To Win in 2026, Wellness Brands Must Be Authentic & Obsessive, Experts Say

Executives from across the wellness spectrum agree: when it comes to market separation, there’s power in attention to detail, boldness and above all else, individuality

No fitness or wellness brand leader is immune to the allure of industry trends and shifting consumer demands. They create a constant pull, tempting leaders to drift from the distinct visions that inspired their brands in the first place.

During a panel at the ATN Innovation Summit 2026, John Scheer, chief creative officer at Herman Scheer; Scott Marcaccio, co-founder and CEO of Myo; Steven Beltrani, CEO of Tracy Anderson; and Myles Farmer, co-founder of Othership, explained why and how to stand strong. 

The executives agreed: maintaining a brand’s sense of individuality is vital to differentiation. Beltrani called it the “secret sauce” for Tracy Anderson’s distinct fitness offering. Marcaccio encouraged owners to consider what they stand for (or against) to determine unique values and carve out an identity. 

“I think the best brands today are becoming more opinionated,” Marcaccio said. “What are you changing in the system or the status quo?”

“It’s easy to try to be everything, but then you’ll be known for nothing,” Beltrani later added.

While Farmer acknowledged that while Othership’s communal sauna and cold-plunge experience can be intimidating to newcomers, he said the brand turned that potential sense of discomfort into part of its appeal.

“At that time, (Andrew) Huberman and the ice bath boom hadn’t even happened, so it was really scary for a lot of people to go into the cold, and what we learned was that they came for the curiosity and the science, but they stayed for the community and the connection,” he recalled. “That actually shaped how we move forward in what Othership is today.”

The group then touched on the use of language and its importance both internally and externally. Maraccio called it the “entry point” to a “brand universe” while downplaying the significance of first impressions.

Farmer explained that members will recognize and appreciate consistent communications, which help them form meaningful connections with brands. He also pointed to the importance of having strong brand values.

“Once that’s in place, it’s the strongest bond,” he said. “You start getting the people that care the most.”

All three panelists touched on how they differentiate with their member experiences, centering around “aha” moments and feelings of empowerment. They also touched on buildout and hospitality. Farmer insisted owners need to obsess over the details to establish unique environments — making sure even things like room scent align with what they want to communicate as a brand. 

“We spent almost 16 months before we even launched our first commercial space just going through branding, language and designing the space,” he said of Othership. “There’s been so much research, depth and thoughtfulness.” 

The panelists wrapped up by addressing their future ambitions and how they’ll make sure growth doesn’t come with dilution. Beltrani mentioned that Tracy Anderson only wants to pursue growth in areas that feel authentic to the brand. He also implored any listening owners to stay disciplined and selective while expanding. 

“When you do it like that, they understand the brand ethos,” Beltrani said. “There isn’t the risk of passing the keys over to somebody who doesn’t understand what this is really about. They hold the integrity around the experience, and that’s what’s been really important for us as we think about growing.”

Maraccio added that it’s also important to keep existing customers engaged while charting expansion to curate a general sense of positivity. 

“People leave companies when they believe tomorrow is not going to be better than today,” he said. “We’ve seen that in different areas where we’ve messed things up along the journey, where we’re expanding too fast, too slow and not bringing people along for the journey. So, that’s been a big lesson.”