Wellness Clubs Redefine Social Life as Third Spaces Take Off

A CNBC feature examines the rapid rise of wellness-focused ‘third spaces’—membership clubs like Bathhouse and Othership that blend health activities (saunas, cold plunges, classes) with alcohol-free socializing. These spaces aim to combat loneliness and fill a growing demand for meaningful community, prompting big investments and expansion (Bathhouse targeting roughly $120M in run-rate revenue; Life Time pushing premium wellness) and broader franchise growth (Glo30). The trend signals a shift in how people seek connection beyond traditional gyms and nightlife.