The Rise of Social Wellness Clubs: Crafting Community and Connection
Social wellness clubs are gaining popularity as alternatives to alcohol-centric social scenes and traditional social spaces. Individuals, such as Grace Guo, are seeking environments focused on health and community building.
Fueling the Wellness Economy
Companies like Bathhouse and Othership are examples of businesses capitalizing on this trend. Bathhouse, which opened in Brooklyn in 2019, anticipates reaching approximately $120 million in run rate revenue by the end of the year. Publicly traded gym chain Life Time has also seen its stock more than double since October 2023 after reallocating resources towards premium wellness services.
Reimagining 'Third Spaces'
The term "third spaces" was coined by sociologist Ray Oldenburg in 1989 to describe informal gathering places outside of home and work. This concept has gained renewed significance, particularly following the pandemic, which highlighted the societal impact of loneliness and social isolation.
Richard Kyte, a professor at Viterbo University, noted an increased focus on the cost of loneliness and the closure of many traditional third spaces, driving new interest.
An increasingly digital society also contributes to the demand for in-person social interaction. Statistics indicate high rates of loneliness: Cigna's 2025 "Loneliness in America" report found 67% of Gen Zers and 65% of millennials reported feeling lonely. A 2024 Harvard survey reported 67% of adults experience social and emotional loneliness due to a lack of meaningful group affiliation.
Othership co-founder Harry Taylor stated that the company was founded to address this isolation by creating spaces for people to meet and be vulnerable, noting that "Loneliness is an epidemic right now."
Wellness: A New Luxury and Community Hub
The wellness market is experiencing significant growth, with projections by the Global Wellness Institute estimating it will reach nearly $10 trillion by 2030. Equinox chairman Harvey Spevak described "health as the new luxury."
Bathhouse offers a wellness experience, including saunas and cold plunges, with drop-in sessions starting at $40. Its two New York locations serve approximately 1,000 customers daily, with plans for seven more locations by 2027. Co-founder Travis Talmadge noted the demand and healthy margins.
Othership, with locations in New York and Canada, integrates practices from various cultures to address physical, mental, emotional, and spiritual well-being. Services include free-flow sessions, guided classes, and alcohol-free social events that feature comedians and live musicians. Co-founder Taylor emphasized the creation of deep belonging and real connections among members, contrasting it with the perception of social engagement often provided by social media.