As the world’s largest international trade show for health, fitness and wellness, FIBO brings together the industry’s most influential innovators and thought leaders.

Schmidt’s presentation revealed eye-opening findings from Luxury Branding’s proprietary research examining the wellness offerings across 24 leading luxury hotel brands. Rather than discovering the expected innovation and excellence, our investigation uncovered a troubling ‘Wellness Gap’ – with only three brands genuinely delivering on their wellness promises, while the majority engaged in varying degrees of what Schmidt characterised as ‘well washing’.

The keynote concluded with Schmidt introducing ‘The Longevity Lever’ – a strategic framework designed to help hotel brands navigate the complexities of the wellness ecosystem and fulfil their wellness promises with greater authenticity and effectiveness.

Schmidt’s presentation resonated deeply with the audience, garnering enthusiastic feedback from industry peers. One fellow speaker remarked: “I’m still thinking about your keynote. I see a lot of talks in my line of work, and I don’t say this lightly: yours was excellent. From the branding to the research, the storytelling to the delivery, every detail was masterfully done. I could honestly listen to you all day.”