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Wellness Wants In on the Members Club Boom

A new wave of wellness clubs are cropping up across the world, offering ice baths, optimisation, saunas and socialisation. How big can the trend get?
A group connects in Othership's Flatiron sauna.
Othership's club concept fosters social connection through group saunas, ice plunges and other programmes. (Ian Patterson)

Back in 2019, Toronto natives Robbie Bent, Myles Farmer and their friends had an idea to help people connect better: Why not take a bath together?

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Further Reading

How to Make a Members Club Work in New York

Private clubs like LA’s San Vicente and London’s The Twenty Two are flooding New York City. Can they make membership a ‘must-have’ for a new generation of affluent New Yorkers?

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 authors
Joan Kennedy
Joan Kennedy

Joan Kennedy is Correspondent at The Business of Fashion. She is based in New York and covers beauty and marketing.

Liz Flora
Liz Flora

Liz Flora is a Beauty Correspondent at Business of Fashion. She is based in Los Angeles and covers beauty and wellness.

In This Article

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