# The Wellness Race: Identity, Psychology, and Business with Brian Von Ancken

By Adam Morrisey · Published 2025-08-11 · Updated 2026-04-03 · Healthcare on MarketScale
Canonical: https://www.marketscale.com/industries/healthcare/the-wellness-race-identity-psychology-business

> From wearable sleep scores to cold plunges and recovery lounges, wellness has moved from a niche pursuit to a cultural status symbol. America’s wellness economy is now valued at $2 trillion, and its influence is no longer confined to gyms and juice bars—it’s shaping identity, social life, and even career choices. But as the…

## Key points

- From wearable sleep scores to cold plunges and recovery lounges, wellness has moved from a niche pursuit to a cultural status symbol.
- America’s wellness economy is now valued at $2 trillion, and its influence is no longer confined to gyms and juice bars—it’s shaping identity, social life, and even career choices.

Block Field

From wearable sleep scores to cold plunges and recovery lounges, wellness has moved from a niche pursuit to a cultural status symbol. [America’s wellness economy](https://athletechnews.com/us-wellness-economy-now-worth-over-2-trillion) is now valued at $2 trillion, and its influence is no longer confined to gyms and juice bars—it’s shaping identity, social life, and even career choices. But as the industry grows, so do questions about accessibility, authenticity, and whether optimization is empowering us… or exhausting us.

What does “wellness” really mean in 2025—and how can it evolve into something that’s both effective and inclusive?

On this episode of [*Tuesdays with Morrisey*](https://marketscale.com/shows/tuesdayswithmorrisey/), host [Adam Morrisey](https://www.linkedin.com/in/adamhmorrisey/) sits down with [Brian Von Ancken](https://www.linkedin.com/in/brianvonancken/), founder of [Wellness Growth Mastermind](https://www.joinwgm.com/)—a community for industry entrepreneurs, operators, and leaders. They explore how identity drives behavior change, why recovery data has replaced luxury goods as a status marker, and how the industry can democratize cutting-edge innovations.

**Highlights from the conversation…**

- **Identity as the engine of behavior change:** When wellness becomes part of how people see themselves (“I’m an athlete”), lifestyle shifts are more likely to stick.
- **Tech and status in wellness:** From Oura rings to AI-powered scheduling, wearables are redefining how people measure and signal health progress.
- **The promise and pitfalls of optimization:** Striving for constant improvement can inspire—but also overwhelm—unless guided by joy, balance, and personal “total health formulas.”

Brian Von Ancken is a wellness industry leader with over 15 years of experience growing brands through partnerships, sales, and community-building. He has held leadership roles at Barry’s, Othership, and Tough Mudder, and founded multiple ventures, including ANCKOR and Wellness Growth Mastermind. His expertise spans brand growth strategy, strategic partnerships, and fostering peer networks to help wellness businesses scale effectively.

*Article written by MarketScale.*

Tags: Adam Morrisey, Brian Von Ancken, fitness trends, health technology, Tuesdays with Morrisey, wellness accessibility, wellness business growth, Wellness Growth Mastermind, wellness industry

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