Over the past year, I’ve had countless conversations with elite performers, founders, and investors asking the same question: “Where is human performance heading next?”

So drawing on our work with elite performers from sport, entertainment and business, work with early and growth stage ventures – and alongside emerging market signals – I’ve put together my top predictions for how the human performance ecosystem will evolve in 2026.

From the shift in wearables and provenance, to the rise of health testing hubs, AI co-pilots, cognitive optimisation, and athletes moving deeper into venture – it is my intention that these insights act as a signal, and spark some curiosity, within a very noisy industry.

Here’s the full breakdown.

1. Provenance becomes premium

• Consumers will increasingly prioritise transparency of origin, purity, and traceability across food, drink, nutrition supplements, and lifestyle products.
• Third-party certifications (E.g., Informed Sport) will continue to be a more important benchmark for the active consumer (non-elite athlete).
• Market Signal: The clean-label food market is forecast to grow from US$402B (2024) to US$712B by 2034; 458 new products were certified by Informed Sport in 2024.

2. Wearables become less sticky

• Unified (API) data platforms and expert-built algorithms will deliver more actionable insights. High-performers will use wearables in blocks to answer particular questions (e.g. harder training blocks, travel, sleep, menstrual cycle).
• Users will keep replacing in their wearable (e.g. Whoop, Oura) in search of new insights as new hardware hits the market.
• Market Signal: Wearable tech market continues to grow at ~14–17% CAGR; only ~11% of consumer devices are validated for a single biometric.

3. Rise of health testing labs

• A new tier of diagnostic hubs is emerging – e.g., Neko, Function Health, and Randox – now acting as the entry point into personalised health.
• Clients increasingly complete in-person or partner-lab testing, then ‘dial in’ chosen experts remotely for interpretation, coaching, and performance-led insights. This will extend further into high-quality Direct-to-Consumer (DTC) at-home tests as adoption grows.
• Market Signal: DTC diagnostics are growing ~9–10% CAGR.

4. Cognitive performance continues its ascent 

• Cognitive performance and how this is affected by health interventions, becomes a core focus across workplaces, sport, and daily life – rivaling physical performance.
• In many cases, the evidence is still nascent – however, cognitive tools (protocols, supplements, routines) will continue to enter mainstream adoption.
• Market Signal: The digital brain-health market is expected to grow to ~US$477B by 2034; the nootropics category is forecast to rise to US$11.17B by 2030 (~14.6% CAGR).

5. Expertise over influencer

• Consumers increasingly recognise that influencers aren’t best placed to support their exercise, nutrition, psychology, and injury rehabilitation, needs.
• Trust will slowly start to shift back toward qualified & certified practitioners with domain expertise.
• Market Signal: Doctors hold 58% trust globally, scientists at 56%, with influencers at just 15%.

6. Athletes and experts glide into venture

• More athletes are becoming owners/investors in health, performance, and technology start-up and scale-up ventures.
• Expert investors are also making their move with founders increasingly seeking capital + expertise + credibility, elevating specialist VCs and expert advisory (over ‘cosmetic’ advisory boards).
• Market Signal: The global sports-tech market is expected to grow to US$68.7B by 2030 (~14.9% CAGR); athlete participation in funding rounds continues to rise.

7. Health and performance co-pilots

• As generative AI increases adoption, we will continue to a new wave of health and performance co-pilots.
• These will analyse health and performance data, wider lifestyle context, anticipate needs, and provide next-best actions – and will start to erode the market share from traditional apps with higher user burden.
• Market Signal: The AI-in-healthcare market is projected to grow at ~39% CAGR through 2032; ~28% of UK GPs now report using AI tools in consultations.

8. In-person experiences for the win!

• Demand for in-person wellbeing and performance services – e.g., boutique fitness, wellness retreats, and specialist conferences, will continue to increase.
• Niche, purpose-built events (running camps, coach summits, women’s performance retreats, wellness retreats), with peer learning, will trump larger generic expos.
• Market Signal: 56% of U.S. wellness consumers travelled >2 hours for a retreat.

9. The rising tide lifts all boats

• Wellness is now peak fashion – recovery tech, lab tests, training systems, wearables, and shakes, all function as status symbols.
• Winners in the space will simplify the experience: fewer decisions, clearer outcomes, less friction to make high-performance accessible to more users.
• Market Signal: The global wellness economy is projected to reach ~US$9.8T by 2029 (~7–8% CAGR).

10. What is your biggest prediction for 2026?

• Which trend do you think will shape human performance, health or wellness?
• Any I’ve missed or that would you add to this list?
• Share your prediction.

Human performance is entering a new phase – one shaped by technology, personalisation, and the increasing crossover between elite performance, healthcare, and venture.

There has never been so much opportunity within human performance, and robust research and innovation will be crucial to inform the technology to support the industry’s growth, whilst also protecting the consumer.

I’d love to hear your perspective: Which trend do you believe will have the biggest impact in 2026 – or have I missed one you think is rising?

If you’d like the visual LinkedIn carousel version or to discuss any trend in more depth, feel free to get in touch.

James