Social Wellness, It’s The Future!
Pilates Philosophy
The pilates class is packed. I'm wedged between two strangers, both of whom smiled at me when I walked in. The instructor hasn't started yet, and my new neighbors are chatting about their weekend plans. As I adjust my resistance band, I feel oddly... connected? Everyone else in here is under the same boat as me - ready to be here, be present, and feel amazing about their bodies!
And it hits me - I came here for a workout, but I'm totally staying for the vibe. The collective energy. The sense that I'm part of something larger than just my personal fitness journey. I've accidentally stumbled into social wellness, and it feels revolutionary.
For so long, we've approached wellness as an intensely personal pursuit. The solitary meditation. The individual food choices. The private skincare routine (that you probably want to gatekeep). But something fundamental is shifting in how we think about wellbeing, and it's happening in plain sight. We're witnessing the transformation of wellness from a solitary journey to a communal experience. And honestly? It's about time.
Because despite all our individual pursuits of wellness, something has been missing. Something that might be the most crucial ingredient of all: human connection. And now, brands, spaces, and communities are rebuilding wellness with connection at the center. The results aren't just changing the industry, they're redefining what wellness means entirely.
Where wellness meets community…
Before you say “but workout classes have been around forever”, just know I wholeheartedly agree - except for one fact: Today’s wellness spaces are fundamentally different. Social wellness spaces may be littered throughout history - but are curated vibes? I mean, have you wanted to join a $500 membership wellness space forever? 30 years ago, maybe you’d join a $500 gym - but only if you were a billionaire. Today? Everyone would rather be caught dead than not be present in a social wellness scene.
But fundamentally - what has changed so significantly about group wellness from years past and why does everyone want to join?
The wellness industry has noticed what sociologists have been telling us for decades: humans are wired for connection. And now, the most innovative brands are designing experiences around this fundamental truth. If being social is one of our needs why not use it as a marketing strategy - but for good?
Give me an example!
Take Equinox, which has transformed from a luxury gym into a full-fledged social ecosystem. Their clubs aren't just places to exercise - they're modern social hubs where fitness, work, and socializing blend seamlessly. Their newer locations feature co-working spaces, cafes, and lounges designed specifically to encourage member interaction. What's fascinating is how intentionally they've crafted these "accidental" connections - strategically placing water stations where people naturally gather, creating spacious lobbies that invite lingering conversations after class.
Even brands that don’t necessarily need a flagship store or wellness club have added one to their arsenal. What started as a clothing brand has turned into a full-fledged members club. Who am I talking about? Well, Alo of course. What looks like a seven story mall is simply an invite-only athletic club, where members range from famous TikTokers and models like Christina Nadin and Sofia Richie, to internet personalities and actors like Jake Shane and Nina Dobrev. Recently watching a clip on the Alo gym, it became apparent to me just how many people would give an arm and a leg to get in.
Is the experience going to transform you any differently than a membership at Lifetime? Probably not, but Equinox and Alo have fundamentally transformed the way the modern it-girl thinks about moving their bodies. It must be social, and it must be the pinnacle of aesthetic wellness - not to mention exclusive.
Opening flagships is THE game plan.
Some brands may not already be established as a “wellness” hub - but they’re definitely well on their way if we look at what a brand like Alo has done with their platform. For example, can you imagine a Glossier wellness space? Sporty and Rich workout classes? Or meditation and matcha at Moon Juice? If a Rhode and Djerf Avenue collab goes viral on the internet, can you imagine each aesthetic beauty brand getting their own wellness space? The internet would simply be fighting for their attention. I mean look, if they need a designer for the campaign of their wellness club opening - put me on the line!
But who has done this recently? It’s clear that Emma Chamberlain has been taking notes. After a recent interview, she discussed how Chamberlain Coffee, surprisingly enough, wasn’t profitable. That’s right - the internet’s favorite coffee brand was losing money. So what does she do? There must be a genius on her team, because Chamberlain Coffee’s first full-time store just opened in LA, and it’s ready to become a social club. The space’s architecture is designed for community, the brand’s impact and emotion is poured into the building, and Emma herself is the face of it all.
And it’s all to make an impact. Making your coffee or doing skin care at home is one thing: it’s stagnant, lonely, and frankly not as exciting as a dedicated, exclusive social space. Buying your coffee or doing your night routine as a community? Now that sounds like progress.
The psychology of collective well-being
There's profound psychology behind why social wellness works so well. When we exercise, meditate, or practice self-care in a group setting, we tap into what psychologists call "collective effervescence" - that magical energy that emerges when people come together in shared experience.
Research has consistently shown that group activities amplify our emotional responses. A yoga class practiced shoulder-to-shoulder with others delivers not just the physical benefits, but also triggers the release of social bonding hormones like oxytocin. The result? We feel better, for longer, and develop stronger habits when wellness is practiced in a community space.
Dr. Emma Seppala, Science Director of Stanford's Center for Compassion and Altruism Research, explains that social connection is as important to our physical health as sleep or nutrition. When wellness becomes social, we're essentially doubling down on healing - addressing both our physical needs and our deep-seated need for belonging simultaneously.
So, we’ve looked at the psychology of why it all works, and we know that a wellness club by Rhode would be… incredible. But why do we need this? Why is this the secret sauce that makes wellness less lonely? It has something to do with a “third place”. Let me explain:
Reviving the “Third Place” through wellness.
As traditional community spaces have declined - the disappearance of neighborhood shops, the death of the mall, the closing of community centers - we've been left with a void that sociologists call the loss of the "third place." These were the spaces that weren't home or work, but where community naturally formed.
Wellness venues are brilliantly positioned to fill this gap. It doesn’t even have to be a name brand, like Alo or Equinox, simply a gym membership fosters community. Saying you belong to a gym gives you an identity - something other people can relate with. Even better, members go there with a common goal - to achieve their wellness.
These spaces succeed precisely because they fulfill our craving for meaningful in-person connection in an increasingly digital world. They're the new third places - where you can go alone but never feel lonely, where you can be productive or social or restful, all within the same thoughtfully designed environment.
Moreover, wellness allows these spaces to become not only refurbished but ultimately unique again. I mean what other wellness space looks like a mall-turned-beverly-hills-spa? Alo is probably the only one - and this architecture is what makes it stand out. Glossier uniquely designs each of its spaces to the city it’s located in - from big metal globes to the stickers in Glossier SoHo. As a self-care third-place? Wavy yoga mats, all-Glossier skin-care in restrooms, and gorgeous flower arrangements would be what I would pick to furnish it. Once again, wellness is made unique to the third-place.
Social wellness for all
The beauty of this revolution is that it's not confined to luxury spaces or expensive memberships. No, really, it doesn’t have to be. Social wellness is, by its nature, adaptable to any context, budget, or lifestyle.
Here's how anyone can participate in this movement:
Start a micro-community: Gather three friends for a weekly walk-and-talk session in your local park. The consistency matters more than the activity. You can always wear an Alo workout set to keep the exclusivity high!
Leverage technology as a bridge: Find run clubs in your city on Instagram, or find events that flagships stores are having, like an FP movement yoga group!
Transform your living room: Host a rotating wellness night where everyone brings something to share - a new tea, a quick meditation, or just a good story. The ritual creates the connection. Maybe it’s not a third place, but it’s social.
Seek out public spaces: Many libraries, community centers, and parks now offer free or low-cost wellness programming specifically designed to bring people together.
Be the catalyst: Don't wait for the perfect social wellness space to appear - create it. Start a breakfast club, or organize a weekend hike with friends.
The most powerful wellness spaces aren't defined by fancy equipment or expensive interiors - (no matter how desirable those are) - they're defined by the quality of connection they foster. And that can happen anywhere.
The future is communal!
The pilates class I went to is just the first part of my social wellness journey, because as much fun as it is putting skin care on at home, alone, I’m excited to see if brands can make dedicated spaces for routines like that a necessity.
We have gyms, coffee shops, and members clubs. What else can brands create? The future is truly exciting for this branch of social wellness. And I’ll tell you this: with so many brands already making community a fundamental part of their brand identity, any new brand in the wellness space that hopes to reach the big leagues one day will need to apply the community value also!
So, remember: the future of wellness may not be about calories burned or steps taken, but about meaningful connections formed. It won’t be tracked on an app, but felt in the heart. And yeah, the brands you purchase from may be changing around their business models - but it’s truly for the better - I mean, they're helping to heal our epidemic of loneliness!
The future of wellness isn't solitary. It's social. And we're all invited.
XOXO,
Ella, Nova Style Studios