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Pedro Martin Rojo

Chief Wellness Officer at First Abu Dhabi Bank | On a mission to help 1 million executives by 2030 to get lean, increase energy & build confident bodies! Follow me for simple tips to optimize your health and body

I don't believe in "wellness" as a soft skill. I believe in biological resilience as a competitive economic asset.

As Chief Wellness Officer at FAB and an Ambassador for the Global Wellness Institute, I operate at the intersection of high-performance business strategy and the $6.8 trillion global wellness economy.

My value proposition is simple: I filter the signal from the noise.

The current market is flooded with "fake wellness" and conspiracy theories. 

As an insider, I leverage exclusive macroeconomic intelligence to help executives navigate: 

* The Productivity Paradox: Why working longer hours in an AI-driven world is a losing strategy for biological performance. 

* The Longevity Bubble: Distinguishing between speculative investment hype and the habits that actually extend your healthspan.

* Data-Driven Execution: Medicine 3.0 protocols that are measurable, trackable, and rooted in science, not trends.

If you value a direct, evidence-based approach to optimizing your performance, send me a private message.

-> Follow the daily process: @wellnessofficer

Diego Carrete

I am watching a $548 billion capital rotation into a different sector: 

Wellness Real Estate. 

The top 1% have stopped investing in "Active Effort" and started investing in "Basal State Optimization."

​Here is the cold reality:

You cannot out-train a biologically expensive environment.

​If you spend 90% of your time indoors, in spaces with high CO2, fragmented light, and acoustic noise, your physiology is under a constant, invisible tax. 

60 minutes of Zone 2 training cannot offset 23 hours of environmental stress.

​Your willpower is a finite metabolic resource. 

If you have to "use" it just to maintain your health, you are already losing.

​In 2026, the primary asset is no longer a gym membership. 

It is an environment that anchors your circadian rhythm and protects your cognitive reserve by default.

​Let's stop trying to fix the fish.

Let's start fixing the tank.

Chief Wellness Officer @ First Abu Dhabi Bank | Ambassador, Global Wellness Institute

The End Of The Gym Era

I was having a pretty bad day today.

​I was walking down Jumeirah when I heard a shout.

​Diego, is that you?

​Yes man, do we know each other?

​I follow you on LinkedIn and I need to thank you for all the work that you put in.

It’s really helping me.

​I got close to the car and shook this man's hand.

​Then I continued to Waitrose and bought some salmon.

​Funny enough, these are the moments that I will always remember.

​I am no stranger to talking in public. 

But having someone thank you randomly for simply putting your thoughts online?

​That is pretty cool.

​So, thank you, Babak R. Tehrani.

Because of you, I showed up for myself at the gym today.

​You made my day. 

And you reminded me of something we often forget: we are all relevant.

​You never know who needs to hear what you have to say.

In 2026, most corporate wellness is still a cost center pretending to be a strategy.

While global wellness spend is projected to hit $94.6 Billion by 2026...

Burnout and mental health struggles are only escalating. 

Based on my research, 89% of wellness programs today are expensive distractions.

Why?

I see that most companies are currently stuck in a cycle of "isolation," where wellness initiatives are disconnected from actual operations. 

The data tells the full story:

Low Engagement: 9 in 10 employees never even open the company wellness app.

Churn: 80% of users abandon health apps within the first 10 days.

Minimal Retention: Meditation apps see only a 3.9% retention rate after 15 days.

Lack of Interest: Workplace yoga averages only 12% attendance.

--

Shifting to "Good Wellness"

"Good Wellness" is not an "add-on" that increases the daily workload; it is structural integration that embeds into core operations.

To move beyond vanity metrics like app downloads and yoga headcounts... focus on:

1/. Manager Training

2/. Physical Environment

3/. Policy & Compliance

True success is measured by (examples)

1/. Healthcare reduction in symptoms

2/. Tangible insurance cost reductions

3/. Measurable turnover reduction and absenteeism savings

Follow for proven corporate wellness strategies that move the needle.

Why 89% of Wellness Programs Are Expensive Distractions

5am productivity culture is noise.
My 9pm Rule (I do this most nights):

• Last coffee 10 hours before bed. 

→ If lights-out is 22:30, stop by 12:30. 

• Kitchen closed 3 hours before bed. 

→ Late meals mess with sleep. 

• Dim, warm light + park the phone. 

→ Bright LEDs and scrolling delay melatonin and wind you back up. 

• Warm shower 60–90 mins before bed, cool bedroom after. 

→ You’ll fall asleep faster. 

• Set tomorrow’s Top 3 on paper. Empty head, easier sleep.

Why this works:

Good nights make sharp mornings.

Unpopular opinion:

You don’t need a 5am alarm to be effective. 
Chronotypes differ; consistency wins.

7 night trial?

Pick a sleep window (e.g., 22:30–06:30).
Run the 9pm rule.
Each morning, rate your "decision speed" on a scale of 1 to 5. 

(Keep what moves the number.)

Helpful? Repost this.

Just "move more and eat less."

So why are people over 40 getting sicker?

Testosterone is down. 

Insulin resistance is up. 

Metabolic syndrome is now standard practice.

We are spending like athletes, but we are aging poorly.

The industry is selling you "Intensity" (sweat, calories, entertainment). 

But your biology requires "Efficiency" (mitochondrial density, structural integrity).

In this week’s edition of Wellness Intelligence, I break down:

- The $1.14 Trillion Trap (Data from the 2025 GWI Report).
- Why "Diet and Exercise" is dead advice for 2026.
- The "Automated Health" protocol for Q1.

We spent $1.14 Trillion on fitness last year. 

What is the one 'wellness' purchase you made in 2025 that gave you absolutely zero return?

Let me know in the comments .

Wellness Intelligence, Linkedin Edition For full updates subscribe here: wellnessintelligence.substack.com Hola amigos, I just finished reviewing the 

Open article: The $1.14 Trillion Lie (And Why "Diet & Exercise" is Failed Strategy) by Diego Carrete • 4 min read

The $1.14 Trillion Lie (And Why "Diet & Exercise" is Failed Strategy)

According to most "wellness gurus," I failed today.

​I succumbed to hustle culture.

I didn't "switch off."

​But as a Chief Wellness Officer, I see a different problem.

I see executives ruining their weekends trying to force themselves to relax.

​It’s a state called Anxious Idleness.

​When your brain is in "Hunter Mode" (trying to solve a problem) and you force it into "Gatherer Mode" (sitting on the couch), you create friction.

​You’re vibrating with suppressed energy. Your cortisol is actually higher than if you just did the work.

​I didn’t drain my battery this morning at 5:00am. I entered a flow state, closed the open loop in my head, and shut the computer.

​I didn't balance really, I compartmentalized.

​I gave the work 100% of my focus for 90 minutes.

Then I put the phone in a box and gave my kids 100% of my focus for the rest of the day.

​The result?

I wasn't a distracted, grumpy dad checking emails under the breakfast table.

I was fully there.

​Look, whether you call it Work-Life Balance, Integration, or just "Surviving"...

Do what works for your brain and your family.

​If that means a totally unplugged Sunday, great.

If that means a 5 AM strategy session so you can be present later, do that.

​Just don't let the guilt of "doing it wrong" ruin the time you have.

Happy Sunday!

Japan’s life expectancy is 85 years.

24.5% of Japanese men are regular smokers...

Therefore smoking prolongs your lifespan.

Nonsense, right?

In fact, one of the most renowned centenarians smoked until he died at the age of 122.

Nonsense, right?

Right.

This is survival bias.

These type of biases are seen across the board in the wellness industry.

You may have correct data, but as a human, you have the intuitive capacity to analyze truthful data and reach an erroneous conclusion.

Example:

I ditched carbohydrates and I lost weight.

Therefore, carbohydrates make me gain weight.

What actually happened:

I lost water weight.

I emptied muscle glycogen.

I may not have lose fat.

(I may even have gained fat!)

My advise:

In an era of information abundance, the "average" advice is often far from optimal. 

Marketing can often show correlations but is incapable of proving causality. 

Sooo...

If you see a listicle, run away.

If you see a "biohack" without a strategy, run further away.

If you see a "one size fits all" label, keep running.

That's that!

Have a great Saturday.

P.S. Poor cardiorespiratory fitness does carry a greater relative risk of death than smoking. So if you can today, go outside and exercise.

Most driven people I know start their day with steak and eat rice before bed.
Sounds counterintuitive, right?

But it’s part of a strategy to build metabolic flexibility, helping the body effectively use both fats and carbs for energy.

Here's MY approach to optimize energy, focus, and sleep, without complicated meal tracking or crash diets:

𝗠𝗼𝗿𝗻𝗶𝗻𝗴 = Protein + Fats

✔ Eggs + avocado
✔ Greek yogurt + almonds
✔ Cottage cheese + olive oil
✔ Espresso or black coffee (if needed)

→ Helps stabilize blood sugar levels
→ Supports energy levels and mental clarity

𝗔𝗳𝘁𝗲𝗿𝗻𝗼𝗼𝗻 = Light Protein + Fibre

✔ Chicken thigh with spinach
✔ Whey + psyllium + chia pudding
✔ Tuna + celery + avocado oil mayo

→ Keeps you energized yet calm
→ Supports digestion and overall well-being

𝗘𝘃𝗲𝗻𝗶𝗻𝗴 = Carbs + Protein

✔ White rice, sweet potatoes, lentils
✔ Turkey, salmon, or lean beef
✔ Add bananas or berries if needed

→ Helps replenish energy stores
→ Supports sleep through serotonin production

--

Bonus: Hydration Strategy

— Stay hydrated during the day
— Reduce water intake post-evening meal to improve sleep

Executive Grocery List:

→ Ribeye, turkey, lean beef, wild salmon, chicken thighs
→ Organic eggs, Greek yogurt, cottage cheese
→ Avocado, olive oil, nut butter
→ Spinach, celery, cucumber, mixed vegetables
→ White rice, sweet potatoes, quinoa, lentils
→ Bananas, dates (if training late)

This approach is called carb backloading; it is useful for my calorie and energy management.

Questions? 

I read you in the comments.

The UAE wellness sector is a $360M opportunity, yet most companies are still stuck on 'Health Weeks.' Here are 3 market gaps where performance meets profit. If you enjoyed this, repost it!

Guess what? We are midway through January. The “New Year” energy is fading, and the cracks in many are starting to show. You bought the juice cleanse,

Open article: Building the $360M Wellness Economy: 3 UAE Opportunities. by Diego Carrete • 3 min read

Building the $360M Wellness Economy: 3 UAE Opportunities.

Wellness is anti-fragile.

Here are the 3 shifts that will define the next 5 years:

1. The 9.4% Pivot

The luxury wellness retreat market is forecast to grow at 9.4% per year through 2033. Wealthy consumers are moving away from traditional luxury goods and doubling down on bespoke health, longevity, and high-end experiences.

2. The 2.1 Billion Imperative

By 2050, 20% of the world will be 60 or older. Longevity is no longer a personal hobby; it is a social and economic requirement. Countries and companies that invest in wellness will yield extraordinary returns in productivity and human potential.

3. The Anti-Hype Backlash

Consumers are pushing back against "wellness enshitification", the degradation of quality caused by brands cutting corners to serve shareholders over guests.

The future belongs to solutions that are science-based and prioritize the human touch.

Wellness Is An Antifragile Industry

I have no routine for you.
Maybe you were expecting the usual dialed-in fluff.

But I’ll be real with you: 

I used to think if I wasn’t 100% on, I was failing. 

One "bad" meal would turn into a weekend binge and that familiar "I’ll start Monday" trap.

Now? 

If I eat something unplanned, I just get back on track at the next meal. 

Perfection is a lie that ruins your progress.

The goal is not to win the game. The goal is to keep playing.

I’ve been doing this for 24 years. 

I’ve learned that if my body is soft, my mind is slow. 

It’s nearly impossible to maintain your brain in shape if you don't get your body in shape first. 

You can’t think clearly when you’re worn out, inflamed, and crashing from sugar. 

I don't exercise just to look good; I do it so I can outwork and outthink the competition.

Here is how I stay in the game every week (and how you can too).

- Lifting heavy 3x a week to keep my metabolism high.
- Training for the stability I'll need it three decades from now.
- One hard session to push my limits and 3 steady sessions to build my base.
- Protein-first. No sugar spikes, no midday crashes.
- 7-8 hours in a cold, dark room.
- Yearly blood work. I don't guess; I measure.

When your body is solid, your brain has no choice but to follow.

If you enjoyed this, share it.

How To Get Your Brain In Shape

The global wellness economy reached a record-breaking $6.8 trillion in 2024.

Here are the key takeaways from the latest GWI report on the two sectors shifting the most:

🏠 Wellness Real Estate: From Luxury to Mainstream
Explosive Growth: This is the fastest-growing sector, reaching $548.4 billion in 2024 and growing nearly 4x faster than general construction.

The Shift: Wellness is no longer just for luxury homes; it’s being integrated into affordable housing, student living, senior care, and offices.

Future Outlook: The market is projected to reach $1.1 trillion by 2029.

⚖️ Regulations & Policy: The New Drivers
Policy over Preference: Wellness is moving from individual choice to being shaped by government and corporate policy.

Government Support: More governments are backing healthy building projects to meet public health and sustainability goals.

The Regulation Gap: A lack of strong regulations in sectors like functional foods and supplements remains a challenge for ensuring consumer safety and evidence-based claims.

Workplace Wellness: While companies are shifting toward holistic "wellness cultures," only about 10% of the global workforce currently has access to workplace programs.

Wellness is no longer just a lifestyle, it is becoming the permanent infrastructure of our lives. 🌍

Malaysia has quietly become a $31.8B powerhouse.

But I found something interesting most are still unaware of,

There is a massive execution trap hiding in the numbers.

​Workplace wellness in Malaysia has seen 0.0% growth since 2019.

​Meanwhile, Preventive & Personalized Medicine is exploding at 12.6% annually. 

A 0.0% growth rate in an economy where other wellness sectors are surging by 9.9% proves that traditional workplace programs are failing to gain traction or provide ROI.

I am breaking down global, UAE, and Asia wellness opportunities in my newsletter tomorrow.

Join me below.

https://lnkd.in/drR3WK44

The Biggest Wellness Opportunities In Asia Pacific

2.1 billion people will be 60 or older by 2050. 

This demographic cliff will make us have to redesign our workplaces.

Healthy aging is a social and economic need for businesses to be productive.

The biggest difference in the next ten years won't just be money; it will be the difference between people who age well and people who don't.

What this means for the office:

A healthy workforce that is getting older will be the main source of strong, growing economies. 

Poor health will cause the system to break down and become weaker.

To "grow older without feeling older," you need to be physically strong. 

Strength training is clearly the best way to improve both health and longevity.

We need to stop thinking of wellness programs as a "short-term cost" and start thinking of them as long-term investments in people's potential that will pay off.

Companies that do well will be those that go beyond "perks" and make wellness based on science a key part of how they do business.

On my newsletter, you can read the whole "Wellness Intelligence" breakdown.

You'll enjoy the read.

https://lnkd.in/drR3WK44

The most expensive biohack in the world is useless if you’re doing it alone.

While we obsess over biohacks, this condition is as lethal as smoking 15 cigarettes a day: feeling lonely.

22% of employees worldwide face it; I have, too, at times.

I woke up drained from the "optimization era" we live in, which makes you feel like if you are not making a lot of money and don’t have everything figured out, you are losing at life.

In my opinion, if your pursuit of success transforms you into a self-absorbed optimizer who never looks at the person next to you, you can keep that trade.

Wellness is not a solo sport.

It is a quiet byproduct of the environment we inhabit and the people we choose to inhabit it with.

We don't need another evening routine. We need each other.

So I guess my message this Monday morning is: say good morning to that stranger in the elevator, spark that "silly comment" in the supermarket queue, and don't let any self proclaimed guru make you feel you are not "optimized" enough.

The last suit has no pockets.

Is your brain aging faster than your passport?

We spend roughly 90,000 hours of our lives at work.

For most, that’s a decade of our prime spent in environments that ask us to age faster.

A landmark 2024 study found that individuals working 52+ hours a week showed structural changes in the prefrontal cortex (the brain’s CEO).

This “neuro-adaptive thickening” isn’t growth, it’s a survival response.

The result?

A neural profile that mirrors someone 5 to 10 years older.

If this was helpful, save it as a reminder of the importance of the right work environment.

Is Your Brain Agin Faster Than Your Passport?

Most leaders are still stuck in 2019. 
They treat wellness as a "perk" or a "benefit." 

In 2026, wellness is the operating system of high performance.

If you are still managing people based on where they sit rather than how they function, you’ve already lost the competitive edge.

3 Wellness Trends That Will Reshape How We Work:

1/. Biometrics: 

If your biometrics are in the red, you aren't performing, regardless of your desk's location.

2/. Wellness as Infrastructure: 

"Work From Home" doesn't mean "Work Alone." The future is Wellness Real Estate, designing environments (home or office) with biophilic lighting and air quality that optimizes metabolic health.

3/. The Analog Comeback: 

Redefining WFH means building intentional, offline "Social Wellness" rituals to prevent the isolation that kills long-term results.

Which of these trends is your priority for 2026? Let’s talk in the comments.

Growing Wellness Trends That Will Shape The Workforce

The era of "preventive pampering" is officially over. 

As we step into 2026, the wellness industry has pivoted. 

It’s no longer about surface-level aesthetics or "fun" biohacking; it’s about the proactive engineering of the human health span. 

Key shifts we are seeing in Dubai, Riyadh, and beyond:

- From Spas to Clinics: Traditional massages are being replaced by "High-Performance" maintenance like cryotherapy and bespoke IV drips.

- Precision Nutrition: AI-powered supplements based on real-time blood data are replacing the generic multivitamin.

- Data with Purpose: Wearables (Oura, Whoop) are no longer just for tracking; they are tools for strategic behavior change.

- Hospitality as a Cure: Luxury hotels are transforming into longevity clinics, teaching guests "how to swim" in the waters of lifelong health.

Huge thanks to the team at L'Officiel Arabia for the platform to share these insights on the future of global wellness.

Wealth without health is a bad investment.

​For years, I believed high performance required a high-volume grind, training three hours every day. 

Today, I train just three hours a week, and my health metrics have never been better.

This shift is about optimizing for ROI through a systems-oriented approach.

​My current framework focuses on four non-negotiables:

"Carb Matching" to improve glucose response

A split of four 45-minute Zone 2 sessions, one VO2 Max peak effort, and two heavy resistance sessions focusing on eccentric loading.

​A strict 7-hour minimum to clear the "brain's cache" of amyloid-beta.

​Training today for the specific physical demands of being 80+, such as carrying 20kg bags of groceries or standing on one leg for 30 seconds.

​Deterioration is inevitable; how fast it happens is a choice. 

Helpful? Repost this for others.

4 Screenshots Every Exevutive Should Have On Their Phone

Willpower is finite.

Environment is permanent.

If your office setup is fighting your biology, you will lose every time.

Here are the 5 hardware upgrades I made in 2025 to optimize my metabolism and spine:

1. Walking Pad: This isn’t about cardio. It’s about glucose regulation and oxygenating the brain to prevent the 3 PM crash.

2. Laptop Stand: Tech neck adds ~60lbs of pressure to your spine. Elevate the screen, open the chest, fix the breathing.

3. Vertical Mouse: Your wrist wasn’t designed to twist flat for 8 hours. This saved my joints.

4. Wired Headphones: Zero battery anxiety, zero latency, and less EMF radiation sitting against my skull.

5. Steering Wheel Tray: The secret weapon. Turns "dead time" in the car into a fully ergonomic workspace. No more laptop-on-lap spinal twisting.

High performance is a system.

👇 Comment "GEAR" and I’ll DM you the direct links to the exact models I use.

taplio

The Battle

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Diego Carrete

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