Wellness & Recovery Outlook: CEOs Talk Market Growth, Making Science Accessible
ATN speaks with CEOs of some of the world’s top (and up-and-coming) wellness and recovery brands – Restore Hyper Wellness, Humanaut Heath, Perspire Sauna Studio, SWTHZ, Ice Barrel, Plunge, Hyperice and Chilly Goat Tubs
Wellness, recovery and longevity are no longer add-ons – they’re becoming foundational to the fitness industry. The global wellness market has surged to $6.3 trillion and shows no signs of slowing. With an increasing focus on holistic health, personalization and performance optimization, the question isn’t whether to adapt – it’s how to strategically evolve to meet consumer demands while driving business success.
Athletech News spoke with CEOs from leading wellness and recovery brands to get their insights on where the industry is headed, the biggest challenges and opportunities in 2025 and how they’re positioning their businesses for success.
Restore Hyper Wellness Doubles Down
Founded in 2015 in Austin, Texas, Restore Hyper Wellness has grown into one of the most recognized names in retail, wellness and recovery. With over 220 locations across the U.S. and an ever-expanding footprint, the company has positioned itself at the forefront of a sector that continues to see rapid consumer adoption. In recent months, Restore welcomed new CEO Matt Vonderahe and COO Andy Ayers to lead the brand through its next phase of growth.
In 2024, Restore surpassed 57,000 members, delivered 2.9 million therapies and generated $200 million in annual sales. Looking ahead, the company plans to maintain its leadership by doubling down on its unit economic model, prioritizing high-demand medical services, and engaging with clients through more channels.
“The industry is in a better position than ever,” Vonderahe says.” Health and wellness have become dominant conversations, with more clients actively seeking solutions for longevity and recovery. Families and individuals are more curious about the intersection of health and lifestyles and this will propel growth across the industry for years to come.”
Humanaut Health Eyes Personalized Wellness, Preventive Care
In 2023, Jim Donnelly stepped away from Restore Hyper Wellness (which he co-founded) to co-found Humanaut Health, a premium clinic focused on highly personalized health optimization and longevity medicine. Humanaut opened its first location in Austin, Texas, last year, with plans to expand significantly after receiving $8.7 million in seed funding.
“Our goal is to get great health results for as many people as possible, so we’ll be opening a lot of clinics this year,” Donnelly says.
He points to some challenges that come alongside the seismic shift toward proactive health management.
“As more people embrace wellness and preventative care, there are so many one-off solutions – sleep trackers, blood panels, glucose monitors – without a clear way to integrate them,” Donnelly notes. “It’s also hard to know who to trust, as not everything in this industry is backed by solid data. People need a co-pilot in their health journey to help make sense of it all.”
Perspire Sauna Studio Prioritizes Consumer Understanding
A pioneer in infrared sauna and red-light therapy, Perspire Sauna Studio has grown into a leading name in the wellness space. Now in its 15th year, the brand continues to scale rapidly, with plans to open 500 new locations across the U.S. and bring the benefits of infrared therapy to the mainstream. Last year, the brand delivered one million sauna sessions.
“One of the biggest challenges is effectively communicating the science behind wellness practices,” says Perspire Sauna Studio founder and CEO Lee Braun. “Consumers are increasingly seeking credible, data-driven solutions, and as an industry, we must do a better job of educating members on the real benefits of the services we provide. The brands that prioritize science, experience, and accessibility will be the ones that stand out.”
What other trends does Braun see shaping the wellness industry in 2025? Personalization and ease of access.
“Consumers increasingly seek tailored wellness experiences and convenience,” he explains. “To accommodate, we offer an appointment-based model allowing members to customize their sauna sessions for optimal benefits as well as digital booking, flexible memberships and prime studio locations.”
SWTHZ Is All In on Contrast Therapy
Contrast therapy brand SWTHZ has seen rapid growth since its founding in 2019, now operating 22 locations and targeting 200-plus locations by the end of 2025 for its concept that integrates sauna, cold plunge and a vitamin-C shower in a single suite.
While demand for longevity, wellness, and recovery continues to rise, SWTHZ founder and CEO Jamie Weeks believes that when it comes to contrast therapy, awareness remains the biggest hurdle.
“People don’t realize the massive impact sauna and cold plunge have on inflammation and stress,” he says. “Once they do, these will become essential to weekly wellness routines.”
In terms of upcoming trends, Weeks sees hyperbaric chambers and red light therapy beds as two of the most underrated wellness modalities.
“We’re already adding red light beds to select studios and actively testing hyperbaric therapy as we speak,” he notes.
Ice Barrel Expands Access Through Education & Community
Ice Barrel, led by founder and CEO Wyatt Ewing, is on a mission to make cold therapy more accessible to the masses. With partnerships at major retailers like Costco and Best Buy, the company is expanding both nationally and globally while prioritizing education to dispel misconceptions about cold immersion.
“This is an emerging market with a lot of misinformation, and our goal is to be the voice providing education and accurate information,” Ewing says.
Beyond business growth, Ice Barrel is committed to making cold therapy accessible to those who need it most. Through the Resilience Project, the company has donated over $1.6 million in products to veterans, first responders and individuals seeking mental and physical resilience.
“This is a community that needs tending to,” Ewing says, noting that Ice Barrel often steps in to help customers understand and properly use products from defunct brands. We need to slow down a bit and take care of humans along the way,” he says.
Plunge Aims To Humanize the Science of Wellness
Cold therapy brand Plunge expanded its offerings in 2024, adding heat therapy with its High Heat Traditional Sauna to its namesake line of cold plunge tubs.
Plunge co-founder and CEO Ryan Duey sees technology-driven personalization shaping the future of recovery.
“Wearables like Whoop, Oura, and Apple Watch that track HRV, sleep and stress levels are fantastic, but the missing link has been actionable, real-world interventions,” Duey explains. “Imagine a system where your HRV dips overnight, your blood markers indicate inflammation and your Plunge automatically adjusts your session time and temperature to restore balance.”
Yet, he also warns against data overload.
“While tech is powerful, it’s just as important to trust how you feel rather than relying solely on numbers,” Duey notes. “This means designing smarter, more intuitive interfaces that don’t just report numbers, but actually help people understand what actions to take.”
Hyperice Sees Growth, Challenges for Recovery Space
2024 was a milestone year for recovery tech brand Hyperice, marked by game-changing innovations and high-profile collaborations. Among them, ahead of the 2024 Summer Olympics, Hyperice teamed up with Nike to debut two groundbreaking products – the Nike x Hyperice Boot and Nike x Hyperice Vest – bringing performance recovery to tech-enabled footwear and apparel.
Looking ahead, Hyperice is focused on deepening its impact across wellness and performance sectors. The brand is actively partnering with gyms, wellness centers and hospitality businesses to integrate recovery technology into mainstream experiences.
“The ‘Recovery Room’ was once exclusive to high-end clubs but is now becoming a must-have for fitness and wellness consumers,” Hyperice CEO Jim Huether explains.
One key challenge? Market confusion from unregulated, low-cost competitors.
“The rapid growth of the category has led to a flood of knockoff products that lack proper certifications,” Huether believes. “I believe selling platforms need better vetting processes to ensure quality and consumer safety.”
Despite these challenges, Huether thinks the future is bright.
“The industry is in better shape than ever – innovation, mass awareness and prioritization of wellness are accelerating growth,” he says.
Chilly Goat Tubs Enters the Cold Plunge Race With Big Ambitions
Founded in 2023 by hot tub and spa manufacturer Master Spas in collaboration with Olympic swimmer Michael Phelps, Chilly Goat Tubs has hit the ground running with innovation, craftsmanship and a strong foundation in wellness.
In 2024, Chilly Goat introduced the Valaris Terrain, the first-ever hot tub and cold tub combination, marking a major milestone in recovery technology.
“The fitness industry is booming right now, with so many individuals looking to feel better and recover better. Cold tubs and saunas are leading that charge,” says Master Spas president Kevin Richards. “In many aspects, Chilly Goat is ahead of the curve due to its solid foundation with Master Spas, a company that has been trusted for 30 years in the spa industry.”
But as demand for recovery tools skyrockets and social media driving trends, Richards says consumers are exposed to brands that lack durability and proper customer support.
“One of the biggest challenges we are seeing is the revolving door of low-quality products entering the market,” he notes. “At Chilly Goat, we fall back on our mission of helping our customers live life better. We do this by making sure we build quality products and providing support through every step of the process.”
This article originally appeared in ATN’s 2025 State of the Industry Outlook report, which dives into the most important trends shaping the future of fitness and wellness. Download the free report today.