Knight Frank’s recent Wealth Report found that 80% of UHNWIs are dedicating more of their time and money to their wellbeing. As a result, hobby sports such as golf and tennis are making a comeback – particularly among younger people. Since 2020, the average age of golf participants has decreased by five years (source: R&A).
Luxury brands and retailers are responding to this fresh wave of interest in sport and leisure, reviving staid categories which until recently were considered unfashionable, stuffy or bland.
Marking the shift in attitude among the young and wealthy, luxury fashion and formalwear brand Thom Browne has opened the Tennis Pro Shop in Saint-Tropez, France, at the historic members-only luxury hotel and wellbeing club Épi. Elsewhere, Balmain has partnered with US retailer Neiman Marcus to reveal Summer Set, an immersive activation with a 1920s-inspired sportswear collection, bringing sportive customers tennis court-ready apparel and branded tennis balls.
Another example is the Lacoste Ladies Open de France, which is elevating the golf tournament experience. Art, fashion and culture have been added to the event to appeal to a new generation of golf fans.
Continue the conversation: As sporting events and luxury brands work hand-in-hand to refresh the reputation of traditional sports, check in with your clients – have they recently been surprised or impressed by these efforts?
Images: Trophy by Frederik Gustav for Palmes, Lacoste Ladies Open
Images: Remedy Place, US
Fitness and wellness agendas are finding their way into luxury members’ clubs which are catering for communities of wealthy fitness fiends.
In Los Angeles, Heimat elevates fitness and indulgence in equal measure. The private gym offers state-of the-art equipment and classes across a range of disciplines, while an in-house Michelin-starred restaurant and bar offer a place where clients can relax. Exclusivity is built into the philosophy of the space, with a rigorous application process and limited membership numbers to avoid overcrowding.
With outlets in Los Angeles and New York, Remedy Place lets tier-one guests experience treatments such as ice baths, hyperbaric oxygen chambers and infrared saunas. Describing itself as a ‘social wellness club’, Remedy Place encourages guests to cultivate social self-care as much as personal self-care.
Peoplehood, a wellness club created by the founders of cult fitness brand SoulCycle, has an even stronger focus on social connection, offering guided 60-minute group conversations called Gathers in addition to its fitness classes, meditation sessions and cultural events.
Continue the conversation: Are your clients involved in a social wellness club? Have they experienced first-hand the new wave of wellness-centric communities?
As a result of the travel restrictions imposed during the pandemic, interest in outdoor activities is at a peak. Viral Gorpcore and Mountaincore trends on social media are helping to rebrand the great outdoors as a necessary place for busy HNW urbanites. Puffer jackets, parkas, cargo pants, hiking boots and sturdy backpacks have become covetable pieces for camping, trekking and hiking, as well as for off-trail activities.
As a result, outdoor specialists such as Arc’teryx are gaining attention – in 2022, the brand generated £24.2m ($30.8m, €28.4m) in media impact value in China, an increase of 269% since 2021, according to Launchmetrics, a brand performance software and analytics provider. The Moncler Group reported a 25% revenue growth in 2022, and is has recently been ranked as the third hottest brand on the Lyst Index.
Performance gear is now being featured in the main collections of fashion houses, such as Dior’s B31 sneaker and Gallagator backpack which were co-created with Mystery Ranch.
Continue the conversation: Have your clients embraced the outdoor boom, and the accompanying dress code?
Images: Arc’teryx, Beidahu Ski Resort, China
