Weight-loss drugs are a huge hit in wellness centers At least in the United States, where Ozempic has become a key component of many fitness and wellness programs

In 2021, in the midst of the pandemic, U.S. resorts dedicated to fitness and weight-loss programs experienced a moment of great popularity. For example, at facilities like the Movara in Utah or Hilton Head Health in South Carolina, it was necessary to wait weeks or even months to secure a spot. With the lockdown still in effect, many saw these resorts as the ideal refuge to engage in wellness programs. However, with the end of restrictions, the sector experienced a sharp slowdown. For the entire field, though, the real setback came with the recent spread of weight-loss drugs. When talking about this category of medicines, Ozempic is often mentioned, which is formally authorized only for the treatment of diabetes, but whose active ingredient has proven very effective also in treating obesity. The pharmaceutical company that produces it (the Danish multinational Novo Nordisk) has therefore marketed its equivalent specifically designed as an obesity remedy, called Wegovy.

Another similar product, produced by the U.S. pharmaceutical company Eli Lilly, is Zepbound. These drugs have led many doctors to acknowledge that even significant lifestyle changes, such as diet and exercise, produce modest results compared to those achieved with Wegovy or Zepbound. For this reason, several wellness centers specializing in fitness and weight-loss programs have chosen to reinvent themselves by including these drugs in their programs. In this regard, the co-founder of Movara Fitness Resort, Michelle Kelsch, told Business of Fashion that «[these drugs] may honestly be as essential for people struggling with extra weight as corrective lenses for people with bad eyesight.». Especially in the United States, many facilities dedicated to fitness and physical wellness have already adapted to this trend. Hilton Head Health, for example, has designed retreats that help guests evaluate the pros and cons of weight-loss drugs within a broader physical wellness program.

Recently, the first encouraging positive results were announced for a new oral weight-loss drug: it is being tested by Eli Lilly, which is currently the largest pharmaceutical company in the world by market value. Weight-loss drugs are usually administered once a week via an injection, using a pen-like syringe containing the required dose. Despite the success of the treatment, several patients find this mode of administration rather inconvenient. Taking a pill, on the other hand, is seen as a much more practical solution. Eli Lilly also believes that an oral formulation of the drug could help make these treatments more accessible to a larger number of people. The price of injectable products like Wegovy or Zepbound can reach several hundred euros per month. Regarding the new pill tested by Eli Lilly, if the trial is successful, several analysts believe that, although the initial cost will likely not differ much from the injectable equivalents, the final price of the drug could be lower thanks to the simpler manufacturing process. If this scenario materializes, Eli Lilly would gain a significant advantage over the competition.

Meanwhile, many other pharmaceutical companies are trying to develop similar products. Some, like the Swiss Roche, have even substantially revised their research strategies to focus more resources on this specific field, which is growing extremely rapidly and promises potentially very high economic margins. In this context, the beneficiaries of the revenue generated by obesity drugs will not only be pharmaceutical companies: «All spas and resorts will need to do a rethink to meet the unique needs of GLP-1 takers», said Susie Ellis, president of the Global Wellness Institute, a non-profit organization focused on wellness worldwide, to Business of Fashion. As the U.S. magazine reports, only in the USA in 2024, one in eight adults used a weight-loss drug, and it is estimated that by 2025 it will be one in five.

The surprising success of these drugs has led to their rapid adoption, especially in the West, and particularly in the United States – where they are influencing not only medicine but also the economy and society’s approach to obesity, a condition affecting tens of millions of people in the country. Scientists still have limited knowledge of how they work, but the large number of users has already provided interesting insights: for example, many patients report that, in addition to reducing hunger and appetite (thanks to their action on the brain), these drugs have had positive effects in limiting excessive alcohol consumption, suggesting possible benefits in managing other forms of addiction.