Consumers are increasingly adopting a holistic approach to fitness and wellness, focusing not only on physical activity but also on nutrition, sleep, recovery and overall lifestyle, according to Dhavall Mehta, co-founder, Beige by 5th Gear Pilates.
Mehta said that fitness is evolving beyond workout routines, with consumers becoming more conscious of their dietary choices and how these influence their overall wellbeing. At the same time, they are seeking healthier food options that do not compromise on taste or enjoyment.
“People are becoming more conscious about what they put into their bodies, but they don’t want healthy food to feel boring or restrictive. The trend is really towards finding a balance where you can take care of yourself without giving up the things you enjoy,” he said.
The shift is also reflected in growing consumer awareness of protein-rich foods, plant-based options, low-sugar products and functional beverages. According to Mehta, these categories are increasingly featuring in conversations among fitness-conscious consumers, particularly those participating in Pilates programmes at 5th Gear Pilates.
At Beige, the focus is on making nutritious food accessible and enjoyable rather than presenting healthy eating as a strict fitness regimen. Consumers are increasingly looking for practical food choices that support their wellness goals while delivering a satisfying culinary experience.
Natural ingredients, plant-based formulations, reduced sugar and high-protein options are also gaining relevance in the wellness market. Mehta emphasised that simplicity, ingredient quality and taste remain important considerations, adding that wellness practices need to be sustainable in the long term. “Ultimately, wellness has to be something you can sustain. It shouldn't feel like a list of restrictions,” he said.
Looking ahead, Mehta expects the Indian fitness, wellness and nutrition ecosystem to become increasingly integrated over the next three to five years. He noted that consumers are beginning to view physical activity, food and social experiences as interconnected aspects of everyday wellbeing.
The combination of Pilates and food at 5th Gear Pilates and Beige reflects this approach, allowing customers to combine fitness sessions with breakfast, coffee and social interactions. Such experiences, he believes, could help make wellness more accessible and encourage consumers to incorporate healthier habits into their daily routines.
Mehta added that Indian consumers are becoming more informed and increasingly willing to spend on health and wellness, while expecting quality products and positive experiences in return. Businesses that make healthy living enjoyable and approachable are likely to find greater opportunities for growth.
He also sees potential for fitness and wellness studios to collaborate with nutraceutical, functional food, sports nutrition and healthy beverage companies. Such partnerships could introduce consumers to relevant products through workshops, events, tastings and curated offerings, creating opportunities for brands to engage with wellness-conscious audiences.
However, Mehta stressed that collaborations must be aligned with the studio's values and customer expectations. Partnerships should focus on products that offer genuine value and can be meaningfully incorporated into consumers' everyday routines.
As fitness and nutrition increasingly converge, the integration of movement, mindful eating and social experiences could emerge as an important direction for India's expanding wellness market.