In recent years, the concept of wellness has undergone a transformation, often met with skepticism due to certain high-profile figures and their extravagant claims. For those seeking to embrace wellness without falling for gimmicks, finding a balanced approach can be a challenge. It’s a delicate dance that aims to harness the remaining trust of the audience without triggering their well-earned skepticism. In the words of Mr. Banks from Mary Poppins, wellness today must avoid any hint of “slipshod, sugary female thinking.”
Enter the world of rugged wellness podcasts and newsletters, led by bearded men with impressive physiques and a no-nonsense demeanor. These individuals have a penchant for science-backed insights and behavioral recommendations that stand in stark contrast to traditional self-help.
Notably, the term “neuroscience” has breathed new life into the wellness and self-improvement space. One prominent figure in this realm is Andrew Huberman, a neuroscientist and tenured professor at Stanford, known for his phenomenally successful podcast, the Huberman Lab. With over 3 million subscribers on YouTube, Huberman’s content is akin to state broadcasts by Fidel Castro, often running for hours. His partnership with Momentous, a company with a flair for unique grammar (“Live Momentous”), has resulted in a line of nutritional supplements.
For instance, the Huberman Lab sleep bundle, priced at $185 (£145), promises the best ingredients backed by science to improve sleep quality. The Huberman Lab Focus and Cognition Bundle, at $145, aims to optimize mental performance with its omega-3-rich formula. These are not your run-of-the-mill vitamins; they are lifestyle enhancers developed by a bona fide neuroscientist dedicated to enhancing the human experience.
The branding around Huberman and his ideas has been so successful that it has given rise to the TikTok meme “Huberman husband,” where women humorously document the Huberman-based obsessions of the men in their lives. These obsessions often revolve around applying Huberman’s techniques for various aspects of life, from breathing to eating to sleeping.
While there’s nothing inherently wrong with this trend for those with disposable income, it’s worth noting the growing prevalence of bro-centric energy products targeting men, even those seemingly at odds with the Huberman approach. For example, Mark Manson, the author of “The Subtle Art of Not Giving a F*ck,” offers sensible advice about optimizing oneself by trying less hard. However, Manson’s book intriguingly begins with an anecdote about writer Charles Bukowski, suggesting that, in this space, bro-y vibes have infiltrated unexpected places.
In light of all this, you might find yourself oddly nostalgic for the straightforward, if occasionally outrageous, wellness ideas championed by Gwyneth Paltrow and Goop.
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