Faster, fitter, stronger – The road from rehab to recovery

Consumers are becoming much more concerned with health and fitness, and a large part of that growing trend is rehab and recovery.

The recovery market is really coming into its own and likely valued way beyond the current $7.2B. Once considered just a segment of the $33B physiotherapy market, narrative of recovery has changed from something that was related only rehabilitation-related to a more holistic journey. The pandemic highlighted to everyone that recovery is not just rehab, but also readiness, performance and more – meaning the Whoop’s and Oura’s of the world are also eating into this booming market. 

Thanks to the Covid pandemic, we’ve all become much more concerned with our health and overall fitness. Over the past few years, tracking our sleep, steps, and fasting patterns has become second nature and now, thanks to the plethora of new recovery-focused start-ups, consumer interested and education in the space is rising and people are also getting to grips with cryotherapy, infrared saunas, injury prevention apps, and massage guns. In fact, Therabody, formerly known as Theragun®, has grown its profits more than 30x since 2017, tripled its overall revenue over the previous year, and scored strategic investment from over 100 investors and celebrities in February. 

In sports science, recovery focuses on restoring physiological and psychological processes. What started as ice baths, stretching, and sports massage, evolved into “reactive” rehabilitative products that helped people recover from injuries after the fact. Then, when the running market exploded, along came “prehab” trainers and apps, like Recover Athletics, which offer optimized training plans designed to minimize the risk of injury in the first place. Today, recovery tech is helping people to increase their performance and maintain their bodies in a proactive way. 

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