Experts Share: What To Consider When Running A Wellness Startup

More companies are putting resources into wellbeing programmes, and when done right, it has been beneficial. A recent study by Wellhub reports that 95% of businesses tracking the outcomes of these programmes observe positive results, up from 90% in 2023. With feedback from over 2,000 HR and executive leaders across nine countries, the study shows that supporting employee health—mental, physical, and nutritional—helps strengthen engagement and productivity.

A major finding is that leadership involvement lifts employee participation in wellbeing initiatives. In workplaces where executives actively engage in these programmes, staff participation reaches as high as 80%. In contrast, when senior management is less involved, engagement among employees is around 44%. This indicates that employees respond positively when they see active support from leaders.

Successful wellbeing programmes usually address multiple areas. Companies that have different types of wellness support, such as mental health, fitness, nutrition, and relaxation options, tend to see better results. Programmes do this show stronger employee engagement and financial return.

 

What Advantages Do Wellbeing Programmes Bring?

 

These programmes are proving valuable to companies in financial and practical ways. Wellhub’s findings show that firms with diverse wellness options report positive returns, with almost a quarter of companies seeing an ROI of 150% or more. This could mean that wellbeing programmes are more than just an expense, and that they are actually an investment for the long run.

A large part of this return comes from lower healthcare costs, which 91% of leaders surveyed identified as a benefit of their wellbeing initiatives. This marks an increase from last year’s 78%. As fewer employees require medical assistance, businesses find they can allocate funds elsewhere.

Also, wellbeing programmes seem to help with staff retention and lowering sick days. Nearly all survey participants connected these initiatives to lower turnover rates and fewer absences due to illness. In maintaining stable staffing, businesses save on rehiring and training costs, creating a more cohesive work environment.

 

How Does Burnout Affect The Workplace?

 

Burnout is a common issue in many workplaces. Research done by Gallup shows that 2/3 of workers get burnt out at some point, and for many, it happens more often than not. Workers who experience burnout are more likely to take sick days, feel less confident in their performance, and even think about leaving their jobs. This is also not good for personal health, because employees with high burnout levels are 23% more likely to need emergency medical care.

Burnout often happens due to overwhelming workloads, unclear duties, and limited support from managers. Employees under constant pressure to meet tight deadlines without enough assistance can quickly feel exhausted and discouraged.

To reduce burnout, companies should think about how employees are being given support in the workplace. Managers who check in regularly, allow for breaks, clarify tasks, and set reasonable timelines can help ease stress and prevent burnout. When employees feel genuinely backed by their managers, they’re more likely to handle their workload and feel motivated to stay in their roles.

Tech has also been helping, with apps and software dedicated to helping those who experience burnout. These companies create tools that help keep users organised, and living a healthy and balanced lifestyle as a way to reduce the feelings of exhaustion and burnout.

 

Experts Share How To Run A Wellness Startup

 

For those who want to join in on making sure people are taking care of their health, perhaps running a wellness startup is one of the solutions. If it is, experts have shared different considerations when running a wellness startup below…

 

Our Experts:

 

• Mayra Hurtado, CEO and Co-Founder, Hormony
• Birute Sutkiene, Marketologist, Tech Adviser, Finance Expert, GLOWBAR LDN
• Nimrita Dadlani, Co Founder, Pivot
• Ramesh Touraney, Co Founder, Pivot
• Kathryn McAuley, PR & Publicity, BIENESTAR PR
• Angela Patton, Founder, Eve Biology

 

Mayra Hurtado, CEO and Co-Founder, Hormony

 

 

Focus on Customer Needs: Understand what your customers truly want. Engage early, listen closely, and make sure your product addresses real pain points. By prioritising customer feedback, you can build a solution that not only solves problems but also creates loyal users willing to pay for it.

“Build Genuine Brand Trust: Trust is essential in wellness. Be transparent about your product and mission. Authenticity and transparency attracts and retains customers, turning them into loyal advocates who help drive growth. Focus on building trust before scaling quickly.

“Assemble a Passionate Team: Success in wellness is driven by a team that believes in your mission. Hire people who share your vision and values. A committed team will work harder, innovate, and overcome challenges, ensuring customer satisfaction and business growth.”
 

Birute Sutkiene, Marketologist, Tech Adviser, Finance Expert, GLOWBAR LDN

 

 

“When advising wellness startup founders, the first thing I stress is that success isn’t just about offering another product or service. It’s about understanding the psychological and emotional landscapes of your audience. People are increasingly overwhelmed by the noise of the wellness industry, filled with promises of quick fixes. To stand out, founders must ask themselves: How can we create an authentic connection with our customers beyond transactional interactions?

“Building a brand that resonates requires tapping into the why behind wellness. It’s not enough to just sell yoga classes or nutritional supplements. You must position your offering as a transformative experience, something that shifts the consumer’s mindset, not just their physical appearance. The wellness journey is deeply personal, and I strongly advise that your brand should be perceived as a guide, not just a product provider.

“Additionally, the industry is plagued by “wellness-washing”. This is where businesses adopt wellness language without substance. In a market flooded with options, consumers are savvy and will quickly discern between brands that genuinely prioritise health and those that are capitalizing on trends. Transparency and evidence-based practices are critical, but equally important is the ability to question the status quo and innovate in ways that push the industry forward, not simply mimic existing models. This depth of insight is where real success lies.”

 

 

Nimrita Dadlani, Co Founder, Pivot

 

 

Staying up-to-date with the latest wellness trends and research is key to ensure your wellness start-up remains relevant and competitive in a rapidly evolving market.

It’s vital to clearly define your niche and target audience, understanding their specific needs to create a wellness solution that resonates with them.

Building a strong, diverse team with expertise in both wellness and business is crucial for a solid foundation for growth and success.

Developing a robust, evidence-based approach to wellness is essential to establish credibility and trust with your customers, and to differentiate your start-up from competitors.

Embracing technology, including the strategic use of AI and data analysis, can help you optimise your wellness offering, track progress, and improve services to meet your customers’ evolving needs in a more personalised and effective way.

To practice what you preach is fundamental in wellness – this ensures authenticity and depth of understanding.

 

Ramesh Touraney, Co Founder, Pivot

 

 

“Define Your Niche Clearly: The wellness industry is vast, so it’s crucial to identify and focus on a specific audience or unmet need. At Pivot, we saw a gap in emotional and practical support for those going through break-ups and designed our offerings accordingly.

“Build a Community, Not Just a Service: Wellness is deeply personal, and creating a sense of belonging can be as impactful as the service itself. Foster trust and engagement through authentic storytelling and meaningful interactions.

“Accessibility: Ensure your services are easy to access and inclusive. This includes leveraging technology for online platforms, clear communication, and considering affordability without compromising quality.

“Measure Impact and Continuously Evolve: Regularly collect feedback and track outcomes to understand what’s working or not. Flexibility to adapt your offerings ensures you remain relevant in a dynamic industry.”

 

Kathryn McAuley, PR & Publicity, BIENESTAR PR

 

 

“The one thing I would say to companies launching into the wellness market is “know your niche!”
The clients I work with who have a clear vision of their USP, and can clearly identify their target market, are the ones who prosper with their wellness brand launch.

“You may be good at many things, but if your proposition is confusing, you will struggle to engage your audience. Less is definitely more – do one thing really well, and become known for that one thing. In turn, your entire marketing plan can be solid, supporting your clear vision.

“The wellness industry is thriving, and consumers are hungry for new brands and services to help optimise their health. Companies need to be crystal clear with regards to what they can deliver to the market, how and why.”

 

Angela Patton, Founder, Eve Biology

 

 

“It’s essential to build a brand that resonates with your audience’s values, goals, and challenges and meets their needs. Wellness isn’t a one-size-fits-all approach, so be clear on who you’re serving, and design products or services tailored to them, and if this means more market research, feedback, and testing, so be it, but you need to get this right otherwise you will not have a business just an idea.

“When we were still in the formulation stage, we asked women questions like, “If there was a meal replacement shake that could help control your weight, target menopause symptoms, and support gut health, would you be interested?” and this provided invaluable insight that otherwise we wouldn’t have necessarily had.

“You then must create the best product experience possible and, in our case, once we had the final product, we invited women who were our ICA to test it and share their feedback. We learned so much from those testing groups, and that input was key to refining and improving what we offer.

“I also think that while it’s exciting to push boundaries, make sure your offerings are grounded in scientific research and accessible to your target market.

“In the world of wellness, your team’s wellbeing is as important as that of your customers, so invest in a positive, balanced team culture where wellness isn’t just a product but a practice. Also make sure you get the very best people you can, not only in terms of skills but also buying into your vision, passion, and belief as that makes a massive difference.

“Let’s also remember we are working in changing and challenging times and wellness trends evolve quickly, so stay open to pivots and have a growth mindset and flexible strategy that will help you adapt to changing demands and ensure your startup’s growth aligns with the latest insights and needs.”