The muddy fields of yesteryear's UK music festivals are giving way to a new era – one where wellness warriors can get their zen on alongside the headliners. Gone are the days of day-long drinking and dodgy toilets; in come yoga classes, wood-fired saunas, and boutique spas. It's a seismic shift driven by festival-goers' growing obsession with wellbeing, and organisers who refuse to be left behind.
With the global wellness industry valued at a staggering £160 billion – and still rising fast – UK festivals are cashing in on this trend. Consumers are forking out a third more on wellness activities than five years ago, as reported by The Global Wellness Institute. It's a broad societal shift that shows no signs of slowing down.
Boardmasters festival in Newquay is leading the charge. Organisers have seen a 'massive shift' in demand from fans who want to keep their at-home wellbeing routines alive amidst the festival chaos. What was once a 'niche add-on' has become an essential part of the experience – think Pilates, sound baths, and even jewellery-making workshops. This year, Boardmasters takes it up a notch with a dedicated boutique spa offering treatment tents, facials, and aromatherapy for those in need of some serenity.
Lizzy McNamara from Pembrokeshire, Wales, got on board last year's run club at Boardmasters – she was delighted to maintain her 'normal routine' amidst the party atmosphere. The club provided a welcome break from indulgent food and sleepless nights: 'It was welcoming, lovely with great vibes – perfect for a bit of exercise and some me-time!' This echoes broader insights from Innova, which points to Brits increasingly prioritising wellbeing due to heightened awareness of poor diets and sedentary lifestyles. Social media's role in spreading health info is also driving trends towards 'emotional stability, weight loss and disease prevention'.
But it's not just the big festivals that are cashing in – new events like OneRetreat Wellness in Birmingham are springing up to meet demand for in-person wellbeing experiences. Co-founders Alex Hyde and Sam Carter-Smith observed a 'massively growing demand' for such events, as people seek real-life connections and hands-on experience over online offerings. This renewed focus on holistic wellbeing echoes earlier movements like the Mind Body Spirit Festival, which has been inspiring 30,000+ attendees annually across its London and Birmingham events since its inception in 1977.