Private Wellness Club The Well Unveils ‘Dramatic’ Campaign Ahead of New European Outposts
LONDON — Can your health have one address?
The New York private club The Well has gained a wellness following with a fitness center and restaurant on-site, along with services that include health coaching, acupuncture, facials and more.
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The club is now expanding its membership services for its fifth anniversary with a tongue-in-cheek campaign featuring a couple holding hands while being strapped onto IV drips and calling it couples therapy; a bride and groom meditating in a softly secluded space that’s dubbed self love; a businessman reading the business and finances section of a newspaper while sat in an ice bath and keeping his cool, and more.
“We created these overly dramatic situations of moments that you really need to center your wellness — be it a stressful part of work, a birthday celebration or getting married. It’s about really putting wellness at the center of that and just making it really easy for people to take care of themselves,” said Kane Sarhan, cofounder of The Well, in an interview.
The campaign is also to celebrate the club’s various new memberships. A core membership is priced at $375 a month, which includes unlimited yoga and meditation classes, unlimited infrared sauna and cold plunge sessions. The essential membership, which is $275 a month, also includes unlimited yoga and meditation classes along with two infrared sauna and cold plunge sessions a month.
Both memberships come with access to The Well amenities: a relaxation lounge; a steam room; a dry sauna; locker rooms, and a mindful movement studio for self practice.
“We’re definitely a luxury product because what we deliver is the best quality and we pay our people fairly, but we’re not one of those luxury products that’s cost prohibitive for no reason,” said Sarhan.
The Well’s hedonism is now extending across Europe after debuting in Geneva, Switzerland. The club will open an outpost in London later this year, as well as two spots in Guadalajara and Mexico City in Mexico.
The club’s current portfolio spans across Flatiron, New York City; Washington, Conn.; Los Cabos, Mexico, and Pérez Zeledón, Costa Rica.
“We’re also looking very heavily into other South America markets,” said Sarhan.
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