Follow the Rabbit is a (video) podcast that invites you into the messy, interconnected world of cultural research. Throughout Season 3, we're exploring the emergence of health as luxury and how it's reshaping our understanding of both concepts in contemporary culture.

In this conversation, we examine two contrasting manifestations of health as luxury that reveal fundamental shifts in how we think about wellness and status. We start with Erewhon, the LA grocery store that transformed from a simple health food market into a cultural phenomenon where $20 smoothies become social media events and Balenciaga collaborations turn grocery shopping into luxury theater.

From there, we analyze AG1, the venture-backed supplement company that has become the third-largest podcast advertiser while selling just a single product. Through these case studies, we explore how social media transforms health into entertainment, the evolving relationship between exclusivity and accessibility, and why some luxury health experiences succeed while others fall flat. The discussion reveals how our understanding of health has shifted from pure performance optimization to a more holistic but also more complex cultural phenomenon.

Chapters:

00:00 Introduction and Context

01:33 Erewhon: From Grocery Store to Cultural Phenomenon

08:48 The Business of Instagram-worthy Health

16:47 AG1: The Evolution of Health Marketing

27:19 The Paradox of Luxury Through Mass Media

34:43 Health Culture: Past and Present

You can also watch this episode on YouTube at https://youtu.be/mgsRwe9pEk8

In this episode of Follow the Rabbit, we explore the fascinating world of Continuous Glucose Monitors (CGMs) and their evolution from medical devices to luxury wellness products. Starting with Oura's acquisition of Veri, Johannes and Igor unpack how CGMs have become status symbols in the wellness industry. They discuss the technology behind these devices, their intended medical purpose for diabetes management, and how they've been repurposed for the “quantified self” movement.

The conversation dives into the broader implications of this trend, from the rise of “metabolic health” as a buzzword to the potential dangers of obsessive health tracking. Through examining user behaviors and market dynamics, they reveal how these devices exemplify “health as the new luxury” – where even basic wellness becomes another facet of status signaling.

Join us for a thought-provoking discussion about the intersection of technology, wellness, and luxury, and what it reveals about our contemporary relationship with health.

In this episode of Follow the Rabbit, we explore the cultural shift that’s made health the new luxury. We dive into how this trend shows up in pop culture and technology, starting with American Psycho and how Patrick Bateman’s obsessive grooming routine helped shape modern men’s health culture.

We look at how luxury consumption changed after the 2008 financial crisis, leading to more subtle displays of wealth, with health taking center stage. The rise of the quantified self movement—pushed into the mainstream by devices like the Apple Watch and Oura Ring—has transformed personal wellness into a status symbol, helped along by celebrities and athletes.

From unconventional trends like IV drips to the shifting narrative of work-life balance, where health routines become a marker of status, we break down the contradictions within this trend. Health as luxury will be a recurring theme in future episodes, and we invite you to share your own thoughts and experiences as we continue exploring this evolving cultural shift.

Welcome to the new season of Follow the Rabbit. This time, we’re diving headfirst into the evolving world of health and wellness. As the landscape shifts, we believe we’re witnessing a fundamental change in how we think about health, healthcare, and well-being.

Here’s what you can expect:

1. We’ll explore the idea of “health as luxury”—not just a fleeting trend but a long-term cultural transformation.

2. We’ll cover topics like:

• The intersection of technology and health, with Apple’s vision leading the way
• The rise of GLP-1 drugs and their impact on obesity in the US
• How modern gym aesthetics shape culture
• How health and wellness are portrayed in iconic films like American Psycho
• The role of athleisure in health culture
• What it means when a high-end supermarket focused on healthy products in LA becomes more of a lifestyle—or a vibe
• The use of Continues Glucose Monitoring products by non-diabetics

3. We’ll take a closer look at the business models driving these trends, how political actors are shaping the market, and who is working to make healthcare more equitable.

While we’ll reference some of our earlier research, including a 2020 trend report that described the rise of “health as luxury,” our focus remains on the here and now as well as possible futures. As always, we’ll also bring in interesting guests to share their perspectives and dive deeper into these conversations with us.

We want you to be part of the conversation. Share your thoughts, suggest guests, and help us bring diverse voices into the mix. This season promises to explore the contradictions, innovations, and cultural shifts shaping the future of health and wellness. Stay tuned.

You can also watch this episode on YouTube at https://youtu.be/G4z-AGT9ltE

In this season finale of Follow the Rabbit, we conclude our exploration of the re-emergence of third places with special guest Kyle Chayka, staff writer at The New Yorker and author of ‘Filter Worlds: How Algorithms Flattened Culture.’ This episode bridges the gap between the physical concept of third places and the digital world that increasingly shapes our experiences. Key points of discussion include:

• The evolution of coffee shop culture from the "airspace" aesthetic of 2016 to current trends, reflecting on how digital platforms have influenced physical spaces.
• An examination of gyms as modern third places, highlighting the shift towards personalized experiences rather than community interaction.
• Starbucks' attempt to reimagine the third place concept in the digital age, blending physical and virtual experiences.
• The role of restaurants in the current landscape of third places, and how social media has transformed dining experiences.
• The tension between the desire for personalized, algorithm-driven experiences and the need for genuine community interaction in third places.
• The emergence of counter-movements resisting algorithmic recommendations in favor of more authentic, localized experiences.
• Reflections on how our behavior in physical third places is increasingly shaped by our online habits and expectations.

The episode provides a fitting conclusion to our season-long exploration of third places, offering insights into how digital culture has transformed our understanding and experience of community spaces. It raises important questions about the future of third places in an increasingly personalized and digitally-mediated world, leaving listeners with much to ponder about the nature of community and belonging in contemporary society. You can also watch this episode on YouTube at https://youtu.be/NC62oEtGBpI

Follow the Rabbit is a (video) podcast that invites you into the messy, interconnected world of cultural research. In Season 1 we used Toby Shorin's essay Life after Lifestyle to explore cultural rabbit holes, connect unexpected dots, and uncover insights that shape our world, all while working with the garage door open. In Season 2 we go even deeper into the current re-emergence of the third-place concept.

This episode of Follow the Rabbit features Chris Palmieri, co-founder of AQ, a design product studio based in Tokyo and Paris. The episode focuses on exploring third places in Japan, particularly in Tokyo, where Chris has been living since 2001.

• Key points of the discussion include:
• Chris's observations on the evolution of third places in Tokyo, presented through a detailed map of various types of spaces and their functions.
• The post-war trend of co-opting public functions (like bathing) into private homes, and how this affected traditional third places.
• The concept of “privacy as service” in dense urban environments, including unique uses of spaces like car-sharing vehicles and love hotels.
• The idea of “companionship as service” in various types of cafes and social spaces.
• The role of convenience stores in Tokyo as an extension of home and part of the city's “operating system”
• A case study of the film “Perfect Days” by Wim Wenders, illustrating how third places are portrayed in cinema and how they reflect social dynamics in Tokyo.
• Comparison of Oldenburg's characteristics of third places with the reality of contemporary Japan, noting differences in social leveling, conversation as the main activity, and anonymity.
• Discussion on how Tokyo's long-standing density and financial restrictions might foreshadow trends in Western cities.

The episode provides a rich exploration of how third places function in a dense urban environment like Tokyo, offering insights into cultural differences and potential future trends for urban spaces globally. It highlights the adaptability of spaces in Tokyo and how the entire city can be seen as an extension of one's home.

You can also watch this episode on YouTube at https://youtu.be/4It1SaFkclc

This episode of “Follow the Rabbit” features the podcast's first guest, Kelly Pendergrast, a writer, researcher, and strategist based in Oakland, California. Kelly's expertise in technology, digital images, and material culture brings a fresh perspective to the ongoing discussion about third places.

The main topic of discussion is the evolution of third places, comparing traditional concepts to modern interpretations. Kelly presents her research on the subject, highlighting the differences between classic third spaces (like local bars, bowling alleys, or churches) and newer, more branded and aesthetically-driven spaces.

Key points of the discussion include:

• The shift from “container” third spaces to “platform” third spaces- The role of aesthetics and branding in modern third spaces
• The impact of social media and online culture on physical spaces
• The concept of “ungrammable hang zones” versus Instagram-friendly spaces
• The challenges of creating neutral spaces in today's identity-conscious world
• The financial and real estate factors influencing the development of new third spaces

The conversation delves into the reasons behind these changes, touching on topics such as the abundance of information online, the desire for optimized experiences, and the changing nature of community building.

Throughout the episode, Igor and Johannes engage with Kelly's ideas, offering their own insights and experiences. The discussion evolves to consider whether it's possible or desirable to recreate traditional third spaces in the modern context, and what new forms of community spaces might emerge.

The episode concludes with a reflection on the complexities of creating truly neutral spaces in today's society, acknowledging the historical biases in what were once considered “neutral” spaces. This leads to a more nuanced understanding of the potential benefits of newer, more intentionally designed third spaces.

Overall, the episode provides a thought-provoking exploration of how third places are evolving in response to technological, social, and cultural changes, leaving listeners with much to consider about the future of community spaces.

You can also watch this episode on YouTube at https://youtu.be/POQxyBIZj3k

In this episode, Johannes and Igor explore the concept of third places and their significance in travel. They discuss the emerging trend of pleasure in travel, the implications of revenge travel post-pandemic, and the rise of holistic tourism. The conversation delves into the importance of authenticity, community, and connection in travel experiences, as well as the impact of COVID-19 on travel trends. They also touch on the future of travel, emphasizing wellness and personalized experiences. 00:00 Introduction and Research Process 02:08 The Rise of Pleasure as a Driving Force in Travel 07:15 The Challenges of Business and Pleasure 12:28 The Connection Between Third Places and Holistic Experiences 14:13 The Importance of Authenticity and Wellness in Holistic Tourism 17:32 Investments and Changes in the Hospitality and Gym Industries 20:42 The Search for Meaning and Multiverses of Identity 25:44 The Role of Third Places in Building Community and Meaning 29:19 The Aesthetics of Third Places and Personalized Culture Scapes 36:43 Reflections on Third Places and the Future of Travel

You can also watch this episode on YouTube at https://youtu.be/en59twofoso