Mental preparation, long reserved for elite athletes, is now emerging as a universal lever for performance and personal accomplishment. Visualization, routines, mantras, anchors: all techniques that help optimize concentration, manage pressure, and activate one's full potential. But beyond individual practice, an entire global market has taken shape and is experiencing spectacular growth. In 2024, the global mental health market is already worth $448 billion and is expected to reach $574 billion by 2033. The mental wellness segment, estimated at $165 billion, is expanding rapidly and is expected to exceed $280 billion over the next decade. Even mental health apps, once marginal, now represent more than $7.5 billion, with annual growth of nearly 15%. At the same time, personal development—once confined to bookstore shelves—is now a veritable industry, valued at nearly $48 billion, and expected to reach nearly $67 billion by 2030. As for life coaching, it's growing at nearly 10% per year, demonstrating individuals' growing appetite for personalized support. Never in modern history have humans invested as much in their minds as in their bodies.
This boom can be explained by several factors. The pandemic initially acted as an accelerator, exacerbating stress, isolation, and uncertainty, while democratizing digital solutions. Digitalization then paved the way for unprecedented accessibility: platforms, applications, and online sessions now allow everyone to practice mental preparation in their daily lives. Companies, for their part, are investing more and more in the well-being and leadership of their employees, with constantly increasing budgets. Finally, the quest for overall performance now transcends disciplines: athletes, entrepreneurs, managers, and creators seek to work their minds as rigorously as their bodies.
This evolution isn't a fad: it's based on solid scientific foundations. Motor imagery, for example, activates the same brain areas as real action, from the motor cortex to the cerebellum. The work of neuroscientist Jean Decety has demonstrated that visualizing an action can lead to real physiological responses, such as changes in heart rate or breathing. In sports, pre-performance routines—breathing, self-talk, and visualization—have become essential for building confidence, reducing anxiety, and stabilizing results. What athletes use to win, everyone can adopt to excel in their daily lives: a golfer who imagines hitting a successful swing, a manager who mentally rehearses their presentation, a student who anchors their calm before an exam. The logic is the same: mental preparation acts as a bridge between intention and execution.
The market is now evolving into a new era, where practice is no longer limited to words or abstract techniques, but is embodied in sensory experiences and ritual objects. Mental preparation becomes an art of living, a sacred moment, a tangible anchor. Lowery Héritages is precisely in line with this vision, transforming a luxury accessory—the cap—into a mental preparation ritual, thanks to embroidered mantras, a sports-inspired design, and a connection to exclusive exercises. The object is no longer simply worn: it becomes a guide, a companion for inner transformation.
Thus, mental preparation is no longer a privilege reserved for a sporting elite, but a universal investment in one's success and balance. In a world saturated with uncertainty, those who know how to anchor their minds, channel their emotions, and nourish their vision become true leaders. The question is no longer whether you should prepare your mind, but how to make it a daily reflex. And perhaps, why not, a luxury reflex.