Othership has landed in New York.
The Toronto-born social wellness concept has opened in the Flatiron neighborhood of New York City. Othership offers three signature experiences: free flow, a 75-minute experience where guests can jump between saunas and ice baths on their own time; socials, a two-hour experience where guests mingle in saunas and ice baths and enjoy live entertainment or club-like music, and guided classes, where large groups are led through sauna sessions, ice baths, breathwork, towel waving performances and more — all centered around a key theme. A single drop-in class costs $64, while a single session monthly membership costs $51. Other memberships and packages are also available.
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“We’re trying to make wellness fun,” said Othership cofounder and chief executive officer Robbie Bent.
While the spot is new to New York, the concept isn’t. Wellness-minded consumers are looking for healthier social experiences and there are several within walking distance of the new Othership outpost, including Remedy Place and Bathhouse. Hot and cold therapy has also become increasingly popular for its purported benefits, including reduced inflammation and increased energy.
“The idea of sober entertainment is massive, and you’re seeing people, especially Gen Z populations, leaning away from drinking alcohol,” Bent said.
For him, the socials are a clear replacement for a night out at a bar, something more people are seeking as the sober-curious movement continues to gain traction.
“It’s taking things that are happening in a bar and alcohol atmosphere and moving them into a healthier atmosphere,” he said, adding that socials will offer experiences like stand-up shows and live music sets. “You’re getting the entertainment, but you’re doing it in a more intimate environment where when you go to sleep at night, you feel great the next day.”
While Othership has been successful back in Toronto, Bent has seen an increased excitement from New York City visitors, especially when it comes to the social component.
“We’re catering to people who feel busy, and it’s an escape from the city life in a period of 75 minutes to reset the nervous system,” he said. “[It’s for] people that want to have fun in a healthy way and then people that are busy. In New York, there is much more excitement for the social aspect than in Toronto. In Toronto, a lot of people have houses. They live on streets. It is not the same bustle.”
Othership is planning more locations, including a Williamsburg destination in the first quarter of 2025, and the company is looking for two additional locations in New York City.
“We do have a plan over three years to be in probably another four or five cities in the Northeast and Miami,” Bent said.
With social wellness and the sober curious movement both on the rise, Bent sees a lot of room for growth.
“Business that focuses on in-person connection over the next few years has a really good opportunity because people are hungry to experience stuff in the real world and meet others,” he said. “There’s a movement away from alcohol, so those two things are pretty large trends.”
Othership will open later this summer.