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How to Build Revenue Around Wellness as an Identity | How Smart Brands Make More Money
Michelle Terpstra unpacks one of the most significant revenue shifts shaping 2026 and beyond: wellness as identity. Moving past surface-level trends, she reframes wellness as a core driver of consumer behavior, budgeting decisions, and brand loyalty. Backed by data and firsthand experience, Michelle explains why consumers are reallocating spending toward experiences, products, and environments that support strength and mental clarity.
Rather than treating wellness as a niche reserved for fitness brands, Michelle challenges revenue leaders to see how deeply this identity shift applies to every…
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