Wealthy people are spending up to $10,000 a month on social wellness clubs to relax and reverse age with their peers

Stretching from Flatiron to Greenwich Village is a 10-block radius of three shelters for high-powered urbanites to fight the consequences of the NYC rat race. They can hide in a red-lit bed, take a qigong class, or enjoy a Himalayan salt sauna with their peers.

These are members-only social wellness clubs that vary in price and thousands of dollars in services but promise the same thing: a convenient, curated, integrated experience health and community with the help of practitioners and luxurious amenities.

With a starting monthly price of $355, members at WELL Can come in for alignment yoga class before grabbing a bowl of organic buffalo chicken for lunch, then heading downstairs to soak in the cold in the longevity suite, sit in the meditation dome, and visit an acupuncturist. The soothing peach and white aesthetic sounds like an ancient healing experience combined with modern medicine, with soft curved walls, plants chosen for healing and purification, and smells. Special scent of bergamot, grapefruit and agarwood.

“It is designed to be the ideal place for your wellness,” said Kane Sarhan, co-founder and CCO of The WELL. Luck. “New Yorkers have big lives, big jobs. They are type A go-getters. But one thing that is not healthy is the sidewalks or subways in New York City. The aim is to make things easy and convenient for those who wish to achieve good health and wellness at the center.”

Meditation room at The Well in New York City.
Meditation room at The Well.

Courtesy of Gieng

It first opened the 13,000 square feet space in September 2019. Two months later, Where to fix it has opened in West Hollywood, welcome famous customers like Rita Ora and Kasey Musgraves to a gray, sleek, masculine space “designed to heal,” says founder Jonathan Leary Luck. The goal: to provide new ways to integrate clinically supported self-care, such as social acupuncture or IV drip with a movie, ranging from $300 to $2,250 a month depending on package and location.

It was the end of a decade in there SoulCycle and green juice has become a status symbol in one 4.5 trillion USD global health economy. Private health-oriented social clubs, such as Grace Belgarvia and Mortimer House, have appeared in London, while some general members-only clubs have begun to offer room services. prevention such as brain training programs. The members-only wellness space in the United States is a natural evolution. While the pandemic initially altered this concept, it ultimately reinforced it as people reprioritized community and well-being.

Social wellness clubs have become a booming niche market in the wake of the pandemic Gold rush private club as the world awakens from health scares to one loneliness epidemic. THE WELL, which also has locations in Costa Rica, Mexico and Connecticut, is expanding to Geneva and Miami (including a wellness-oriented residency) with more expansion plans in the works. Remedy Place expands to NYC in 2022 and plans to launch 16 clubs across the country. And Continuous clubcombines a “white glove experience” with AI technology to help members achieve their fitness goals, which just opened in May for $10,000 a month.

According to the report, there are eight private health club brands in NYC and five in LA (though not all are designed to promote social interaction and community). Marketing private clubs, helping bring private clubs to life. “Health is now less about my health and more about a lifestyle choice,” said CEO Zack Bates. Luck. Driving the change are Millennials, who “have really put their health and wellness first and have the financial resources to participate in these spaces to make this a success.” ”.

Health signals wealth

Room IV at Remedy Place in West Hollywood.
Room IV at Remedy Place in New York.

Courtesy of Remedial Place

The first members-only social clubs emerged in 18th-century London for wealthy men to socialize and network with like-minded people; in the 20th century, barriers were broken down to allow women and other minorities to participate. Today’s version looks like an experience designed to cater to the young, wealthy, and connected in bright, urban cities at a premium—just think Soho Houseappeared in the 90s or later Casa Cipriani or No Bond.

Explanation: Exclusivity is always part of the appeal Silvia Bellezza, associate business professor of marketing at Columbia University. “The smaller and harder it is to reach the ‘in’ group, the greater the signaling power of that belonging,” she says Luck.

Wealthy people often demonstrate this with material items such as handbags or high-end cars. But as more and more consumers have access to these goods, counterfeiters become more skillful and the world loves it. quiet luxurythey turn to intangible assets — like health and wellness, which she argues is consistent with the gradual dematerialization of status symbols.

They also changed the way they spent and signaled their time. Laziness used to symbolize wealth because the rich could afford not to work. Now that status-signifying workaholism and leisure have become more active, she says, it makes sense for social wellness clubs to emerge. “Going to a club that is associated with health and fitness represents the idea of ​​more active leisure and a more productive kind of leisure time,” she says. “You’re not working but you’re also doing something useful; Are you improving your body or appearance or trying to preserve your age forever.

But the healthcare industry has received backlash because exclusive and expensive—two things that can also be seen in social clubs.

When THE WELL reopened after the pandemic, the founders felt its members-only model wasn’t well-suited to helping people prioritize wellness. So they maintain member-only programs, such as unlimited infrared experiences and discounts, while also offering a la carte services—something Sarhan says sometimes converts customers become a member.

Although members are typically between the ages of 25 and 75, he said they are typically in their 30s with annual incomes above $250,000. But “someone who is younger or doesn’t have the income to afford membership can still get a gateway into us,” he said.

A new need for prevention and longevity

During his 20-year career in health and wellness, Jeff Halevy discovered a threefold problem. First: Wellness is a vague term that can mean yoga and smoothies for one person, but a gluten-free diet and meditation others. “None of this is wrong, but understanding what actually moves the needle in the right direction, from an outcomes-based perspective, will separate the wheat from the chaff,” he said.

Two: Healthcare solutions vary in effectiveness and quality. And three: People not only need to understand how to navigate these solutions, but also how to assemble them “into a game plan — a flexible mosaic that can adapt and grow with their changing needs.” Surname”. Wearables like the Oura bracelet are already starting to do this, but he says analyzing information is a different story: “People don’t need data and dashboards—they need guidance.”

That’s where Continuum Club comes in with its precision healthcare capabilities, providing integrated data sets from sleep to exercise in an AI-built personalized wellness regimen for you. one percent of NYC residents. Location: A 25,000-square-foot Romanesque Revival-style building with a modern yet warm feel with earth tones and brick walls that houses “human performance specialists,” ultrasound rooms , modern gym and float pool.

Continuum Club in New York City.
Continuum Club in New York City.

Courtesy of the Continuum Club

Its technology- and science-based approach exemplifies the year’s key healthcare trends, according to McKinsey’s 2024 Health Report: biological monitoring, AI-based personalized health reports, products based on scientific and clinical effectiveness, and doctor’s recommendations. Anna Pione, one of the report’s authors, says how social health clubs can provide services to members that “inspire confidence in their effectiveness and scientific support” is important.

Remedy Place has designed its products “based on direct clinical evidence,” like blood tests to create what Leary says is “a manual for your body” and hyperbaric oxygen chambers to speed up The body’s biochemical healing process aims to reverse the effects of aging.

After all, we are in a healthy aging-obsessed era Optimize our health care routine and get started Same mission as Bryan Johnson to age in reverse. More than 60% of consumers say buying products that last is extremely or very important, McKinsey establish. It is no coincidence that this growing interest has coincided with the pandemic that Pione—et al Luck talk to—talk makes us more aware of mortality and managing our health.

“All of this is preventative, and there is a lot of data and technology available today to help fix this problem,” Bates said.

Community To be health

A secret to living longer and happier Harvard research: Hug community, which the pandemic has also pushed. Building that for like-minded people has fueled the most successful private clubs, Bates says, while those that failed built a beautiful space without soul. Health often drives people to them, he added.

“This community desire has a pretty strong connection to wellness, so it makes sense that a product that offers both wellness and community would resonate,” Pione said. That’s exactly why Halevy says he created Continuum as a social club. But he keeps it small as part of the club’s commitment to maintaining a personal and intimate experience; accepts 100 members and expands to 250 next year and has no plans to exceed that limit.

Leary is intentionally changing the narrative around how we communicate with what he calls a “social substitution” that replaces typical social settings with self-care experiences. “This could be anything from a new way to date, an alternative to happy hour, where you host a meeting, etc.,” he said, adding that members crave these meaningful experiences and connections that prioritize holistic wellness over traditional pleasures like wine and food.

There’s also the convenience factor. Halevy said the Continuity Club will remove the “time and energy burden” of work, family and social commitments. This is especially evident in big cities like New York, which Sarhan says “chews you up and spits you out.” People often run from place to place, taking a yoga class here and seeing an acupuncturist there, he explains.

They need to get more done in less time, he added. “Time is our most precious commodity.”


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