WELLNESS INTELLIGENCE

For people building, running, or selling wellness inside organizations.

By Diego Carrete, Chief Wellness Officer at First Abu Dhabi Bank

what companies are paying for in wellness (and what to ignore)

A weekly note on what gets budget approved inside companies — what leaders pay for, what gets ignored, and how to position your work so it's taken seriously.

The wellness economy is $6.8T (2024) and is expected to reach nearly $9.8T by 2029, yet only 9.8% of employed workers benefit from workplace wellness programs. That's the gap corporate wellness leaders will fill.

WHAT YOU'LL GET EACH WEEK

  • What companies are actually buying right now (not what influencers say they should buy)
  • The language that gets taken seriously (so you stop sounding like everyone else)
  • What to ignore even if it's trendy (because trends don't pay bills)
  • One thing you can act on this week (no 47-step frameworks)

INSIDE A BRIEFING (20 SECONDS)

A quick preview of the format.

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WHO WRITES THIS

DC

Diego Carrete is the Chief Wellness Officer at First Abu Dhabi Bank (FAB), one of the first CWO roles in global finance. Before that:

  • Built and scaled multiple wellness businesses from the ground up
  • Designed corporate wellness programs that navigate budget cycles and stakeholder approval
  • Published author and global speaker on wellness economics and longevity markets
  • Six-time Men's Health and Men's Fitness cover athlete
  • Advisor to organizations investing in the $6.8T global wellness economy

This is not theory. This is what actually works when you're trying to get companies to pay attention.

Disclosure: Wellness Intelligence is an independent publication written in a personal capacity. It does not represent the views of First Abu Dhabi Bank (FAB) or any affiliated entity. No confidential, proprietary, or non-public information is shared. Content is for general information and business commentary only, not medical, legal, or financial advice. For decisions, consult qualified professionals.