Out of office, into nature: How the outdoors became wellness’ new power channel

The four walls of the gym can’t contain the modern wellness routine. These days, health-conscious consumers are finding clarity, connection, and community in the wild. Nature isn’t just a backdrop for exercise. It’s the driving force behind it.

In this new movement culture, the outdoors has become the ultimate wellness hub. A space where physical activity, mental well-being, and social bonding don’t just co-exist but also amplify each other. The below insights are based on a proprietary survey of over 1,200 US consumers exploring their evolving relationship with wellness, movement, and lifestyle through our proprietary insights panel: The Breakroom. 

Nature as a fitness multiplier

The appeal of the outdoors is rooted in more than aesthetics. It’s emotional. It’s communal. It’s deeply human.

• 86% of people say they wish they spent more time outside.

• 75% believe socializing is better when it happens outdoors.

• And nearly 3 in 4 say nature is central to why they exercise.

From hiking and pickleball to casual golf and outdoor workout classes, movement is migrating to shared spaces that blur the lines between fitness, fun, and fellowship. Nowadays, exercise feels less like a task and more like a trip.

The outdoors as creative territory

But here’s where things get interesting: Consumers don’t see the outdoors as just an escape. They also see it as a launchpad for productivity. Just about 2/3 of those surveyed (65%) agree that spending time outdoors should be seen as part of work productivity, not a break from it.

In a world where the lines between work and life are blurred, exercise is no longer viewed as just a fitness goal, it's a self-care ritual and a gateway to work/life balance. What used to be classified as “time off” is now reframed as prime thinking time. That opens up a new lane for B2B and workplace-aligned brands.

What if fresh air = fresh ideas? Think:

• meetings on the move

• trail-based brainstorms

• experiential ad moments in parks, paths, or outdoor gathering spots

The outdoors isn’t just leisure. It’s leverage.

Brand takeaways: Don’t just be seen. Be outside.

In a wellness market crowded with sameness, brands that move into nature can move ahead of the competition.

To meet this moment, brands should:

• Go experiential: Build activations that live in outdoor environments where community and mindfulness meet.

• Design for hybrid lifestyles: Create products and services that flex between functionality and freedom.

• Shift the setting: Think beyond gyms and screens. Outdoor spaces are where real connection (and conversion) happens.