Welcome to Oh look another health trend! Today we’re talking about health data tracking and wearables fatigue. Topics on which I may have a few strong opinions, not-so-loosely held. Oops.

In a move not even my extensive internet snooping could have predicted, lululemon released a report highlighting the rise of ‘wellness burnout’ just before this piece went live. We love a serendipitous moment!

On wearables, health data, and wellness burnout

Last week I was scrolling Techcrunch (a favorite pastime) when I came across Oura’s latest acquisition news. They’re building out their metabolic health arm through the purchase of Veri, which leverages continuous glucose monitors (CGMs). 

Suddenly, I was disproportionately anxious. Because the entry of CGMs into the mainstream will add even more data to the list of health metrics we’re supposed to track. 

Now mind you. Mind you. I am a scientist and health nerd. I love data much more than the average person. But the thought of tracking every moment of my diet and day makes me want to break out in hives. 

I can’t be the only one. So let’s talk about it. 

Companies like Oura are betting on real-time data from wearables to nudge our behavior in the right health direction. And sure, when an app bleeps its head off to tell you just how high that single block of chocolate is spiking your blood sugar, you’re much less inclined to eat the whole bar.

But. Do we really need a watch to remind us to stand up and a CGM¹ to make us put the candy down and cortisol monitoring patches to tell us we’re stressed? (Imagine an app-based version of being told to just calm down. Imagine!!!)

And dear reader, yes, I am aware data from CGMs goes beyond meals. It’s fascinating to know that glucose control crashes after one night of poor sleep, to see how impactful a walk after eating is, and to gleefully join the (incorrect) Humans Against Oats movement. 

But there’s also a dark side to continuous data tracking. 

The very devices designed to help us achieve optimal health can actually hinder our mental health. Significantly. Wearables commonly cause people to spiral into obsessive checking and health anxiety. 

In short, we’re already overwhelmed with health information we struggle to interpret. I don’t know if more data is necessarily what we need. 

But this is an analytical essay not an unhinged musing and so, let us move on to what this all means, and the associated business opportunities. 

Firstly, many people will subscribe to the ‘more is more’ health data camp. Even if it’s only for a brief period. 

In the case of CGMs, consumers wearing them will look for help managing their blood glucose. No doubt there is a huge opportunity to lean into products and services that cater to this.

I don’t mean just foodstuffs. You could market an NSDR app from the perspective of supporting glucose control, as quality sleep is key. 

The point is that many existing things can be rebranded ‘for metabolic health support’ as CGM use becomes mainstream. And brands may need people to use their product just once while wearing a CGM, and be hooked after seeing the benefits. 

But there is also value in catering to those with health data overwhelm. 

A new report (yez the lululemon one) shows that around one in two of us experienced wellness burnout last year. And CGMs will only make the constant pressure to optimize our health far, far worse. 

Companies could capitalize with an anti-wearables stance. There are two distinct paths here: 

1. Brands containing ‘bad’ ingredients (gluten! sugar! joy!) are likely to lean into cheeky marketing. E.g. “the treat they all reach for the second they take off that CGM” quips.

2. Health food brands might take a dig at wearables with what I like to call the “you don’t need a CGM to tell our product is great for you” approach.

Which brings us to the real crux of this whole shindig, the small fact that we already know what we’re supposed to do: Sleep well. Eat unrefined whole foods. Exercise. 

We don’t need to stick something into our epidermis to confirm it. 

and on that note 

It is… amusing that we keep getting slapped in the face about what we need to achieve good health, yet have such a hard time doing it. For the vast majority, more slapping won’t drive the change required.

I’ve also been thinking lately about the small but burgeoning trend toward more ‘primal’ ways of life. And that doesn’t just mean going to live in the woods for a week. 

It means a move away from tech and toward instinct when it comes to everyday health.² It’s reflected in the growing popularity of terms like ‘listen to your body’ and ‘primal movement.’

We’re getting sick of being constantly plugged in. And it’s only going to exacerbate our wearables fatigue. 

¹Throughout this piece I am, of course, referring to CGM use by people without diabetes. For those with diabetes, CGMs and their associated data can be life-changing. 

²A second footnote! Shân! But this is important: I am a scientist, not a woo-woo advocate. But there is much to be said about paying attention to the way our bodies actually feel and focusing on actions over numbers. 

Tidbits

🤔 The lululemon report also found that while people are increasingly prioritizing their wellbeing, ~90% say it isn’t working. Incorporating a social aspect into both fitness and time spent in nature seems to improve these metrics. 

🥧 In related news, social app Pie landed $11M+ to ‘end social isolation’ starting with in-person events in Chicago. Pie is one of many startups trying to solve the global loneliness epidemic — but whether true social connection can be engineered remains to be seen. I’ll do a deep dive into this space for you soon.

💉 Medspa management solution Moxie raised $10M. The startup, which grew more than 4x over the last year, offers a ‘business-in-a-box’ solution for nurses to launch their own medspas quickly and at lower cost. 

Thank you for reading! If you find yourself frequently enjoying these essays and you’re inclined to forward one to a friend, please do. Nerds are terrible at self-promotion. We mean to focus on growing our lists, but we get too busy digging into random stuff. 🚜

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