Name: 為何像 Bathhouse 和 Othership 這樣的養生會館正成為美國人的「第三空間」？ (Why Wellness Clubs Like Bathhouse And Othership Are Becoming America’s 'Third Place')
Uploaded: 2026-03-22T17:48:55.000Z
Duration: 4 min 5 s

The wellness industry is booming and it's expected to reach a $10 trillion valuation over the next few years.

wellness industry 在蓬勃發展，預計未來幾年將達到 10 兆美元的 valuation。

Luxury gym memberships are all the rage right now.

如今，luxury gym memberships 非常受歡迎。

情態副詞

High end fitness chain Equinox currently boasts a waiting list of more than 1,000 people for its Ultra Premium $40,000 a year membership.

高端的 high end fitness chain Equinox 目前其 annual membership 價格高達 40,000 美元的 Ultra Premium，等待名單已超過 1,000 人。

But the success of Equinox and its peers, like Lifetime Fitness are rooted in a growing desire for what's called a third place.

但 Equinox 及其同業，例如 Lifetime Fitness 的成功，根源於人們對於所謂的 third place 日益增長的需求。

Think about the places you spend time at outside of your home and your job.

想想看，除了家裡和工作之外，你還會去哪些地方？

For example, Starbucks early success was actually largely built on this premise.

舉例來說，Starbucks 早期的成功，其實很大程度上就是建立在這個概念上的。

The term third space was first coined by sociologist Ray Oldenburg about 40 years ago.

third space 這個詞最早是由社會學家 Ray Oldenburg 在大約 40 年前提出的。

But the definition of third spaces is quickly evolving.

但 third spaces 的定義正在快速演變。

Factors like heightened social media use and of course, the pandemic created a loneliness epidemic.

像是社群媒體使用增加，以及當然，疫情的影響，造成了 loneliness epidemic。

So over the past few years, as life returned to normal and we reassess our screen time, there's been a more deliberate focus on finding community.

所以在過去幾年，隨著生活逐漸恢復正常，我們重新評估我們的 screen time，大家更刻意地尋找社群。

這時候 wellness clubs 就派上用場了。

Spas and saunas have of course long been popular, but they're finding new relevancy as community hubs.

水療中心和三溫暖當然一直都很受歡迎，但它們現在正以社群中心的姿態找到新的意義。

Bathhouse and other ship are two companies that have entered the space.

Bathhouse 和其他 ship 是兩家進入這個領域的公司。

Opened in 2019 and 2020 respectively, both have become hotspots in the New York City wellness scene.

這兩家公司分別於 2019 年和 2020 年開幕，都已成為紐約市 wellness 圈的熱門地點。

It's entertaining first and foremost, but

there's kind of a Trojan horse of like a deep sense of belonging in the sense that we're going through these difficult things together and like emotional wellness where we can all practice exercising our emotional capacity as a group.

有點像特洛伊木馬，帶來一種深厚的歸屬感，感覺我們一起經歷這些困難的事情，以及情感上的 wellness，我們可以一起練習運用我們的情感能力。

The company has also leaned into the sobriety trend, offering entertainment in an alcohol free atmosphere.

該公司也順應了清醒趨勢，在無酒精的環境中提供娛樂。

Other Ship hosts dance parties, comedy and live music inside of its saunas.

Other Ship 在三溫暖內舉辦舞會、喜劇表演和現場音樂。

The aim for Socials is to be like an alternative to how we've come to know socialization.

Socials 的目標是成為我們所熟知的社交方式的另一種選擇。

The bar, the restaurant, the club, often involving alcohol.

酒吧、餐廳、夜店，通常都涉及酒精。

It's like a healthy way to socialize and be with one another, to be in our bodies, to be in the present moment together.

這就像一種健康的社交方式，能讓我們彼此連結，感受身體的存在，一起活在當下。

Naturally, Othership declined to share any details on its financials, but

當然，Othership 不願透露任何財務細節，但

Bathhouse told CNBC exclusively that by the end of 2026, it expects to reach around $120 million in revenue.

Bathhouse 獨家向 CNBC 表示，預計到 2026 年底，營收將達到約 1.2 億美元。

Community is kind of this thing that happens.

社群是種自然而然發生的事物。

It's not something that we try and preach.

It's not something that we're self righteous about or that we try and design really force on our customers.

這不是我們自以為是或試圖強加給顧客的東西。

It's just kind of this thing that happens and it's kind of a beautiful side effect of the experience of going to Bathhouse.

這只是種自然發生的事，也是去 Bathhouse 體驗的美好附加價值。

我還有採訪另一家公司，叫做 Glo 30。

It's a skincare membership club with locations all across the country.

這是一家全國各地都有據點的保養品 membership club。

The CEO told me she's seen the community building aspect grow significantly since its founding 13 years ago.

執行長告訴我，自從 13 年前創立以來，她看到社群建立的面向顯著成長。

We recognize that that need has increased tenfold and it can happen in spaces that you didn't traditionally think.

我們知道這個需求增加了十倍，而且它可以在你傳統上沒想到的空間發生。

We recognize it's not just the third space of a club, but

我們知道這不只是俱樂部的第三個空間，

what does your club offer the customer and how can the customer then relate to each other based on your offering?

你的俱樂部能為顧客提供什麼，以及顧客能根據你的產品互相連結。

One major drawback of these wellness clubs, the price tag that comes along with many regardless of whether the focus is on fitness, skincare or saunas, will run consumers hundreds, if not thousands of dollars per year.

這些 wellness clubs 的一個主要缺點是，無論是健身、護膚還是三溫暖，許多俱樂部的高昂價格，每年都會讓消費者花費數百甚至數千美元。

These companies are largely privately held, so we don't know a lot about their financials.

這些公司大多是私人控股，所以我們對他們的財務狀況瞭解不多。

However, Lifetime Fitness, which is publicly traded, began doubling down on Premium Wellness a few years ago, and

然而，公開交易的 Lifetime Fitness 幾年前開始大力投入 Premium Wellness，

initially investors were unhappy seeing it spend so much money on the initiative.

最初投資者對看到公司在該計畫上花費這麼多錢感到不滿。

Its stock price has more than doubled since October 2023.

自 2023 年 10 月以來，其股價翻了一倍多。

And although these types of clubs can be cost prohibitive for many, the past few years have shown us that those who can afford it are often willing to spend.

雖然這類俱樂部對許多人來說可能太貴了，但過去幾年告訴我們，那些負擔得起的人通常願意花錢。

Listen, peak times are always going to be more expensive.

聽著，尖峰時段的費用本來就會比較高。

I think that is part of the challenge of a lot of the small scale operators, right?

我想這也是很多小型經營者面臨的挑戰之一，對吧？

Is they kind of have a big fixed cost to cover and so the price can kind of never come down that far.

他們有很大的固定成本要負擔，所以價格很難大幅下降。

But you know, we try and make it cheaper for our most frequent customers.

不過你知道，我們會盡量讓常客的費用更便宜。

That's basically the business model in a nutshell.

這基本上就是這個商業模式的精髓。