Wellness Isn’t a Perk Anymore - It’s a Strategy: What Event Planners Need to Know

MEaT Insights
5 days ago
8 min read

One of the biggest takeaways for me personally at this year's IMEX in Las Vegas, was the huge shift now towards wellness and new generational social codes that has, is and will increase and change the landscape for corporate events going forward.

Wellness has moved from a side session to a strategic core. The global wellness economy surpassed $6.3 trillion in 2023 and continues to grow. Attendees want events that respect their minds, bodies, and rhythms, Agendas with room to breathe, refuel, and recharge.

For planners, this shift isn’t about adding a yoga class at 7a.m. It’s a design choice that influences everything. From program architecture and F&B, to venue selection and sponsorship models.

It was in one particular content presentation with David T. Stevens indicted wellness isn’t an expense; it’s an ROI driver. Events that manage attendee energy out perform those that drain it.

So let's start with the obvious choice - Alcohol.

I'm a Gen X and those who know me, know I like the odd tipple. So this isn't a bash on drinkers. Nor am I saying that alcohol should no longer play any part in your events. But we need to recognise the world moves forward, generations change and new influences and habits become the norm.

The Macro Shift: From “Open Bar” to “Open Choices”

Across the UK, U.S., and Europe, corporate and social drinking culture is undergoing a reset. Roughly half of companies still serve alcohol at office or holiday focussed events. But fewer than 47% actively regulate it.

Younger cohorts (Gen Z and younger Millennials) are drinking less or abstaining entirely, with nearly 36 % of Gen Z adults identifying as tee-totalers.

By contrast, Gen X and Boomers maintain moderate or traditional consumption patterns, viewing alcohol as a social norm.

Cultural tolerance for heavy drinking at work related events is falling fast and alcohol is increasingly framed as a wellness, liability, and inclusivity issue. Not just a hospitality cost.

Implications for event planners

Given a substantial subset of workers don’t drink at all (20% in UK) Make sure you include appealing non-alcoholic / low-alcohol alternative. Treat them as first class, not afterthoughts.

Younger generations are less likely to prioritise alcohol at events. You may want to reduce emphasis on heavy drinking, and instead offer social alternatives (activities, movement, mocktails).

As alcohol in the workplace and at work events is flagged as a productivity and wellbeing risk (absenteeism/hangover etc.) Build in moderation, safe transport, clear expectations and rules.

Strategic Ideas for Event Planners:

Reimagine the Social Experience - Move from “drinks-centric” to experience-centric design. Replace late night bar sessions with early evening socials, culinary experiences, wellness-linked networking (mocktail labs, mixology demos, outdoor receptions).

Treat non-drinkers as a core audience, not a fringe.

Integrate Wellness & DEI - Alcohol-light policies support wellbeing, inclusion, and neuro-diversity goals. Clear communication as in “choice, not pressure” aligns with corporate ESG and HR wellness mandates.

Manage Risk & Optics - Offer drink tickets, cap pours, provide food pairings and transportation. Audit insurance and liability coverage for alcohol-related incidents. Ensure visible non-alcoholic branding and staff training.

Use Data to Tailor F&B Strategy - Survey attendees anonymously about beverage preferences pre-event. Track consumption trends year-over-year to forecast spend and align sponsorships with low/no-alcohol brands.

What the data trends are saying - The Outlook (2025–2027)

The next few years will likely see:

Reduced alcohol budgets, but increased F&B creativity.
Sponsorships built on health, not hangovers.
Generational normalisation of alcohol optional networking.
Corporate policy alignment: events mirror broader workplace wellbeing and safety frameworks.
Data-driven wellness metrics to justify investment.

For corporate's events are no longer just gatherings. They’re mirrors of company culture. The organisations that thrive will be those that plan experiences where people leave energized, not exhausted.

For event planners, success will lie in designing choice, managing risk, and amplifying inclusion. Turning moderation into both a wellness differentiator and a brand-safe practice.

The next era of event excellence won’t be powered by champagne toasts or late night networking. It will be defined by conscious connection, mindful design, and a return on wellness.

How do I get people to attend and engage more at events?

One of the most frequently asked questions and obstacles mentioned when we are with clients around the planning table - how can we get people to turn up and engage more?

Thankfully, as your trusted events agency and partner support...we are always monitoring and coming back with ways to help you to drive attendance to your events. But also when they are there, how can we best get them to engage and come away inspired and energised?

Make content, creator ready - bite-size talks, vertical video capture points, and on-demand playlists. Still offer longer workshops for Millennials/Gen X.

Neurodiversity - It's finally becoming more recognised and part of the plan with forum and conference events. Recognising that at least 25% of your attendees will likely have some type of neurodiversity is crucial. Attendees should expect to be able to go into decompression zones (quiet rooms, breathwork corners, light sensitive areas), humane agenda pacing, and access to mental-wellbeing resources.

Personalisation - From adaptive agendas to on site micro interventions (stretch breaks, guided walks, light-therapy) Personalisation is moving out of HR tech and into live experiences. McKinsey finds consumers now treat wellness as a daily, personalised practice, not an occasional activity.

One thing we preach to clients who we mange forum and conference based events is seating. Rather than stick to your standard theatre, classroom or round table set up - why not mix it up? Having a range of different seating for your presentations and panel discussions will at the very least get people to seats a lot quicker. We love seeing how delegates come into a room and are excited with the choice of seating. Is it VIP sofas, standard theatre style, beanbags and yes some still do prefer a round table sit down. But we have found if you allow them to pick and choose, it stops the lurking around seating and avoidance of the front row.

I'm not the best at going into a content session and then being "forced to take part" or "buddy up" with a stranger. Whilst it's proven that this has some practical merits to engagement in your content session. Maybe begin with something individual that is a mindset activity or just raising the energy levels. This we find is fun, not intrusive and tends to get attendees switched on quicker to the start of your talk or presentation.

Breakout Areas - Similar to the seating in the main area. How we think about break out areas is also important. It should no longer be utilised as a queue around the coffee and pastries. Or let's pop outside to the smoking area. Again utilise the time and space to keep engagement and energy. Have your quiet-zones, pods for those needing to check in on emails or calls. But take the opportunity to introduce maybe short spa treatments, gaming areas, even live music to a certain level.

Enhance the whole event experience and not lose this time with delegates, clients and employees to just be a quick smoke, coffee or toilet break.

Why This Matters for Corporate Events

Attendee energy is a competitive advantage. Wellness savvy formats reduce cognitive overload and increase information retention. This is crucial for product education, partner enablement, and deal acceleration.

Branded recovery zones, movement breaks, hydration stations, and mental-fitness sessions create repeatable, high traffic touchpoints with better dwell time than a static booth.

Talent & culture alignment. HR and marketing are already investing in wellbeing. Aligning your event strategy with corporate wellbeing goals amplifies budget defensibility and cross-functional buy in.

Define outcomes first. Choose 2 or 3 measurable goals (e.g., +10% session dwell, +12% qualified meetings, +8 NPS).

Energy: movement snacks, guided breath resets, daylight aware scheduling
Recovery: quiet rooms, compression/light therapy corners, nap pods (20 min max)
Nutrition: low-sugar breaks, protein-forward breakfasts, zero-proof mixology
Connection: nature walks, gratitude walls, peer support circles

Ground these in local context and DEI principles; signal choice, not judgment.

Instrument it - Tag wellness-adjacent sessions and zones in your event app (if applicable). Track scans, dwell times, repeat visits, and post-event behaviour (web demos booked, partner meetings held). Layer qualitative feedback into your report out.

Close the loop - In your post-mortem, show the delta: energy management, higher engagement, better commercial results. Keep what performed and drop novelty that didn’t.

Let's Get Physical. Key Fitness & Gym Trends by Generation

According to a poll referenced in The Times, among 18-24-year-olds (i.e., part of Generation Z) 37% viewed exercising as a way to socialise, and 42% said they had made friends through fitness activities.

For Gen Z, fitness spaces are evolving beyond just workouts They are “lifestyle destinations, community hubs, and wellness ecosystems”.

The fitness industry is emphasising personalisation, hybrid & digital models, community and social aspects, and sustainability driven design.

Although data specific to older generations at corporate events isn’t vastly available, the general trend is that younger peers expect more integrated fitness/wellness components, less purely “traditional gym” or “exercise as after-thought”.

Implications for Corporate Event Planners:

Make fitness and movement social. For Gen Z especially, exercise will be a social moment, not just optional. At an event, this could be a group walk, light workout break, or a fun movement session early on.

Design integrated wellness fitness environments. Rather than just offering a gym or onsite workout class, think of wellness zones, mobility/stretch sessions, tech assisted recovery, micro workout stations that attendees can drop into.

Allow for hybrid/optional engagement. Fitness shouldn't become a “have to” for older generations or those less inclined. But make it accessible, low barrier, and inclusive.

Use activewear / movement-friendly design cues. Some younger attendees may prefer transitioning between an event session and a movement break. The dress code or event logistics can subtly facilitate this.

Leverage data & tracking subtly. Younger generations are more comfortable with personalised experiences (apps, trackers). If relevant, you might integrate a wellness/fitness “opt-in” feature in your event app to track movement, steps, or energy levels (with privacy considerations).

Highlight on wellness branding. Position any movement/fitness element not just as “extra” but as part of the overall energy management strategy of the event. Refresh, recharge, reconnect.

Summary

Corporate events are no longer just about connection, they’re about conscious connection. The convergence of wellness, generational values, fitness culture, and shifting attitudes toward alcohol is reshaping how we design, host, and measure success.

Key Shifts Every Planner Should Act On:

Wellness as Strategy: Attendees expect holistic wellbeing woven into every layer of the event. From agenda pacing to nutrition, light, and movement.

Generational Influence: Gen Z and emerging Gen Alpha are redefining engagement through authenticity, sustainability, and balance.

The Rise of Mindful Socialising: Alcohol-light and sober-curious cultures are replacing the traditional open bar with choice, creativity, and inclusivity.

Fitness as Community: Movement is social currency. Incorporating group activity, recovery zones, or wellness tech adds energy and purpose.

Data Meets Empathy: The next competitive advantage comes from measuring energy, engagement, and post-event wellbeing - not just attendance.

What This Means for Event Leaders

The future belongs to planners who design energy-smart, inclusive, and purpose-aligned experiences. Events that energise rather than exhaust, connect rather than exclude, and reflect the values of a new workforce will define the next decade of corporate culture.

We've just scratched the surface and there is more to come on this topic from us. However, We Are MEaT specialises in crafting next generation corporate events that seamlessly integrate wellness, fitness, and inclusion into brand experiences that deliver measurable ROI.

Get in touch to discover how to future proof your event strategy and create moments that move people. Let's start planning..!