Signals

Muscle health is emerging as the next frontier of longevity lifestyles, with consumers increasingly focused on building and preserving strength well into later life. This urgency is intensified by the rise of GLP-1 weight loss drugs, with research showing that up to 20% of weight lost can come from muscle mass, raising concerns about metabolic health and sarcopenia (source: Dairy Reporter).

In response, brands are accelerating innovation across functional nutrition, biotech and wearable technology. Danone’s Oikos Fusion yoghurt drink and Boost’s 35g-protein nutritional shakes are designed to support muscle retention during weight loss, while peptide-based supplements such as The Vitamin Shoppe’s Whole Health Rx directly target GLP-1 users.

Muscle optimisation is also gaining momentum within the women’s health vertical. Products from Tranont and Levelle Nutrition address menopausal and cycle-specific protein needs, while celebrity-led launches such as Kourtney Kardashian Barker’s Lemme Tone signal muscle’s shift into the mainstream.

Beyond nutrition, AI-powered platforms like Springbok Analytics’ US Food and Drug Administration-cleared muscle scans enable precision muscle care, from imbalance detection to recovery tracking, while wearable robotics such as Arc’teryx and Skip’s MO/GO trousers push muscle support beyond rehabilitation into performance enhancement. As a result, muscle health is becoming a visible marker of discipline, status and commitment to future-proofing the body.

Read the full report here.

In June 2025, wearable health tracker Oura launched a campaign challenging cultural norms around ageing 

Entitled Give Us the Finger, the campaign highlights the Oura Ring’s signature placement on the index finger, where it captures optimal health data, but also serves as a symbol of shared identity among users. 

Oura chose to cast real people in the ads, including New York streetball artist George Papoutsis and tango dancers Mónica Romero and Omar Ocampo – all of whom are thriving in later life, fully immersed in their passions. ‘This isn’t a pitch for peak performance or the illusion of staying young for ever,’ said Doug Sweeny, chief marketing officer. ‘It’s a quiet rebellion against perfectionism and a celebration of presence and purpose.’

In a culture obsessed with youth, Oura offers a counter-narrative: growing older with intention is the real achievement. The lesson for brands? Move beyond outdated tropes of decline and dependency when it comes to talking about ageing. Instead, position every life stage as a unique chapter of growth, opportunity and vitality.

To learn more about changing attitudes to ageing, read our Redefining Mid-life report.

In 2018, Spotify founder Daniel Ek teamed up with engineer (and son of doctors) Hjalmar Nilsonne to found Neko Health, a full-body scan service designed to democratise preventative healthcare. Originating in Sweden, Neko Health opened new UK clinics in Manchester and London (Covent Garden and Shoreditch) in 2025, with the latter becoming the brand’s new flagship location capable of scanning 30,000 customers annually.

The Future Laboratory sat down with Franquibel Lima, lead architect at Neko Health, and Dr Sam Rodgers, Neko Health’s lead UK GP, to discuss the strategy behind the company’s sci-fi design and the company’s mission to democratise optimal health. 

Positioned as a disruptive alternative to reactive medicine, the company combines non-invasive skin, metabolic and cardiovascular tests with immediate doctor-led feedback and a full digital health record, priced at £299 ($400, €354). More than just a medical clinic, however, Neko offers a sci-fi wellness experience designed for today’s health-optimised consumers, re-imagining medical spaces through pastel tones, layered lighting and human-centred design.

Lead architect Franquibel Lima describes the spaces as ‘welcoming, optimistic and uplifting’, while lead GP Dr Sam Rodgers frames the service as shifting healthcare ‘from reactive to preventative’, likening annual scans to a full-body MOT. By pairing clear, meaningful data with proactive lifestyle guidance, Neko Health aims to make longevity feel approachable, engaging and part of everyday life.

Read the full interview here.

In November 2025, Nike and Palace joined forces to launch Manor Place, a free cultural and sporting hub in South London that brings skateboarding, football and art under one roof.

The space re-imagines a historic 1895 building as a community playground designed to inspire the next generation of London’s creatives and athletes.

Divided into three zones – The Park and The Cage, The Front Room, and The Residency – Manor Place offers a polished concrete skatepark above an underground football cage, a gallery and shop showcasing London artists, and rotating studio spaces for emerging talent. With free access six days a week, Manor Place embodies Palace’s street DNA and Nike’s mission to democratise sport and creativity.

The cultural placemaking initiative echoes insights from the social sports spaces section of our Third Space Retail report, which unpacked how innovative brands are creating community hubs and immersive spaces that offer consumers a way to engage beyond products, driving positive brand associations and long-term loyalty.