From sunbathing your bottom to crying over crystals, South Africans reflect on the most outrageous wellness trends from 2024
Image: Supplied
In a world where wellness sometimes feels like a circus act, Virgin Active South Africa conducted a survey at the end of 2024, revealing the most baffling wellness trends of the year*. With over 750 South Africans weighing in, it turns out that we’re not just stretching our bodies - our minds are doing some serious gymnastics trying to keep up with the latest fads. And let's face it, some of these trends seem to have been invented after a few too many kombucha shots.
First up on the bewildering list is the infamous perineum sunning, also known as “bum sunbathing,” which left 360 respondents scratching their heads (and maybe their backsides) and wondering how to apply sunblock to those hard to reach places. Following closely is Ozempic, a medicine for adults with type 2 diabetes and which has now become popular as a weight-loss medication amongst those without diabetes. 298 people found this more confusing than a goat at a dog park. Not far behind are crystal healing (267 baffled souls), the carnivore diet (280 confused veggie enthusiasts), and the adorable yet perplexing goat and puppy yoga (259, because who wouldn’t want a furry friend in downward dog?).
In fact, when asked which of these trends they would consider trying, only three brave souls expressed interest in perineum sunbathing. Clearly, South Africans would rather stick to the basics like intermittent fasting (144) and a good old 30-day ab challenge (131).
After all, who needs sun-kissed cheeks when you’ve got abs to show off?
When it comes to experimenting with these quirky trends, 276 respondents said they just wanted ‘a new way to improve my health and wellbeing’. Because, let’s face it, who wouldn’t want to feel healthier while sunning their bum? It’s the perfect combination of self-care and “I’m just gonna do me!”.
With South Africans encountering between 1 to 5 wellness-related posts a day, it’s no wonder that confusion reigns supreme. A staggering 64.6% of respondents have never bought supplements based on influencer recommendations, proving that we’re more sceptical than starry-eyed when it comes to social media endorsements - despite the fact we’ve all been tempted to try that R5,000 juice cleanse we read about on GOOP that comes with one of THOSE candles from Gwyneth Paltrow (I said what I said!).
“While social media can be a great source of motivation, it’s also a breeding ground for mixed messages,” says Leandre Kark, Head of Brand Marketing & Communications at Virgin Active. “We often see advice that’s contradicting, leaving people unsure about what really works.”
So, should we drink green juice or make friends with crystals? (Hint: Both are good for your soul, however the extent to which they’re good depends on your belief in them. Well, that’s the case for crystals. Just don’t rely on them as substitutes for nutrition or mental health.)
Leandre Kark, Head of Brand Marketing & Communications at Virgin Active.
Image: Supplied
When asked why they might try a quirky trend, those 276 respondents looking for a way to improve their health reflect a broader societal shift: South Africans are open to experimentation but remain discerning about what aligns with their personal health goals. After all, there’s no ‘one size fits all’ in wellness - unless you’re talking about a yoga mat, in which case, that’s actually very size-specific (a standard mat is about 70 cm wide and 173 to 183 cm long, you’re welcome).
The survey results also tap into larger wellness dynamics in South Africa:
Virgin Active believes these insights are crucial to shaping its role in helping South Africans navigate wellness trends while staying grounded in practices that deliver real results - and maybe, just maybe, finding a few new ones that don’t involve sunburnt bums.
Kark continues, "True wellness is rooted in balance, not in the latest trend. We tend to become obsessed with quick fixes and outlandish fads, rather than focusing on investing in a long-term journey towards better health. Sustainable habits such as regular exercise, mindful eating, and mental well-being are the foundation of lasting vitality. It requires an investment of time and energy rather that getting swept up in fleeting trends that promise quick-fixes. Instead, invest in a long-term, holistic plan of moderation and consistency, to nurture your body, mind, and spirit."
While the wellness world may be filled with head-scratchers, it’s comforting to know that Virgin Active remains committed to providing effective strategies that prioritise real health over fleeting fads. Whether you’re considering goat yoga or just squeezing in an extra workout, remember: wellness is about what works for you, not what’s trending on TikTok! (Though we’ll admit, a goat in downward dog definitely adds to the experience - but sadly, it’s not offered at Virgin Active clubs… yet. And we’re not kidding - see what we did there?)
For more information on the classes available at Virgin Active, head to the class tab on the website, and check out the website for other updates or drop by your nearest club.***Note: #NoGoatsWereHarmedInThisStudy
**Note: By “club,” we mean Virgin Active… although, who’s to say what happens post-workout?
About Virgin Active South Africa
Virgin Active South Africa has over 130 clubs nationally. They offer wellness without the B.S. A place where people can stop pretending to feel well and actually start being well. A place that is the antidote to the fakeness plaguing the wellness culture and the category.
Wellness at Virgin Active is about taking care of your health in all aspects: exercise, nutrition, sleep, recovery and mental health. For more information, head to www.virginactive.co.za