The term "recovery" used to have an unflattering meaning: just a combination of sleep, food, hydration, and time. It used to be seen as a natural process, but now it's become well and truly marketised!
I guess this makes sense.... now that the markets for training plans, gym memberships, and supplements are saturated then 'recovery is the next obvious frontier!
The initial stage of the development was pretty harmless. Sports drinks simply took sugar and salt, gave them a fancy name of "electrolytes" and sold them at a higher price. The rationale was quite logical and easy to understand, even though it was a little exaggerated. However, this in a way allowed the stakeholders to interpret recovery in an even broader and more profitable manner.
Ice Baths, Percussion Guns, and dodgy scientific claims...
The recovery industry of today is mostly about devices and various experiences that come with the use of these devices. Ice baths and cryotherapy chambers are said to restore cells. Percussion guns are presented as capable of removing lactic acid and thus hastening muscle repair. And of course there's now a market in “data-driven” regeneration.
The problem is that this whole phenomenon of 'recovery' lacks any real scientific backing. The fact is that while there might be slight advantages with certain treatments for professional athletes, the companies still target the general public who do fitness as a hobby and sell them the same products, thus giving the public nothing more than placebo effects.
All this does not prevent the prices from going higher. Nike’s £700 compression boot exemplifies the recovery sector where the price is not a matter of quality but rather an indicator of seriousness. Recovery has transformed into a show-off practice: a clear proof of the dedication to the fitness culture, which is conveyed through social media and endorsed by influencers.
Final thoughts...
Some former top athletes have had the grace to come out and call-out many of these products as nonsense, and i say we should be listening to these people.
I mean I like my running, but the truth is i'm not a pro and I can't see much benefit to me from spending a fortune on anything to boost my recovery - a decent night's sleep, hydration and decent nutrition, and a little stretching is good enough for me, and most other people, frankly!