From upscale hotels to Pilates studios, brands are targeting wellness-focused consumers with workouts, IV drips and limited-time gym deals this Feb. 14
Forget the prix-fixe dinner and overpriced red roses. This Valentine’s Day, the fitness and wellness industry is making a strong case for celebrating with endorphins, IV drips and partner workouts.
From free gym days to libido-boosting hotel stays, brands across the space are leaning into wellness-driven connections.
Here’s the full rundown:
EoS Fitness
EoS Fitness is throwing open its doors on February 14, offering free access to its gyms nationwide on Saturday.
Guests can take advantage of cardio-cinema sessions in front of the big screen, a group fitness class or a recovery session in the high-value, low-price (HVLP) operator’s massage chairs and saunas. Select locations also feature equipment from EGYM Genius, an AI-powered software platform that builds individualized training programs.
“We’re watching nightlife evolve in real time,” EoS Fitness chief marketing officer Shilpi Sullivan said. “For a lot of people, the gym has become the new happy hour. It’s a place to connect, blow off steam and invest in ourselves in ways that actually leave us feeling more energized than when we walked in.”
“Valentine’s Day is the perfect moment to lean into that shift and show our communities that working out together can be even more fun and meaningful than a night out,” Sullivan added.
The amenity-rich HVLP operator, acquired by TSG Consumer Partners last year, is targeting 250 locations by 2030.
Equinox Hotels New York
Equinox Hotel New York is skipping the expected roses-and-champagne move entirely with its “Power of Two” package, an overnight couples experience built around recovery, energy, libido and sleep.
The package includes a stay in the hotel’s sleep-optimized rooms, Libido Boost IV therapy for two, a private infrared sauna session at The Spa by Equinox Hotels, chocolate-covered strawberries at check-in, a $200 dining credit to Electric Lemon and a 1 p.m. late checkout.
For those looking to really go all out, Blade helicopter transfers can be arranged from select destinations at an additional cost.
Boisson
Boisson, the marketplace for premium non-alcoholic wines and beverages, is rolling out Valentine’s and Galentine’s-ready bundles for the mindful drinking crowd and those that have ditched alcohol completely.
The Galentine’s Party Pack brings together five non-alcoholic bottles of crisp whites, bold reds and rosé cans for a girls’ night that doesn’t need alcohol to be memorable.
A Valentine’s Date Pack offers a curated duo of a velvety red and sparkling blanc, intended for a romantic night that skips the crowded restaurants.
And for the gift that keeps on giving, the Boisson x André Hueston Mack Non-Alcoholic Wine Club subscription delivers a rotating monthly selection curated by the award-winning sommelier, complete with tasting notes and pairing inspiration.
Studio X
Studio X Pilates is making the case that the best Valentine’s plans are the ones you make with your girlfriends and are centered on self-care.
The Pilates studio brand is promoting “Galentine’s Day,” encouraging fitness consumers to invite friends and swap flowers and chocolates for shaking it out in their studios with fun tunes and their instructors.
A virtual option is available for those without a studio nearby through Studio X, its streaming platform.
Retro Fitness
If Cupid prefers the classics, Retro Fitness fits the mood.
The HVLP fitness operator is showing the love this year with a special offer and a message of “Share the Love, Practice Safe Sets,” a campaign running through March 3 that offers new members $2 enrollment and $14 for the first month on Ultimate, Core or Flex memberships with promo code SETS.
Current members with Core or Flex plans can also upgrade in person during the promotional window.
In addition to its newest investment in nutrition and mental health content, Retro Fitness members can enjoy Matrix equipment, a Zen Den featuring red light therapy, massage and muscle recovery amenities, along with access to a smoothie bar.
Tonal
Tonal, the AI-powered home strength training system, is spotlighting its built-in Partner Workout feature this Valentine’s Day.
The feature lets two people train side-by-side on the same machine while each receiving fully personalized weight recommendations for every move.
Beyond the convenience factor, Tonal’s partner mode spans strength training, HIIT, cardio, mobility and recovery workouts. Each person tracks their own metrics including total volume lifted, PRs and their individual Strength Score, all saved to separate profiles.
Most romantic of all? Tonal says early data shows that members who train with a partner are more likely to stick to their routine.
Planet Fitness
If you’re still scrambling for Valentine’s Day plans, Planet Fitness has you covered (and it won’t cost a dime).
The HVLP giant is opening all U.S. locations for free workouts and massages on February 14 and 15, no membership required.
Members and non-members (18+ with ID) can bring a spouse, partner, friend or family member to sweat it out and then recover with massage chairs or HydroMassage.
