The Rise of Wellness ‘Third Spaces’ and the Battle Against Loneliness

A growing number of individuals are seeking out “third spaces”—locations beyond home and work—focused on wellness and social connection. These spaces, exemplified by companies like Bathhouse, Othership, and Glo30, are tapping into a consumer desire for community and well-being, particularly in a post-pandemic world.

The Search for Connection Beyond Work and Home

The concept of “third places” was first coined by sociologist Ray Oldenburg in his 1989 book, “The Great Good Place,” referring to spaces where people gather and form relationships . Traditionally, these included coffee shops, libraries, and bars. However, the definition has evolved, gaining prominence in recent years, especially following the social disruptions of the COVID-19 pandemic.

Grace Guo, a 31-year-old Latest Yorker, exemplifies this trend. Seeking alternatives to alcohol-centric social scenes even as newly sober, she discovered Bathhouse and Othership, wellness clubs designed to foster community around health . “Honestly, it kind of just feels like going to a spa together and spending an afternoon together,” Guo told CNBC. “I think for me, it just feels much better rather than staying out late at night.”

A Booming Business Model

These third spaces are not only fulfilling a social need but are similarly becoming lucrative businesses. Bathhouse, founded in 2019 in Brooklyn, New York, anticipates reaching $120 million in revenue by the conclude of 2026 . While Othership declined to disclose its financials, both companies demonstrate the growing market for wellness-focused social spaces.

Even established players are recognizing this trend. Life Time, a publicly traded gym chain, has doubled down on premium wellness offerings, with its stock more than doubling since October 2023 .

Addressing the “Loneliness Epidemic”

The rise of these spaces coincides with increasing awareness of loneliness and social isolation. Cigna’s 2025 “Loneliness in America” report found that 67% of Gen Zers and 65% of millennials report feeling lonely . A 2024 Harvard survey revealed that 67% of adults experience social and emotional loneliness due to a lack of meaningful group connections.

Harry Taylor, co-founder of Othership, acknowledges this trend. “We understand that there’s a huge market for people to meet other people. Loneliness is an epidemic right now,” Taylor told CNBC. “We realized, just through doing this, it has the capacity for people to approach together and just be themselves, be vulnerable.”

Examples of Wellness ‘Third Spaces’

• Bathhouse: Offers a modern take on the traditional European bathhouse experience, with saunas and cold plunges, serving approximately 1,000 customers daily across its New York locations .
• Othership: Provides immersive experiences centered around sauna and ice baths, with options for self-guided sessions, guided classes, and alcohol-free socials . Offers free-flow sessions, guided classes (“UP” for energizing and “down” for restoration), and evening socials.
• Glo30: A membership studio offering personalized skincare treatments, designed to foster community through scheduled appointments .

The Future of Social Wellness

The demand for these types of spaces is expected to continue growing. The global wellness market is projected to reach nearly $10 trillion by 2030 . As consumers increasingly prioritize health, community, and experiences over material possessions, wellness-focused “third spaces” are poised to play an increasingly important role in addressing the challenges of modern social life.