At 5:30 a.m. in Los Angeles, Cynthia Sakai — founder of personal care brand Evolvetogether — wakes up and begins her day with breathing exercises and meditation in front of an infrared light. She drinks water, takes an omega-rich oil supplement recommended by her osteopathic doctor and, three days a week, works out before starting the rest of her day with her toddler.
But her wellness routine extends beyond a morning ritual. She rotates between hormone specialists, peptide providers and diagnostic testing. She tracks food sensitivities and inflammation, minimizes plastic exposure at home and undergoes biomarker testing roughly every eight months. Recently, she added progesterone and testosterone to her regimen.
“I think that’s probably my highest expense,” Sakai said of her wellness spending.
The routine emerged after she became ill with Lyme disease nearly a decade ago. “I was really, really sick, to the point where I couldn’t actually feed my dogs without somebody helping me,” she said.
As she worked on her recovery, Sakai began building a wellness regimen around diagnostics, supplements and therapies to improve her quality of life.
“What can I do today to be better in 20 years from now, versus what can I do today to feel better just today and tomorrow?” she said.
Her experience reflects the growing presence of longevity clinics, concierge health providers and medically oriented wellness spaces across L.A., many of which are built around long-term engagement.
At Next Health, the longevity-focused wellness company founded by Dr. Darshan Shah and Kevin Peake, membership tiers begin with quarterly biomarker testing and extend into recurring IV therapy, diagnostics and recovery treatments. The company, which first launched in West Hollywood more than a decade ago, has expanded nationally and internationally, with locations in New York, Miami, Nashville and Dubai. Memberships range from roughly $200 to $500 per month or more.
According to Shah, the business has sold approximately 70 franchise licenses, with 20 new locations joining the network in 2025 alone. “That velocity is the real signal,” he said.
Member behavior increasingly revolves around recurring wellness routines, he added: “Members who come in for IV therapy or NAD+ tend to schedule their next session before they leave. That cadence, weekly, biweekly or monthly depending on the protocol, is a rhythm that compounds over time.”
Clients often stack multiple services into a single visit.
“Someone comes in for their monthly IV, adds a cryo session and a red light round, and builds a 90-minute optimization visit that they look forward to,” Shah said, describing a growing consumer focus on preventive care and ongoing optimization instead of reactive treatment.
“This is no longer a transactional model,” Shah said. “The new wellness clinic that has longevity, health and wellness together with aesthetics under one roof, that relationship is now relational. It’s longitudinal.”
At The Practice Healthcare in Beverly Hills, a clinic spanning plastic and reconstructive surgery, gynecology, medspa and wellness services, the expansion into wellness emerged naturally from patient care, according to Robert Greenspan, the company’s chief marketing officer. The practice grew beyond surgery into peptides, hyperbaric therapy, diagnostics, hormone care, supplements and recovery services.
“Once we saw that patients didn’t want to leave our ecosystem, we knew this level of care would be useful for pretty much anyone,” Greenspan said. “We have clients who come in monthly or weekly across hyperbaric therapy, facials, peptides, IV therapy, diagnostics, supplements and wellness support. We have other patients who come in yearly to check on their labs and ensure their routine and program is still ideal for them.”
Greenspan said the accessibility of wellness in L.A., however, has also fueled a culture of overdoing it.
“People are stacking peptides, supplements, hormones, medications, treatments, surgeries with little attention to their long-term health,” he said.
The convergence of wellness, longevity and aesthetics is reshaping the medical aesthetics industry, according to Erika Sheyn, senior vice president of aesthetics at Guidepoint Qsight, a provider of medical aesthetics data and analytics.
“One of the clearest trends is how deeply wellness services have become embedded within medspas, with more than half now offering hormone replacement therapy,” Sheyn said.
“GLP-1 treatments have also become a meaningful part of the market, accounting for roughly 6 percent of non-surgical patient spending at medical aesthetics practices,” she added.
The treatments are also helping practices deepen patient relationships.
“About 60 percent of GLP-1 patients are new to the practice, and we’re seeing meaningful crossover into other wellness services over time,” Sheyn said. “HRT is one of the strongest examples, with about 20 percent of GLP-1 patients also receiving HRT at the same practice.”
David Schneidman, partner and managing director in Alvarez & Marsal’s consumer and retail group, said wellness has expanded far beyond supplements and beauty products into what he describes as “experiential wellness,” spanning diagnostics, wearable technology, recovery services and subscription-based care.
“The ability to harness all of that data via electronics has then unlocked a lot of actions,” Schneidman said, pointing to devices like Oura rings and Garmin trackers that increasingly feed consumers into broader wellness platforms.
Still, Schneidman said no single company is likely to fully “own” the wellness consumer as categories continue to overlap.
“A supplement brand doesn’t have the ability to really own the electronic world. The electronic world won’t have the ability to own the in-store services,” he said, pointing instead to influencers and AI-driven platforms as likely connectors across wellness categories.
For Sakai, in the end, the appeal of wellness is also about prevention.
“My mom has early dementia,” she said. “So, for me, I really think about my health, and I think about my brain health.”
