B. Joseph Pine II, author of The Experience Economy and the new book The Transformation Economy, will anchor discussions on a profound economic shift underway: memorable experiences are no longer enough; consumers are clamoring to become better versions of themselves. The future winners in wellness will create transformational offerings, and Pine will present the roadmap to get there.

MIAMI, Sept. 22, 2026 /PRNewswire/ -- The Global Wellness Summit™ (GWS), the foremost gathering of leaders in the global wellness economy, takes place November 10–13 at Angsana Laguna Phuket in Thailand. The 20^th-anniversary event will celebrate the staggering evolution of wellness over these last two decades while bringing together leading thinkers to identify the most powerful ideas and opportunities that will shape the industry's next 20 years.

The conference will tackle a fundamental shift now emerging. Goods and services—even memorable experiences—are no longer enough to attract and retain customers. People seek true transformation: eager to change, reach their aspirations and become better versions of themselves. Leading this discussion will be Joe Pine, bestselling author, speaker, co-founder of thinking studio Strategic Horizons and management advisor to Fortune 500 companies and startups alike. In 1999, Pine and his partner James H. Gilmore introduced the vastly influential "experience economy" framework in their bestselling book of the same name, identifying a major shift beyond mere goods and services toward memorable experiences.

Now Pine sees a new consumer revolution unfolding, as laid out in his new book, The Transformation Economy: Guiding Customers to Achieve Their Aspirations. Memorable experiences are no longer enough, as a new economy emerges around transformative experiences that guide people to change and help them become who they want to be. People pursue transformation across four fundamental aspirations: improving health and wellbeing, increasing prosperity, developing knowledge and wisdom, and finding purpose. It's good news for the wellness industry as it puts it in the pole position of the future economy. But many wellness businesses, despite throwing around the word "transformation" for years, still only deliver commoditized, undifferentiated goods, services and experiences, and struggle to effect lasting change. They're still not delivering true transformation.

In a prerecorded keynote conversation with Susie Ellis, GWS chair and CEO, Pine will unpack what the new "transformation economy" specifically means for wellness businesses, while giving them a practical, proven framework to design, create and guide transformative offerings that match their customers' aspirations and help them achieve meaningful, long-term change. He will explain how the future is not about selling a means to an end, but the end result itself—and how the transformation process relies on three key phases: diagnosis, encapsulated experiences and follow-through.

"We're thrilled to have Joe, who co-wrote the book on the experience—and now the transformation—economy share with delegates why shifting to a transformation paradigm will be a game changer for the wellness industry," said Susie Ellis. "He has worked with so many diverse companies to develop and apply a practical framework. And every health and wellness organization—whether in wellness tourism, medical and longevity, beauty, fitness, spa or real estate—will grasp what this shift really means and how to create offerings that deliver a major competitive advantage, with a strategy they can start implementing the minute they get home."

"The wellness industry is uniquely positioned to lead in the transformation economy because its very purpose is helping people become healthier, fitter and more fully themselves," said Pine. "But simply calling an experience 'transformative' does not make it so—and the real opportunity is not simply to offer more services or even better experiences. It's to design the entire business around each customer's desired transformation—from diagnosing aspirations and staging the right experiences to supporting customers afterward. When the customer is the product, the business model fundamentally changes. I look forward to showing wellness organizations how they can intentionally guide people toward meaningful, lasting change—and compete on the progress they help their customers achieve."

More about Joe Pine:

Pine is an internationally acclaimed author of five major business books, including the iconic The Experience Economy (published in 15 languages), and the brand-new The Transformation Economy. He has also authored numerous articles for publications ranging from the Harvard Business Review to The Wall Street Journal. He has delivered more than 1,000 presentations in over 35 countries, from addressing the World Economic Forum to the original TED conference. He has taught at numerous universities, including MIT Design Lab, UCLA's Anderson Graduate School of Management and Columbia University.

Apply to attend the Summit now, as rates go up October 1.

Accredited media can apply to attend here.

About the Global Wellness Summit: The Global Wellness Summit brings together leaders and visionaries to positively shape the future of the $6.8 trillion global wellness economy. In addition to an annual conference held at a different location around the globe, GWS also hosts annual in-person events such as the Wellness Real Estate & Communities Symposium, along with virtual gatherings, including Wellness Master Classes and Wellness Sector Spotlights. The organization's Future of Wellness report forecasts the top wellness trends for the year ahead and is oft-quoted in the media. The 20th annual Global Wellness Summit will be held in Phuket, Thailand, November 10-13, 2026.

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SOURCE Global Wellness Summit