RECLAMATION VENTURES

2020 Impact Report

The driving forces in the wellness

industry that will transform the
landscape –for good.
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Copyright ©2020 by Reclamation Ventures. Kindly credit

“2020 Trends Report from Reclamation Ventures” if you want to share
ideas or insights from this publication. To learn more, contact
nicole@reclamationventures.co or visit www.reclamationventures.co.

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TABLE OF CONTENTS

07 THE INSTRUCTOR, REDEFINED

12 INCLUSIVE SPACES THRIVE ONLINE

15 PUBLIC SPACES ARE THE NEXT BIG STUDIO

18 WELLNESS ACROSS THE GENDER SPECTRUM

23 THE WELLNESS CONSUMER GETS OLDER

26 IMPACT AND PROFIT IN ALIGNMENT

29 RECLAIMING BLACK WOMEN WELLNESS

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FOREWARD

AN ANTI-TRENDS REPORT
This report highlights some of the necessary life-changing work that’s going to create more space for all of us
to breathe. And we need to give it our attention, energy and funding – now.

“The irony of creating an impact report about practices that
have been happening for decades is not lost on me. Most trends
reports are simply applying a capitalistic, patriarchal, and
white gaze to work that’s been happening in underestimaed
communities for decades as a way to sound ‘edgy’ and ‘relevant’.
That is not the intention of this report. Consider this an
academically sound, well-referenced middle finger to the industry
consistently causing harm against marginalized bodies, and
expecting us to do the labor to repair it. Or, more aptly, a raised
fist to the radical and necessary work by the leaders propelling
Note that this trends report doesn’t cover it all. There are many
powerful movements radically shifting the wellness landscape
happening right now. The exclusion does not de-legitimize their
impact, nor their efforts. As Reclamation Ventures continues
to grow, I hope we can continue to watch and highlight the
incredible work creating space for all of us to breathe.”
NICOLE CARDOZA

this movement forward. Founder, CEO Reclamation Ventures

Here, we highlight the powerful work that will redefine our

collective right to be well. The individuals and organizations
represented are not ‘trendy’. They’re essential. Lifesaving.
Needed. They have been here and will continue to be here
regardless of how trendy the wellness industry becomes.
And as we strive to create more space for all of us to breathe,
these are the leaders we need to be listening and learning
from. Because they are truly doing the work –perhaps not to
create the next million-dollar wellness fad, but to claim and
maintain our inherent right to be well. They deserve investment,
representation, and visibility regardless of where the industry
grows. And we’re proud to call attention to their work.
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METHODOLOGY

OUR DATA
This impact report blends quantitative* and qualitative data to share what we know – and what we predict –
about the future of inclusive, equitable well-being.

Demographics Reclamation Ventures is committed

Diversity is strength, and a key component of inclusive impact. to increasing representation
Female 72% across our applicants in 2020 by
Male 9% partnering with inclusive leaders
GNC 4% to raise awareness, investing
in organic and paid reach to
Over 94% of applicants identify as non-white. Over half identify with diverse communities, increasing
more than one ethnicity. representation on our advisory
Black 53% board, and including a nomination
Latinx 9% 13% form for users to recommend
Asian 4% 10% others to apply.
Indigenous 4%

14%
POC

19% identify as queer Top Wellness Modalities In Action:

15% identify as LGBTQIA Yoga Sexual Education

10% identify as immigrants Fitness Self-care

6% identify as first-generation Mindfulness / Meditation

4% identify as veterans Therapy

3% are impacted by the criminal justice system Doula / Childbirth Education

*Data based on self-expressed identities in 551 unique applications for our Summer 2019 and Fall 2019 Impact Grant applications. Reclamation Ventures was founded in
July 2019. This represents a review of the organization from July –end of FY 2019.

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62% of Reclamation Ventures grant applicants are

creating new programs or support systems for yoga,
meditation and other wellness teachers

2020 IMPACT TREND #1

THE INSTRUCTOR,
REDEFINED
We’re entering a new era of what it means to be an instructor. Wellness practices diversify in styles and
formats, blend online and offline settings, and bleed into institutionalized settings with their own sets of
standards and expectations. From salaries and benefits, to unionization and certifications, the role of an
instructor is about to be reckoned with.

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As wellness proliferates beyond the studio space into healthcare,
education, corporations and other spaces, the definition of
the instructor will change, too. Over the next few years, we’ll
see more people trained to lead wellness programming that
doesn’t fall into the traditional category of an instructor. These
individuals are likely to learn these skills as part of their core
profession’s training instead of hopping into a 200-hour training.
They might not teach in a studio or host private classes, but
instead lead activities during their 9-to-5. And they might not be
compensated separately for this work, and instead be expected
to provide these services as part of their job description.
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Image via Pankit Saini on Unsplash
Blended roles like these call the future of the instructor into
question, which might not necessarily be negative. As more
instructors enter the field from different industries, we’ll see
broader representation and more culturally-responsive practices
available for a wider set of practitioners.
We will also see a shift in the power imbalance between teachers
and students that perpetuates many aspects of the wellness
industry, particularly in yoga. Sexual harassment, misogyny, and
unwanted touch have been a critical, long-overdue conversation
in the wellness industry this past decade, and will continue to
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redefine expectations in every practice. However, increasing the
breadth of instructors and settings of this practice will de-mystify
practices, dismantle the guru mentality that at times protects
perpetrators from scrutiny, and adds more collective voices into
the future of these practices.
With that, though, comes further reckoning with how many
wellness practices have been culturally appropriated and
whitewashed as they’ve gained prevalence in the U.S. This
will continue to happen as this practices become clinically
implemented; hospitals and schools will stress secular practices
that “don’t include chanting” or avoid using Sanskrit language,
directly opposing communities striving for a reclamation of
cultural practices representative of their identities. And as
we watch energy healing, reiki, cacao ceremonies and other
modalities of healing become more mainstream without their
cultural lineage intact, we can expect even more voices at the
table rallying for their due respect.
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Investing in instructors who are already embedded into
institutionalized settings – like healthcare and schools – may
make the work more sustainable. Teachers that are already
salaried to be in the position, or are otherwise committed to the
community they serve, are more likely to stay.
But when we look at an industry where the average pay for a
yoga instructor is $18/hr¹, and heartbreaking stories of personal
trainers at major gyms sleeping in the office and staying overtime
to stay relevant², we have to grapple with what will happen when
there’s more instructors in the field. We’re already seeing the
impact of this as more wellness enthusiasts decide to get their
cycling or yoga teaching certification, and studio spaces are
financially incentivized to offer as many trainings as possible to
keep the lights on³. Watch for more instructors unionizing and
demanding fair pay, adequate benefits and job security.
The future of the instructor will have its reckoning this decade,
and it will affect more than just current instructors. It will call
Image via JLC Imagery on Unsplash
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into question who gets to create standards for specific

wellness modalities and certify instructors from diverse
backgrounds and applications. It will force us to reckon
with how traditional wellness expertise aligns with
expertise needed to teach in settings beyond the studio.
We will abandon the teacher trainings that act as pyramid
schemes and start holding organizations accountable for
the talent they’re churning out without abandon.

The next few years will be rocky, but it’s both necessary
and likely that the role of the instructor will be cherished
and valued for the benefits provided, regardless of setting
or the instructor’s own lived experience. This is critical for
the health, safety and well-being of millions of people in
the practice, especially the growing number of vulnerable
populations growing the practice.

Organizations to learn from:

• The Driven Yogi, which fills the gap that exists

between graduating from a yoga teacher training and
finding a job
• Yoga Is Dead Podcast, which explores power,
privilege, fair pay, harassment, race, cultural
appropriation and capitalism in wellness
• Native Strength Revolution*, which equips people to
lead their Indigenous communities to better physical,
mental and spiritual health through yoga
• Unionize Yoga, a group of NYC-based yoga
instructors creating a union to support their well-
being

Image via Indian Yogi on Unsplash

*Native Strength Revolution received funding from Reclamation Ventures

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2020 IMPACT IN REVIEW

CLOSING THE GAP

Our organization is committed to closing the wellness gap by investing in underestimated leaders making
wellness practices more accessible to those that are traditionally not served by the wellness industry. Here’s
some key themes, along with some grant applicants to learn from.

Increasing Representation
Investing in professional development for diverse leaders in the wellness industry to teach yoga, become
therapists, and provide other holistic healing services
See: Naaya Wellness, Afro Yoga, Nurturing Miracles

Reducing Costs
Providing scholarships and grants and/or offering free and sliding-scale pricing to ensure that finances never
get in the way of the wellbeing of their communities
See: CrossFit Hinge, The Safe Place app, FloraMind

Making Space
Building physical and digital spaces to address the unique needs and expectations of specific marginalized
communities
See: I See You Wellness, Yoga for Schleroderma, Yogiando NYC, BareSOUL Yoga, Haven Yoga Studio

Offering Training
Creating anti-racist, decolonization, socially conscious workshops, trainings, retreats and content to educate
wellness leaders in dominant culture on how they can become more equitable and inclusive
See: Embody Inclusivity, Indagba, Salem Teaches,

Changing Conversations
Transforming our perceptions of emerging wellness modalities and/or the needs of specific marginalized
communities through content and conversations, hosted through events, podcast, publications, etc.
See: Che Che Luna, The Melanated Social Work Podcast, Black Girl Magik

*Reclamation Ventures was founded in July 2019. This represents a review of the organization from July –end of FY 2019.
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71% of Reclamation Ventures grant applications are

using digital tools and platforms to build conscious
online communities.

Image via Shannon McCutcheon on Unsplash

2020 IMPACT TREND #2

INCLUSIVE SPACES
THRIVE ONLINE
As mainstream brands struggle to offer authentic spaces that cater to diverse populations, innovative leaders
leverage digital technology to unite like-minded communities, regardless of physical locations.

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The bubble on tech-enabled exclusive wellness is about to burst.
The past few years have brought us mirrors that help us lose
weight, bikes that enable us to feel connected from our living
rooms, and a plethora of apps that offer peak performance
through meditations, timers, guided sleep practices and more.
The next few years will re-apply the technological basics to
make distinct spaces for diverse communities. Whether it’s
meditations for people of color, online fitness classes designed
for individuals with larger bodies, or digital networks of
therapists that focus on working with people across the gender
spectrum, these platforms will thrive through the strength
of their community, the quality of their content, and their
effectiveness to listen and respond to their audience’s specific
needs.
Image via Vice Gender Spectrum Collection
This is partially driven by the startling upfront costs of acquiring
physical spaces (especially as our country hurtles towards a
recession). Especially because marginalized individuals are less
likely to receive institutionalized funding or debt-equity to grow
a business. In contrast, there’s significantly less barriers to
creating a website, organizing real-time video conferences and
distributing content through social media and podcasting. Real
estate online is much more accessible.
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Tech isn’t always implemented from a place of financial scarcity,
though. Tech-based wellness platforms are easy for engaging
distinct communities at ease, regardless of location. More
importantly, there are many marginalized communities that don’t
feel as comfortable engaging in wellness practices in physical
spaces, or have a difficult time navigating the physical world to
get themselves to a studio or gym where they feel supported. In
these cases, technology isn’t just an option, but the best option,
for meeting people where they are.
Gen Z has an important role to play in this future. This
generation was born online, and fluent at building digital
communities around niche interests and specific intersections
of social location. They expect curated resources built around
their unique identities, and will invest in them over the more
mainstream option.
As these spaces mature, they will bleed quickly from online to
off, and we’ll see sustainable physical spaces bolstered by the
strength of these digital communities. There’s already been a
blossoming group of fitness spaces designed for marginalized
communities – like Sacred Chill West* in Atlanta and HealHaus in
Brooklyn – and there are plenty more to come.
This won’t affect just practicing, but trainings, too. Increasing
opportunities to get trained as wellness instructors online is
a necessary component of increasing access to this practice
and bringing more representation into physical spaces. Watch
for traditional standardization organizations change the rules
about online and offline learning, and more online-only trainings
become popular as the value of standardization wane.
*A co-founder of Sacred Chill West received funding from Reclamation Ventures

Get ready – these digital communities will
transform the industry. United by their unique needs
and perspectives and unburdened by physical
constraints, they can rally for change swiftly
regardless of what their community needs, together,
and are much less likely to stand for discriminatory
and exclusive practices in physical spaces.
Another perk? Digital communities have the
opportunity to create closed-loop models where
revenue is usually directly invested back into the
communities served. Traditionally, instructors
offering intentional in-person workshops and classes
are generating profits for themselves, but also the
physical spaces they host them in, which are often
owned by dominant culture. On the flip side, digital-
first communities have more opportunity to generate
revenue that goes back to the team and equity
partners, which (depending on the board, staff,
and investors, of the company itself) can be more
representative of the community impacted.
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Organizations to learn from:
• Joyn, a web and mobile app offering joyful
movement classes for all bodies and abilities
• Liberate Meditation*, a meditation app
dedicated to empowering the Black, Indigenous,
and People of Color community on their journey
to find inner peace
• Holisticism, a digital platform providing
accessible virtual workshops on holistic healing
• Journify, a digital coaching platform for
employees to decrease stress and burnout
• Mental Health League, an app designed
for men’s mental health through tracking,
gameplans and community support
• Tempest, a digital membership-based
community that supports people seeking
sobriety
• QTPoC Mental Health, a trans-led organization
that creates online and offline spaces for trans &
queer people of color
• okayso, a free app that connects users with
questions about sexuality and mental health
with teams of vetted experts who provide
personalized answers and support
*The founder of Liberate received funding from Reclamation Ventures
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Image via Chuttersnap on Unsplash

2020 IMPACT TREND #3

PUBLIC SPACES ARE THE

NEXT BIG STUDIO
As space to be well becomes increasingly limited in lower-income, urban environments, the industry will
continue to leverage public spaces for wellness. This trend will provide a breadth of comprehensive health
services for communities that need it most.

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While technology will carve out more spaces for us to be well
online, practices IRL will flourish in public spaces. City sidewalks
and public parks have always been the cornerstone of community
wellness, but this will expand rapidly as the appeal of boutique
studios fades and online, at home practices become more
popular. Major yoga festivals and branded outdoor events will
lose their appeal as more informal, grassroots opportunities to
practice every day are curated by the wealth of resources in the
community.
This will be propelled by the real estate boom that’s bolstered
the $134B wellness real estate industry over the past few years
–an industry that’s focused mainly on creating exclusive health
spaces for the affluent⁴. I believe the economic downturn will
only temporarily slow this growth but will encourage cities and
developers to work together to leverage existing real estate
to boost local health outcomes and increase nearby property
values.
public parks, studios lobbying for more wheelchair-accessible
public transportation, and more.
A study by the International Journal of Environmental Health
Research found that residents in Birmingham, AL simply told to
go to the park everyday and track their mood found that 30%
of participants got moderate to vigorous physical activity, and
spent on average 32 minutes. Well-being scores rose during the
park visit in 60% of people, with an average increase of about 1.5
points⁶.
Other public spaces that will continue to host comprehensive
programming for their community includes schools hosting
therapy sessions on weekends, museums reserving mornings for
breathing and movement, and organized run clubs found on every
sidewalk.

This is critically important as we think about health equity in 10% of Reclamation Ventures grant applicants

America today. The number of people living in extremely poor have established partnerships with local parks and

neighborhoods has doubled since the year 2000, from 2.7 million recreation organizations to increase access to their

to more than 5.4 million people⁵. Individuals most affected by the wellness programming.

dwindling middle class are concentrated in urban cities, where

space is extremely limited. Access to open spaces and green
spaces is critical for physical and mental health.

When we start to rely on public spaces for wellness, they become

tied to the cultural conversation of what it means to be well –
elevating the conversation from an individual to a community-
oriented approach. We’ll see true wellness leaders creating
cross-industry collaborations that elevate the health index for
everyone, from run clubs advocating for safer sidewalks, group
fitness instructors rallying for gender-neutral bathrooms near

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Organizations to learn from:

• StreetFC, which organizes and publicizes pickup soccer

games in public spaces around NYC
• South LA Wellness, an organization that expands
mindfulness practices throughout areas of South Los
Angeles utilizing public spaces
• Fitwel, a building certification to support healthier workplace
environments and improve occupant health and productivity
• Roots2Rise, a nonprofit that offers weekly classes in public
spaces throughout Philadelphia
• KaBOOM!, a non-profit that works with municipal agencies
to transform underused public space into safe, fun and
beautiful spaces for kids and their families to play

Image via Jed Villejo on Unsplash

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2020 IMPACT METRICS

WHERE TO INVEST
Underestimated wellness leaders are transforming the industry with limited access to financial and cultural
capacity. Here are key areas where these entrepreneurs can use support, expressed by our 2019 grant
applicants.

Studio Space Debt

38% of our community is looking for funding to secure space to 10% of applicants emphasized the need to pay off debt to make
host workshops, trainings, and events. Over half stress the need their wellness work sustainable.
for specific accomodations that suit thier community, including
and not limited to spaces with gender-neutral bathrooms and
wheelchair accessibility. Key Considerations
• Abundantly provide in-kind resources to fortify inclusive
wellness practices
Website Design / Development • Provide operational capacity before all else to strengthen the
32% of applicants requesting funding to create and update core of inclusive wellness work
their websites. Nearly all of these applicants are digital-first • Invest in founders themselves – not their companies – so they
communities; so consider this the virtual version of paying rent. can lead well

Equipment
Yoga mats, blankets, bolsters, journals – 23% of grant applicants
requested funding for the physical tools they need to succeed.

Staff
15% of applicants requested funding to support staff. Nearly
all requested not for funding to teach teachers, but to invest in
administrative support, legal and bookkeeping.

*Data based on requests for funding in 551 unique applications for our Summer 2019 and Fall 2019 Impact Grant applications.
Reclamation Ventures was founded in July 2019. This represents a review of the organization from July –end of FY 2019.
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10% of Reclamation Ventures grant

applicants are creating wellness
brands for transgender and gender
nonconforming communities.

2020 IMPACT TREND #4

WELLNESS ACROSS THE

GENDER SPECTRUM
Historically, the wellness industry has caused significant harm to transgender and gender nonconfirming
communities. But this decade changes the wellness industry will be key to dismantling outdated gender
stereotypes, creating more space for wellbeing across the gender spectrum.

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thanks to leaders creating spaces and conversations that uplift

communities across the gender spectrum. This is a critical step
in establishing equitable wellness spaces for everyone across the
spectrum.

A strong share of this comes from more physical practices in

wellness. Transgender and gender nonconforming athletes
continue to shine at all levels of sports competition, causing
conversations about who deserves the right to practice on men’s
and women’s teams⁷. The 2020 Olympics will accelerate this
conversation into a global spotlight. Consider the fitness industry
makes up nearly a quarter of the wellness industry, efforts to
increase inclusivity here will result in significant impact across
the industry as a whole⁸.

We’ll see a rise in physical spaces that specifically cater to

the transgender and gender nonconforming communities
through programming, trainers and design. We’ll also see
existing physical spaces become more accommodating of this
community’s needs. But this will go beyond designing spaces,
but ensuring that there are more leaders from this community
leading them.
Image via Gemma Chua Tran on Unsplash

This was reflected upon in an earlier trend but is worth repeating

The wellness industry has thrived in the past decades by here: online spaces that cultivate community and content have

perpetuating unrealistic and harmful body standards. These been and will continue to be a powerful part of this movement.

standards have also helped to perpetuate the binary gender

constructs – masculinity personified in sculpted muscles The more this generation can work towards embracing and

and powerlifting, femininity found in graceful yoga poses and elevating wellness across the gender spectrum, the more we

weight loss pills. But the persistent work by the transgender can protect the safety and security of future generations. As

and gender nonconforming communities to decolonize gender lawmakers in states across the country try to prevent medical

identities are quickly dismantling the norm, work that will treatment for youth under the age of 16 – which tends to prevent

transform the landscape this decade –and decades to come. them from pursuing therapy or simply talking with others and can

We’ll see the wellness industry finally reckon with the harm it consequently can cause isolation, depression and anxiety – the

has created by profiting off of exclusionary definitions of gender, wellbeing of future generations is in all of our hands now.

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The transgender and gender nonconforming community
is often left out of diversity, equity and inclusion work
happening in this industry – which tends to lean into
discrimination based on ethnicity, colorism and body size.
Ensuring that inclusivity work is truly equitable is a critical
component of this work progressing in spaces owned and
operated by dominant culture.
Organizations to learn from:
• Mozaic, a wellness program and community space for
transgender, gender nonconforming, and nonbinary
young people of color ages in Columbus, OH
Image via Vice Gender Spectrum Collection
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• Decolonizing Fitness, a social justice platform that
provides affirming fitness services, community education
and apparel in support of body diversity
• TG/NB Project, a trans fitness initiative seeking to make
exercise accessible the trans/nonbinary community
• Nonnormative Body Club, which creates accessible
fitness spaces for those whose bodies and identities rebel
against normative definitions of beauty and health
• transathlete, a resource for students, athletes, coaches,
and administrators to find information about trans inclusion
in athletics at various levels of play
• Creating Joy in Community, the first residential meditation
retreat for the transgender, gender nonconforming,
genderqueer, and nonbinary communities
• Love Over Fear Wellness, which provides queer-centered
full-spectrum doula services
• Everybody Los Angeles, a gym devoted to creating and
supporting a brave and inclusive environment for all
bodies to move, strengthen, and heal
• LiftyBoi Training, dedicated to providing an accessible,
safe, and comfortable space for members of marginalized
communities to develop strength and confidence in
moving their bodies
• Apogeo, creating bed and breakfast experiences for
travelers of color and LGBTQIA+ travelers
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Image via sk on Unsplash

2020 IMPACT TREND #5

THE NEW AGE OF

WELLNESS CONSUMERS
As baby boomers grow older – and more wealthy – their desires for an active, healthy lifestyle will shape how
the wellness industry ages, increasing accessibility and institutionalizing wellness practices in senior care
facilities and healthcare practices. But will their conservative tendencies hinder the inclusivity movement?

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2020 IMPACT IN REVIEW

OUR GATHERINGS
Last year, we hosted seven events in six major cities, facilitating conversations on the intersection of
wellness and equity and reaching over 400 individuals.

Questions discussed:

How do we preserve cultural heritage and identity in an

industry that thrives off of cultural appropriation?

How do we maximize accessibility for communities that

feel excluded from the wellness spaces around them?

How do we as wellness leaders balance the desire to

speak up against injustices and maintain the health of our
businesses?

How do we stay in authentic, conscious relationships with

communities that have caused harm?

How do we make wellness work sustainable without

subscribing to harmful business practices?

The rising aging population in the U.S. will reshape the wellness
industry. Currently, people 50-75 years of age consist of 28%
of the U.S. population⁹. By 2034, there will be an estimated 77
million Americans over the age of 65 – which means there will be
more seniors in the country than children¹⁰. Unlike generations
before, this demographic plans to stay active politically and in the
labor force –and will demand the wellness industry to keep up.
As the industry matures, there will be more high-end exclusive
product offerings to grow with them. Expect wellness clubs, gyms
and studios that specifically cater to older populations through
lower-impact workouts, and nutrition and natural medicines
focusing on arthritis and menopause. We’ll also see more
athleisure companies offering products that support aging bodies
through compression, extra cushions, and added support.
But the industry will also attract more aging individuals that
might be new, pursuing more preventative practices to keep
themselves well. So we’ll also see a rise in more cost-effective,
mainstream solutions. More gyms will adapt their equipment and
personal training offerings for older demographics, and more
community initiatives will adjust to fit their needs.
Wellness will also become increasingly prominent in the
conversations around elder care, prioritized in preventative
healthcare, emphasized in assisted living facilities, and
integrated into public services. Trainings will shift their focus
from a younger, able-bodied perspective to focus on approaches
that prioritize accessibility for those middle-aged and above.
Marketing will too – watch as the average age of the wellness
influencer rises as this demographic enter the spotlight in the
industry.
Remember that this generation carries 70% of the disposable
income in the country, making them not just active participants
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but active consumers in the future of the industry¹⁰. It will be
interesting to see how their rising influence helps to increase
accessibility in some aspects of this industry, but perhaps
also hinder its growth – younger demographics are more likely
to express more liberal views on many issues than their older
counterparts.
Nevertheless, adaptations in the industry to serve an older
demographic will naturally benefit other marginalized
communities, particularly individuals with disabilities that are
often overlooked otherwise.
Organizations to learn from:
• Accessible Yoga, an organization dedicated to increasing
accessibility in the practice of yoga for all
• Gennev, a digital community to support women in their
second half of life, starting with menopause
• Peerfit Move, a platform that provides options and
community events covered by Medicare Advantage
• Silver Sneakers, a health and fitness program designed for
adults 65+
• Willow, an underwear brand designed for incontinence
• Emerge Silver Yoga, a free chair yoga class in Brooklyn for
community elders 62 years old and older
7% of Reclamation Ventures grant applicants are
focused on increasing wellness opportunities for baby
boomers and seniors.
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19% of Reclamation Ventures grant applicants applied as
non-profit organizations, but every applicant stressed social
impact as a critical part of their business

Image via Miguel Bruna on Unsplash

2020 IMPACT TREND #6

IMPACT AND PROFIT IN

ALIGNMENT
Before, inclusivity in the wellness industry was fueled by philanthropic initiatives and one-off campaigns.
Now, innovative entrepreneurs are adopting new business models and structures to create holistic, inclusive
services without sacrificing impact or profits.

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Despite the fact that wellness is a $4.7T industry, we can’t say
that all the profits are serving everyone –in fact, the industry is
growing right alongside the rising inequity we see in America ¹¹.
Consequently, we’re seeing a radical shift in the wellness industry
through leaders passionate about reclaiming everyone’s right to
be well –which means a conscious rediscovery of blending profit
and impact for sustainable, lasting change.
This trend isn’t happening in just the wellness industry. The rise
of interest in social impact organizations from the past decade
will result in expectations moving forward –especially when it
comes to social and environmental concerns. According to a
study by Deloitte, Millennials believe businesses have more of
a responsibility to generate jobs, enhance the livelihood of its
employees, and improve society – all over generating profits¹². As
more Millennials move into leadership roles this decade, they will
rally to see these changes in their companies.
Major corporations and foundations will play a role in this as they
will continue to invest marketing and philanthropic dollars into
wellness leaders and their work. It’s due time to move beyond
grants and photoshoots to sustainable, multi--year investments
in these companies and their leaders. We’ll see powerful brands
create large-scale campaigns that drive action – not awareness –
for causes, covering operational capacity for companies without
constraints, acting as early-stage investors, and providing
program-related investments funding alongside philanthropy.
The impact these businesses create won’t just be social, or
environmental. Political impact will be a distinct part of wellness
brands’ identities moving forward. It will no longer be acceptable
to have wellness act independently from the political turmoil we
live in. With an impeachment unfolding while our country is on
the brink of war, a presidential election, and catastrophic climate
change in 2020 alone this decade will call everyone into action.

Meanwhile, traditional sources of charitable giving are shrinking,

fueled in the coming decade by an impending recession. This
type of philanthropy is giving way to venture philanthropy, led by
donors more focused on receiving a return for profitable – and
impactful – methods of change.

Expect the wellness entrepreneurs of this decade to take this

responsibility in stride, launching more companies as B Corps
and L3Cs than ever before. Even if structured as a for-profit,
these leaders will redefine what revenue models look like
altogether. Committed to accessibility for the communities they
serve, they won’t rely on traditional business models to scale.
Whether adopting tiered payment models based on capacity,
offering pay-it-forward options at checkout, leveraging ad
revenue to offset expenses, or building comprehensive strategic
partnerships, these entrepreneurs are not afraid to co-create
with the community to align accessibility with sustainability.
Image via You X Ventures on Unsplash

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Expect more brands to be openly supporting candidates, raising

funds for critical socio-economic causes, and supporting the
needs of their communities as they’re affected by shifts in the
political landscape. It is past time to avoid talking about politics
at the proverbial dinner table –our well-being depends on radical
conversations.

Southcentral Foundation, a tribally owned and operated health-

care organization that serves Alaska Native and American Indian
people, created deep community relationships and emphasized
wellness over treatment of disease to dramatically reduce costs
while increasing overall health indexes in the community. The
organization reclaimed healthcare practices led by dominant
culture and replaced it with traditional healing practices, decided
upon and co-created by the community.

This shift resulted in a 36% decrease in emergency room visits,

a 58% decrease in infant mortality rates, and significant drops
in deaths related to cancer, heart disease, and cerebrovascular
disease¹³.

Organizations to learn from:

• Off the Mat, Into the World, a non-profit that blends the
tools of yoga with activism, and offers sliding-scale payment
options for every course
• CTZNWell, a nonprofit, nonpartisan organization that
mobilizes the wellness community to take political action
• Tejas Yoga, a yoga studio in Chicago which implemented
a pay-it-forward program, allowing students to add $7 at
checkout to support the cost of someone who may want to
practice, but can’t afford it

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Image via Allgo App on Unsplash

2020 IMPACT TREND #7

RECLAIMING BLACK
WOMEN WELLNESS
As black women redefine their place in the wellness landscape, they reclaim the right to be healthy, happy
and well-rested. Combined with their significant purchasing power, they gather the wellness industry to join
in – creating space for all marginalized communities.

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We’re in the midst of a reclamation of the black female
body in wellness. Visibility of black women in mindful
practices has increased significantly thanks to studios
and spaces committed to training and elevating Black
women in yoga, mindfulness and meditation. Studios and
trainings, conferences and digital content designed to
support black women– and/or advocate for their rights –
have propelled
But this is just the beginning. Putting these practices
into practice take more than visibility, but creating more
comprehensive services that support the entire wellbeing
of the Black female experience, and carve out authentic
spaces that change
Take motherhood. In a world where African-American
babies are twice as likely to die before reaching their first
birthday than white babies, regardless of the mother’s
income or education level, this reckoning is critical for the
health of both black mothers and their children¹⁴.
The rise of doulas to support black women is
growing quickly, attracting leaders in the wellness
space who see reproductive equity as part of our
collective well-being. And with results – studies
prove that expectant mothers working with a
doula have better birth outcomes; they’re less likely
to have a low birth weight baby, and two times less
likely to experience a birth complication involving
themselves or their baby¹⁵.
For black women, wellness will also focus on claiming
sexual wellness. From adopting feminine care products
that are made without harmful toxins, investing in sexual
education for themselves and the generations of women
that follow, and pursuing sexual liberation regardless
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of social constructs. Even the concept of womanhood
itself is evolving, keeping intersectionalities between
race, gender identity, socioeconomic status, sexual
orientation, disabilities, etc. in mind.
One of the most significant parts of this movement is self-
care. Seemingly innocuous in mainstream media (a term
associated with bubble baths and pedicures) this practice
can actually be a revolutionary act for Black women. Not
only does it alleviate some of the stress and hypertension
this population experiences, it further validates the
importance of prioritizing other forms of wellness that
doesn’t add stress or friction on their path to wellbeing.
Expect to see more platforms that center rest, relaxation
and recovery this decade – and new wellness products to
prioritize leisure and relaxation for emotional wellbeing.
Whether yoga or meditation, therapy or rest, investing
in wellness opportunities for black women is also, quite
simply, good business. African-American consumers
have a combined spending power of $1.2 T each year,
and outpace spending everyone else nationally¹⁶. Cheryl
Grace, Nielsen’s Senior Vice President of Community
Alliances and Consumer Engagement puts it more simply:
when black women are making purchasing decisions,
“culture is at the center” taking the “for us, by us”
approach in spending across categories¹⁶. And out of
all consumer groups, African-Americans are most likely
to expect brands that they purchase to support social
causes¹⁶.
Ironically, many wellness brands approach including the
black communities by decreasing costs. Scholarships
and discounting is an important part of making wellness
accessible, but can also set an assumption that all people
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of color don’t have money to spend. In reality, the brands
that fail to create quality experiences for black women in
wellness will pay the ultimate price.
This movement isn’t just reserved for the Black woman; it is
already happening for other marginalized communities – and
will continue to rise. Everyone is reshaping what wellness
looks like for their own distinct communities, and it’s about
time mainstream culture joins in.
Organizations to learn from:
• ROOTT, a reproductive justice organization dedicated to
address our concerns and needs as Black Women and
Women of Color surrounding maternal and infant health
• DC Doula, a doula and childbirth educator serving
primarily people of color and Muslims in the DC metro
area
• The Nap Ministry, an artistic, historical and spiritual
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examination on the liberating power of naps
• Sésé Doula Services, a Bronx-based practice providing
sisterly presence throughout pregnancy and childbirth
• SunKiss Organics, which creates organic hair, skin &
beauty products for Black women
• Hanahana Beauty, an all-natural, skincare and wellness
brand shea butter directly from the Katariga Women’s
Shea Cooperative in Ghana combined with natural oils
• Pro Hoe®, a platform that prioritizes sexual wellness in
Black communities
• Kimbritive, sexual wellness conversations and workshops
for Black women and girls
• Sacred Sister Doula, a birth and postpartum doula local to
Salt Lake City supporting marginalized women and femme
identified people
Image via Leighann Blackwood on Unsplash

REFERENCES
1. “Yoga Instructor Salaries,” Glassdoor, January 15, 2020.
2. David Yaffe-Bellany, “Working at Equinox: ‘It’s Very Hunger
Games’,” New York Times, December 5, 2019.
3. Alice Hines, “Inside CorePower Yoga Teacher Training,” New
York Times, April 6, 2019
4. “Build Well to Live Well: Wellness Lifestyle Real Estate and
Communities,” Global Wellness Institute, January 2018
5. Elizabeth Kneebone, “The Growth and Spread of
Concentrated Poverty, 2000 to 2008-2012,” Brookings
Institute, July 31, 2014
6. Hon K. Yuen, Gavin R. Jenkins “Factors associated with
changes in subjective well-being immediately after urban
park visit,” International Journal of Environmental Health
Research, January 29, 2019
7. Christie Aschwanden, “Trans Athletes Are Posting Victories
and Shaking Up Sports,” Wired, October 29, 2019
8. Richard Fry, “Millennials projected to overtake Baby
Boomers as America’s largest generation,” Pew Research
Center, March 1 2018
9. “Fitness Industry Statistics,” Wellness Creative Co,
September 2, 2019
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10. Jonathan Vespa, “The U.S. Joins Other Countries With Large
Aging Populations,” U.S. Census Bureau, March 13, 2018
11. Beth McGroarty, “Wellness Industry Statistics & Facts,”
Global Wellness Institute, April 11 2018
12. “The Deloitte Global Millennial Survey 2019,” Deloitte, July
8, 2019
13. Shari Huhndorf, “Native Wisdom Is Revolutionizing Health
Care,” Stanford Social Innovation Review, Summer 2017
14. Danielle M. Ely, Ph.D, Anne K. Driscoll, Ph.D. “Infant
Mortality in the United States”, 2017, National Vital
Statistics Reports August 1, 2019
15. Kenneth J. Gruber, PhD, Susan H. Cupito, MA, Christina
F. Dobson, MEd “Impact of Doulas on Healthy Birth
Outcomes,” The Journal of Perinatal Education, Winter
2013
16. Cheryl Grace, “African American Spending Power Demands
That Marketers Show More Love And Support For Black
Culture,” Nielsen, September 19, 2019
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IN CLOSING

WE CAN ALL DO BETTER

There’s so much work to do. For Reclamation Ventures, this is just the beginning, and we’re committed to
making space for all of us, however we can best serve. But we need you and your power, too.

Ensure these communities – and others not highlghted in this report – are represented in your advisory
boards, executive leadership, staff and related agencies (press / marketing AOR, accounting and legal
services, HR processing, etc).

Set up a inclusivity board that can help identify and craft new relationships to power both internal practices
and external messaging.

Do the work internally first before activating inclusivity initiatives in external-facing initiatives.

Stay in constant inquiry with how your work creates opportunities and causes harm.

Recognize that how we act within the wellness industry has broad reaching impact in culture, business and
society. The reverse is also true. In both cases, how can we show up for our collective wellbeing, in and out
of the industry?

Learn from a diverse range of leaders and their communities in the wellness industry

Keep going. Keep building, asking questions, making mistakes and staying in relationship – with each other
and this work.
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ABOUT RECLAMATION VENTURES

Making space for all of us to breathe.

Image via Erica Elan at Cultivate Consulting

Reclamation Ventures is an impact fund investing in closing the wellness gap. Through early-stage
investments in promising underestimated entreprenuers, consulting, community and content, we make
space for all of us to breathe.

Support our work by investing in our community-driven Impact Fund, joining as an investor or advisor, and
sharing upcoming grant opportunities with underestimated entrepreneurs.

reclamationventures.co

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