Hii crew,

As you may know, I am growing Glow Report into the go-to destination for all health / wellness / fitness - aka what we’re coining ‘Glow Industry’ news. A key part of that includes the creators, fit pros and influencers who shape culture and trends but are often left out of the conversation!

Starting this week, the newsletter will be split into two:

Also, I’d like to acknowledge the massive intersection of the two, which is what I tackle on my personal social accounts.

More updates coming very soon but for now I just want to say thank you so much for being here from the beginning. If you have any feedback, want to tell me about something you’re building or just want to connect, reply to this email!

So, here is the first edition of Culture of Glow! Enjoy :))))

<3, Abby Sawers

Less than a decade ago, fitness events were mostly limited to gyms, races, sports competitions, or traditional expos. Today, they’ve evolved into something much bigger: festivals. UK-based Gymshark just wrapped its largest Lift event yet in London, securing over 40,000 tickets. For the past seven years, Gymshark has moved away from the traditional expo playbook and pioneered a festival-style experience where athletes, creators, and fans collide with the brand.

Their Lift events are a masterclass in experiential marketing and draw people in through community, culture, and content. Attendees connect with like-minded people, meet creators and athletes they admire, and immerse themselves in experiences like the Gymshark Conditioning Club, PR cages, meet-and-greets, and even tattoo and nail salons. These moments spread rapidly across social media, amplifying Gymshark’s reach and securing its cultural relevance. And while other brands are now leaning into festival energy, Gymshark not only did it before most — they also do it best.

The line between beauty and wellness is quickly disappearing. Once seen as separate with beauty about how you look, wellness about how you feel, today they overlap in nearly every self-care ritual. From collagen powders and red light therapy to ice rollers and supplements, it’s hard to say where one ends and the other begins. Even creators highlight this blur in their GRWM routines, seamlessly mixing everyday makeup routines with wellness practices like face rolling and supplements.

Retailers are leaning into the shift. Ulta Beauty, Target, and Free People are repositioning themselves at this intersection, with Ulta leading the charge. On its recent Q2 2025 earnings call, CEO Kecia Steelman pointed out that wellness is growing faster than beauty. In response, Ulta is betting big with an expanded online assortment and building more Wellness Shops in store. The question now is whether wellness is a booming new category, or simply beauty rebranded for a new era.

Buff Bunny Founder Heidi Somers talking about brand building on the 505 Podcast

Fitness creator Keltie O’Connor takes us through a day in her life while marathon training

Soccer phenom Alex Morgan on Call her Daddy podcast

Nike’s Summer Training Camp series with Manchester, UK’s elite women’s track team

Oner athlete and fitness creator Brenda Anton on “getting back on track” after travel

Life after leggings

^ unless they’re capris

Coco Gauff is all about longevity (everybody is rn)

Protein at all costs, even in your am coffee