Ahhh the wellness summer super yacht. Yep, we’ve all seen it.

Alo the active wear brand has turned a 72 metre luxury yacht into its floating headquarters for the summer, filled it with celebrities and influencers and described it as ‘an elevated expression of wellness’.

Brands have always sold aspiration. Chanel, Dior and Rolex aren’t aimed at people trying to save a few pounds each month and that’s never been a surprise.

Yet the bleed to wellness feels different. Icky.

Somewhere along the line we’ve stopped selling health and started selling the appearance of wealth as health.

The foundations of good health haven’t changed.

We still know that moving our bodies, sleeping well, spending time outdoors, connecting with other people and managing stress are some of the biggest contributors to wellbeing.

None of those require a superyacht.

Or a matching gym set.

Or a £14 matcha.

Yet that’s increasingly what wellness expectations look like online.

I’m not convinced we’re aspiring to better health anymore. I think we’re aspiring to a lifestyle that signals we’ve got our lives together, that we are winning on all fronts.

The yacht isn’t really the issue. It’s just the most eye-catching example of something that’s been happening for years.

Wellness has slowly become another luxury product, where looking healthy is beginning to matter more than actually feeling healthy.

Now it gets interesting when the superyacht is launched the same year as our first trillionaire. It’s not only 90s pop culture that’s nostalgic, many yearn for that economy too.

Although the display is flash and screaming of disposable cash, I actually think it’s dated itself before it hit the water.

Aligning itself with an old paradigm before the first Kombucha was popped.

Fashion in athleisure seems to be moving on already.

After years of matching sets and carefully curated aesthetics, designers are talking about individuality again. Less uniform. Less polished. More personality.

Health was never supposed to be exclusive. It was supposed to be ordinary.

The irony is that the most powerful things we can do for our health have always been the least glamorous.

Go for a walk. Meet a friend.

Get some sleep. Move your body.

Maybe that’s exactly the point.

Have we started confusing looking wealthy with being well?