You’re probably tired of the local gym. The fluorescent lights, the smell of recycled air, and the awkward silence between sets don't cut it anymore. People are craving something else. They want a place to belong that doesn't involve a bar or an office. This shift has birthed a massive surge in wellness third spaces. These are high-end membership clubs where you can cold plunge, take a sound bath, and close a business deal all before lunch.
The concept of a "third space" isn't new. Sociologist Ray Oldenburg coined the term decades ago to describe environments separate from home (first space) and work (second space). Traditionally, these were coffee shops, pubs, or libraries. But those spots are failing us. Coffee shops are now silent laptop rows. Pubs focus on alcohol, which many are ditching. Wellness clubs have stepped into the void, offering a physical location for your health and your social life to finally coexist.
Why the Wellness Club Model is Exploding Right Now
The numbers are staggering. Global wellness real estate was valued at roughly $398 billion in 2022 and is projected to hit nearly $887 billion by 2027, according to the Global Wellness Institute. This isn't just a trend for the ultra-wealthy in Manhattan or Los Angeles. It’s moving into secondary cities because the loneliness epidemic is real.
We’re more connected digitally than ever, yet we’re socially starving. These clubs offer a "tribal" fix. When you join a place like Remedy Place or The Well, you aren't just buying a sauna session. You're buying a peer group. You're paying for an environment where everyone has decided that health is their primary hobby.
The Shift From Sweat to Social Connection
Older gym models focused on "the burn." You went in, suffered on a treadmill, and left. Modern wellness third spaces prioritize recovery and conversation. Think about the layout of a Soho House compared to a Gold’s Gym. One is built for isolation; the other is built for lingering.
The Social Sauna Culture
In many of these new clubs, the sauna is the new boardroom. It’s common to see members discussing venture capital or creative projects while sitting in 180°F heat. It’s a return to Roman bath culture or Nordic traditions where heat was a communal experience. By removing the phones and the clothes (mostly), the barriers to human connection drop. You’ll find that people are much more open to a chat when they’re both shivering in a 40-degree cold plunge.
Beyond the Physical
These clubs are diversifying their "menus" far beyond weightlifting. You’ll see offerings like:
- Functional medicine consultations.
- IV drip lounges.
- Infrared saunas and hyperbaric oxygen chambers.
- Co-working spaces with ergonomic setups.
- Farm-to-table cafes that actually understand macros.
The High Cost of Belonging
Let's be real. These places are expensive. Monthly memberships often range from $200 to over $1,000. Critics argue that these spaces are just country clubs for millennials, further stratifying society. If you can’t afford the buy-in, you’re locked out of the "wellness" community.
However, the market is responding with mid-tier options. Brands like Othership in Toronto and New York are focusing on "social bathhouses" that are more accessible than the private member-only enclaves. They offer drop-in classes centered on breathwork and sauna rituals. It's less about the status and more about the nervous system regulation.
Design is the Secret Weapon
If a space feels like a hospital, you won't stay. These clubs invest heavily in biophilic design. You'll see lots of natural wood, indoor plants, and soft, indirect lighting. The goal is to lower your cortisol the moment you walk through the door.
I’ve noticed that the most successful spaces avoid the "fitness" aesthetic. They look like luxury hotels. They use scent marketing—think eucalyptus and sandalwood—to create an olfactory anchor. When you smell that specific scent, your brain flips a switch. You’re no longer in "hustle mode." You’re in "membership mode."
Why Work and Wellness Are Merging
The boundary between "working" and "living" has blurred into a gray smear. Since many people work remotely, the wellness club has become the de facto office. It's a better deal than a dedicated co-working space. Why pay for a desk at WeWork when you can have a desk, a gym, and a steam room for the same price?
It’s a smart business move for the clubs, too. It ensures the space is utilized throughout the day, not just during the 6:00 AM and 6:00 PM rushes. This constant "activation" creates the vibrant atmosphere that keeps members paying those hefty dues.
The Downside Nobody Mentions
There is a risk of "wellness burnout." When your social life, your workouts, and your work all happen in the same building, your world gets very small. You end up in an echo chamber of people who look like you and think like you. The spontaneity of the old-school third space—the random interaction with someone from a different walk of life—is often lost in these curated environments.
Also, there’s the pressure to "perform" wellness. If you’re at a club where everyone is drinking green juice and wearing the latest Alo Yoga set, you might feel judged for just wanting a burger and a nap. The "optimization" mindset can be exhausting. Sometimes, a third space should just be a place to be, not a place to "improve."
How to Choose a Third Space Without Getting Ripped Off
Don't join a club just because it’s trending on TikTok. The best wellness space is the one you’ll actually use. If it takes you 45 minutes to get there, you won't go. Convenience is the king of consistency.
Look at the "programming" rather than just the amenities. Do they host events? Are there experts on-site, or just "influencers"? A good club should have a mix of social events and quiet zones. If the music is thumping at 2:00 PM when you're trying to read or work, it’s just a nightclub with better lighting.
Check the guest policy. If you can’t bring a friend without paying a $50 fee every time, it’s not really a social space; it’s a solo retreat. The point of a third space is to build a community, and that’s hard to do if your existing friends are priced out.
Your Next Steps for Finding a Space
Stop looking for the "best" gym and start looking for your "village." If you're ready to make the switch, do these three things this week. First, map out the clubs within a 20-minute radius of your home or office. Anything further is a pipe dream. Second, book a day pass. Don't sign a contract until you've spent at least four hours in the space during the time of day you plan to visit most often. Pay attention to the "vibe"—is it a place where people actually talk to each other, or is everyone glued to their phones?
Finally, look at your budget. If a membership requires you to cut out other essential parts of your life, the stress of the payment will negate the benefits of the sauna. Wellness shouldn't make you go broke. If the big clubs are too pricey, look for smaller "niche" communities like local climbing gyms or run clubs that are starting to add recovery amenities. The "wellness third space" is a mindset as much as it is a building. Find a place where you're known by name, and your health will follow.
