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In The Next Trillion, bestselling author Paul Zane Pilzer exposes the truth about why half the U.S. population is unhealthy and overweight: Americans have become caught between the economic interests of the trillion-dollar food industry and the trillion-dollar healthcare industry.
In analyzing these two gigantic industrial complexes, Pilzer focuses on an emerging "wellness" industry that will soon occupy an additional one-seventh, or "next trillion", of the economy - an industry ripe with entrepreneurial opportunities that will eclipse those of today's Internet-based companies.
In his latest book The New Wellness Revolution Pilzer shows that even though millions of people have embraced wellness, the need for wellness has actually expanded due to declining health trends, particularly the rising obesity rate in the United States and other developed nations. Medical costs now exceed profits for most large employers, and corporations are beginning to recognize that wellness and disease prevention are the only viable solutions to rising healthcare costs that threaten their very existence.
While the first edition was largely focused on large $100 million wellness companies, The New Wellness Revolution includes more guidance and business advice for individual wellness entrepreneurs, health product distributors, physicians, chiropractors, and other wellness professionals. For those in one of the largest segments of the wellness industry, there is a new chapter called "Direct Selling: How to Get Started." The New Wellness Revolution features new action items in every chapter and covers major new trends, particularly the phenomenon of "sickness industry" food companies such as McDonald's and Wal-Mart making huge investments in fresh and organic foods.
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