Resources

Articles

Research and thinking on how brands are built, chosen and remembered in health and wellness — drawn from the hale ecosystem of 40,000+ professionals and the people they guide.

21 articles

Overhead view of a planner being written beside bowls of fruit, a salad and a few capsules Research

Coaches Recommend Ingredients, Not Brands

Asked what supplement has worked, 71% of coaches name an ingredient or category and fewer than 1 in 20 name a brand. The coach layer has no default brand.

October 13, 2026 6 min read
A woman at her kitchen bench on the phone with a laptop open, fitting her plan around the rest of her day Research

Both Sides of the Day: When Coaches Work and Clients Train

The first client-side figure from the hale panel: coaches work mornings, clients peak between 4pm and 8pm, and 39.5% of client sessions land after 4pm.

October 13, 2026 5 min read
Unbranded supplement capsules grouped on a plate between a knife and fork Research

How Many Supplement Categories Do Coaches Recommend?

Recommending coaches name 2.2 supplement categories on average, and 35% name three or more. The layer hands clients a shortlist, not a single product.

October 13, 2026 5 min read
A researcher typing on a laptop showing a dashboard of pie, bar and line charts, the method behind a published research figure Research

How We Measure: Panel, Method and the Always-On Read

The one page behind every hale figure: the panel, the instruments, the rules for what gets published, and what stays inside a tracking engagement.

October 13, 2026 6 min read
A personal trainer coaching a client through a barbell lift in a gym, the one-to-one session where a professional shapes what a client buys Playbooks

How Supplement Brands Win at the Practitioner Layer

A coach recommends what they can explain and defend. What actually earns a place in a professional's repertoire, and how to tell whether your brand holds one.

October 12, 2026 6 min read
A globe with route lines arcing between continents, the geographic distance between where a category is shaped and where its buyers are Research

The Geographic Demand Gap in Health and Wellness

Where a category's demand sits and where the professionals who shape it are based are two different maps. Why the gap between them is the thing a single-sided tracker cannot show you.

October 12, 2026 5 min read
A coach and a client talking through a training plan together in a gym, the setting where a product recommendation is made and repeated Research

Do Coaches Recommend the Same Brand, or Switch?

A coach naming your brand once is a trial. What makes the same professional come back to it, and why stickiness decides who holds a category.

September 21, 2026 6 min read
A coach recommending a product to a client during a training session, the moment a share of wellness demand is decided Research

How Much Wellness Demand a Professional Decides First

A share of wellness demand is decided by a coach before a consumer ever searches. Why that share is invisible to performance dashboards, and what it means for how you read yours.

September 16, 2026 5 min read
A coach explaining a supplement product to a client in a gym, the professional view that forms ahead of consumer awareness Research

The Awareness Gap: What Coaches Know That Consumers Don't

The professional forms a view of your brand before the consumer does. Why that gap between the two views is the thing a consumer-only tracker cannot show you.

September 10, 2026 5 min read
A supplement shelf stocked with protein tubs and vitamin bottles, the categories coaches recommend most Research

What Coaches Recommend in the Supplement Category

The supplement category read through the professionals who shape it: an audit of 1,000 coaches shows training staples first, protein the most-named category, and four tiers of what gets recommended.

September 1, 2026 6 min read
A world map with connection lines spanning continents, the cross-border footprint of the health and wellness workforce Research

The Global and Cross-Border Coaching Footprint

The cross-border footprint of the health and wellness workforce: coaches active in 110+ countries, clients reached across 152, and 42 countries served with no local coach present.

August 30, 2026 6 min read
A fitness professional coaching a client during a daytime session, the working-day rhythm that marks the health and wellness workforce Research

The Professional-Workforce Behaviour Signal

The behaviour signal that marks the health and wellness workforce as professionals, not hobbyists: sessions concentrated through the working day, under 2% overnight.

August 29, 2026 6 min read
A wellness brand team reviewing brand health metrics on a laptop in a bright office, the numbers that show how a brand is remembered and chosen Brand tracking

The Brand Health Metrics That Matter for Wellness Brands

Which brand health metrics matter most for wellness brands, how to read them together, and the professional layer most trackers miss.

August 28, 2026 7 min read
A fitness coach talking with a client during a gym session, the professional recommendation that shapes what clients buy Research

Word of Mouth in Fitness: Why Coach Recommendations Beat Ads

Why a coach's recommendation beats an ad, how word of mouth spreads in fitness, and why it can be measured like any channel.

August 26, 2026 7 min read
A personal trainer guiding a client through a workout in a gym, the professional who shapes what clients buy in health and fitness Research

Do Fitness Professionals Influence What Clients Buy?

The data on whether coaches and trainers actually influence what clients buy: roughly seven in ten recommend supplements, and the pattern is global.

August 24, 2026 6 min read
Three bottles of vitamins beside a plant, the supplement category at the centre of the wellness consumer read Research

The State of the Health and Wellness Consumer 2026

The annual read on the demand side: what the wellness consumer is buying, and the professional layer that shapes it before the shopper decides.

August 22, 2026 7 min read
A team sticking colourful notes on a glass board in a modern office, brainstorming the strategy behind a brand Playbooks

Brand vs Performance Marketing for Wellness Brands

What brand and performance marketing each do, what the 60/40 split really says, and how to measure the brand half of the budget.

August 21, 2026 7 min read
Supplement capsules and a serum bottle arranged on a white surface in a minimalist studio shot, the wellness products brand tracking measures Brand tracking

What Is Brand Tracking? A Guide for Wellness Brands

What brand tracking is, what it measures, and why health and wellness brands need the continuous, not the annual.

August 20, 2026 6 min read
A young man discussing brand strategy with colleagues around sticky notes on a glassboard, the planning behind a growing brand Brand tracking

Brand Building in Health and Wellness: The Complete Guide

How brands actually grow, per the research: mental availability, distinctive assets and the occasions that trigger choice, applied to health and wellness.

August 20, 2026 8 min read
A personal trainer guiding a client through a leg press in a gym, the professional who shapes purchase decisions in health and fitness Research

The Recommendation Layer

Roughly seven in ten coaches recommend supplements to clients. The professional layer where brands get chosen before the consumer ever weighs in.

August 20, 2026 5 min read
A coach guiding a client through a dumbbell lunge during an at-home session, the two-sided relationship behind a purchase Research

Both Sides of the Sale

Perception forms with the professional and confirms with the consumer. Why measuring one side leaves you a step behind the decision.

August 20, 2026 5 min read