Romanians are increasingly turning to professionals for health and wellness services, with the number of such requests rising by 64% in the first nine months of the year compared with the same period in 2025.
According to data from online local services platform HomeRun.ro, massage is among the fastest-growing services, with demand more than doubling year-on-year (+105%). Therapeutic massage recorded the strongest growth, up 464%, while requests for at-home massage increased by 67%.
Romanians pay an average of RON 215 per at-home massage session and RON 208 for therapeutic massage.
For at-home services, nearly six in 10 requests are for therapeutic massage, followed by anticellulite massage (15%) and lymphatic drainage (13%). Muscle tension is the most frequently cited problem among those specifically seeking therapeutic massage (28%), followed by chronic pain (11%) and herniated discs (10%).
According to the platform, demand for personal trainers remained stable compared with last year, but Romanians' goals have changed. Toning has become the main motivation, cited in 31% of requests, up from 23% in 2025. At the same time, the share of people turning to a personal trainer to lose weight fell from 42% to 30%, while interest in increasing muscle mass rose from 25% to 30%.
A personal training programme costs an average of RON 672, with the price varying depending on the number of sessions and the client's goals, while 88% of clients prefer to train at the instructor's location.
Demand for nutritionists remained stable in 2026. An analysis of users' stated needs shows that weight loss or weight management was cited in 62% of requests, while 23% sought a meal plan or nutrition programme, and 16% were looking for nutritional counselling in connection with a medical condition or a specific health situation. Nutrition services cost between 150 and 700 lei, depending on the type and complexity of the programme.
Contrary to the idea that the beginning of the year generates the most resolutions related to a healthy lifestyle, HomeRun data show that demand accelerates towards the end of summer.
September accounted for the largest share of requests in the first nine months of the year (14.5%), followed by August (13.4%).
Bucharest accounts for nearly half of all demand, with 49.4% of requests, followed by Ilfov (17.1%), Constanta (6.3%), Timis (5.4%), Brasov (4.9%) and Cluj (4.7%).
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