The document discusses the positive impact of wellness on society and economic development. It defines health capital as the health of a society's people and what is being done to improve health at individual, local and global levels. Modern lifestyles often negatively impact health, decreasing productivity and hampering economic growth. However, even small improvements in habits can have major health benefits. Studies show the wellness industry, focused on health prevention, is growing faster and larger than the pharmaceutical industry. Serbia is also developing its wellness industry to increase productivity and economic and societal development.

1. The positive impact of Wellness
on society and economic development
Health Capital
Everymodernsocietyhasthe capital that ismostoftenreflectedinthe strengthof the economy,
the stability of the economy, natural and mineral resources, infrastructure, political influence on the
regional andglobalstage,etc.Notsooftenhealthcapitalof thesocietyismentioned.The specificquestion
would be: "How healthy are the people of a society and what are we doing at the individual, local and
global level on the improvement of health?”
Big cities and larger urban areas are places where people most often choose for housing and
creating a family. This is due to a richer social and cultural life, as well as a large selection of job offers,
which are reflected in the financial security. From the perspective of economic development and
investmentspointof view, citiesalsohave the richestmarketof the productive,efficientandhighquality
workforce thatwill enhance investedcapitalinabestpossibleway.Forall itsundeniable advantages,the
modern way of life often has a very negative impact on human health of large number of individuals,
whichis furtherreflected asa decrease inproductivityandhamperingeconomicdevelopment.A society
can be calledsuccessful if ithasa highlevel of education,economicsecurityandabove all clearlydefined
systems for the preservation and improvement of mental and physical health as a good foundation for
everything else.
Based on a study of the American Center for Disease Control, the four most common causes of
chronic diseases that directly affect human health, the excessive consumption of tobacco and alcohol,
improper diet, but in the first place, lack of physical activity. This results in a further weakening of the
locomotive system, the immune system, high blood pressure, heart disease, cardiovascular system and
respiratory tract, which further causes obesity and premature aging. An increasing number of modern
jobsrequire longerbehindthe desk, withthe growingexpectationsof the employerandshorterdeadlines
for the fulfillmentof theirtasks.Stress, asthe biggestnegative syndromeof modernera, causesnervous
tension, mental weakness,causingdepression,insecurity,lackof motivationandreduceworkingcapacity.
A small change for the better in life and work habits, can have a major positive impact on
improving health. It is said that health has no price, or that is priceless,but on the other hand it is very
easy to calculate the negative effects of disease on the individual, the family, the environment and the
whole society. Productivity of healthy man is high and the costs of treating low or non-existent. In
contrast, for the treatment of chronic diseases stand out large sums of money while at the same time
absence from work, reduced lifespan and lack of motivation, productivity drastically reduced. Active
lifestyle reduces the unmistakably negative impacts, building a positive working atmosphere, evokes a
sense of belonging to the team and increases the productivity of all individuals within each team.
On one side stands the old fashionedbelief that the health conditionof the individual,while the active
life privatechoice thatisofteninterpretedasanadditional cost.Onthe otherhand,anincreasingnumber
of companies in the world recognizes, accepts, invests and promotes an active lifestyle among its
employees.

2. Wellness in the World
Wellnessisthe worldadoptedatermthatreferstoa balance of body,mindandspiritthatresults
inthe overall goodfeeling.Inshort,Wellnessisacombinationof healthandhappiness.The wordwellness
is consisted of “well-being” and “fitness”, which means to feel well and be physically fit. It began to be
used in the early 19th century, at a time when the middle class in the developed countries meet their
basic needs and began to work on self-improvement.
Developed countries of Western Europe, America and the Middle East are investing in the
preservationandpreventionof healthmuchmore than justthe treatment.Studyof the Global Wellness
Institute in the year 2015. highlights the fact that the investment in the Wellness industry in the world
withits$3.4 trillionmore thanthree timesexceededthe worldpharmaceutical industry,whichstill stands
withabout $ 1 trillion annually.Thisclearlyspeakstothe fact that successful economiesare increasingly
basedonhighlyproductive andinnovative workforce,whose foundationsare basedsolelyandexclusively
on the society that possesses high health equity. Political leaders, entrepreneurs and employers should
focus their attention primarily on health. A strong and healthy society makes a strong state, open for
investment and investment, business success and prosperity in all fields. Health is the cornerstone of
quality of life.
Study of StanfordResearchInstitute inthe year2015 confirmsthatthe Wellnessindustrythe largestand
fastestgrowingindustriesinthe world.Startingfrom2010 the followingsectorshave made considerable
growth:
- A healthydiet,supplementsandweightreduction=increasedby108% to $ 276.5 billion
- Disease preventionandhealthpreservation=increase of 78% to $ 243 billion
- AlternativeMedicine =increase of 65% to $ 113 billion
- Enhancedbeautyandpreventionof aging=increase of 51% to $ 679 billion
- Spa industrywiththermal andmineral springs=rose 58% to $ 144 billion
- Wellnesstourism=increase of 12.5% to $ 494 billion
According to Susie Ellis, CEO of the World Wellness Institute: "We are at the turnaround point
whenpeople aroundthe world are consciously changingtheirhabitsand strivingfor an active life,while
the political leadership of a growing number of state finally to recognize the value of investing in
prevention of health in relation to the costs of treatment."
The study confirms that the Wellness industry can play a significant role in the development of
economyandsociety,which thefinancialreturnaswell asthroughthedevelopmentof services,products,
promote health and a good life. Through the big hotels and centers for recreation in the big cities that
contain diverse range of wellness and spa programs specially designed wellness destination, to smaller
centersthatoffernatural healingways,modernfacilities,assistance andtrainingtotheirclients,formsof
wellnessaroundthe worldgroweverydayandmore andmore peoplerealizethe benefitsof anactive life
while on his case further promote health and wellness lifestyle.

3. Wellness in Serbia
The latestresearchshowsthatinSerbiaeversmallernumberof adultsandchildren are physically
active,and that recreationand sports are in decreasingtrend.Researchconductedby the expertcenter
"McCann Truth Central Belgrade"aspartof a global projectshowsthateven53% of the populationnever
conducted physical exercises or makes lessthan once a month, and among those who exercise, 72% do
so for the sake of current aesthetic reasons while only 28% do so because of the long-term benefits.
Accordingto the respondentsthe twomostcommonreasonsfor Wellnessactivitiesare lackof time and
economic situation, but demonstrated the truth is that the lack of motivation and will power, almost
always the only two reasons.
Wellness is a concept that should aim to ensure the physical and psychological health and well-
being. Research shows that most people in our country is still not sure what this concept actually
represents and that the topic of access to superficial and partial. Wellness is basedon research, divided
into seven dimensions: physical, intellectual, emotional, social, professional, and spiritual care of
environmental protection.However,twothingsare key:knowledgeof whatinfluencesourwell-beingand
the will to put that knowledge in practice starting with their own example.
Wellness inSerbia,even if not at the same stage of development as in the world,it gives better
results, especiallysince 2000. Every year an increasing number of newly-opened spa facilities, both in
tourist centers and urban areas. Having learned from international experience, the Government of the
Republicof SerbiaandbusinessmeninSerbiaare increasinglyinvestinginthe developmentof healthand
wellnessindustry,inordertoincreaseproductivityanddevelopthelocal economyandsocietyasawhole.
Saruna Wellness
Saruna isa family-orientedwellnesscompanythatrecognizedthe needof modernmaninwith everyday
improvementsinoffersandservices,trying toinvestinthe healthpreservationof all guestsandclients.
From several centers,we’veselectedfew wellness,fitnessandspacenterinBelgrade
Wellness& Spa"Crowne Plaza"
In a completelyrenovatedhotel CrownePlazaisaluxuriousandmodernequippedwellnesscenteron
1650m2 whichofferincludes:indoorswimmingpool,aFinnishsauna,steambath,place forrestand
relaxation,vitaminbar,fitnessarea,five luxuriousroomsformassage,therapeuticandcosmetic
treatments,hyperbaricchamberanda gardenfor sunbathinginthe summermonths.
Wellness& SpaCenter"Oasis" Ada
In the heartof nature on the Sava riverlocatedonAdaCiganlija,thisluxurious andmodernequipped
wellnesscenteron650 m2 and inits offerincludesanindoorsaltwaterpool,Finnishsauna,steambath,
tepidarium,relaxationarea,vitaminbar,saltcave,fitnessarea,roomsfortherapeuticandcosmetic
treatmentsandmassages.

4. Spa Center"Banjica"
Saruna Spais locatedinthe SportsCenterBanjica.It focusesonwatersportsin4 Olympicswimming
poolsandSpa facilitiessuchasFinnishsauna,Russiansauna,infraredsauna,steambath,cedarmini-
sauna,Jacuzzi,frigidarium, quietroom.
WellnessCentre “Park”
Thisfully-renovatedwellnesscenterislocatedinthe Hotel Park,nexttothe citycenterwith 350 m2. The
offerincludes:fitnessarea,Finnishsauna,vitaminbar,massage rooms,therapeuticandbeauty
treatments,aswell asspecializedfitnessprograms.
Saruna wellnesscompanyownersand spouses are graduate teachersof physical education,
Ivanaand DejanMaricic. Afteryearsof experience inthe fieldof sportsandrecreation,in2002 they’ve
foundedthe sportsclubSaruna withthe basic ideaandaimto preserve andprotectthe healthof
modernman.Overthe years formedahigh-qualitywellnessprogramsandprofessionalandexperienced
"Saruna Team"to implementthem.
The desire of our teamisto provide equal opportunitiesforeveryguestandtocorrect their
habits,improve lifestylesandwiththe minimumeffortandallocationof time achievemaximumresults
inan effortto feel good.Ourgoal isto provide ourguestexperience andfeelthe benefitsof active living
and wellnessinyourbodyandspirit.
The main message of the ownersandthe Saruna teamis"We will helpyou to beatyourself."
Marko Aleksic
OperationsManager
Saruna Wellness&Spa Center"Crowne Plaza" Belgrade,12th
December2016.