Built by Gen Z, for Gen Z: Sway Redefines the Wellness Club
Blending AI, wellness therapies and community, this Gen Z–founded Denver club is redefining self-care for a new generation
The fitness and wellness industry has been busy chasing Gen Z—a health-conscious, purpose-driven generation that’s reshaping everything from communication preferences to swapping cocktails for energy drinks and turning workouts into social experiences.
As brands scramble to decipher their spending habits, values and digital-first approach, one Gen Z entrepreneur isn’t waiting around for the industry to catch up. At just 27, Emily Langenderfer has launched Sway, a new kind of social wellness club in Denver, Colorado—one that doesn’t just court her generation, it’s built by it.
Located at 1428 Larimer Street, the full-service wellness club concept begins with a nod to young consumers’ affinity for tech—Sway is the first in the state to feature Aescape, an AI-powered robotic massage system. Aescape first introduced its AI-powered automated massage technology in select Equinox locations across New York City and recently secured $83 million in a strategic funding round.
Sway also offers services such as deep tissue, CBD, salt stone and sports massages, specialized facials and treatment add-ons like microcurrent, Hydraderm, infrared PEMF mat, cupping and lymphatic drainage. A Remedy Room serves as a dedicated recovery space with treatments such as Normatec Lymphatic Compression by Hyperice, cold plunge, sauna and LED Light Therapy by LightStim, while a curated retail shop offers products from leading brands such as Supergoop!, Assouline and Dedcool.
Treatments can be booked à la carte but a Sway membership offers access to a private lounge featuring Erewhon-inspired beverages and snacks and a complimentary Sway Spritz wellness mocktail each visit.
“As a member of Gen Z myself, I understand that our generation craves spaces that feel both elevated and intentional,” Langenderfer tells Athletech News.
The social wellness club embraces a minimalist yet warm aesthetic inspired by its name—Sway—with gentle curves, layered textures and design elements that evoke purposeful movement.
While certainly geared for Gen Z and millennials, Sway is suitable (and welcomes) wellness consumers of all ages.
“We also leaned into the idea of the Third Place—a space beyond home or work where guests can feel grounded, recharged and connected,” Langenderfer says. “For many guests, Sway becomes part of their weekly rhythm, whether for a facial, time in the remedy room, or simply browsing the retail shop with a wellness mocktail in hand.”
Wellness runs in the family—Langenderfer is the daughter of the founders of Spavia Day Spa, a 60-plus location brand that has delivered “suburban self-care” for the past two decades. As she describes it, Sway is an evolution of Spavia and serves as a thoughtful testing ground to discover what resonates with guests.
“We embrace trends that are backed by science and have meaningful, long-term benefits for our guests’ well-being,” Langenderfer says, adding that one great example is Sway’s partnership with Aescape.
“At the same time, we’re cautious not to jump on fads simply because they’re viral on social media,” she adds. “You won’t find treatments at Sway that are gimmicky or unproven. Instead, we’ve opted for foundational wellness offerings that are backed by science, like cold plunge, dry sauna (rather than infrared), and lymphatic compression therapy—treatments with real, measurable results.”
Langenderfer noted that the urban wellness concept has already seen “incredibly strong” responses from its city-based guests. By the end of 2027, Sway is aiming to open ten locations.
“We plan to expand Sway into other major metropolitan areas, but we’ll scale strategically,” Langenderfer says. “As with Spavia, we’re growing through franchising with like-minded wellness entrepreneurs who are passionate about guest experience and community connection. Our franchise model is designed to support long-term success, and we’re excited to build a community of owners who share our mission.”