Why do you think more people are craving social connection in the wellness space?
Ancient tribes knew it - our survival wasn’t just about strength, but about unity. They depended on collective care for protection, resource sharing, and emotional warmth. Modern neuroscience backs what our ancestors lived by, showing how genuine human connection releases oxytocin, a powerful hormone that strengthens bonds, reduces stress, and boosts emotional wellbeing - proving we’re wired to thrive together.
But modern life has fractured these essential bonds. The rise of extreme individualism and the addictive grip of social media—doomscrolling, constant comparison - has pulled us away from what truly matters. We've traded real connection for surface-level validation, leaving many craving something deeper, more authentic.
True connection doesn't need complexity. It can be as simple as sharing stories over coffee with like-minded people or sweating it out in a wellness space. When people move together—pushing limits, breathing in synchronicity, challenging both body and mind - it's more than fitness. It's entertainment and a primal return to the power of shared struggle, a bond forged not through words but action, trust, and shared experience.
Sitting with brilliant minds like our DIRTEA Chief Science Officer, Dr. Tara Swart, I've come to understand just how critical this is. When we experience isolation, the brain can misinterpret it as a threat, releasing cortisol, the stress hormone. Left unchecked, this response fuels anxiety, chronic stress, and even physical health issues - proof that disconnection isn’t just uncomfortable, it negatively impacts our mental health.
We weren’t built to do life alone. We’re stronger together which is why the wellness space is thriving, they remind us of what it means to be truly human: connected, supported, and empowered to grow.
Have you seen a shift in consumer behaviour in recent years?
Absolutely. There’s been a profound shift in consumer behaviour, personally I go with friends for herbal teas and a banya. It’s incredible the feeling you get and I'd rather chase sunrise than a party!
I believe this shift is rooted in a growing awareness of what it really means to live well - and live long. More people now understand that healthspan isn’t just about how long you live but how well you live. Meaningful relationships, stress management, and emotional safety are just as vital as nutrition and physical activity.
Science has made this undeniable. Research consistently shows that strong social bonds reduce stress, support emotional regulation, and even extend lifespan. A 2015 meta-analysis following over three million participants for an average of seven years found that loneliness increased the risk of premature death by 26%. The message is clear: connection isn’t just nice to have - it’s essential for survival.
What are the main ways that you think people can gain connection through health and fitness?
Health and fitness aren’t just about working out together - they’re about shared experience, vulnerability, and growth. When people come together to challenge themselves physically, something primal awakens. Barriers drop. Trust builds. And that’s where real connection begins.
DIRTEA was built on this foundation—a community of health seekers bound by a love for mushrooms and the pursuit of personal evolution. What started with a shared cup of DIRTEA slowly grew into sunrise swims at the Serpentine Lake. We strip down, sip our DIRTEA brew from flasks, preparing our bodies for a stress the body resists but the mind craves. We breathe together, then plunge.
In the intense discomfort of the cold, something profound happens - growth, resilience, healing, and connection. That experience isn’t just a health boost; it’s backed by science. Cold exposure has been shown to spike dopamine levels by a staggering 250%, leaving you not just refreshed but deeply energised.
Nature has always been the ultimate teacher. Drinking DIRTEA is a reminder of the powerful symbiosis we share with the natural world, drawing us back to simplicity, presence, and connection - both with each other and ourselves.
Health and fitness aren’t just about feeling good. They’re about becoming the best version of yourself while standing shoulder to shoulder with people who inspire you to keep pushing forward. It’s not just personal growth - it’s collective evolution.