London, UK—The smart folks at David Lloyd Clubs know that true wellness requires more than just weights and cardio. The British fitness chain’s newest program is exemplifying our 2017 Consumer Trend Sleep’vangelism. The program is simple: 15 minutes of stretching, and 45 minutes of…Napping. That’s right—a handful of their fitness studios have been equipped with single beds, and the plan is to drop the lights & the temp, turn on soothing sounds and simply give exhausted parents the space and permission to get some much needed ZZZs.

In a recent press release, the company backed up our 2017 trend by claiming that “According to our research, 86 percent of parents admit to regularly suffering from fatigue, which is alarmingly high when you consider the important role getting a good night’s sleep can play in our overall mental and physical and wellbeing.”

Why This Matters—

Although this one sits outside of pharma, it’s another great example of how today’s most savvy brands are keeping their fingers on the pulse of today’s trends. When they see one they’re uniquely poised to deliver value against, the best aren’t afraid to think beyond offering their standard fare to meet consumer demand.

And let’s not forget that it’s happening in healthcare too. We recently shared how Sanofi has partnered with Voluntis to develop tools that can do what countless new diabetes therapies have failed to: improve the glucose control of the population-at-large.

About the Author:

Drew Beck brings more than a decade of broad healthcare experience to GSW in his role as the Director of Innovation. He has enjoyed working for big healthcare names including Eli Lilly & Co. and GlaxoSmithKline in Global Marketing and Pharmaceutical Sales roles, but his start came from hands-on work in patient care in Emergency Medicine. This foundation has given him a deep understanding of both patients and healthcare professionals. In his current role, he combines all he has learned from this background with insights into current market trends to help clients drive the future of their brands.