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Want to Sell Affordable Wellness? It’ll Cost You.

In an era of economic constraint and a loneliness epidemic, affordable bathhouse and sauna culture is undergoing a global renaissance. But building a mass-market wellness empire comes with steep financial and operational hurdles.
Therme Bucharest in Romania
Romania's Therme Bucharest is the largest spa centre in Europe, welcoming 1.7 million visitors per year. (Therme Group)

In 2024, a Romanian spa became TikTok-famous. “Go to this insane bucket-list thermal spa — including flights to Romania and back — for LESS than a typical UK spa break,” read the caption of one of several thousand videos. “Yes, really!”

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Further Reading

The Themes Shaping Wellness in 2026

Holistic health is the hot topic of the year, as consumers seek products, treatments and habits that will improve their wellbeing across the board.

How ‘Anti-Spas’ Sell Wellness to Men

Remedy Place, a luxury social wellness club, has completely rebranded the spa experience with an eye on the male demographic. This year, the company has an ambitious plan to expand starting with its third and largest 7,400-square-foot club in New York’s SoHo neighbourhood this spring and an upcoming product line that brings self-care into the home.

About the author
Rachael Griffiths
Rachael Griffiths

Rachael Griffiths is a Senior Editorial Associate at The Business of Beauty. She is based between St Helens and London, and covers beauty, wellness and industry news.

In This Article

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