The Rise of Wellness and Longevity in Australia
It’s a typically cold Melbourne winter morning, and tech entrepreneur Tristan Sternson begins his day by immersing himself in an ice bath. The temperature is a bone-chilling 3 degrees Celsius, and he stays in for four minutes. This is just the start of his strict routine, which includes exercise, supplements, IV infusions, and various treatments like saunas, cryotherapy, and hyperbaric oxygen therapy. His goal is to feel better and live longer.
Sternson, who co-founded the longevity clinic Super Young, describes some of the treatments as extreme. For example, cryotherapy involves spending three and a half minutes in a chamber that reaches minus 165°C. He also uses a full-body red light machine, which he says helps with hair health and prevents thinning as he ages.
While Super Young is more of a passion project for Sternson, his wife might call it an obsession. At 45, he claims a biological age of 34, based on a series of tests. He tracks 65 different health markers through blood tests and undergoes what he calls “extreme” treatments every few months, sometimes traveling to the US for procedures not available in Australia.
A Growing Industry
The wellness industry is booming globally, with a market valued at $2.5 trillion. It’s driven by individuals, often wealthy, seeking to measure and optimize their health. The popularity of alternative health practices has grown, especially in places like Los Angeles, and has now spread to Australia. Ice baths and infrared saunas are becoming common sights in gyms and spas in affluent areas.
However, the rise of these practices has raised concerns among medical professionals. Michael Wright, president of the Royal Australian College of General Practitioners, warns that the evidence base for many of these treatments is minimal. He advises caution, suggesting that general practice is the best starting point for those interested in longevity.
Wright emphasizes the importance of skepticism when considering additional tests or treatments offered by clinics. He questions whether extensive blood work and diagnostic tests are necessary, noting the potential for unnecessary stress and financial burden.
Despite these concerns, Sternson argues that the treatments at Super Young are backed by research. He acknowledges the challenge of establishing evidence due to the lack of long-term data but highlights the demand from consumers willing to pay for detailed health analysis and personalized programs.
Innovation in Health Care
Another company riding the wellness wave is Eucalyptus, a startup that launched a longevity app for men last year. Although the app was pulled due to high subscription costs, the company plans to relaunch in Australia at a lower price with more automation. CEO Tim Doyle explains that patients were curious about their diagnostics and wanted to make behavioral changes but were unwilling to pay $1,500 a month for the service.
Eucalyptus has grown rapidly, largely due to its weight-loss service, which provides access to drugs like Ozempic via a telehealth app. Doyle believes the company represents an evolution in healthcare, offering convenience and quality care tailored to individual lifestyles.
However, medical bodies have criticized the online prescription model for pharmaceuticals, warning about the potential fragmentation of care. While acknowledging the need for GPs to be involved, Doyle notes that many younger people are more mobile and may not have a regular GP. He suggests that companies like Eucalyptus can work alongside GPs to provide additional support.
Catering to the Well-Off
Like Eucalyptus, Super Young aims to cater to well individuals who are willing to pay for private testing and health optimization. Sternson emphasizes that the industry does not aim to compete with established medicine but offers an alternative without adding extra burden to publicly funded healthcare.
He points out that the current healthcare system is effective when people are sick, but the longevity industry focuses on well individuals. Sternson argues that the medical system cannot support everyone who wants comprehensive testing, and the longevity sector fills this gap by providing services that help prevent illness.
In conclusion, the wellness and longevity industry continues to grow, offering innovative solutions for those seeking to improve their health. While there are concerns about the evidence behind some treatments, the demand for personalized health care remains strong, driving new approaches in the field.