Are Social Wellness Clubs the New Third Place?

These clubs — which can include services such as I.V. vitamin drips, meditation classes, saunas, ice baths and more — are booming across North America. Folks who crave social connection while doing something good for their bodies and minds are embracing these places, prioritizing a healthier lifestyle, meeting new people and doing something that promotes rejuvenation. “As interest in sober-curious and alcohol-free lifestyles continues to grow, we’re seeing more people seek social experiences that don’t revolve around traditional restaurants, bars or nightlife,” says Makina Labrecque, the national marketing manager of PRML Social in Calgary. This community-driven contrast therapy (alternating hot and cold exposure) space combines the benefits of a sauna, cold plunges, breathwork, movement and music. PRML offers a wellness experience that is both restorative and deeply social. “It’s a place where people can gather, recharge and invest in their wellbeing while still enjoying a sense of community,” says Labrecque. And they’re not the only ones doing it. There are a growing number of these types of places in Alberta, including Calgary’s Offline Wellness Club, Oak Leaf Sauna Club and Inside Out Total Wellness, as well as Edmonton’s Ró Nordic Spa and Circa Thermal Studio. Perhaps the best thing about these clubs is their inclusivity and the diversity of the communities they serve. “We welcome guests 16 and older from all fitness levels, backgrounds and body types who are looking for a space that supports both personal transformation and meaningful connection,” she says. The social wellness circuit might just be the answer to beating the winter blues. Maybe this is the year to mix things up with an evening or two a week focusing on your health, lowering your stress and meeting like-minded people in your community. AMA