The Optimised Self

January: Fitness and wellbeing app Lifesum develops an optimised health drink using customer data

Originally designed to help people make better food choices, the app tracks users’ meals and drinks to give Lifesum key insights into its customers’ diets and identify nutritional deficiencies.

An in-house nutritionist analysed dietary information from more than 30,000 London-based users to create Lifesum Green, a new juice with all of the key ingredients that city dwellers lack. In addition to the data, Lifesum studied people’s behavioural patterns to address the physical impact of issues such as stress and tiredness on their health.

Key Development: Consumers are demanding products that improve their physical and mental wellbeing.

March: Westin Hotels & Resorts launches a new brand image designed to connect with the wellbeing market

The rebranding was a response to how consumers increasingly view wellness as a signifier of luxury. The Westin Well-Being Movement combines fitness, health and beauty, and includes six wellbeing pillars – Sleep Well, Eat Well, Move Well, Feel Well, Work Well and Play Well.

Key Development: The Optimised Self movement has made wellbeing an integral part of contemporary culture and established hospitality brands are increasingly weaving the language of wellness into their communications.

April: Nootrobox launches chewable coffee cubes that promise a more refined state of alertness

The San Francisco-based company, which already produces a range of daily nootropics, each designed to boost specific cognitive functions including memory, resilience to stress and mental clarity, has launched Go Cubes, a chewable coffee made from cold-brew coffee.

Key Development: Overworked and under-stimulated, people are looking for ways to hack their bodies to be the best versions of themselves they can be.

April: Equinox introduces the HeadStrong class, which is designed to train the brain as well as the body

As consumers become increasingly aware of mindfulness, Equinox wanted to create a class that combines mental agility with physical exertion. HeadStrong is broken down into four portions – Focus, Adapt, Willpower and Reboot.

Adapt is designed to encourage neuroplasticity, where the brain makes new connections, by breaking away from the exercise model of routine to create sporadic movements called out at random intervals by the instructor.

Key Development: People are coming to understand that to have more control over their bodies, they need to have control over their minds as well.

May: US agencies introduce a new ratings system for workplace wellness

The Fitwel Rating, designed by the Centers for Disease Control and Prevention (CDC), General Services Administration(GSA) and the Centre for Active Design (CfAD), offers an intuitive and practical way for employers to improve workplace health and create genuine change through a series of practical guidelines.

Key Developments: Workplaces are a key battleground in improving public health and are being remade to inspire and improve wellbeing.

June: Nike adds a series of exercises to its Nike Soccer app to help users train their brain

Pro Genius is based on exclusive techniques used by sports performance psychologists to train professional players.

The update comprises five games and tools that enable users to develop their decision-making, strategy, confidence and visualisation skills.

Key Development: In the age of The Optimised Self, self-improvement is about mental as well as physical performance.

August: Soylent has added a coffee flavour to its latest meal replacement supplement

Coffiest adds a dark roast flavour to Soylent 2.0, which is designed to appeal to those who want to skip a traditional breakfast in favour of a convenient hit of nutrition, energising caffeine and balancing nootropics.

Key development: As The Optimised Self mindset reaches the mass market, brands are moving away from purely utilitarian products.

September: Nike’s Unlimited Stadium challenges people to push beyond their personal limits

A runner sets the pace along the 200m running track in Manila before being joined by a virtual version of themselves beamed onto an LED screen, which races them from the second lap onwards.

Key development:Nike has tapped into The Optimised Self mindset’s focus on self-improvement by creating a real-time visual doppelganger.