Proper Hotels is eyeing everyday wellness.
What’s happening: The high-end hotel group is launching its first-ever wellness membership, Proper Club, at Santa Monica Proper.
Blurring the lines between private health club, luxury hotel, and cultural hub, it’s tapping partnerships across longevity, recreation, and boutique fitness for exclusive perks.
All access. The membership grants access to the hotel’s freshly renovated 2.5K-sq-ft fitness center and a rotating lineup of wellness classes, plus monthly sessions at neighboring boutiques Barry’s, BODYROK, and Sweat Yoga.
Members gain entry to a club-exclusive lounge and terrace featuring cold plunges and dry sauna, plus monthly treatment in Proper’s Ammortal Chamber, a multi-modality recovery system delivering red light, PEMF, vibroacoustic, and molecular hydrogen therapies.
Pro consult. Along with curated programming like Supper Clubs, live music, panel discussions, and clinics at Beverly Hills’ Sunset Tennis Club, add-on services seek out the experts.
- Its ayurvedic spa Surya, led by acclaimed practitioner Martha Soffer, features therapeutic massage, steam and oil treatments, and bespoke wellness and nutrition plans.
- Its Performance plan partners with longevity platform Next Health for biomarker testing, fitness assessments, IV therapy, and more.
Opening act. Establishing Santa Monica as its flagship, Proper Club signals the brand’s step into longevity-focused hospitality — with other Proper properties across CA and TX soon to follow.
Punchline: The future of wellness is experiential, elevated, and membership-based — and Proper is betting that travelers want to stay well, even when they stay put.
