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The rise of holistic sports

Fitness nowadays is no longer just about reducing your body fat percentage; it’s all about finding meaning and focusing on mental health. An illustrative example of this phenomenon is Sanctum, a fitness concept that combines high-intensity training, yoga, martial arts, and mindfulness in one workout. Churches are being repurposed as fitness studios to provide a sense of community and connection that many people seek in their workout experience. Through repetitive movements to music, breathwork, and an emphasis on mental and physical release, Sanctum creates a transcendent experience.

As the industry continues to evolve, the integration of fitness and mental well-being is becoming increasingly prevalent, empowering individuals to cultivate holistic well-being on their path to self-improvement.

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Author

Kim Pillen

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Kim Pillen

Consultant

Before Kim Pillen started as a trend consultant at TrendsActive, she worked for four years as a creative strategist at Dept. For brands such as Philips, bol.com, Beiersdorf, JBL, and the Consumers’ Association, she built (online) campaign, brand, and social media strategies. After four years, she decided that she wanted to better understand people and society in order to advise brands more effectively. That’s how she ended up at TrendsActive. Here, she can do what she loves most: digging into people’s needs and then working with brands to see how and where they can be relevant and meaningful.

Douwe Knijff

Researcher

Douwe is fascinated by how people work. With a background in Interdisciplinary Social Sciences (Bachelor) and Psychology (Master) and an analytical mind he tries figure out how societal shifts manifest themselves through social culture and human behaviour.

Aljan De Boer

Keynote speaker

Aljan has been widely recognized as an inspiring professional speaker on the critical trends that will shape society in the decades to come. He works as the Head of Inspiration at TrendsActive, a trend consultancy from the Netherlands using social science to human-proof business decision for brands like

  • Disney
  • Vodafone
  • Hugo Boss
  • ASR
  • Rabobank

Next to his role at TrendsActive he is the Community Director at the Institute for Real Growth where he inspires and connects a global community of +400 CMOs.  

He has been on the board of the Dutch Platform of Innovative Marketing for almost a decade. Regular speaker and moderator for the Dutch Marketing Awards and 3 times winner of the best of MIE. 

Kees Elands

Founder & Strategist

Kees his purpose is to help ambitious leaders and brands to human-proof their business. In 2003 he founded TrendsActive, a trend consultancy enabling brands to become more human centric.

Kees consults global brands like

  • Disney
  • The Coca-Cola Company
  • Asics
  • Discovery Channel
  • Swiss Life
  • Vodafone

and many more.

Next to being the founder of TrendsActive, he is also initiator of the first academic trend master for executives at the University of Utrecht and is initiator of various trend studies and white papers on subjects like trust, meaning, visual culture & generations.

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Kees Elands

Founder & Strategist

Kees Elands

Founder & Strategist