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The Main Media Inc. 2026

✦ Built By Field Office
    1. Articles
    2. Opinion

    Wellness culture has an optimization problem

    Wellness promised an escape from productivity culture. Then it became another thing to optimize.

    By J.P. KarwackiJanuary 15, 2026 - Read time: 5 min
    Wellness culture has an optimization problemPhotograph: @gophobservation / Instagram

    Places featured in this article

    Bota BotaScandinave Spa (Old Montreal)Spa Eastman

    Montreal's not really a city that worships at the altar of productivity. We love a long lunch, shy away from opening up shop on Sundays (or Mondays or Tuesdays), and are inclined to enjoy hours in parks when the weather's right. This stems from a cultural understanding that life's best moments can't be quantified, tracked, or optimized into a dashboard metric.

    Knowing this, it's curious to see how wellness culture, in the course of offering a refuge from the tyranny of constant productivity, has become just another thing to optimize: Fitness trackers that monitor REM cycles, apps to calculate cortisol levels, smartwatches pinging users to stand and breathe. The wellness industry is a data-driven arms race where self-care is another metric to keep track of.

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