5 am starts, less alcohol and the quest for longevity 

[SINGAPORE] A contact I met over a work dinner recently turned down an offer of wine. Her reason: She was getting up early the next day to train for an upcoming Hyrox fitness racing event in April. She was also watching her diet and did not eat very much. 

Hyrox is no walk in the park. It requires both strength and endurance from participants as it comprises eight 1 km runs, interspersed with eight fitness stations, such as rowing or lunges. 

Despite its demanding nature or perhaps because of it, this fitness movement has been embraced big-time in Singapore. Certified coaches and training clubs have sprung up. Last year’s Hyrox large-scale event had a record 12,000 participants; more are expected this year.   

Not long ago, my colleague wrote about CEOs and the “5 am Club”, featuring business leaders who are committed to getting up early because of the promise of better focus and higher productivity.  

Famous proponents of the early rising movement include Apple CEO Tim Cook. On a podcast a few years ago, he said that he wakes up “probably a little earlier” than 5 am each day. “It turns out, it’s the part of the day that I can control the most,” Fortune reported him as saying.

Increasingly, there are many business and corporate leaders who subscribe to this early morning routine to clear most of their in-tray before they even get to the office.

Then there is the shunning of alcohol. The concept of Dry January, where people abstain from alcohol following over-indulgence during Christmas, is fast becoming a year-round trend.  

Swiss private bank Julius Baer wrote in a January report that “growing health consciousness, mental health awareness and shifting social norms have led to reducing alcohol intake among an increasing number of people, particularly younger adults”.

It quoted a Gallup survey finding which said that only 54 per cent of all US individuals of legal drinking age reportedly consumed alcohol at all – the lowest level in decades. Such lifestyle trends are getting more pronounced, given the global ageing population – and that will eventually feed through to investment portfolios. 

SEE ALSO

The ‘5 am Club’: How early-morning routines work for business leaders

Ice baths: Chilling proposition makes for hot business

Given these trends, JPMorgan Private Bank last year estimated that the health and wellness space will benefit, with global spending projected to nearly double from US$4.6 trillion in 2020 to US$8.99 trillion by 2028.

For many, like my dining companion and others in the corporate world, the focus is increasingly on wellness and personal well-being, while conspicuous consumption has gone on the back burner. 

For them, showing off a toned physique is more desirable than snaring that latest Hermes bag. Seeking longevity and maintaining quality of life for as long as possible are their aims.

Businesses, accordingly, must pivot. The luxury goods business may have room for only one or two top players, for example.

Julius Baer points out that the beverage industry will have to adapt its business strategy for a drier world, such as product diversification by including more no-alcohol and low-alcohol options.

Businesses that tapped a booming nightlife will have to see what they can offer the early risers.

There are already winners, such as those behind the GLP-1 drugs that have delivered significant weight loss and improved health for many, without them having to burn calories in the gym or suffer through a Hyrox workout. 

As people prioritise healthy ageing, businesses that are able to respond to this challenge will enjoy longevity, too.