As the world continues to prioritise self-care and balance in an ever-demanding environment, wellness trends are evolving at an unprecedented pace. From the integration of AI in personalised health routines to the growing demand for sustainability in spa and wellness services, 2025 is shaping up to be a transformative year for the industry.
Urban Massage, a pioneer in on-demand wellness services, is at the forefront of these changes. In this exclusive interview, we sit down with Stacie Price, Head of Marketing, and Louisa Vander, Marketing Assistant at Urban, to explore the trends shaping wellness in 2025.
With their collective expertise, Stacie and Louisa share their perspectives on how Urban is adapting to meet the needs of an increasingly health-conscious audience, the role of technology in revolutionising wellness experiences, and the rise of holistic approaches that go beyond physical health to encompass mental and emotional well-being.
Urban operates at the intersection of technology and wellness - how do you see this shaping the future of at-home wellness services?
When Urban launched a decade ago, our mission was to break down traditional barriers to wellness. By enabling users to book vetted professionals directly to their homes, we eliminated the need for travel, making wellness accessible to people with demanding schedules or limited mobility.
Over the years, we’ve enhanced our website and app to empower customers to personalize their wellness journey. Features like tailored add-on treatments and instant messaging allow clients to communicate directly with their professional, discussing treatment needs beforehand and seeking aftercare advice afterward.
One feature we’re particularly proud of is our treatment reports. These reports enable professionals to leave personalised advice for clients, which can also be accessed by the next professional treating them. This ensures continuity of care - especially valuable for treatments like osteopathy and physiotherapy - delivering a seamless and informed experience every time.
Let's talk about the Wellness Consumer. Millennials and Gen Z are now leading the way when it comes to spending on health and wellness. Why do you think younger generations prioritise wellness more than older demographics?
Millennials and Gen Z are shaking up the health and wellness world, putting self-care front and center. So, what’s driving this shift? We think it’s all about access. With advice just a click away via websites, social media, and marketing emails, younger generations are more tuned in to the importance of healthy living and mental wellbeing than ever before. At Urban, we love being part of that conversation — whether it’s through our educational Instagram reels or expert-led blogs.
One standout moment for us was creating the piece ‘Finding Sanctuary in Cycling – Ben’s Journey Through Grief.’ In it, we shared the inspiring story of Ben, founder of The New Normal Charity, as he opened up about the challenges of loss and his struggles with mental health before finding comfort in cycling. Thanks to the reach of social media and our website, we were able to share Ben’s powerful story far and wide, connecting with nearly 5,000 people. It just shows how the new digital world allows us to amplify meaningful conversations around wellness - with Millennials and Gen Z leading the way as the most engaged participants thanks to their strong online presence.
How has Urban adapted its services or communication to cater to this younger, wellness-savvy audience? Are there specific trends you see them engaging with?
Last year, we introduced Brazilian lymphatic drainage to our range of services - a specialised massage designed to reduce bloating and support digestion. This addition was inspired by the treatment's rising popularity amongst younger audiences, showing our dedication to evolving our services and staying at the forefront of lasting wellness trends.
We also began investing in TikTok, recognising its importance as a discovery and engagement platform, especially with 77% of Gen Z using it to find new brands and products. The behind-the-scenes TikToks tend to do well - our customers like knowing there are real, passionate people working behind Urban who care just as much about wellness as they do. It all links back to our key tagline - city life, but with a human touch.
Convenience and personalisation are key for these consumers. How does Urban deliver a wellness experience that feels tailored and accessible?
Keeping things convenient is at the core of what we do. Studies show that adults average only 46 minutes of “me-time” daily - just half of the expert-recommended amount. But with work, chores, socialising and commuting filling up the hours, it’s no wonder self-care often takes a backseat.
That’s why with Urban, a trusted professional will come straight to your home in as little as 60 minutes - eliminating travel time and making wellness more accessible than ever. Available daily from 7am to 11pm, we aim to fit seamlessly into your busy schedule so you can finally make space for you.
Personalisation is another key focus for us, which is why we introduced treatment add-ons in June – additional services that customers can buy to enhance their booking. From scalp massages and aromatherapy to hot stones and heated blankets, these options allow customers to tailor their treatment and tackle their individual wellness goals.
The concept of ‘health at home’ is growing rapidly, with consumers seeking professional-level care without leaving their living rooms. How has Urban tapped into this trend?
Offering over 2,000 pros, Urban is the UK's leading app for booking at-home wellness services. Customers can select from a wide range of health treatments - including IV drips, sports massage, physiotherapy, and osteopathy services - all of which are delivered in the comfort of their own home.
And when it comes to quality, we don’t cut any corners. Every Urban pro undergoes a rigorous vetting process, including background, ID, insurance, and qualification checks, as well as ongoing rating reviews. This makes sure our customers receive only the highest standard of care.
What other innovations or treatments can we expect from Urban as the demand for at-home health solutions grows?
In 2025, Urban’s primary focus will be on geographical expansion, bringing our services to more major cities and surrounding towns across the UK. This growth will make wellness services accessible to a larger audience while empowering self-employed professionals to grow their businesses. By partnering with Urban, professionals can enjoy the flexibility to work where and when they choose while earning more than they typically would in traditional salons or spas.
Building on the success of our recently introduced treatment add-ons, we plan to expand our offerings further, including advanced beauty options. These new services will provide beauty therapists on Urban with even greater earning potential per treatment, allowing them to grow their skills and income while meeting the rising demand for specialised services.
Women’s health is finally getting the attention it deserves in the wellness industry. How important is this focus for Urban?
At Urban, women’s health is a top priority. We’re truly passionate about raising awareness of the often-overlooked challenges women face during significant life transitions. Our team works closely with female health experts to create thoughtful blogs that break taboos, provide comfort, and offer practical tips for women navigating the menopause, pregnancy, and other pivotal moments.
Our treatments also play a crucial role in supporting women’s health - whether through massages, physio, and osteopathy to relieve everyday aches and pains, or beauty treatments that aim to bring joy and boost self-confidence. Our goal is always to provide mental relief just as much as physical wellbeing.
You offer specific treatments for pregnant women, such as prenatal massage. Can you tell us about the rationale behind these offerings and how popular they are among your customers?
We offer a range of treatments to help women navigate the new (and sometimes uncomfortable) changes their bodies experience during pregnancy, providing the physical relief and valuable self-care time they deserve.
For example, as pregnancy alters the shape of a woman’s back and shoulders, discomfort can arise. A pregnancy-trained osteopath is a great way to combat this, as they can help alleviate pain during the session and give advice on stress management tools, breathing exercises, or physical exercises to help manage symptoms in the longer term.
Pregnancy also affects the skin, often leading to oilier skin and pregnancy-related acne. Our pregnancy-safe facial is ideal for women experiencing these changes, helping to soothe the skin while offering a relaxing experience.
Fluid retention is another common issue during pregnancy, leading to swollen feet, ankles, and hands. Our pregnancy massage is designed to stimulate the lymphatic system, flushing out toxins and alleviating fluid buildup.
As the wellness market continues to grow and evolve, what role do you see Urban playing in shaping its future?
Practitioners in traditional brick-and-mortar salons and spas typically receive only 20-25% of the treatment price. In contrast, Urban ensures that practitioners retain 70% on average of the treatment cost, along with 100% of all tips. This model makes a career as a massage or beauty therapist a more viable option for many people in the UK. Moving forward, we are committed to increasing accessibility to these careers by expanding partnerships with massage and beauty schools to provide affordable training opportunities as well as partnerships with the likes of online accountants, mobile phone providers and car hire firms to make running your own mobile massage or beauty business easier, and more affordable.
If you had to predict one key wellness trend or shift for 2025, what would it be?
We anticipate that personalisation will take centre stage in 2025, with people increasingly seeking tailored experiences and gravitating toward businesses that offer simple, customised approaches to wellness. Urban is already leading the charge in this area.
Our innovative add-ons allow customers to enhance standard treatments with options that suit their unique needs. Instant messaging enables clients to communicate directly with their chosen professional ahead of the booking, ensuring any special requirements are addressed. Additionally, the ability to select a specific professional based on their expertise ensures customers get the most out of every treatment.
By putting personalisation at the core of our services, Urban is setting the standard for a more customised and meaningful wellness experience.
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