Walk into any café in Shoreditch or Notting Hill right now, and you’ll see the shift. Mushroom lattes have replaced cappuccinos, kombucha taps sit next to cold brew, and there are more Whoop bands than watches. Something big is happening – and it’s not just a trend. It’s a full-blown cultural rebrand of what it means to be “well.” And for Mount Fund, it’s also a major investment opportunity.
We’ve been paying attention to where Londoners are putting their energy and their money – and it’s increasingly into health, fitness, and feeling better, inside and out.
Trends in the Market
Let’s start at the gym. Over 11.5 million UK adults now have gym memberships, and Gen Z is leading the pack. But this isn’t just about looking good in a mirror – half of them say mental health is their top motivation for working out. 42% of 18 – 24 year olds say they’ve made meaningful social connections through fitness. The gym is becoming the new pub – and more for social wellbeing and emotional balance than aesthetics.
On the nutrition side, cans of Coke are being replaced with DIRTEA, kombucha and nootropic shots. Sales of functional drinks like mushroom coffee and kefir are up 54% year over year, and the UK kombucha market is expected to grow from $170 million to over $550 million by 2033. Health-conscious alternatives are now the default, not the niche.
Sleep tracking, stress monitoring, gut health, and recovery have become lifestyle priorities for London’s younger generation and that is reshaping the consumer economy in real time.
Venture Capital Investments in Health-Oriented Startups
At Mount Fund, our venture investments reflect a clear commitment to the growing wellness economy. We are supporting technologies and platforms that prioritise preventative care, personalisation, and emotional health.
One such example is Fitnescity, a diagnostics platform that enables individuals to access comprehensive lab-based health tests-including metabolism, hormone levels, and micronutrient tracking-paired with data-driven insights. It makes medical-grade health tracking both accessible and actionable for everyday consumers.
We have also invested in Hero, a company that transforms smartphones into fitness diagnostics tools. Using sophisticated measurements like VO₂ max, Hero provides real-time cardiovascular assessments without the need for specialist equipment, bringing elite-level performance metrics into the consumer space.
Additionally, Soula is an AI-powered mental health assistant focused on women’s emotional wellbeing. The platform offers intelligent, round-the-clock support for anxiety, burnout, and hormonal shifts, making it a scalable solution to a growing need in the mental health landscape.
Together, these companies represent a holistic wellness portfolio that spans diagnostics, digital health, and emotional care-precisely where demand is expanding.
Family Office-Led Projects in Development
Beyond venture capital, we’re also actively building our own projects within the wellness space taking the long view as a family office.
First, we’re developing a functional sports drink tailored to the needs of high-performance athletes. Designed for recovery, endurance, and real cellular support, this drink is being built with pro sports in mind but with everyday health benefits. We’re currently in the research and development phase with top formulators and athletes involved in the process.
Second, we’re in early-stage development of a flagship gym and wellbeing hub in Central London. More than just a workout space, it will blend physical training, recovery zones and curated wellness retail.
Conclusion
The wellbeing economy is rapidly gaining structure and significance. As London continues to lead in innovation and consumer behaviour, the business case for investing in health is increasingly clear. At Mount Fund, we believe that wellness is not simply a consumer trend-it is a foundational element of the next generation’s priorities.
Through our venture capital investments and direct development projects, we are committed to supporting this shift-not only as investors, but as active participants shaping its future.
