What’s happening: The Toronto-born social sauna and ice bath studio will open in NYC’s Flatiron District this month ahead of nationwide expansion.
New high. Othership CEO Robbie Bent seeks to deliver “peak experiences.”
Emphasizing emotional well-being, the modern bathhouse leverages IRL, phone-free community for physical recovery and spiritual rejuvenation.
Offering group or solo sessions, the 7K-square-foot studio integrates breathwork, music-driven meditation, and aromatherapy with a 90-person sauna, custom cold plunges, and a stadium-style tea lounge.
Communal Wellness
Othership joins fellow NYC-based brands attempting to define social wellness.
Self-care-focused Remedy Place will launch two new clubs per year while scaling its out-of-club events business.
Creating a lifestyle, The WELL is expanding to Lake Geneva, building condos in Miami, and partnering with hotels.
Also opening in Flatiron this year, BATHHOUSE combines four styles of sauna for “performative relaxation.”
Elsewhere, Laird Hamilton’s XPT is preparing to launch its first performance wellness studio in California, and Australia’s Saint Haven is scaling social longevity clubs.
Punchline: Health clubs have always been a social experience, but as the public’s sense of belonging bottoms out, Othership aims to become the church of wellness.
We break down how fitness, wellness, and healthcare are converging — and what it means for business, culture, and capital.
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