From Calm to Strong: How Women 40+ Are Redefining Wellness

The Spark

When I set out to explore the state of wellness, I began with a simple idea to anchor the study: that wellness today isn’t just about a calm, clear mind, but increasingly about physical strength. The growing belief that strength is the key to longevity seems to be reshaping the wellness conversation (weighted vest, anyone?). I was curious how women my age really felt about this new era of ‘wellness.’

That line actually became the opening message in the survey Ada helped me build inside SightX. For years, wellness has been framed around calm:  mindfulness, balance, and mental health. But the conversation has shifted. Today, strength and longevity dominate the narrative, and I wanted to understand how that evolution resonates, particularly among women navigating midlife.

So, I asked Ada, our generative AI research assistant, to help me turn that curiosity into a quick, targeted study. In minutes, she transformed my idea into a full, logic-based survey script ready to launch. No manual setup, just my question, clarified and operationalized.

The Study

• Respondents: 100% female

• Mean age: 47.5

• Regions: 22% Northeast | 29% Midwest | 40% South | 9% West

• Activity levels: 72% identify as at least moderately active

What I Learned

1. Wellness Is Being Redefined

For many women, “wellness” has shifted from self-care to self-preservation, with a focus on balance, energy, and staying capable for the long run.

More than half (56%) told us their definition of wellness has evolved over the years, and the themes they now associate with it speak volumes:

• 24% now define wellness as mental health
• 24% define it as emotional balance
• Only 9% define it in terms of strength and capability

This tells us that while the strength trend is loud, it’s not yet deeply integrated into the way women over 40 define their own wellbeing. For many, it’s still about resilience of mind rather than power of body.

2. Strength Messaging Isn’t Polarizing, Yet

Despite all the noise about muscle-centric wellness, most women aren’t turned off by it. They’re just not fully sold.

When asked how they feel about the current strength-focused wellness trend:

• 55% were neutral
• 33% were somewhat positive

The takeaway? The concept of “strong as the new calm” feels promising but incomplete. It’s not resistance, it’s reservation.

3. Motivation Comes from Within

When motivation strikes, it’s rooted in health, not hype. Respondents pointed to energy, longevity, and capability as their main drivers, versus aesthetics or social influence.

• 20% said “boosting energy or metabolism”
• 19% said “supporting longevity and healthy aging”
• 16% said “improving appearance”
• Less than 5% cited social pressure

These responses hint at a more pragmatic motivation: women aren’t chasing trends; they’re chasing sustainability. They want to feel strong enough to live well, not just look strong.

4. But Barriers Are Real

Even with positive sentiment, real-world constraints hold many women back.

• 24% cited cost as their biggest barrier
• 16% said time commitment
• 15% cited safety concerns or “marketing that doesn’t feel like it’s for me”

And while interest is high, trust is not, with nearly half (47%) sharing that strength-supplement marketing feels only “somewhat trustworthy.”

There’s a clear opportunity here for brands to demystify their products and rebuild confidence with authenticity, transparency, and science-backed education.

5.  The Marketing Gap

When it comes to persuasion, marketing has a trust problem. Most women over 40 don’t reject wellness marketing outright, they simply filter it through experience and skepticism.

• 28% said they’re skeptical of marketing claims
• 19% said flashy ads make them doubt safety
• Only 15% said recognizable brands make them more trusting

In other words, what works for younger audiences, the bold visuals, aspirational influencers, or viral wellness “hacks” falls flat here. These women want credibility, not choreography.

My Takeaway

Wellness is evolving, but women 40+ are still deciding whether strength fits into their story. They’re curious, not convinced. They’re practical, not performative. And they’re deeply aware of marketing’s limits.

For me, this project wasn’t just about uncovering insights, but proof of what’s possible when marketers have tools that make research accessible.  

With Ada, I went from a spark of curiosity to a live, field-ready study in minutes. No scripting, no logic building, just human curiosity amplified by AI.   

The New Meaning of Strength

For this audience, “strong” doesn’t mean hard or unyielding, but instead “capable, energetic, and enduring.” The calm era of wellness helped women find peace. This new one is helping them build power.

Learn more about Ada in the SightX platform.

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