^{Bathhouse pools}

^{Source: Bathhouse}

‍

Wellness and Community Converge

A growing wave of consumers is seeking spaces that combine health, wellness, and social connection. These “third spaces” — places outside home and work — have evolved from coffee shops and libraries to wellness-focused membership clubs, spas, and social lounges designed to foster meaningful human interaction.

For many, the traditional social scene no longer suffices. Grace Guo, 31, from New York City, turned to spaces like Bathhouse and Othership after choosing sobriety. “Honestly, it feels like going to a spa with friends. It’s healthier, more intentional, and I actually enjoy the time spent together,” she said.

These wellness clubs offer structured environments that encourage health while nurturing community, appealing to a broad demographic seeking connection beyond screens and social media.

A Booming Industry

The business potential of wellness third spaces is substantial. Bathhouse, founded in 2019 in Brooklyn, projects $120 million in run-rate revenue by year-end 2026. Othership and similar ventures have also reported rapid growth, though many remain privately held. Even publicly traded chains like Life Time have seen stock values more than double since October 2023 after investing heavily in premium wellness offerings.

The trend is fueled by a rising awareness of mental health and social isolation. According to a 2025 Cigna report, 67% of Gen Zers and 65% of millennials report feeling lonely. A Harvard survey in 2024 found two-thirds of adults experience social and emotional loneliness, highlighting a demand for spaces that facilitate genuine connection.

Modern Third Spaces: Health Meets Social Interaction

The concept of third spaces isn’t new; sociologist Ray Oldenburg coined the term in 1989. Historically, these were coffee shops, libraries, or bars where diverse groups could gather. Today, they’ve transformed into wellness hubs.

Richard Kyte, a Viterbo University professor, notes the pandemic accelerated the shift: lockdowns underscored the cost of social isolation, and digital connectivity could no longer replace face-to-face interaction. “We realized how vital these spaces are. The renewed interest is about reclaiming community in a digital-first world,” Kyte explained.

Club Models and Membership Structures

Wellness clubs offer flexible formats catering to different lifestyles:

• Bathhouse: With 90,000 square feet across NYC, offers guided and unguided saunas, cold plunges, and wellness sessions starting at $40 per drop-in. The spaces see ~1,000 daily visitors, creating both personal and communal experiences.
• Othership: Combines saunas, cold plunges, and group-led activities with alcohol-free social events, live music, and comedy nights. Members choose free-flow, classes, or social sessions tailored to wellness and socializing.
• Glo30: Offers monthly skincare treatments and timed appointments to foster interaction across locations in Texas, Arizona, and North Carolina. Over the past two years, franchise development has grown 67.5%, reflecting surging demand.

Co-founders emphasize the importance of combining novelty, wellness, and social bonding. “We provide a space where people can step out of their routine, engage in meaningful activity, and connect with others,” said Travis Talmadge of Bathhouse.

Addressing Loneliness Through Wellness

Third spaces target both mental and physical health. By removing alcohol as a social crutch and offering curated experiences, members engage in activities that promote mindfulness, fitness, and emotional wellbeing.

Harry Taylor, co-founder of Othership, highlighted the impact: “Loneliness is an epidemic. Our spaces allow people to meet, be vulnerable, and form authentic connections.” Activities range from spa sessions and cold plunges to workshops and social mixers, all designed to blend health with community.

Glo30 CEO Arleen Lamba added that social interaction in wellness clubs can be quieter and more intimate than typical gatherings, allowing meaningful connections to form. “It’s not just about results; it’s about shared experiences and building relationships.”

Wellness as the New Luxury

The surge in wellness third spaces also reflects a broader cultural shift. Harvey Spevak, chairman of Equinox, described health as the “new luxury.” The global wellness market is projected to reach nearly $10 trillion by 2030, fueled by consumer demand for experiences that combine self-care with social interaction.

Membership fees for these spaces vary widely, often justifying premium pricing through curated services, community-building, and exclusivity. Beyond urban centers like New York and Los Angeles, these clubs are expanding into mid-sized cities, reflecting growing nationwide demand.

The Future of Third Spaces

Wellness-focused third spaces represent a convergence of health, technology, and social innovation. They offer a response to modern challenges: isolation, screen fatigue, and the desire for meaningful engagement.

From bathhouses to curated skincare studios, these spaces are more than a trend — they’re shaping how communities gather, socialize, and invest in personal wellness. For members, they provide consistency, connection, and a sense of belonging: a true home away from home.

As consumers increasingly prioritize health, mindfulness, and social fulfillment, the wellness membership club model is set to continue its rapid expansion, redefining how we think about community, leisure, and self-care.