The concept of wellness has lost its credibility over time, thanks to influential figures like Gwyneth Paltrow and Goop. Many of us now approach wellness with a healthy skepticism, as we don’t want to be taken advantage of. New players in the wellness industry must find a way to appeal to their audience without triggering immediate distrust. In the words of Mr. Banks from Mary Poppins, modern wellness must break free from its association with “slipshod, sugary female thinking.”
Enter the world of rugged wellness podcasts and newsletters, hosted by bearded men exuding strength and confidence. The prevalence of facial hair in this space is noteworthy and seems to signal a desire to establish masculinity right from the start. No aromatic candles or vaginal eggs here! Instead, these men offer scientific-based insights and a range of behavioral and therapeutic suggestions that have nothing to do with weak self-help practices. Their focus is solely on science-backed solutions.
One prominent figure in this field is Andrew Huberman, a neuroscientist and tenured professor at Stanford. He hosts the highly successful podcast called “the Huberman Lab” and provides tips and techniques to optimize performance, mitigate stress, and improve sleep. Huberman, described by GQ as “extremely jacked,” boasts over 3 million subscribers on YouTube. He even collaborates with Momentous, a company specializing in nutritional supplements.
For example, the Huberman Lab sleep bundle, priced at $185 (£145), includes a magnesium supplement among other scientifically backed ingredients to enhance sleep quality. There’s also the Huberman Lab Focus and Cognition Bundle, which contains omega-3 and costs $145. These aren’t ordinary vitamins you can find at a pharmacy for a fraction of the price. They are lifestyle enhancers created by a real neuroscientist who is dedicated to optimizing human experiences. Momentous has also released a set of protocols specifically for women under the tagline “Human Performance for Women.”
Huberman’s branding and ideas have gained immense popularity. They’ve even led to the creation of the TikTok meme “Huberman husband,” where women humorously document their partners’ obsession with Huberman’s techniques for breathing, eating, and sleeping. Adding the word “technique” to anything in this wellness space promises to transform the obvious into life-changing principles and hacks.
There’s nothing inherently wrong with these products and practices for those with disposable income who want to blend dieting with brain science. However, it’s interesting to note that even products marketed as oppositional to the Huberman approach still embody a “bro-y” energy targeted towards men. Mark Manson’s bestselling book, “The Subtle Art of Not Giving a F*ck,” offers sensible advice on optimization through trying less, but it begins with a story about Charles Bukowski, which can be a major turnoff for many.
In considering all of this, you may find yourself surprisingly drawn to the straightforward and outrageous claims of Gwyneth Paltrow and Goop.
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