2024's Key Wellness Travel Trends with Accor's Emlyn Brown

Explore 2024 Wellness Travel Trends. As Accor's Global Senior Vice-President of Wellbeing Strategy, Design, and Development, Emlyn Brown offers an insider's perspective on the transformative shifts shaping the wellness and travel sectors.

🔍 Dive into the insightful discussion as we explore key trends including social wellbeing, active nutrition, ageing gracefully, optimizing sleep, athlete-inspired wellness, and mindfulness enhanced by tech. Brown's expertise illuminates how these trends are not just passing fads but pivotal changes in the hospitality industry.

🌐 Trend #1 - Social Wellbeing: Learn how communal wellness and 'we-based' activities are redefining guest experiences.

🍏 Trend #2 - Active Nutrition: Discover how Accor is leading the charge in nutritional cuisine and its impact on guest health and the planet.

🌟 Trend #3 - Ageing Well: Brown sheds light on how technology blends with traditional practices to support graceful ageing.

💤 Trend #4 - Optimising Sleep: Understand why Accor is focusing on creating the ultimate sleep environments for its guests.

🏋️‍♀️ Trend #5 - Athlete-Inspired Wellness: Get insights into the growing demand for comprehensive sports recovery experiences.

🧘 Trend #6 - Mindfulness Enhanced by Tech: Explore how Accor is embracing mindfulness and meditation, enhanced by technology, to improve guest wellbeing.

👉New episodes of the All Things Fitness and Wellness podcast hosting by Krissy Vann drop every Wednesday. New episodes of Exercise Snacks: Bite Size Science drop every other Monday.

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Transcript

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The very nature of hospitality is all about supporting people's health and well being anyway, all the way back to the beginnings of hospitality industry. We're all about supporting our guests on a journey experiential journey or travel journey, and now wellbeing journey. Now we know within our core across all of our brands and all of our countries that 80% of our guests, that's four out of five of our consumers are taking a step every day to improve the health and well being where they really understand their body to really understand that wellness and wellbeing has been a massive acceleration in that understanding the post COVID landscape with the understanding that you must own your immunity, you must own your health and well being so we really moved from this idea of curate sort of the idea of beings being healed in the hospital to one or being highly preventative whereas you need to open up these. This is All Things Fitness and Wellness hosted by Krissy Vann. Together we're uniting industry thought leaders and fit fluence errs on the mission to inspire innovation and encourage people to live a life fit and well brought to you by the Personal Training Institute, learn how to train, gain and retain clients visit BC PTI dot ca. On today's episode, we're joined by Emlyn Brown, global Senior Vice President of Wellbeing at Accor. On the podcast we're going to explore the top trends shaping the hospitality industry in 2024. What does this have to do with fitness and wellness? Well, in today's world, awareness of well being is at an all time high, travelers are seeking experiences beyond mere comfort in their journeys. They're in the pursuit of enriching experiences that cater to their physical, mental and emotional wellness. As we explore the latest shifts in consumer preferences, we'll see how these trends are not just reshaping Hotels and Resorts, but also offering valuable insights for fitness business owners and health club operators. From social wellbeing to tech enhanced mindfulness. The strategies being adopted in hospitality provide a blueprint for fitness professionals looking to innovate and cater to the evolving demands of their clientele. This discussion promises to be a thought provoking exploration of how the principles of hospitality can be seamlessly integrated into the fitness world, creating more holistic and customer centric wellness experiences. Before we get to the episode, be sure to hit like and subscribe. We have new podcasts every Wednesday featuring industry thought leaders and influencers. Plus every other Monday, we drop a new episode of exercise snacks bite size science, where we explore the latest science and research directly with the scientists and researchers themselves. I'm your host, Krissy Vann and this is at ATFW. I am so appreciative to have you of course, we are now getting into the heart of a new year. And one of the things that I'm noticing more and more from both the professional wellness side, as well as just the general consumer travel around the globe. And this interest in travel is at a fever pitch. But there really is a shift I feel and what consumers are looking for from their travel experiences. So first of all, I'm Elan. Thank you so much for joining me because I know a core. You're an expert in this industry. Well, we're trying to be with you. Thank you very much that accuracy. Yes, I think now the travel experience has changed dramatically, not just in a post COVID landscape, which is a number of years ago now. But also it was building momentum before that. And so what we were seeing in hospitality was this massive sort of movement happening where people are looking to embrace and educate themselves and expand their wellness and well being while they're on holiday. I think the fundamental reason for that is the nature of a holiday has changed. If we think about the fact that we're 20 years ago, our parents go away and all of that it starts to fly away on short haul that you will be called Fly and flop that lie down by on by lounge or by pool by the sea to read a book and there'll be no internet, they'll be no phone, there'll be no need to disconnect because you are disconnected right now live in a very, very different landscape whereby our operating system, the speed of communication, our phones, our daily stress, concerns in relation to environmental stress or to work pressure is really building up and so when we go on holiday, we're trying to, in essence, heal ourselves to de stress ourselves to do all the things that we can't do while we're away. And wellness plays a massive part in that. So we think about your own holiday Chrissy when you are going to go away you want to do the yoga, drink the green juice, go out for excursions, exercise, expand yourself culturally. And that means the nature of our holidays change for our consumers and with as such we need to change and adapt to that and by providing very strong holistic wellness programs that people can really embrace and really help themselves to recover from one of the better word while they're away. Well, from an industry side, how big of an impact and really opportunity does this create for the hospitality industry to reach people who are looking for involving themselves In these wellness, not just trends, but really behaviors that aren't negotiable now when they travel, what's I think the very nature of hospitality is all about supporting people's health and well being anyway, all the way back to the beginnings of hospitality industry. We're all about supporting our guests on a journey experiential journey, or travel journey, and now wellbeing journey. Now, we know within our core across all of our brands, and all of our countries that 80% of our guests, that's four out of five of our consumers are taking a step every day to improve their health and well being. And that can be through 10,000 steps, it can be through paleo diet, it can be CrossFitters, or mud runners, all different tribes, we have coming to our properties, that's a very, very powerful cystic for hospitality to understand. And it's not just for the luxury end of that segment, is all the way through the segments that they're going through. And so that impacts a number of areas, how we design our hotels. So in terms of our fitness offerings, as far offerings, our outdoor excursion offerings, it definitely impacts things in the future, how we feed our guests, right. So the idea of creating more vegan based plant based more dietary options for our consumers who are coming in with a much more varied expectation of what what food nutrition that they want to have, naturally, the spark can play a real leading role in this and supporting them on recovery and improvement. And then we're seeing big changes whereby the sort of simple idea of laying hands and doing a massage, and sort of moved away now it's a much more recovery, medical tech, the ideas of longevity, and all this being embraced within hospitality to support our consumers and guests who are hyper sophisticated, where they really understand their body, they really understand that wellness and wellbeing, there's been a massive acceleration in that understanding the post COVID landscape with the understanding that you must own your immunity, you must own your health and well being so we really moved from this idea of curate sort of the idea of beings being healed in a hospital, you want to being highly preventative right. So you need to own that piece. And whether to do that within within the hospitality or hotel landscape. Definitely, when you speak to that so beautifully, because I know, coming from a Canadian perspective where the podcast is based, you know, our healthcare system. Luckily, we are able to access things we don't get a bill at the end of the day, whereas I know stateside, it can be a lot more complex. But even in the Canadian landscape, we've seen a lot of cracks and faults, unfortunately, in our system in the last couple of years. And so it's become ever increasingly important to prioritize those preventative measures as well as you say, what better place to do it than when you are creating a holiday when you do have that opportunity to disconnect, truly unwind and integrate these experiences. I know that a CT revealed their 2024 wellness travel trends toward the end of last year. So Trend number one emphasize social wellbeing. And I know when 2023 It was the Surgeon General that declared a loneliness epidemic, it really spoke to the fact that we are looking for human connection. So how do you foresee hotels embracing this concept of that we over me and offering those communal wellness experiences? Well, I love the fact that you say we over meat because it's exactly what it is, is that putting the wheat back into wellness, right? And what's driving this? Well, most drivers I think is a younger generation coming into the hotel landscape. So under sort of 30 years of age, we're looking for much more social interaction, social contact, spouses replaces silence and our places of engagement than our places of conversation, the ideas of group activities. So from yoga to Tai Chi to a group excursions and walks or hiking in his beautiful, beautiful Canadian landscapes, right, these are very much part of the overall wellbeing experience for our guests to consumers. And the thing is some interesting ways as being embraces that one of the passionate areas I have is what I call social bathing. Right, so the idea of sauna steam, outdoor hot pools, two to three hour excursions with your friends with your colleagues, we really embracing your well being experienced, self guided. And there's some fantastic examples in Canada about this. I was recently in Toronto, to part of the great experience called mothership, which is basically a self guided experience. In Vancouver, you've got locations coming up, I was also in Victoria that place called Haven, which is essentially a social bathing on a boat, that's going to be a really, really big part of of what we're what we want you to see happening. And the reason why Krissy is because for me, being is a global wellness language. If you think about every single culture that we have, they have some historical form of bathing, whether it's Jimbaran Korean bathing, whether it's the onsen bathing in Japan, whether it's Nordic excursions of bathing, even at a tempo scale in Mexico. And so by embracing this sort of global wellness language, you can really impact our guests in a social way, in a fun way, in a dynamic way. And I think that it's great to see the societal elements come back into play, driven by a number of things, but certainly the idea of loneliness, the idea of changing spa habits, the idea of much more comfort about embracing these different types of modalities. It's a really exciting place to be we've got some fantastic openings coming up. One of which is a very exciting one in Canada, your home country Lake Louise. I can't say too much about it right now. But watch this space for that one. Oh, what a good tease especially anyone that's familiar with Lake Louise, what a setting to put an experience that's like that. We're very, very fortunate with that one of the up there in the Rockies, and it's a beautiful part of the world. And we're excited about that opening coming in 25. Well, we'll have to closely watch to see maybe drop a few more hints to us along the way. But as we started the conversation, one of the things you alluded to was nutrition. And we know obviously, people traveled to have different dining experiences, new experiences, but as you mentioned, there really is this shift to people being more conscious about what they are putting in their body. So can you give me a couple of examples of where you've successfully integrated some nutrition centric approaches into your wellness offerings? Yeah, no, under the seven, seven are brands that all Canadians will know has always had a really strong emphasis on sustainability. And I think the primary driver for the change in our approach in hospitality is we understand the impact that food and beverage and restaurants have in terms of their ecological impact, right. And so therefore, putting plant based food or making the plant central to the plate is a very important thing for our consumers who want to be dining in that way. And in a different way. The center's got massive impact on sustainability and ecological credentials, what we need to do as a company, I think, from a delivery point of view, are very proud of our recent opening with a raffles old war office, which is a stunning urban location in London. And there we've taken a club based wellness concept, and added on to that a plant based and vegan cafe. Now, if you think about having a vegan cafe in luxury five star hotel going on unheard of 10 years ago. But what we're now seeing is the guest demand for plant based food vegan based food, or the fact that you can go to that caffeine, say, I need a protein shake with a with whey protein that's clean and organic, and I need to have these different types of things. sophistication is there. And so that's that, that consumer demand is now being replicated in in different different landscapes. Femen also recently recently released on a global level, its new plant based handbook for our chefs, we can really make sure that plant based food is at the center of our menu, and not just scrolling down to a couple of options, maybe the Caesar salad without anchovies inside it, right, it's really going to be a little bit more sophisticated. And I think that's gonna be, that's gonna be a massive impact on the hospitality, you'll see a lot more of that within restaurants, even within fine dining, even within casual dining, and in room dining, but guests really want to embrace a much more healthier way of consuming food. Yeah, and I mean, you nail it, it really wasn't that many years ago, where people who were looking to dine that way, truly were limited to one or two options, or had to ask for a special request from a chef, which generally they're happy to oblige. But you're you did have just such a narrow option. And this expansion, I think, probably brings a lot of relief to travelers, because if you are looking to dine in a certain way, and if you are somebody that's really passionate about fueling your body in the right way, it can be a bit stressful for travelers, if they're trying to figure out where they can find those items. So it's really great to see that this trend is shifting to make that even easier and more accessible and not just accessible but flourish in this beautiful way. Because we know there's incredible cuisine that comes in ingenuity in those spaces as well. Now, I know you also talked about some of the technology that was coming into spa spaces. So that kind of brings you to Trend number three, which is the fusion of technology and traditional wellness practices. So can you kind of elaborate on how it's enhancing the guest experience and what type of elements are in demand. I think that you know, it's a really fascinating place to play. I think a lot of PV on your social media as I am though I get fed, the algorithm will always about well being. So I don't know what's happening in the broader landscape, right? But I'm constantly hearing the conversation about the idea of longevity, the idea of living well for longer, which is the primary factor. So basically being healthy to be able to move for a longer period of time, the events that are happening in medical tech, but I think primarily what I'm seeing is this idea Why call recovery, right and that's the probably the biggest impact piece. And recovery is simply put, the technology has been used to help elite athletes maintain being elite athletes just now washing down into the mainstream. So we're thinking of things like compression therapy, or the use of percussive massage guns for recovery. We think of infrared light therapy we think of cryotherapy in Holland called contra bathing, this number can vary much the norm layer on to that another level with things like IV therapy or advances in medical tech for beauties, as I said in cryo, or high frequency facials, these advances are really making it to the point where your beauty needs, which are also vitally important. Don't need to be met with surgery anymore. If you have sort of preventative elements and using equipment in a safe and sensible way. The idea of invasive is sort of start to move away. The idea of preventative and also use of equipment is helping to fill that gap and that takes getting better and better. So the two main areas for me are in what I call recovery and longevity. So the idea of this, this sport idea pushing down into the mainstream and supporting the everyday athlete. And also the use of medical tech within the met with sort of aesthetic landscape, which is getting better and better replacing more invasive types of treatments, all those things combined are going to make people look better and feel better for longer. Well, and you kind of jumped on it there because they know we'll jump ahead here to Trend number five, and then go back to four because it talks about that athlete inspired wellness. And I know that there's this great shift in happening in regards to the experiences people are looking for on that front. It's not necessarily just a well equipped hotel gym, people are after they're really looking for these full sports, adjacent experiences. Yeah, I think that the very nature of exercise of fitness is changed so dramatically the last 10 years. If you look at what a gym was, like, your membership of a club and the gym was sort of fixed equipment and cardio and people doing the Stairmaster and that was pretty much it right? Now we've got these hyper flexible hyper design fun, dynamic, exploring loud and engaging exercise areas and got many different choices, right? So you're doing things like your great plies, your studio, your fantastic yoga studio, but the fitness area has gone from fixed equipment to kettlebells, and Vipers and sandbags, and CrossFit and everything else. And so that's really changed the landscape of how we move and how we exercise, right, make a change being the idea of shifting away from cardio to actually lifting weights, right. And I think very soon you'll see medical practitioners and countries saying to older people, please lift more weights don't do that do a bit less cardio, right. That's the way the way we're shifting, that's gonna have big impacts on hotels and hotel gyms, which historically have always been an afterthought. They've been an amenity to support our hotel guests. And now, the very, very center of an engaging experience. And the reason is why well, because nothing more social and fitness, if you think about your own fitness and gyms, where you're exercising and working out, it's a highly dynamic, highly engaging social area, right. And so we understand within that core that it's a great way of reaching our consumers and guests a great way of reaching very broad audience. And so we're upping our game into the fitness design equipment design and what we're delivering to our guests, but from a group exercise point of view, but also from a fitness design and equipment point of view, to meet the needs of an everyday athlete. And now we are everyday athletes, right? So you could say 20 years ago, start to train. And then 15 years ago, you start to dress like an athlete with fantastic clothing brands like Lululemon and Adidas and Nike. So you can look the part that you started to train like an athlete with all that online information coming to you about how you can improve your fitness or prove your times, then you can track yourself like an athlete with your Strava and your whoop, and your Nike watch, we can understand your steps and your moving your HRV. And now you want to fuel yourself like an athlete through great nutrition, which you can do. And the final piece being the recovery piece we mentioned before, and all that together create this really massive movement of physically active well being, you know, and I know that our family friend, is significantly embracing the idea of active wellness, whether it's Indoor Outdoor Recreation, Sport revenue is going to go to be to really meet that consumer need, you know, the younger generation is moving more exercising more, they want much more sophisticated environments to do it in and think that's going to be a new landscape hospitality. Well, I've always had careers that involve quite a significant amount of traveling. And I think everyone can come to mind of an experience that they've had at a hotel that's just had the saddest of hotel gyms or it's just a dusty old treadmill in the corner that looks like you might need a tetanus shot after. And I will say I was just up in Fairmont Whistler in December with my family. And for me, my workout routine is my non negotiable, and it's something I really enjoy doing. And I was honestly blown away with the amount of options that were available to me it was it was one of those few times where you're actually not faced with a compromise going into the space and you're like I can do everything as my routines designed. And then plus, when I go into my room, at the end of the day, there's actually a yoga mat so I can do my stretches. And so that that shift has been so welcome. But we know anybody that lives an active lifestyle or is focused on wellness, one of the big things we need is sleep and rest. And we know that we have this obsession with a comfy hotel bed that no matter how often you try to replicate is never the same. But I know that there's for Trend number four a lot more strategies that hotels are implementing to create better sleep environments. So speak to me a little bit about that. Yeah, I mean, I think we were very much an early adopter with that with our Swissotel which actually created one of the first let's call it recovery rooms and recovery suites where we looked at every single touch point in order to optimize the performance of our guests in that room with the movement exercise was see through sleep and things like circadian lighting so that later the lighting going down with the sunlight and coming up with with the sunlight to create more natural rhythm for you looking at the bed design and how mattresses are being designed looking at all the different touch points that happen to optimize sleep from temperature, ambient light and so on. And I think that you know any hospitality company is in the sleep business and also in the living business, right. So certainly the living business to our food and beverage or sport or moving recreation. But also we can be in the sleep business by optimizing the sleep of, I guess, the consumers. And I think there's lots more to be done there. Because if we go to a hotel room, now, it's been so designed with a certain function, you know, I'm not criticizing ourselves or other people. But if I turn the lights off, and eventually turn the lights off, or there's more lights on through ambient light, then I'm already interrupting my sleep. Many of the steps that we're taking are actually quite simple. It's about removing technology from the room. It's about optimizing temperature control, it's about optimizing the bed and the mattress, so are giving you options in terms of your pillow choice, or the types of materials you have around you. And also creating a state of meditative practice. So encouraging you to remove yourself from your your device and place it another part of the room to then really be able to embed yourself into your sleep. And in certain cases, we're looking at options to record sleep and give you give you some feedback, we're looking at different ways of optimizing our lighting and other areas. And that's going to be on the major piece that we want to go into. And not just the elite level of hotels, but again, washing all the way through the portfolio from premium to mid scale into our economy. Because when I say it's low hanging fruit, Chrissy, I think that we can do a lot more there in our industry to optimize that in a simple way for every single guest coming in. And I think that if you think about the experience of that, and I know from my travel, if I have a fantastic night's sleep in a hotel, I become very sticky to that brand very, very quickly referred to my friends. Yeah. So you know, the conversations we're having, it's not just about the great experiences we're having in restaurants and bars, but also the great night's sleep we're having, and that can be a massive input to brand and to the value of a brand. Definitely, exactly that. I mean, you're the people that have stayed your consumers become the best advocates for the brand. And when anybody has traveled normally, they have friends and family around them when they get back. Where did you travel? How was it? Where did you stay. And so to have those glowing reviews, it's not just them that are staying loyal, loyal to your brand, but they're most likely to recommend you to their friends and family that are traveling as well. So it's maximizing that trickle effect as we head into Trend number six, and mentions mindfulness. And it's actually ironic, because the day that we are recording happens to be Blue Monday, often deemed the most depressing day of the year. And we know from the mental health side of things. For a lot of people, it is a struggle. I think we have way more pressures on ourselves. We're connected to technology so much. So it's a lot harder sometimes, even when we are heading into holiday mode to truthfully unwind. So mindfulness and that mental health intersection, how do you play a role there for your guests, I think there's a number of ways we do it. I think, interestingly about technologies Chris using you can use it for good and also for bad, right. So delivering the idea of mindfulness can come through fantastic app based programs. So for example, the mobitel brand, we've been partnered with comm for a number of years creating individual bedtime stories, individual meditational apps individual ways of working with them gallery brand, we previously focused on things like yoga, international decree movement that enhances mindfulness and mindfulness practice. I think in the design of a hotel, we're looking at things like our raffles brand, which is embracing the idea of emotional well being we talked very clearly there about creating moments of pause through design, right. So embracing things that would be Ophelia inside of our of our lobby spaces, or our hotel spaces, or simply creating art in a way that actually makes people stop. And to think and to take a moment, you know, I think the mindfulness piece or the creation of pause for our consumers and guests is going to be another another vital trend that we talked about, doesn't have to be so complicated. It can be simple things and practices, teaching our guests to breathe in a certain way, doing box breathing or doing other elements of that really has a massive impact on your health and your stress levels and your cortisol levels, you know, but again, on a more sophisticated way, if I go back to our raffles old war office, where we're supporting our guest members on a big journey, there, we have individual mindfulness coaches there, we have some top talent there, we have really great lifestyle, support and consultation. And all this based around sort of three big areas, right, which is basically moving your body recovering and sleeping in a great way and creating moments of mindfulness, right. If you're doing that you're doing 80% of your work. And anything else you do on top of that it's a major benefit. And so I think that that's, that's part of our program. It's a very comprehensive way of thinking about it and doesn't have to be so complicated and can be delivered in many different ways. Well, and I'm just curious for yourself, obviously been in this industry for a long time. When did you see the shift really start to take hold in regards to wellness being the priority in this new way? And this kind of greater awareness? And how quickly did you see this momentum come to be? Because I'm sure you didn't just come up with these ideas, right. I mean, these are things that have been implemented for some time. Well, the great thing to understand about well being Christie's is not a new thing, right? We In seeking to improve our health and well being since the dawn of time right now, I mean, it sounds crazy. But if you think about why these men invent fires to make food better to digest, right to improve the health and well being, and it goes on. So we've been looking at wellness and well being as a human race for a long period, think about either Vedic practice from India, over 2000 years old, traditional Chinese medicines over two and a half, 1000 years old, all it based on the principles of understanding the body, understand the mind, fueling the body moving the body. So you know, the Ayurvedic sort of sort of circle, the areas of that it's all about that. So really, it's nothing new here. What we're seeing now, though, is this sort of massive adoption of it on a much more broader consumer level. And personal level, right, number one, number two, I think is a much greater access to information. If you think about the downside of social media addiction and dopamine situation, the upside is significant access to lots of content and information that can help you move and improve your body, your mind and your overall spirit. Right. That's also driving that and delivering that. The third thing being obviously the understanding that we need to own our immunity, and we can vitally on our health. And fourthly, the driver being want to live better for longer, you combine all those different things together, that's super accelerated this movement, again, this post COVID landscape. And Mr. Finish off, you know, when we talk about COVID, I don't want to talk too much is a long time ago now. But if you think about that period of time, that 16 to 18 months, we were able to adopt some fantastic habits, right, we were able to have 18 months of doing 10,000 steps every day, we did it for seven to seven days a week and 21 days, and then it became a habit and those habits are formed. Therefore, plant based food and cooking at home and being more social and getting a good night's sleep and recovery. There's the upside of that we had time to develop those habits. And what we're seeing now is those habits coming into the mainstream were the absolute non negotiables. So it's an exciting time for wellness, I think this has been moving in this direction. For the last 20 years. I started from the health club industry back in the lesson of like luminous aerobics and bouncing around on steps until that period. And during that time, we started to see a shift in the idea of Exercise and Movement. And that's now just kept on moving and kept on progressing to become much more of a mainstream, much more norm. And the conversation about is happening, the great thing that's happened, I think, in the wellness group in the last four years, the conversation about mental health and well being. And that was really a topic that wasn't discussed before. And now we're talking about it and discussing it in a way that is open is constructive. And we're finding solutions for people. The same with food, the idea of plant based food is maybe Poopoo. Today, a decade ago, and now we've got a great conversation about it driven by a number of different factors. So it's a very exciting time to be in this industry, an exciting time to be meeting the needs of that guests and consumers. And it's going to fundamentally change the way we design hotels and design experiences. For our guests. I think that well being is very much not only here to stay, but can be a primary driver for a number of things in hotel hospitality for the next 30 or 50 years. Well, it's exciting times ahead. And I think as you spoke to as well, the generations coming behind us, they're having such a deeper understanding for all those reasons, the fact that these conversations are happening more through our social platforms, we are able to engage more get curious about them. So I'm sure you're just going to continue to see this momentum shift and grow. I really appreciate you carving the time because I know you had to figure out moving around all the time zones. But I know for us, it's just great to have the insight of where we're headed in regards to wellness from the hospitality front through 2024. And I can't wait to see what the announcements you have coming down the pipeline because as I know, this is a type of industry that is forward thinking you're always looking ahead at what the shifts are to come. And obviously a core is one of those organizations that really is at the forefront of a lot of these and a thought leader in the industry. So thank you for sharing your expertise with us today. That's great Christy and we'll keep you posted about lately always and all the Canadians will be hanging there with bated breath to hear what's going on. And we just got back there's a lot going on in the wellness industry over there. So it's great to speak to you and and whichever one you can get all the best. You've just listened to the All Things fitness and wellness podcast hosted by Krissy Vann This episode was brought to you by fitness a world your fitness your way. Be sure to hit like and subscribe. We have new podcast episodes weekly featuring industry insiders and influencers together we're on a mission for everyone to live a life fit and well