Wellness has had many influences over the years, from Eastern traditions like Traditional Chinese Medicine (TCM) and Ayurveda to Western approaches like functional lab testing and the emergence of GLP-1 medications. Recently, a growing number of wellness brands have fallen under a different kind of Western influence: the American West.Wellness brands like Bloom Nutrition, Cowboy Colostrum, and Therabody are tapping into the Western aesthetic in an effort to expand their customer base beyond the coastal urban elites. This new generation of wellness consumers is perfectly positioned to purchase what wellness brands are selling: products rooted in a back-to-basics, no-frills approach to healthy living, made possible through a connection with nature.These wellness brands are consciously aligning themselves with Western culture by adopting narratives that emphasize resilience, self-reliance, and a harmonious relationship with the natural world—values deeply tied to both wellness and Western culture.“This is an entirely new market that modern health and wellness brands have largely overlooked—despite the fact that these people often live incredibly healthy lifestyles,” said Jenna Morr, Director of Content Marketing and Athlete Relations at Teton Ridge, a Western sports and entertainment company.“They spend most of their time outdoors, riding horses, and doing manual labor. Brands are finally realizing that just because someone doesn’t live in a big city with boutique fitness studios and juice bars doesn’t mean they can’t benefit from wellness just as much as anyone else.