Social Wellness Destination “Othership” Opens in New York City

The Othership has landed in New York.

A Toronto-born social wellness concept has opened in New York City’s Flatiron District. Othership offers three signature experiences: Free Flow, a 75-minute experience where guests can move between the sauna and ice bath on their own time; Social, a two-hour experience where guests mingle in the sauna and ice bath while enjoying live entertainment and club-like music; Guided Classes, where large groups are led through sauna sessions, ice baths, breathwork, towel waving performances and more, all centered around an important theme. Drop-in classes are $64 per session, and monthly memberships for a single session are $51. Other memberships and packages are available.

“We’re trying to make wellness fun,” said Robbie Bent, co-founder and CEO of Othership.

While the store is new to New York, the concept is not. Health-conscious consumers are seeking healthier social experiences, and there are several such stores within walking distance of the new Othership location, including Remedy Place and Bathhouse. Hot and cold therapy is also becoming increasingly popular for its purported benefits of reducing inflammation and boosting energy.

“The idea of ​​sober entertainment is growing rapidly and we’re seeing a trend towards people, particularly Gen Z, avoiding alcohol,” Bent said.

For him, social gatherings are an alternative to nights out at the bar, and more people are seeking them out as the temperance movement gains momentum.

“We’re taking what’s happening with bars and alcoholic environments and moving it to a healthier atmosphere,” he said, adding that social events will offer experiences like stand-up shows and live music. “You’ll still enjoy entertainment, but in a more intimate setting, so when you go to bed at night, you’ll feel great the next day.”

While Othership has had success in Toronto, Bent sees more excitement among people visiting New York City, especially when it comes to the social element: The brand is gifting early experiences to friends and users of Othership’s Breathwork app.

“We’re catering to people who feel busy, who want to escape city life for 75 minutes and reset their nervous system,” he said.[It’s for] “There’s people who want to have fun and people who are busy. The social aspect is much more thriving in New York than it is in Toronto, where a lot of people have homes. They live on the streets. There’s not the same buzz.”

Othership plans to open more stores in Williamsburg in the first quarter of 2025 and is considering two more locations in New York City.

“We have plans to probably expand into four or five more cities in the Northeast and Miami over the next three years,” Bent said.

With both the social wellness and sobriety movements on the rise, Bent sees plenty of room for growth.

“There’s a really good opportunity over the next few years for businesses that are focused on in-person connections because people are hungry to experience things in the real world and meet other people,” he said. “There’s a movement away from alcohol, and those are two pretty big trends.”

“Othership” is scheduled to open later this summer.