The first weekend of Coachella a few weeks ago, I walked about 80,000 steps, or 33 miles, in three days. At Stagecoach, with fewer stages and artists and a conscious decision to “slow down,” I walked a more reasonable 16,000 steps and just over 7 miles per day. Still, I battled the rising heat, clouds of toxic dust, and noise from my hotel neighbors that kept me up until midnight. Granted, most people aren’t as enthusiastic as those who work at music festivals, but if you take away the pressure of trying to see as much music as possible and replace it with a diet full of drugs, booze, Zyns, and pizza. , it all speaks to the fact that tens of thousands of people treat their bodies suboptimally.
This is in contrast to much of the reputation Gen Z has. We always hear stories about people drinking less, taking better care of their bodies and mental health, and often turning their backs on their parents’ unhealthy lifestyles, but music festivals are a great way for people to It seems like you’re facing a bit of a challenge in terms of delivering what you expect and both. It’s a typical experience and the way more and more people are actually living their lives. Many music festivals offer things like morning group yoga sessions, guided meditations, and a myriad of other wellness activities, but this usually sits on the fringes of festival culture, with events like Bonnaroo and Lightning in a More common at camping events such as Bottle.
Brands like Plunge, The New Bar, and Hyperice are looking to change that, moving beyond things like IV drips and cold-pressed juices and marrying wellness and music festivals in a more seamless way. This was underlined by the brand’s presence during his three weekends of music in the Coachella Valley, and on the final day of Stagecoach Festival, Plunge, held in a luxurious facility just a few miles from the festival grounds. It culminated in a recovery rodeo. At the party that day, guests enjoyed the cold plunge experience and healing properties of Plunge, along with a variety of non-alcoholic beverages (I’m currently going with Stan Mela, a watermelon water drink) and Best Day Brewing’s N/A Micheladas, along with Hyperice. I tried Normatec 3. A surprise performance by Boots and current country artist Shabouzy.
“We saw an opportunity to incorporate Plunge into festival parties not only as a restorative experience, but also as a premium hospitality offering,” said Dom Cianciotto, Director of Community & Experiences at Plunge. Let’s talk about the existence of Plunge. Festival. “The idea is to provide these party guests with hangover symptoms, those dealing with the extreme heat of the desert, and those who tend to get sore legs and feet from walking, standing, and wandering, in times of need. “I’m dancing at a multi-day music festival.” ”
Cianciotto points out that this is a movement that benefits both hosts and guests, and is growing. “In just one year, this category of wellness integration has grown significantly if you compare his 2023 plan to his 2024 plan,” he says. “We have a lot of creator houses and brand sponsor houses asking us to integrate with us, and we are confident that the Plunge experience is here to stay. It also allows local recovery studio companies to create their own We feel it opens up space to develop experiences and showcase our services.”
Cianciotto shares his personal experience of coming back from Coachella a few years ago and thinking he needed to adjust his lifestyle. This is a thought that resonates even for those of us who have used festivals as luxury destinations. But even if you weren’t participating in the debauchery, you still have to contend with “Coachella cough,” the local collective term for respiratory infections that cause people to get infected again. Just looking around at the hundreds of people having fun at the Recovery Rodeo showed me that this is not just a trend, but a movement that resonates widely.
“Our guest attendance has grown from 50 to over 300 in just a few events,” says Cianciotto. “Sobriety is on the rise, and there seems to be a consensus that it doesn’t get in the way of fun. Even if you are finding a way to do so, it has an uplifting effect and is in high demand.”
HyperIce, an innovative company that develops recovery technology good enough for athletes like Patrick Mahomes and Naomi Osaka, has performed live integrations on-site for StageCoach, as well as for recovery rodeos and other events. We also participated in local brand events. As Steph Smith points out, the vice president of marketing has said that if Hyperice is to move away from being simply associated with the Erlings and Haalands of the world, and make it something for everyone, occupies a large part.
“A big focus for us right now is accessibility,” Smith said. “Until now, many of these premium experiences have only been available to the most elite athletes, performers, and artists. That’s why we prioritize the masses and ensure our wellness products are available to everyone. We can continue to consider ways to do so.”
This meant that festival-goers and party-goers could try out the Normatec Boots and Hypervolt Massage Gun and see first-hand its power as they incorporate it into their festival routines. “The response from those who experienced Normatec at the Recovery Rodeo was that they appreciated the opportunity to rest and recharge after a weekend of walking and dancing around the festival grounds,” Smith said. “They also appreciated the thoughtful integration of wellness into the event and found Normatec to be a beneficial addition to their festival experience.”
As someone who has tried these products, I can immediately feel the benefits. The boots inflate, tighten and massage your legs to your desired length, creating moments of relaxation and mindfulness that go beyond the impact on your legs. However, after the session, your legs will feel lighter and you will be able to withstand any exercise that you are about to do. For festival-goers, this means you can put foot pain to the back of your mind. And for athletes and those who need it on a more regular basis, this attribute becomes even more meaningful.
However, changes in health and attitudes at music festivals go beyond what is used to aid recovery, and are also due to the decisions made that require recovery in the first place. New Bar, a non-alcoholic cocktail concept, has locations at both Coachella and Stagecoach, contributing to the revitalization of both the venue and American Express. While sampling the drinks at both locations, I was struck by how The New Bar subverts expectations to the point that even typing the word “mocktail” makes me shudder. Often these drinks are just an excuse to cram tons of sugar and juice into a glass to extract cash from non-drinkers, but The New Bar is much more thoughtful. Here, we actually have margaritas that taste similar to their alcoholic cousins, allowing you to take your time and enjoy each sip. As Founder and CEO Brianda Gonzalez says, a good cocktail helps you unwind. The drinks at The New Bar offer just that.
Gonzalez says she’s already seeing a change in the way festival attendees approach work. “It was really interesting to observe the themes of conversation with festival-goers from last year and this year,” she says. “Last year, I felt that many people had not tried non-alcoholic drinks or were hesitant about the ‘gist’ of them. This year, most people I spoke to had not tried the drinks. I think people are tired of feeling worse at the end of a long, fun weekend than they did when they entered it. People want to come back from vacation rejuvenated, and alcohol doesn’t help with that.”
Gonzalez sums up The New Bar’s goal as “making it fun to be kind to yourself.” It’s an enduring idea that resonates with all of these brands, and it’s what they bring to kickoff this year’s festival season. Festivals and festival culture are always evolving, and while the 2010s felt defined by localizing events and bringing the best food, wine, and experiences from a particular region to festivals, perhaps the 2020s will be defined by a focus on self-care. . Festivals have long been said to be an endurance contest for humans as they age, where depriving them of basic necessities like water and quick and easy access to the toilet is a challenge to their physical health. It means little to humans. But a growing number of people are pushing back against this, with brands like Plunge, Hyperice and The New Bar leading the way.
“There seems to be a health-oriented, wellness-oriented party element in the zeitgeist,” Cianciotto said. “Consumers should be able to optimize their festival experience and should not feel like they have to choose between a frenetic atmosphere all day or a tranquil spa experience. There is room for elements of both in the same event. I can see the future.”
In this article, Plunge hosted Uproxx. They did not review or approve this story. Learn more about the Uproxx Press Trip policy.
