s basketball among mainstream industry brands.