Reforme Opens in NYC, Merging Wellness Tech With Ancient Healing Practices
Reforme opens in Manhattan, merging advanced wellness technology with ancient healing traditions as NYC’s luxury wellness scene continues to boom
In a city where wellness concepts compete for the attention of time-pressed, results-driven clients, a new player is blending ancient wisdom with advanced technology, joining a growing roster of wellness clubs transforming how New Yorkers approach health.
That player is Reforme, founded by former Russian actress and spiritual guide Amaliya Mordvinova, which has opened in Manhattan with a focus on mental, physical and emotional health.
“We’re not just another spa,” Mordvinova said. “We’re proving that true beauty stems from harmony between mind, body and emotions—and that achieving this harmony should enhance your life, not complicate it.”
Located on the third floor at 105 Madison Avenue in the Flatiron District, the wellness studio offers treatments such as the BallancerPro lymphatic compression system, the Iyashi Dome Japanese infrared sauna, hyperbaric oxygen therapy, LED collagen beds and the Emsella Chair for core and pelvic floor strengthening.
“The wellness industry has trained people to believe that transformation requires pain, restriction or extreme measures,” Mordvinova said. “At Reforme, we’re challenging that narrative. Our clients leave feeling energized, not depleted; restored, not exhausted.”
In addition to individual services, Reforme has developed a set of “Core Protocols” to address specific needs, from post-run recovery and jet lag to skin radiance and body contouring.
Tiered memberships are also available for those seeking consistent access to its treatments. Reforme’s $395-per-month “Reset” plan includes four 30-minute sessions, retail discounts and priority scheduling, while its mid-tier “Recharge” membership, at $595 a month, doubles the number of sessions and adds a monthly guest pass. At the top end, the $950 “Unlimited Elite” tier includes weekly red light or lymphatic compression treatments, a selection of premium 60-minute services such as facials, Endospheres, hyperbaric oxygen therapy and pelvic floor strengthening, along with event access and other perks.
Reforme joins a growing list of high-end wellness clubs that have found success in New York, where a dense, health-conscious population has made the city both a proving ground and a launchpad for national and international growth.
It’s a list that includes Remedy Place, a “social wellness club” with locations in Los Angeles, New York and Boston offering recovery services such as hyperbaric oxygen therapy, cryotherapy and guided breathwork with an emphasis on community. The concept is also expanding into wellness tourism, partnering with Scorpios Bodrum in Turkey to launch Aegean Awakening, a six-day retreat centered on movement, longevity and communal therapies. The company has also rolled out Meridian, a quarterly biomarker testing and personalized wellness program that ties into Bioniq supplements.
Reforme’s neighbor, Othership, a Flatiron sauna and cold-plunge destination that has turned contrast therapy into a social ritual, has also built a strong following in the area and recently raised $11.3 million to accelerate U.S. expansion, including an upcoming second New York City location slated for Brooklyn. The new site will be its fourth, joining two locations in Ontario.
Also in the New York wellness mix is Next Health, which offers longevity-focused services like ozone therapy, infrared LED treatments and biomarker testing, alongside advanced options such as therapeutic plasma exchange and a $14,500 “Executive Physical” that measures 1,000 health and longevity markers through extensive imaging and bloodwork. The Los Angeles-based franchise plans to open more than 150 clinics by 2027.
Meanwhile, Continuum, a West Village biohacking club with $10,000-a-month memberships, offers amenities ranging from a hyperbaric suite and float therapy rooms to a plant-filled communal lounge. Capped at 250 members, it uses biometric assessments to create an AI-powered “digital twin” for each member, guiding personalized wellness plans. Founder Jeff Halevy plans to broaden access through a subscription app that will let users upload wearable data to receive similar tailored recommendations.