New insights into men’s wellness

Despite growing global interest in wellness, men’s engagement with wellness-related behaviours remains under-researched and is often overshadowed by discourses focused on women’s health. This study addresses this gap by exploring men’s attitudes, motivations, and barriers towards wellness, drawing on survey data from 350 men across 45 countries, who were primarily professionals in wellness, health, and tourism sectors. Using a six-pillar wellness framework, the study finds that men predominantly value the physical dimension, with exercise, diet, and grooming being their most frequent wellness practices. Stress – especially from work and financial pressures – emerged as a central wellness challenge, with most respondents citing de-stressing and energy replenishment as primary wellness goals. Although socialising is reported as a common relaxation method, it is not widely perceived as a wellness-enhancing activity, revealing a disconnect between behaviour and conceptual understanding. The study draws on self-care theory and the theory of planned behaviour to interpret findings, highlighting the influence of beliefs, norms, and behavioural intent. The influence of partner support was significant, with partners identified as key motivators for wellness engagement. Managerial implications suggest the need for more inclusive, male-oriented wellness interventions that normalise emotional expression and provide accessible, non-stigmatising support structures.