ATs Catching the Wellness Wave

The Wellness Shift Is Real — How Can Athletic Trainers Catch the Wave

The landscape of consumer health is changing — and it’s not a fad.

Recent data show a historic decline in alcohol consumption and a massive rise in wellness-oriented spending, especially among younger generations.

This trend has huge implications for healthcare and movement professionals like athletic trainers.

🔹 Record-low alcohol consumption. Gallup reports that only 54% of U.S. adults drink alcohol today, the lowest rate in nearly a century. Meanwhile, a majority now believes even moderate drinking can be harmful to health.

🔹 Shifting attitudes among younger consumers. Surveys show Gen Z and other younger adults are drinking less, prioritizing health, and reporting reduced interest in alcohol compared to older generations.

🔹 Wellness isn’t niche, it’s huge. The global wellness economy just hit $6.8 trillion and is expected to surpass $9.8 trillion by 2029, driven by prevention, longevity, and mental well-being.

What this means for us in health professions:

▪️People are actively seeking alternatives to traditional social habits (like drinking) that don’t cost their health.

▪️There’s growing demand for services that support mobility, recovery, resilience, mental wellness, and functional longevity.

▪️Athletic trainers have the clinical grounding and movement expertise to help people optimize health rather than just respond to injury.

If we align our services with this wellness-first mindset, we can expand beyond sports injury care into preventive movement, recovery optimization, and longevity care, services that today’s consumers are actively prioritizing.

Let’s lead with evidence, evolve our roles, and meet people where they want to be - healthier, stronger, and more in control of their well-being.

References

Gallup. (2024, July 24). U.S. Drinking Rate Hits New Low as Alcohol Concerns Surge.

New York Post. (2026, January 13). Gen Z’s breakup with alcohol is happening much earlier than past generations.

Global Wellness Institute. (2024, November). The Global Wellness Economy Hits a Record $6.8 Trillion and Is Forecast to Reach $9.8 Trillion by 2029.

McKinsey & Company. (2024). Future of Wellness 2024: Consumers Seek Balance, Prevention, and Personalization.

NielsenIQ. (2023). The Rise of the Sober Curious Consumer.