WellnessJK, the worldwide wellness equipment manufacturer, knows its striking while the iron is hot. The Global Wellness Institute (GWI) expects the wellness economy to reach $9 trillion by 2028 — but that’s just one of many signs touting the industry as a growing cash cow. 

The largest, however, is arguably wellness real estate. It’s the fastest growing industry sector within the wellness economy since before the pandemic and experienced an +18.1% annual growth between 2019 and 2023. 

“Wellness real estate growth is a great barometer for us to see the health of the industry, the confidence that people are putting into their own wellness journey,” said Andy Dunn, Senior Sales Director, Wellness. “I think that it shows full circle recovery from a tough few years being achieved and now surpassing 2019 growth numbers.” 

By manufacturing equipment and helping brands new and old better understand this side of the industry, WellnessJK is riding the wellness wave rather than paddling against it. 

WellnessJK’s Take on the Surge

WellnessJK points to two main triggers for this wellness real estate boom — the current nature of the real estate market and our increased desire as individuals to connect with one another. 

“The supply and demand of property is in the buyer’s favor right now, with many vacant properties from the last few years, which means that landlords need to promote good pricing and opportunities to get operators to fill vacant space,” said Dunn. 

“Secondly, consumers have a deeper understanding of what in-person, community-driven programs and services can do for their mental wellbeing,” he added. “At our core, we are social, community-driven beings that thrive off interaction and experiences. The last few years, if nothing else, were a huge social experiment on how we function in our communities and thrive off human contact in its various guises, whether talking to neighbors daily, attending a Zumba class, seeing your friends and family or being with your CrossFit crew.”

A Focused Response

In response to this real estate trend and its driving factors, WellnessJK adapted its sales tactics with a more targeted approach over the past few years. The brand today primarily focuses on covering both large growth segments and geographic locations already engulfed by the wellness surge to ensure profit.

“One of my mentors told me that you need to fish where the fish are, so we are trying to ensure we develop a sales and coverage strategy that takes full advantage of these trends in the segments we are working on for future success,” said Dunn. “By doing this, we are trying to leverage and use our brand equity to help those customers and segments to have the best possible product experience from a company that has quality, durability and a 100-year history in light and building the best possible product to help our customers achieve their objectives.”

Virtual Wellness

While WellnessJK is known for its red light therapy and touchless massage, which both represent in-person services, virtual wellness still has a place in all this even amid the rise in brick-and-mortar locations. It has and will continue to operate as a bridge of sorts for new wellness consumers, eventually leading them to physical locations. 

“We do multiple things for our wellness in a virtual or at-home fashion,” Dunn explained. “Meditation can be done anywhere. It seems more people than ever cold plunge or do contrast therapy at home. For a number of new wellness techniques, trying them at home or virtually is a quick way to discover your like for or tolerance of said technique to then try a brick and mortar or community version of that experience.” 

Rather than fall off at the expense of growing in-person wellness opportunities, WellnessJK expects virtual wellness to surge alongside them.

“I think we’ll see the growth of both options as new modalities become more mainstream,” Dunn said. “More and more research on more and more topics is leading wellness seekers to try and experiment with more and more techniques, more experiences and research more modalities that they feel may be a hack to drive better performance, mental health, happiness or all-round wellbeing.”

Future Outlook

WellnessJK also understands that staying on top of industry trends is no singular effort. The brand intends to expand on its findings going forward to remain ahead of the curve, looking at wellness from a more precise lens that breaks down its different sectors and potential new ones. 

“We are strategizing around recovery vs relaxation vs rejuvenation – how they differ, what those protocols look like and how we communicate that to customers,” said Dunn. “Also, how we can support the fitness, hospitality and spa world to connect the dots with their users around the use of GLP-1s, Semaglutides and the critical effects that proper recovery and wellness have on that user’s journey.”

WellnessJK also has its sights on applying an even blend between automatic and in-person services in the new year. Doing so promises to give clients and users a broad arsenal of tools to help accomplish their wellness goals. 

“We are also having conversations with numerous customers around a trend we think will be more prevalent in 2025, and that’s self service or automated solutions, which fits perfectly with our Wellsystem Wave product to either be a precursor to a treatment or activity or as a product to prolong the luxury or an experience like a massage or spa day.” 

The Wellsystem Wave is an automatic dry massage device that uses airless water for a high precision, low maintenance experience. It’s a simple insert to any wellness operation thanks to its convenience, as there’s no staff required to run it, and with the level of comfort it applies. 

“We have to continue to be the right partner for our customers, provide credible solutions and insight that will position us as the leader when it comes to wellness insight, product, relationships, quality of service and true partnership to drive long-term customer outcomes,” Dunn concluded. 

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Revel is joining Solidcore at The Novus, a luxury residential tower in Durham, North Carolina, which recently named the Pilates-inspired fitness brand as its first retail tenant.

The indoor cycling brand offers an invigorating, rhythm-based riding experience and is slated to open in the first quarter of 2025, amid a blossoming wellness real estate landscape.

“As long-time Durham residents, we are thrilled to bring the joy, growth, and community we have found through rhythm-based indoor cycling to the heart of the Bull City,” Revel founder and lead instructor Mia Wise said. “We are particularly excited to be opening as a part of The Novus, a project that demonstrates the incredible growth of a city we love.”

Austin Hills of Austin Lawrence Partners, a real estate development firm that partnered with Global Holdings on The Novus project, noted that Revel elevates the wellness offerings of the high-end building and offers a space for residents of the city to connect with each other and challenge themselves. 

“We’re honored to work alongside the Revel team and look forward to the studio’s highly-anticipated opening,” he added.  

The premium residential building will soon open leasing for its 188 rental apartments and offers 54 condo units that offer up to five bedrooms. Residents of The Novus are treated to both indoor and outdoor amenities that touch on wellness and community-encouraging experiences, such as a fitness center, golf simulator and game room, a spa suite with private treatment rooms, a steam room, co-working spaces, a swimming pool, cold plunge and hot tubs, cabanas and loungers, a pickleball court, a bar and barbecue area, a movie screen, fire pits and a putting green.

Blending wellness touchpoints with residential living has evolved from a visionary concept to reality, thanks to forward-thinking real estate developers. It’s also a model that we may continue to see, especially as younger generations are keen to live in health-conscious and communal living environments and have begun to move into shopping malls amid a housing crisis. 

In addition to mixed-use opportunities as seen with The Novus, Boston-based Redgate has launched Gibson Point in Revere, Massachusetts. A 291-unit luxury residential building situated on waterfront property, Gibson Point features a fitness center, a yoga and barre studio, a zen garden, a sauna, a cold plunge pool and a recovery-focused room equipped with massage guns, Therabody foam rollers and Normatec compression boots. Gibson Point residents can book massages and take advantage of a co-working area with standing treadmill desks. 

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Solidcore, a Pilates-inspired strength training fitness brand, is moving into The Novus, a luxury residential tower in Durham, North Carolina.

The Anne Mahlum-founded method is the first retail tenant to sign a lease in the high-end 27-story tower with a slated opening in Q1 2025. The deal comes amid growing interest in wellness-focused real estate.

“The arrival of Solidcore builds on The Novus’s continued influence on the heart of Durham,” said Austin Hills of Austin Lawrence Partners, a private real estate development firm. “We’re proud to introduce a nationally-recognized, innovative fitness retailer that has taken the U.S. by storm. This lease signing further enriches our lifestyle offerings at The Novus and responds to the needs of downtown Durham’s thriving community.” 

The Novus studio will be Solidcore’s sixth location in North Carolina, with its newest site in Durham offering convenient access for residents of the luxury building. The tower boasts 54 condos, private balconies, and city views—76% of which are already sold. Residents can also access a fitness center, spa suite, steam room, cold plunge and hot tubs, coworking spaces, a pickleball court, a putting green, and more.

“With our recent opening in Raleigh Iron Works, The Novus in Durham will complement our growing community in the Research Triangle and further represent our commitment to providing various communities in North Carolina with the world’s most transformative workout,” Solidcore’s director of real estate Joshua Rainey said. “We are eager for the development team to announce further tenancy, which will be a robust offering for the downtown population.”

L Catterton acquired a majority stake in the high-intensity, low-impact strength training brand in September. ATN learned that the brand is preparing to open approximately 30 studios nationwide in 2025.

The Global Wellness Institute has long predicted the rise of wellness real estate due to the rising interest in health and well-being. Pause Studio and Pure Barre are two brands that have dived into the world of mixed-use real estate in Oakland, Florida, moving into the ground floor of a luxury apartment building.

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Remedy Place and Kohler are set to host an immersive pop-up next month demonstrating Ice Bath, a new concept from the social wellness club and the kitchen and bath brand.

The event will run from December 2 to 6 at The Miami Beach Edition hotel and allow guests to try the new Kohler x Remedy Place Ice Bath. Guests will also have the chance to participate in guided breathwork sessions and enjoy live music and wellness-centered food and beverages.

Registration is required for guided ice bathing sessions.

The two brands have forged a partnership where Remedy Place founder and CEO Dr. Jonathan Learly is now Kohler’s Lead Self Care Advisor, creating self-care products and experiences. A fitting collaboration, considering the rise of wellness real estate, which is one of the fastest-growing sectors according to recent findings from the Global Wellness Institute.

The new at-home Ice Bath is slated to be available for shipment next spring and offers temperature control, ergo-dynamic body positioning, a UV-powered filtration system, and an integrated light to help guide breathwork.

Kohler’s premium sauna brand, Klafs, will also be showcased at Design Miami. A panel discussion on December 4 at the Design Miami Design Talk Theater will feature Dr. Leary, Kohler Wellness general manager Katie Stevens, and Sporty & Rich founder Emily Oberg.

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The home stands as the epicenter of the wellness real estate market, which is poised to emerge as the number one growth leader across the entire wellness sector with a projected expansion to $887.5 billion by 2027, according to the latest trend forecast from The Global Wellness Summit (GWS).

As the saying goes, Home is where the heart is — but it’s now transforming into a cozy-yet–functional hub as consumers look to cultivate a wellness-inspired environment, largely supported by the shift to remote work, increased time spent at home and the popularity of home-based TikTok trends promoting home-based activities.

“The pandemic not only led to an increase in time spent at home but also heightened health awareness, motivating individuals to take greater control over their wellness,” according to GWS.

At-Home Wellness Products Proliferate

It would make sense that consumers, who are increasingly pivoting towards a more health–conscious lifestyle, are looking to invest in more than just wellness products and create an entire environment of health-supporting tools.

In addition to post-pandemic lifestyle changes, tech advancements have empowered consumers to monitor their health and partake in wellness practices in the comfort and privacy of their homes. From self-care such as the anti-aging TheraFace Mask, medical-grade home health systems, smart furnishings that respond in real-time to well-being preferences or sensory-enhanced designs, consumers now have an array of options to curate their own wellness space.

Functional furnishings also play a pivotal role in the wellness real estate space, with aesthetic pieces that serve fitness and wellness purposes. Ikea, a staple in the functional furniture sector, recently unveiled its first low-profile fitness and wellness collection for consumers and their families to squeeze in a quick workout without needing to invest in an entire home gym.

Beyond furnishings, soundscapes are no longer just background music but a path to wellness, using AI enhancements to give listeners relaxation, focus, or restful sleep.

Wellness-Focused Residences Are on the Rise

As the “2024 Global Wellness Trends” report points out, the pull towards wellness communities, such as Life Time Living, the residential arm of the luxury fitness and lifestyle operator, is also gaining popularity.

Noting Life Time Living’s Green Valley development in Las Vegas, which offers residences with personalized services such as meal plans and comprehensive 360 wellness programs, GWS sees the brand’s new longevity and weight-loss clinic, Miora, as “laying the groundwork” for such services to become integrated into residential services in the future.

GWS also spotlights The Well, a New York City-based luxury wellness club, as an example of what lies ahead for the wellness industry. As The Well expands into residential real estate in Miami, its apartments will tout diffused lighting, water filtration, HEPA air filtration systems, low-VOC paints, organic scents and even charged crystals within the building’s foundation. 

Cities and nations are joining the wellness movement, investing in developments prioritizing well-being. Saudi Arabia’s NEOM, expected to debut in 2025, plans to utilize a groundbreaking Digital Twinning system for the longevity of its residents.

“In the future, our homes will evolve into multifaceted ecosystems, merging advanced nanotechnology and empathetic architecture to create living spaces that actively enhance our health and well-being, reshaping how we interact with our environment on a fundamental level,” predicts GWS.

See the full GWS 2024 Global Wellness Trends report here.

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