State of Wellness: Squeeze & Splurge
The 45+ golden market for wellness
The "Squeeze": Why Traditional Healthcare is Failing the 45+
The data shows that those over 45 are facing a "perfect storm" of systemic pressures:
Healthcare spending: $5 trillion, but trust is at all-time low
The Cost-Access Gap: U.S. healthcare spending reached nearly $5 trillion in late 2025, yet patient trust is at an all-time low. Those over 45 are often "too young for Medicare but too old to ignore chronic issues," paying high premiums for a system that offers 15-minute transactional appointments and 3-month wait times for specialists.45+ are "too young for Medicare, too old to ignore chronic issues"
The Retirement Anxiety: 73% of adults cite out-of-control healthcare costs as their top retirement fear. This has shifted the mindset from "I’ll deal with it when I’m sick" to "I cannot afford to get sick."73% cite out-of-control healthcare costs as top retirement fear
People are working longer, not just for money, but for identity. For the 45+ executive or professional, cognitive longevity and physical stamina are now viewed as essential career assets, not just personal health goals.
Result: Shift from "I'll deal with it when I'm sick" → "I cannot afford to get sick" → “What impact can I have.”
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The "Splurge": The Boom in Luxury Prevention
Because the traditional "sick-care" system is slow and frustrating, this demographic is redirecting their discretionary income into Wellness Experiences that feel like luxury but function like medicine.
What they want
"HEALTH ARCHITECT"
"Give me a clinical-grade diagnostic center that feels like a high-end lab. I want the hard data here so I can stop worrying."
"SANCTUARY" THAT STAYS A SANCTUARY
"When I go to yoga or sauna, I want it to feel like a five-star hotel, not a Motel 6/"
"PRODUCTIVE PAMPERING"
"I've worked hard for 25 years. I want wellness to feel like a luxury reward,
not another to-do item."
TO "BUY BACK" TIME & CERTAINTY
"I will pay a premium to have access when the timing fits my life."
1. The "Longevity Membership" (Concierge Wellness)
The "annual physical" is being replaced by high-end health memberships.
The Trend: Services like Prenuvo (Full-body MRI) and Function Health (100+ biomarkers) are booming.
The Luxury Factor: These aren't clinical-feeling hospital visits. They are "Wellness Concierges" that offer beautiful lounges, personalized AI-driven data dashboards, and a sense of agency that the doctor's office lacks.
2. Radical Pampering: The "Sanctuary" Retreat
Luxury travel has shifted from "seeing sights" to "regulating the nervous system."
Sleep Tourism: 45+ travelers are the primary drivers of Sleep Retreats—stays designed around circadian lighting, sound healing, and medical-grade bedding.
Hormonal "Odysseys": There is a specific boom in retreats catering to perimenopause and menopause. These combine high-end spa luxury (massages, facials) with legitimate science (hormone consultations, bone density tracking, and specialized nutrition).
3. The "Bio-Harmony" Aesthetic
For this group, "pampering" now includes biohacking. They are the biggest buyers of:
At-home "Clinical" Lounges: Red-light therapy panels, infrared saunas, and cold plunges are becoming standard in high-end home renovations for this age group.
Medical-Aesthetics Convergence: They are moving away from "anti-aging" (denial) to "positive aging" (optimization). This includes ingestible peptides and treatments that improve skin from a cellular level rather than just filling wrinkles.
2026 Strategic Snapshot: The 45+ Opportunity
If you are framing a report or strategy, here is the 2026 "Value Equation" for the 45+ demographic:
Wellness for the 45+ is no longer a "hobby"; it is a sophisticated alternative to the healthcare system. This group is willing to pay a "luxury tax" to bypass the wait times, the bureaucracy, and the impersonal nature of traditional medicine in favor of experiences that make them feel empowered, protected, and pampered all at once.
Ryan Edwards, CAMINO5 | Co-Founder
Ryan Edwards is the Co-Founder and Head of Strategy at CAMINO5, a consultancy focused on digital strategy and consumer journey design. With over 25 years of experience across brand, tech, and marketing innovation, he’s led initiatives for Fortune 500s including Oracle, NBCUniversal, Sony, Disney, and Kaiser Permanente.
Ryan’s work spans brand repositioning, AI-integrated workflows, and full-funnel strategy. He helps companies cut through complexity, regain clarity, and build for what’s next.
Connect on LinkedIn: ryanedwards2