Aaron Illathu, Managing Director at Jack Taylor.A few years ago, wellness tech in the Middle East was still a fringe conversation. It lived in niche communities or quietly among luxury audiences. Fast forward to today, and it is reshaping how brands communicate, what consumers expect, and how we define performance, lifestyle, and even success.
This shift is not about gadgets. It is about behavior. Consumers across the region, especially in markets such as the UAE and Saudi Arabia, are moving past surface-level wellness claims and influencer endorsements. They are looking for credibility. They want to understand the science. They want tools that give them real agency over their health, not vague promises of balance or vitality. That demand
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