The social side of fitness: How brands can connect with Malaysia’s wellness crowd

Wellness in Malaysia is undergoing a profound shift, moving beyond rigid routines and solo workouts toward a more social, communal and culturally grounded approach.

Ogilvy Malaysia’s new Future of Health & Wellness report finds that millennials and Gen Z are redefining fitness, health and wellbeing as a lifestyle intertwined with community, culture and self-expression - opening up new opportunities for brands to connect in more meaningful ways.

The report outlines 15 trends shaping this new era of wellness, with several standing out for marketers. Fitness, for example, has evolved from a private pursuit into a form of social currency. Run clubs such as Journey and Godspeed have turned early-morning workouts into weekly rituals that blend exercise with coffee, conversation and community.

Even high-intensity training has taken on a more communal feel. Studios such as Afterburn combine performance workouts with team-based formats and post-session socials, while premium gyms like Babel have layered in networking nights, member-only events and recovery festivals. The result is a version of fitness that extends well beyond the workout itself.

For brands, the shift signals an opportunity to embed themselves within communities rather than simply selling products.

“Wellness in Malaysia is becoming a cultural force,” said Sarthak Ranka, strategy director at Ogilvy Malaysia.

“People are blending health, community and self-expression in ways we haven’t seen before. They want real connection, sustainable rituals and practices that bring genuine joy and a sense of belonging. This creates a huge opportunity for brands to go beyond functional promises and tap into the values shaping this movement.”

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Daytime socialising is also on the rise, replacing traditional late-night culture. The “12PM is the new 12AM” trend sees young Malaysians participating in coffee raves, sauna parties, and wellness-focused brunches, favouring energising and restorative experiences over hangovers and blackout nights. Similarly, fitness events have become cultural stages, where music, movement, and self-expression collide. Events including Jambu Life 002, Wellness Fest KL, and Mile Hi Club’s Matcha Runs blur the lines between workouts and social gatherings, offering brands a chance to create immersive experiences that resonate with audiences seeking both fun and connection.

Food and nutrition trends are evolving too. Malaysians are embracing balance over restriction, favouring “same same but healthier” swaps that maintain taste while boosting nutrition. Protein has become a mainstream ingredient in snacks, cereals, desserts, and even coffee, while magnesium supplements are on the rise to support sleep and anti-burnout routines. For brands, this signals an opportunity to create healthier versions of familiar products and establish themselves as allies in everyday wellness rituals.

Other trends highlight the role of digital and AI tools in personal wellness. TikTok has emerged as an unofficial health hub, with hashtags like #guthealthjourney and #hormoneimbalance shaping consumer behaviour, while AI companions are becoming fitness coaches, meal planners, and wellness guides.

Brands that provide accurate, accessible information, or integrate seamlessly into AI-driven wellness routines, can build credibility in a crowded market.

The report also underscores shifting cultural values around strength, recovery, and longevity. Female-first fitness is flourishing, with women redefining strength on their own terms, while movements like #MuscleMommy celebrate empowered, capable bodies. Recovery and sleep are being framed as performance enhancers, and the new wellness ethos emphasises vitality over anti-aging, emotional fitness for men, and work-life integration for executives.

According to Wei Qing Lim, strategist at Ogilvy Malaysia, young Malaysians are turning past health trends on their head.

"They want to be strong, prepare for aging with healthy habits and use AI as a personal wellness companion. The future belongs to brands that understand this shift and can join them on the journey.”

Based on the study, wellness has evolved beyond a product or service. It is now an experience, a community, and a form of cultural expression. For marketers, brands that engage with local wellness culture, foster human-centered rituals, and champion authentic self-expression will be best positioned to succeed in Malaysia’s shifting health and wellness landscape.

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