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XVIII EDITION

“Private clubs are pivoting hard: think IV drip lounges next to coworking hubs, or sound baths in a rooftop garden”.

Interview: The Wellness Revolution in Membership Clubs
Why “Nice to Have” is Now Non-Negotiable

Wellness-focused membership clubs are exploding because they tap into a growing desire for holistic well-being and community. People today are more focused on mental, physical, and emotional health than ever before, and these clubs offer a space that supports all aspects of wellness, not just fitness. It's about creating an environment where members can recharge, connect, and prioritize self-care in a meaningful way. For example, clubs like Equinox offer a mix of fitness classes, wellness services, and social spaces that appeal to people looking for a more integrated, balanced lifestyle. This trend is more than a fad because it reflects a broader cultural shift toward prioritizing well-being and fostering a sense of belonging. In a world that’s often chaotic, these clubs provide a sanctuary where people can invest in themselves—and that’s a lasting shift, not a passing trend.

PRIA:

Wellness-focused membership clubs are exploding. Why is this trend more than just a fad?

KIA:

The old model, relying on dues and overpriced cocktails is dead. Clubs need to become 360-degree ecosystems. Take a project we’re designing in Vancouver as an example, we are exploring opportunities as a design/brand strategist with a luxury hotel and a wellness brand and bringing ideas to the table like cryotherapy pods, a “mindful mixology” bar, and a private terraces for sunrise meditation. Members get exclusive access to the hotel’s spa and resident nutritionists. For the club? Revenue streams multiply: tiered memberships, branded retail think like custom CBD oils, and even wellness real estate referrals.

PRIA:

How does wellness translate to profitability for membership clubs?

KIA:

Design is the silent ambassador of wellness—it doesn’t just offer health benefits; it embeds them into the DNA of a space. Gone are the days of tacking a yoga studio onto the corner of a gym. Today, wellness-centric design transforms environments into habitats that subconsciously nudge behavior, evoke calm, and prioritize holistic health. At Aurora Collective in Toronto, curved pathways mimic forest trails, subtly lowering cortisol levels before members even reach their meditation session.

PRIA:

How does design play a role in elevating wellness from perk to priority?

KIA:

Become a gateway, not a destination. We’re helping a club partner with a real estate developer to offer members first dibs on eco-luxury homes with built-in wellness tech which is basically air purification systems and meditation nooks. Another client collaborates with a telehealth platform for on-demand consults in their “recovery pods.” The future is wellness as infrastructure is seamlessly woven into travel, homebuying, even dating.

PRIA:

What’s your advice for clubs wanting to survive the next decade?

KIA:

Isolation kills brands. Clubs can’t thrive alone. We’re working on a concept at Tsawwassen shopping centre to convert vacant retail space into a wellness pop-up club members get yoga sessions, hyperlocal organic meal kits, and discounts at adjacent boutiques. Meanwhile, a Dubai developer is embedding wellness clubs into luxury condos, offering residents perks like guided forest bathing trips. These partnerships create synergy: hotels gain cachet, developers boost property values, and wellness brands tap captive audiences.

PRIA:

You mentioned collaborations with hotels and developers. Why is that critical?

KIA: