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 has spent his entire career in healthcare — from direct patient care as an EMT in college to countless roles in pharma sales and global marketing for leading life science companies including Eli Lilly & Co. and GlaxoSmithKline. He is currently a leader on the Syneos Health Insights & Innovation team, a group charged with leveraging deep expertise in virtual collaboration, behavioral science, trends-based-innovation, custom research and global marketing insights.