KEEN is reframing recovery.
What’s happening: The social wellness club opened in Zurich in February, creating a movement-led, communal recovery experience transcending physical, mental, and emotional health.
Coming in hot. Running as a pop-up since ’24, KEEN quickly built a fervent following for its immersive events designed to promote “active recovery.”
Crossing contrast therapy with somatic practices like breathwork and mindful movement, its outdoor wellness experiences, networking nights, and On- and adidas-sponsored run clubs paved the way for a permanent home.
KEEN 2.0. Aligning physical and emotional recovery, KEEN’s Swiss flagship adds expert-led breathwork and mobility sessions, massage, and physiotherapy to signature contrast therapy classes in a 35-person sauna and communal ice baths.
Building on the ritual, members can access movement and recovery zones, a multi-sensory studio, and tea room serving functional beverages.
Community outreach. Planning a phased rollout across European markets, including Germany and Spain, it’s targeting seven sites by 2029.
Tapping into the science of good feelings, KEEN will seek to stand out against London’s ARC and Austria’s WeBorn — plus in-house concepts from Belgium’s Animo and Amsterdam-based Saints & Stars.
Looking ahead: Shifting the status quo, KEEN’s focus on the somatic path to recovery shows there’s an advantage in knowing why wellness works and helping consumers feel the difference.
