# Next-Gen Recovery Products Serena Williams' Will Perform is Where Performance Meets Self-Care By Laura McQuarrie | Published 2022-12-09 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/will-perform References: [willperform](https://www.willperform.com/) & [finance.yahoo](https://finance.yahoo.com/news/serena-williams-introduces-perform-modern-151500474.html)  Will Perform by Serena Williams introduces a modern approach to recovery with clean, cruelty-free [topical pain relief](https://www.trendhunter.com/trends/proactive-support) and daily muscle care solutions. For this new venture, Williams teamed up with two CPG veterans to reimagine the way people approach recovery as both a concept and a category, all the while bridging the gap between performance and self-care in everyday life. At launch, there will be five products introduced across four categories: [WILL](https://www.trendhunter.com/trends/malbon-x-daniel-arsham) Relieve, WILL Cool, WILL Rest and WILL Soothe. While the Relieve and Cool products offer pain relief, the Soothe and Rest products help to support [daily skin and muscle care](https://www.trendhunter.com/trends/prepare-to-perform). Will Perform asks: "If we spend more of our lives off the court than on one, where do the wins really happen?" ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 72% | Activity: 62% | Freshness: 14% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### Key Themes Behind This Trend - **Pain Relief Innovation:** CPG companies can focus on creating new, clean and cruelty-free topical pain relief products, similar to Will Perform's WILL Relieve and WILL Cool products. - **Performance and Self-care Combination:** Companies can seize the opportunity to merge performance and self-care products, like Will Perform's WILL Rest and WILL Soothe muscle care solutions. - **Reimagining Recovery Products:** Businesses can rethink the way people approach recovery as both a concept and a category, similar to Will Perform's approach in creating modern and effective recovery products. ### Where This Applies - **Consumer Packaged Goods:** CPG companies can invest in creating new, alternative, and innovative recovery products that can cater to the growing needs of conscious consumers like Will Perform's products. - **Athletic Apparel and Accessories:** Athletic apparel and accessories businesses can shift from just providing products for performance to also designing self-care products for muscle recovery, as seen in Will Perform's partnership with CPG veterans. - **Sports and Fitness:** Sports and fitness companies can align their business strategies with the emerging trend of combining performance with self-care, similar to Will Perform's mission in bridging the gap between the two concepts. ## Related on Trend Hunter - [Muscle Recovery Self-Care Collections](https://www.trendhunter.com/trends/muscle-recovery-selfcare.md) - [Athlete-Created Recovery Creams](https://www.trendhunter.com/trends/primitiv-performance.md) - [Recovery-Focused Skincare](https://www.trendhunter.com/trends/primark-performance-beauty.md) - [Recovery-Focused Performance Gummies](https://www.trendhunter.com/trends/recovery-gummies.md) - [Muscle Recovery Gels](https://www.trendhunter.com/trends/muscle-recovery-gel.md) - [Plant-Powered Menopause Supplements](https://www.trendhunter.com/trends/menopause-supplements.md) - [Athlete-Backed Yoga Gear](https://www.trendhunter.com/trends/corepower-yoga.md) - [Athletic Health-Focused Gadget Lines](https://www.trendhunter.com/trends/healthfocused-gadget.md) - [Everyday Athlete Skincare](https://www.trendhunter.com/trends/medalist.md)