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I've noticed something strange on wellness websites.
Nobody seems to age.
Everybody is permanently six months away from becoming a better version of themselves.
Read enough of these sites and you'd think life is one long queue leading directly to better sleep, more energy and inner peace.
Just stick around.
Your turn is coming.
What never seems to make the page is the alternative.
The prospect who does nothing.
Not because they're lazy.
Because most people do what most people do.
They wait.
They wait until work settles down.
Until the kids are older.
When summer's over.
Just wait till January.
Then another January.
An asthma coach isn't competing against bad breathing.
They're competing against "I'll deal with it later."
A sleep coach isn't competing against insomnia.
They're competing against another year disappearing into the same morning routine.
Alarm. Snooze. Regret. Repeat.
That's the part I rarely see wellness founders talk about.
Everybody loves the transformation.
Nobody mentions the tab that's been running in the background the entire time.
Which is odd.
Because that's usually the reason people buy.
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