In the vibrant heart of New York City, a new wave of wellness clubs is emerging, promising not just physical rejuvenation but the allure of meaningful connections. With membership fees often reaching up to $480 a month, these exclusive spaces aim to cater to the health-conscious elite. But do they actually foster the sense of community they advertise? Catherine Bell delves into three of the city’s most sought-after wellness havens to uncover the reality behind the marketing.
The Sauna Experience: A Test of Connection
Inside Othership, a bustling sauna set at a sweltering 185 degrees, a diverse group of 64 individuals gather for a session aptly named “Guided Gratitude.” As the heat envelops us, an instructor encourages participants to share moments of thankfulness. One woman expresses her relief at leaving a toxic job, prompting applause that echoes in the steam-filled room. Another member shares her journey towards self-confidence, and once again, the room erupts in supportive applause. Yet, as the session concludes, the initial warmth of shared vulnerability does not linger. Instead, guests quickly gather their belongings, eyes averted, and disperse, leaving behind the fleeting sense of connection.
This experience raises an important question: are these wellness clubs genuinely cultivating community, or merely providing an illusion of it? Othership, with its Instagram-friendly aesthetics and promises of “resetting your energy,” charges memberships that can soar to $333 per month, depending on the frequency of visits and location. Amenities include high-performance saunas, ice baths, and a tea lounge, but how much genuine connection is being formed within these walls?
The Allure of Moss NYC
Next, I ventured to Moss NYC, an opulent five-storey club nestled in midtown Manhattan. With membership fees hitting $480 a month, plus an initiation fee of $1,500, the expectations are high. Moss boasts a sophisticated wellness space, complete with an indoor pickleball court and luxurious relaxation areas. Unlike Othership, Moss promotes itself as a hub for innovative group offerings aimed at fostering social connections.
While I was impressed by the lavish facilities, my excitement waned upon discovering a strict no-talking policy in the bathhouse. Julie Wandzilak, Head of Physical Culture at Bedrock, insists that genuine friendships can emerge on the gym floor over time. “We create an environment where connections can flourish,” she claims. However, the unspoken rule against conversation in spaces designed for relaxation suggests a contradiction in fostering that very connection.
A Warmer Atmosphere at Lore Bathing Club
Finally, I explored Lore Bathing Club, located in NoHo, which offers a more intimate and inviting ambiance compared to its glossier counterparts. With a monthly membership fee of $225, it is the most affordable option of the trio. Featuring two saunas and a communal cold plunge, Lore strikes a balance between luxury and comfort.
Members Arjan Singh and Maggy Rogow both joined Lore last November and have found the environment conducive to forming friendships. Singh appreciates the organic reconnections with acquaintances, while Rogow has discovered that the unique setting helps her overcome social anxiety. “Striking up conversations comes naturally here,” she shares, highlighting the communal aspect of bathing in a vulnerable state.
The Quest for Authentic Connections
As we navigate the era of social isolation, wellness clubs are marketing themselves as sanctuaries for forging new connections. The American Psychological Association revealed that over 60% of adults in the US reported feelings of loneliness last year. This highlights a significant societal issue, one that these clubs are keen to address, albeit at a premium price.
Dr MaryEllen Eller, a psychiatrist, acknowledges the potential benefits of these spaces for those who can afford them, but cautions against viewing them as the sole solution to loneliness. “This is not the only pathway to address loneliness or build relationships,” she warns. Many individuals can seek out community through local groups or creative activities without the hefty price tag.
Why it Matters
The phenomenon of wellness clubs speaks volumes about our current society’s struggle with connection in an increasingly isolating world. While these clubs offer physical and mental health benefits, the promise of genuine community often feels elusive. As we invest in spaces that tout connection, it’s essential to approach them with a critical eye, recognising that true companionship can be found in simpler and more accessible ways. As we continue to seek solace and community, the challenge remains: how do we cultivate authentic relationships in a world that often prioritises the superficial?
