wellness

Inside the Glorya Kaufman wellness hub at the Wende Museum of the Cold War

We whine and purr and howl, a collective release.

About 20 of us are huddled in a patch of shade, beneath a cluster of palm trees, in a sleepy Culver City garden. Paired up, we face our partners, cup our hands behind our ears and let out loud, primal noises. And we laugh.

We’re participating in a “tuning exercise” led by the performing arts group Cantilever Collective. It’s part of a movement workshop meant to facilitate connection between individuals and help regulate our central nervous systems so as to release stress and promote a sense of overall well-being.

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Where are we, exactly? At one of Los Angeles’ newest and most robust wellness hubs — held, perhaps counterintuitively, inside the Wende Museum of the Cold War. The Culver City museum, which opened its doors in 2017, debuted its Glorya Kaufman Community Center last weekend, a 7,500-square-foot space for cultural programming and wellness activities. The three-story, modernist concrete building, which sits across the sculpture garden from the museum’s exhibition hall, was made possible with funding from the late philanthropist Glorya Kaufman, who passed away in August. Her foundation provided the lead gift toward the $17-million new building and committed $6 million toward programming.

The new community center includes a 150-seat theater inside a refurbished, century-old A-frame structure, an old MGM prop house. It will host all the expected cultural programming such as screenings, live talks and dance performances, among other events. But it will also offer yoga classes, guided meditations, sound baths, dance and movement classe, and healing writing workshops for L.A. wildfire victims, as well as herb and incense-making workshops and matcha tea-making classes.

Most notably? All of these wellness activities are free to the public. The center will also offer about 100 hours of free therapy a year, with licensed psychologists, as well as life-coaching sessions.

The modernist concrete building evokes Cold War–era architecture.

The modernist concrete building evokes Cold War–era architecture.

The Wende is quickly becoming “the living room of Culver City,” as visitor Lisette Palley, 74, describes it. She attends meditations at the community center, which soft-launched in January, weekly. “This place, it has an ease about it, an openness, a generosity that you don’t find everywhere you go,” Palley says.

Increasingly, museums and art galleries have been adding wellness activities to event calendars. The Hammer Museum has long held weekly mindfulness meditations on its campus, the Huntington regularly holds forest bathing and tai chi workshops and the J. Paul Getty Museum’s education department offers a “Wellness Day for Educators” at the Getty Center that includes yoga, a sound bath and guided mindfulness — to name a few. But typically, such wellness events are the programming exception at museums, and often they’re in conversation with an exhibition on view. The Glorya Kaufman Community Center at the Wende will host wellness activities nearly every day of the week, with “Wellness Wednesdays” being especially robust.

“There’s an affordability crisis in this country right now, and the things we’re providing are human rights,” says Wende founder and executive director Justin Jampol. “This museum — art — has always been sustenance for your soul. Now it’s sustenance for your mind and body. We realize we can’t inspire people if they’re hungry or sick. We have to tend to the whole person.”

Earlier in the day, about 50 visitors enjoyed a mindfulness meditation in the A-frame theater led by Christiane Wolf, a former physician turned meditation teacher. Wolfe encouraged the crowd to “just be … lean on the strength of community.”

Light bites are served in the courtyard. Soon, the center will debut its new Konsum Cafe.

Light bites are served in the courtyard. Soon, the center will debut its new Konsum Cafe.

Afterward, guests mingled in the courtyard over borscht and Russian tea made from fermented fireweed, honey and pine bud, among other offerings. A soon-to-debut Konsum Cafe will serve freshly baked bread from Clark Street, specialty coffees and teas, and a rotating menu of homemade soups from regions around the world that relate to its exhibition programming (first up: borscht, Hungarian goulash and Vietnamese pho). All of the food and drink in the cafe will also be free.

“We’re hardwired to come together as communities, and if we’re sharing food, it’s very regulating for our nervous systems,” Wolf says. “It creates a sense of safety.”

Early on, there were some concerns that people would balk at a Cold War history museum entering the wellness space. But Jampol says it actually makes sense paired with the collection.

“This place, it’s become this subversive museum,” he says. “First, because of the collections — they’re so much about dissonant movements and revolutions — and because it documents and celebrates the human spirit. Even in the face of totalitarian authority and oppression and restrictions, the human spirit has a way of fighting back; the human spirit always finds a way.”

Considering the federal government’s slashing of funding for the arts and public health programs in U.S., the community center is even more relevant now, Jampol says.

A portrait of the late Glorya Kaufman by artist Boris Vansier hangs inside the center.

A portrait of the late Glorya Kaufman by artist Boris Vansier hangs inside the center.

“The things that get cut first are the things people need most: self-care, eating right, having opportunities for art and culture, going to the theater — those are stress relievers,” he says. “So the idea is to try and address that here in our own small way.”

Kaufman, who died at 95, was a transformative dance world philanthropist in L.A. She established the USC Glorya Kaufman School of Dance, as well as the Glorya Kaufman Presents Dance at the Music Center. At the Wende, she did more than just fund the new center — it was her idea in the first place. She regularly attended music programs and dance events at the Wende, starting not long after its opening. Back then, museum staffers would move chairs and art around to make space for public events. One day in 2019, Kaufman told Jampol, “This is ridiculous. You can’t have heads poking around a statue; this is super weird,” he recalls. They began hatching plans to create a new space for events.

Kaufman and Jampol felt the COVID pandemic only heightened the need for health and wellness programming. The new building broke ground in 2022, designed by AUX Architecture (which designed the Glorya Kaufman Performing Arts Center at Vista Del Mar Child and Family Services). Other lead donors include the Ahmanson Foundation, the Ralph M. Parsons Foundation and the Rose Hills Foundation. Culver City donated the plot of land. Wellness activities debuted in the nearby sculpture garden even as construction was underway.

Visitors weren’t deterred by the construction cacophony. Event attendance has more than doubled since last year, Jampol says: about 15,000 program attendees in 2024 compared with about 32,000 so far in 2025.

The theater, with its restored slow-growth Douglas fir, is the crown jewel of the new building. It has a retractable seating system so it can morph into a space with room for a dance floor or sound baths. Practitioners can select the type of event they’ll be leading on a digital keypad and the room will automatically reconfigure itself. Hit “screening” and the lights dim in the audience and a screen drops down, for example. Select “dance hall” and disco lights swirl around the room.

A concrete fountain in the sculpture garden.

A concrete fountain in the sculpture garden.

Wellness Wednesdays include snacks for participants such as borscht, bread, coffee, and tea at The Wende Museum.

On a recent Wellness Wednesday, free snacks included borscht and bread.

Wellness Wednesdays participants enjoy snacks after Mindfulness with Christiane Wolf in the garden of the Wende Museum

Guests mingle in the Wende’s sculpture garden, a space for community connection.

The Wende’s wellness vision also includes a 4,000-square-foot Zen-inspired mediation garden, created by designer Michael Boyd, a scholar of postwar gardens and Midcentury Modern architecture. It features a decomposed granite ground surface studded with river stones and succulents, and is filled with the sounds of crickets and a rushing stream, digitally piped in. The museum is also turning about 200 feet of a median strip along Culver Boulevard into an “herb and incense garden” that will serve the cafe and upcoming incense-making workshops.

Much of the programming will be internally curated and the museum will pay its practitioners (those events will still be free to the public). Other programming will be “community curated.” Meaning, the Wende will make its center available, for free, to any wellness practitioner in L.A. who wants to hold an event there. The only caveat? Their event must be free to the public.

Kaufman may not be able to attend any of these events, but her presence is deeply felt. A portrait of the late philanthropist, by Russian-born, Swiss artist Boris Vansier, hangs by the entrance to the theater.

Wellness Wednesdays participants partake in Soup O' The Day.

Participants enjoy a movement workshop with Cantilever Collective at the new Glorya Kaufman Community Center.

Surveying the new building, as Wellness Wednesday attendees stream in and out of it, Jampol appears certain of the museum’s mission and role in the city.

“It’s about these moments of joy and happiness and togetherness amidst awfulness,” he says. “Having these kinds of oases in our lives is so important. There’s a certain tranquility in being in beautiful spaces and being present and being in community with one another. In a way, that is the ultimate purpose of museums.”

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The GCC Welcomes Wellness Tourism

High-end wellness resorts, clinics, and spas are part of ambitious national development programs in Saudi Arabia and its neighbors.

According to the medical journal The Lancet, the Gulf Cooperation Council countries, along with the rest of the Middle East and North Africa, will lead the world in youth obesity by 2050. The GCC region would not seem an obvious candidate to lead a global drive in wellness tourism, then. Right?

Think again. The GCC wellness tourism market is set to grow at a compound annual growth rate (CAGR) of around 17%, reaching $1.4 trillion by 2027, according to projections by the Global Wellness Institute (GWI), a Miami-based nonprofit. The Middle East, including the GCC, accounts for only about 2% of today’s booming global market, which is expected to surpass $1 trillion this year, but it is the fastest growing region for wellness tourism spending, the GWI calculates.

GCC governments see wellness as a good fit because it brings together two fields they are betting on for fast growth: tourism, and biotechnology, pharmaceuticals, and medical innovation. On the tourism side, they are already building several large-scale projects, including Saudi Arabia’s AlUla, its Red Sea project; Diriyah, Qiddiya, and NEOM. Oman, Qatar, and the United Arab Emirates are all pursuing similarly ambitious initiatives.

Vivek Madan
Vivek Madan, partner, Strategy & Middle East, PwC

While not all related to wellness, over 600 hotel projects with 140,000-plus rooms were under development in the Middle East in early 2024, according to “The Future of Wellness: 2025 Trends,” a reported published recently by the Global Wellness Summit (GWS), a sister company of the GWI.

Ambitious national development programs launched in the last decade, such as Saudi Arabia’s Vision 2030, the UAE’s Vision 2031, and Qatar’s National Vision 2030, are driving the stunning numbers, experts say. Designed to reduce dependence on oil and gas and encourage economic diversification, these programs help channel investment into target sectors.

Priorities vary, but most include tourism, health care, sports, and cultural heritage.

“Tourism has become a central pillar in national diversification agendas, particularly in countries like Saudi Arabia, the UAE, and Qatar,” says Vivek Madan, partner, Strategy & Middle East, part of PwC’s global strategy consulting business. “These governments are investing heavily in infrastructure and destination branding to reduce reliance on hydrocarbons and unlock long-term, sustainable economic growth.”

Before its diversification drive kicked off, Saudia Arabia was already receiving considerable inflows of religious and business travelers.

“You have an ecosystem in place” that includes international operators and a talent pool, says Oussama El Kadiri, head of Hospitality, Tourism, and Leisure Advisory for the MENA region at Knight Frank, a London-based global real estate consultancy. “It’s low-hanging fruit to attract additional players to the game and open the country to the leisure part. It seemed like the immediate path towards diversification.”

The GWS report notes, “Saudi Arabia’s wellness market alone is valued at $19.8 billion, with wellness tourism growing at an annual rate of 66%.”

Wellness As Import Substitution

The wellness travel market is increasingly split into two distinct segments, albeit with some cross-pollination. “Softcare” tends to be less expensive, simpler and slower, according to GWS. Think nutrition programs, alternative therapies, meditation, fitness classes, health assessments, and stress management programs. “Hardcare” means high-end, high-tech medicine, such as biohacking and longevity clinics. Most GCC countries are investing in both.

In addition to attracting foreign visitors, state-of-the-art centers are also designed to cater to high-end locals who would previously have traveled abroad for high-quality treatment: the health and wellness industry as import substitution.

“People from the Middle East like to go to health and wellness clinics in Switzerland and Germany,” observes Corina Goetz, founder and CEO of Star-CaT, a London-based business consultancy specializing in the region. “Of course, it makes sense to partner up [with foreign investors] so you can keep the money in the country.”

Oussama El Kadiri
Oussama El Kadiri, head of Hospitality, Tourism, and Leisure Advisory for the MENA region at Knight Frank

The range of projects on the softcare side is varied, reflecting its ambitions.

SHA Emirates will open next year as an outpost of the Spanish wellness clinic, the GWS report notes. “Billing itself as the world’s first ‘healthy living island,’” the resort will include 100 residences and combine “clinical care with mindful living.”

Saudi Arabia’s Red Sea Project has captured the imagination of locals and foreigners alike, thanks in part to promotional social media posts by the Portuguese footballer Cristiano Ronaldo, made during a break from representing the local side, Al-Nassr FC. Tourism boosters “actually created a whole program around him,” says Goetz. “You can do the Ronaldo experience at the Red Sea, and you can do exactly what he did.”

The development, which Madan says, “integrates wellness into ultra-luxury resorts like Desert Rock and AMAALA,” spans 28,000 square kilometers, encompasses over 90 islands, and is targeting 150 million visitors a year by 2030 for a $5.3 billion contribution to Saudi GDP.

With a price tag topping $500 million, Therme Dubai promises to become the world’s tallest wellness center when it opens in 2028. In the spirit of Ski Dubai, the desert city’s famous indoor slopes, the center will feature the world’s largest indoor botanical garden, three 18-meter waterfalls, and a water park in addition to a myriad of spa facilities inspired by ancient traditions from around the world. Capacity will be 1.7 million visitors a year.

“It’s like a tropical wellness concept,” says El Kadiri. “You will be in this place where they will recreate tropical weather conditions,” bestowing the associated wellness benefits.

In contrast to ostentatious Dubai, Oman is developing coastal, mountain, and thermal spring attractions, “leveraging its natural assets to attract eco-conscious wellness tourists,” in the words of Alwaleed Alkeaid, founder of Fitlee for Corporate Wellness, a Riyadh-based corporate wellness service provider, and former CEO of the Saudi Boxing Federation. The Omanis want to focus on “quiet luxury” and “authenticity,” El Kadiri notes. Nearby heritage sites are to be combined with wellness offerings to emphasize cultural travel, he adds.

Qatar’s Zulal Wellness Resort by Chiva-Som, a Bangkok-based wellness resort operator, aims to become “the region’s first family-wellness offering,” Madan says. The project “signals a shift toward scale and sophistication in wellness infrastructure. It is one of the largest wellness destinations and the first and only full-immersion resort in the Middle East, founded on traditional Arabic and Islamic medicine (TAIM).”

Dubai and Abu Dhabi lead the region in hardcare. Last year, Dubai inaugurated a Longevity Hub by Clinique La Prairie in partnership with the renowned Swiss longevity clinic. In April, Abu Dhabi launched the HELM Abu Dhabi cluster, a hub for research and development in health, endurance, longevity, and medicine. It is projected to contribute $25.6 billion to the emirate’s GDP, create 30,000 new jobs, and bring in $11.5 billion in investment by 2045 by tapping into a global health care market projected to reach $25.3 trillion by then.

“While the wellness tourism push and the HELM cluster initiative are distinct efforts, they do share complementary goals,” says Sami Khawaja, partner at PwC’s Strategy& Middle East. “The HELM cluster has a broader focus that includes advanced biotech, pharmaceutical manufacturing, digital health, AI integration, and precision and preventive medicine: all supported by cutting-edge infrastructure.”

Upscale mega-projects command most of the attention, but there are early indications that the wellness economy may be spreading to average GCC citizens.

“These [big tourism] initiatives not only attract international visitors but also promote local wellness cultures, fostering a more health-conscious population,” the GWS report argues.

Locals and resident expatriates are packing newly opened fitness clubs. From around 100 two decades ago, Saudi Arabia now boasts 2,100 and counting.

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Do wellness drinks really do what they say?

Getty Images A woman with pink nail varnish pours a bright orange coloured can into a glass filled with ice. The liquid is pink and fizzyGetty Images

Calm in a can. Relaxation after a few sips.

That’s what some drinks companies are promising with beverages formulated specifically to help you chill out.

Lucy and Serena swear by them. They’re good friends who, like many, are juggling careers, the chaos of having small children, trying to stay fit, and everything else in between.

“These drinks aren’t going to get rid of all my worries and anxieties,” Serena says, “but if they give me a little boost – then I’ll take it.”

Lucy finds them really useful too, especially when she’s feeling a bit overwhelmed.

“If I get that low-level panic, then with a drink of Trip or something like it, I can bring it back round.”

But after an advert by one of the industry’s best-known brands was banned for suggesting its drinks helped with stress and anxiety, there have been questions about whether drinks of this kind are quite as effective as they make out.

BBC News has spoken to nutritionists and dietitians who are sceptical the small amounts of supplements the drinks contain could really bring about that sense of zen.

One psychologist has suggested that we might actually “create our own calm” when we set aside time for ourselves with something that feels like a treat.

Steven Oakes Lucy and Serena sitting on a park bench drinking TRIPSteven Oakes

Lucy and Serena say the drinks can make them feel calm if life gets stressful

The “functional beverage” market – that’s drinks with additional health benefits – is booming, with British supermarkets seeing sales jump by 24.5% in the last 12 months, according to one market research firm. Almost 30% of UK households now buy these functional drinks, Worldpanel by Numerator says.

So, what’s actually in them that’s supposed to help you feel more mellow or give your health a boost? Well, that’s where things can get complicated, as each brand takes a different approach.

Along with Trip’s Mindful Blend, other companies like Rheal, Grass&Co, Goodrays and supermarket own-brands, advertise that their drinks contain supplements including:

  • Lion’s Mane extract – a type of mushroom found in east Asian countries
  • L-theanine – an amino acid found primarily in green and black tea
  • Ashwagandha – a herb cultivated in areas of Asia, Africa, and Europe
  • Magnesium – a mineral the human body needs to function properly

These supplements are all commonly found in many health and wellbeing products and are associated with enhancing mood, boosting energy, supporting cognition, and helping with stress.

But how robust is the evidence for that? It’s tricky because there are many studies of varying credibility each suggesting different levels of efficacy.

Trip’s advert, which suggested its ingredients were stress and anxiety busters, breached the Advertising Standards Agency’s (ASA) code, with the ASA ruling that Trip’s claims their drinks could “prevent, treat or cure disease” were a step too far.

Trip told BBC News the ruling related to “a single page on the website” and it has made the “changes requested”. It says it’s confident it’s ingredients permit the use of the word “calm” which is “widely and lawfully used by many brands”.

Getty Images Clockwise from left: Lion's Mane, Ashwagandha root and powder, magnesium supplement pills, and black tea - a source of L-theanineGetty Images

Clockwise from left: Lion’s Mane, Ashwagandha root and powder, magnesium supplement pills, and black tea – a source of L-theanine

Dietitian Reema Patel is concerned the amount of supplement in these drinks may not give consumers the emotional balance, feelings of calm, or stress relief that is advertised across the industry. She highlights a growing body of evidence around the funghi Lion’s Mane, but says there are no conclusive findings about whether it can have any impact – as yet.

“The research is still very much in its infancy,” she says. “In one of the more advanced clinical trials, a small number of participants were given 1800mg – that’s at least four times more than what is in some of these drinks.”

Studies suggest women are more likely to consume these kinds of supplements, but they’re not always front and centre in the research.

The lack of research that includes female participants is partly down to menstrual cycles and fluctuating hormones, making it more “complicated to track”, Ms Patel explains.

But these drinks can make a good alternative to drinking alcohol she says, and she has clients who have made the switch from having a wine or a gin and tonic every night to opening a can of one of these drinks to help them unwind.

“I think you can take a lot of the claims with a pinch of salt, but they are definitely giving people that other option.”

Emily May Emily MayEmily May

Emily May says older clientele at the coffee shop where she works are really into wellness drinks

Dr Sinead Roberts, a performance nutritionist, says supplements can make a difference, but they tend to work for certain groups of people in specific circumstances – such as high-performing athletes who want that extra edge, or people who are deficient in a certain nutrient – not necessarily for the general population.

If you enjoy the taste, “crack on”, Dr Roberts says, but if you want to reduce stress and anxiety you’re probably best saving your £2 or £3 and putting it towards a “therapy session or a massage at the end of the month”.

“A trace of Lion’s Mane or Ashgawanda in a fizzy drink is not going to make any difference,” she adds.

Emily May, 25, first discovered these drinks at Glastonbury a couple of years ago. She’s not overly bothered about trying to reach a state of zen through them – she just likes the taste.

“I’m ADHD,” Emily says, “so I would definitely need a lot more than one of those drinks to calm me down.”

TRIP via ASA Part of a screen shot of the Trip banned advert from its website, showing a light blue can of Trip drink. In text it says a host of ingredients are "crafted for calm".
TRIP via ASA

Trip’s banned advert made health claims which are prohibited, the Advertising Standards Authority (ASA) said

There is a fine line between advertising that a product will give you a feeling of calm and quiet, and claiming these kinds of drinks will help with mental health problems.

Psychologist Natasha Tiwari says mental health and well-being are “increasingly conflated” in the wellness sector, creating a “toxic mix”.

There can be a positive – yet temporary – change in mood and consumers might feel a buzz, she says, not because of the ingredients necessarily, but because “everything around the experience of the product is real”.

“So you’ve bought a drink which, let’s say, is a little bit pricier than the alternatives in the market. Therefore you make a commitment to sit down quietly and enjoy it nicely,” she says. “You look at the branding – which is lovely and calming – you’re processing your environment in the moment, and then actually what you’re experiencing truly is a calm moment in your otherwise busy day. That’s not fake.”

And it’s that little window of peace that Lucy and Serena yearn for – and for a few minutes a fizzy drink in a can gives them that, whether the science really agrees, or not.

BBC News contacted all the brands mentioned in this article. Grass&Co told us it’s their mission “to deliver high-strength natural adaptogen and vitamin-packed blends formulated by experts… which are supported by approved health claims.”

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