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Brian Von Ankcen is the founder of the Wellness Growth Mastermind, a community for wellness entrepreneurs, operators, and leaders building the future of health. His career has taken him from Tough Mudder, Barry’s and Othership as well as early fitness startups to the forefront of the modern wellness movement—where psychology, technology, and community intersect.
Brian works with some of the most forward-thinking wellness brands today, from AI-powered health tracking to third-space recovery clubs. Through his work, he’s asking deeper questions about what “wellness” really means—and how we can make it both effective and accessible.
In this episode, we explore Brian’s perspective on the evolving wellness industry and what wellness truly means. See the top takeaways below.
Wellness has become identity. It's no longer just about what you eat or how you work out—it's about how you see yourself. When wellness becomes part of someone’s identity (e.g., “I’m an athlete”), lasting change is more likely to follow.
Experience used to be the luxury good—now it’s recovery scores and biometric data. The rise of wearables and health tech has shifted how we track progress, signal status, and evaluate wellness.
There’s a dark side to optimization. The push for constant improvement can become overwhelming—turning wellness into a burden rather than a joy.
Everyone has their own ‘total health formula’. That means knowing the minimum number of weekly mental, emotional, physical, and social inputs you need to feel grounded—and using that as your compass.
Community is the future of wellness. Whether it’s running clubs, breathwork studios, or recovery spaces, people are seeking shared experiences that help them feel well, not just look it.
Brian’s journey from Tough Mudder to wellness advisory
The psychology behind identity-based behavior change
Why “optimization” can become toxic
How wellness became a cultural status symbol
The tension between exclusivity and accessibility
Future trends: biohacking, AI, community-led wellness
Finding your “total health formula”
The role of joy and play in long-term wellness
Hope you enjoy the conversation. Feel free to share and let us know what resonates with you in the comments.
- Adam
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