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The Big, Booming Business of Wellness

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The Big, Booming Business of Wellness

Daikeler's success shows you can make a mint championing the democratization of wellness, and the concept is starting to spread across the industry. Massage, often thought of as a luxurious spa-day indulgence, can be useful not only for pain relief, but also for managing stress and improving sleep, and is increasingly being seen as a valuable piece of the self-care equation. This is thanks in part to lower-cost mass market businesses such as the Zeel app and spa chain Massage Envy, which, with nearly 1,200 locations in the U.S., offers basic massage treatments for as low as $50. Last year, Whole Foods—aka "Whole Paycheck"—launched a subsidiary chain of affordable healthy grocery stores; there are four West Coast locations of 365 by Whole Foods Market, with more to come this year. There is even a movement by the upper echelon wellness destinations to level the playing field. Pricey desert oasis Miraval, in Tucson, rewards deserving candidates who need wellness support but can’t afford it with free stays. (Consider that the exception to Daikeler's not-a-charity precept.)