health
March 7, 2026
Inside the Booming Business of Wellness Third Spaces and Membership Clubs
A growing number of consumers are seeking out third spaces and membership clubs surrounding wellness, to improve their health while also socializing.
TL;DR
- Consumers are increasingly seeking "third spaces" that foster community and prioritize health and wellness over alcohol-centric social activities.
- Businesses like Bathhouse and Othership, offering social wellness experiences such as saunas and cold plunges, are experiencing significant growth and revenue.
- The concept of "third spaces" has gained prominence, especially post-pandemic, addressing growing concerns about loneliness and social isolation.
- The wellness industry is booming, with health being described as the "new luxury," and companies are capitalizing on this trend by creating community-focused wellness environments.
- These spaces offer alternatives to digital interaction, emphasizing human connection and shared experiences to combat feelings of loneliness and promote a sense of belonging.
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