We’ve reached the point in human history, where only the poor will age; an inflection point where there’s two species of humans: those who have chronic disease and those whose health is endlessly optimised,” says Beth McGroarty over the phone from Los Angeles, where she has been watching, analysing and commenting on the wellness sector for over 20 years.

Against an apocalyptic backdrop of climate change, mass starvation and war, wellness has captured the zeitgeist. Long gone is its counter-cultural, flower power, crystal gazing baggage – or at least some of it.