Home wellness shifts from renting to owning
“That's not another wellness brand. That's the home depot for wellness.”
Transcript
The sauna in your neighbor's garage and the cold plunge in someone's backyard and the red light panel showing up in your Instagram feed are all a part of the same trillion dollar shift. Wellness is moving from something we rent into something we own, and I don't think we fully recognize what's happening yet. For the last 30 years, we built an entire wellness economy
around getting you to leave your house. Gym membership, spas, fitness studios, recovery centers, wellness clubs, you paid every month for access. But now we're taking those same experiences and putting them inside the square footage we already own, the home. And the numbers are already starting to show it.
The market for homes and residential spaces designed around wellness has grown from 151 billion in 2017 to 876 billion dollars today and is projected to reach $1.8 trillion by 2030. And there's another force accelerating it.
The cost of the equipment is coming down. Home saunas can now be bought for under $3,000. Cold plunges can be delivered to your door. Red light therapy hangs on your wall. What used to require an expensive wellness club is increasingly accessible to a normal homeowner. So the economics are starting to change.
If you're already spending thousands of dollars a year on gyms, classes, recovery, and wellness memberships, why keep renting wellness when you could own it? But here's the business opportunity no one's solved yet. The products have been democratized, but the experience hasn't. Saunas come from one company.
Cold plunges come from another. Red light from somewhere else. Then a contractor, electrician, a plumber. There's no obvious company that owns the wellness home. I want to say, here's my house, here's my health goals, here's my budget, make my house healthier. Design it, finance it, install it, maintain it.
And that's not another wellness brand. That's the home depot for wellness. The big story isn't that people are buying saunas. We already know that. The big story is that we're watching an entire industry move from membership to ownership. And nobody owns the platform for that transition yet.
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