Have you ever plunged into an ice bath? Visited a breathwork class? Voluntarily downed a turmeric latte? If not, you’ve probably seen the Instagram posts of someone who has (#selfcare). People have always wanted to stay fit and strong.

Yet during the past 20 years, wellness and longevity have become aspirational fixations. Technology has facilitated the boom by enabling us to track our individual health metrics. Wellness has become a sociocultural obsession and, according to industry group the Global Wellness Institute, a trillion-dollar business.