With leading industry experts we have developed BADEN BADEN Urban Wellness Club; BADEN BADEN represents a paradigm shift in the urban landscape as the first 360-degree Social Wellness Environment, with a modern self-care culture that is accessible, fun, and inclusive. We are raising $9M to build our flagship location and trailblaze a new category and transform the wellness industry.
Nestled in the heart of Prime Brooklyn, BADEN BADEN Urban Wellness Club trailblazes a new category in leisure, promoting resiliency, building connections and inspiring adventure --- from the inside out.
BADEN BADEN integrates the most impactful longevity and well-being principles, bringing a bathhouse, inner exploration studio, green cafe, and rooftop lounge into one seamless 360° mind-body recovery environment.
BADEN BADEN sets itself apart from competitors through its radical self-development mission, unique indoor-outdoor design and dynamic events calendar.
BADEN BADEN spearheads a vast consumer spending opportunity as the Wellness category transitions from “sick care” to “well care” by putting well-being back into the hands of the individual.
Key Amenities
• Indoor-outdoor Wet Lounge
• Clean Food Cafe & Juice Bar
• Mind-Body Experience Studio
• Roof Deck & Bar
• Sound & Music Events
Project Highlights:
We’re working with award-winning architects Alonso-Balaguer who have core experience in the spa and wellness space and were the architects behind AIRE Ancient Baths in Tribeca which won 'Best Spa in the World' by Conde Nast Traveler in 2015.- We’re currently scouting locations in Gowanus which are cradled by 10 affluent Brooklyn brownstone neighborhoods and easily accessible from lower Manhattan.
- Gowanus was recently rezoned, and new residential developments are expected to bring in an additional 22,000 residents over the next several years.
Investor Highlights:
- Management and architecture team is investing $350,000 into BADEN BADEN.
- Managing partners are raising an additional $8.65MM from other investors.
- Projecting a 3x multiple and 20% IRR for investors over a 10-year period.
Problem We Are Solving:
Wellbeing is hard to navigate and maintain in an urban environment
Solution:
A lifestyle reprogramming zone designed for city life. Our core values are inclusive, connected, DIY, sustainable and fun.
The Opportunity:
- Wellness is emerging as the biggest consumer spending opportunity in decades with the growth moving from “sick care” to “well care.”
- New York City has the highest annual spend on integrative health services, more than 2x the national average of $600 per person
- Convergence of the category lines in the Health & Wellness industry indicates consumer appetite for venues that bring multiple wellness categories together under one roof.
- New development plans in prime Central Brooklyn (Gowanus Area) anticipate over 22,000 additional residents with no significant competitors.
Gears of BADEN BADEN
BADEN BADEN provides an organic flow through a new wellness experience that will spark natural EXCITEMENT for self-discovery and self-care while creating multiple opportunities to generate revenue. Direct street access to key areas will maximize visitor flow and revenue potential.
MAIN BATHHOUSE
- Saunas, Pools & Steams
- Bodywork/Massage Services
- Sound & Events Culture
- Relaxation Areas
ROOF DECK + BAR
- Seasonal Events
- Parties & Gatherings
- Organic Beverages, Health Elixirs
- Permaculture & Sun Deck
EXPERIENCE STUDIO
- Tools for Learning (Experiential)
- Breathwork & Movement
- Workshops & Lectures
- Sound & Music Events
CAFE + JUICE BAR
- Plant-forward Smart Foods
- Seasonal & Organic
- Eco-friendly, Low Waste
PRIVATE EVENTS
- Large & Small Groups
- Full & Partial Buyouts
Market Segments
- 1.4M customers within a 30-minute commute
- New Yorkers & Urban Tourists: activity seekers, urban explorers, wellness curious, visiting tourists, 25-55 yrs of age, (NYC averages 66M tourists/year)
- Spa & Wellness Junkies: sauna-goers, mind-body practitioners, 25-75 yrs of age (39% of NY’ers take group classes weekly)
- Local Neighbours: mind-body regulars, wellness curious, 30-55 yrs of age (26k residents live within walking distance)
Team
Kim Bush - Co-Founder & Managing Partner
For Kim, BADEN BADEN is the embodiment of a lifelong mission to bring inner development and healthy lifestyle habits to more people. With a background in Conceptual Art & Design (William & Mary, Mass College of Art), Kim enjoyed a 25-year career in Visual Marketing (BN.com, DoubleClick Inc, PROFOOT Inc.) around the wilds of road life where she travelled over 200+ days a year for close to a decade bringing downward-facing dogs, green juices and polar bear plunges to touring musicians, drug rehab programs and people of all ages. Returning home to NYC (and corporate life) in 2012, Kim visualized a more fun and accessible approach to wellness education, which became the foundation for BADEN BADEN.
Fern Senior - Co-Founder & Managing Partner
Fern is a seasoned marketer with an entrepreneurial spirit and a love of all things sound and music. She has a16+ year career spanning both marketing and operational roles, and experience building meaningful growth and revenue opportunities at early-stage startups. Fern was responsible for growth marketing and strategic partnerships for Showtime Networks where she helped expand the customer base through partnerships and go-to-market strategies for new products and services. Fern’s appreciation of recovery therapies dates back to her Division III ice hockey days when contrast therapy was part of daily life. Fern is a graduate of Williams College and holds an M.B.A. from NYU’s Stern School of Business.
Frederic Ozaneaux - CFO
With decades on the NYC hospitality scene, Ozaneaux Ltd. is a one-stop shop offering a customized, full-service support team that includes bookkeepers, accountants, consultants and CFO partnership. The Ozaneaux team works to strategically develop clients’ businesses by implementing streamlined services that are customized to fit the needs, budget and availability of each client while shedding light on numbers and providing clarity and strategy for financial growth.
Helen Brown -Advisory General Manager
Principal of The H. Brown Group with over 20 years of developing, directing and operating high-performing spa and membership programs, Helen brings a wealth of experience to our team. As prior Area Director of Wellness for the Auberge Resorts Collection and Director for the Golden Door Spa brand, Helen has overseen multiple property openings, and teams of 100+, mentored future spa managers and been an integral part of the development of new projects. Innovative and curious, Helen has found success drawing from global cultures and trends to bring lesser-known modalities to the spa market in a relevant way for the spa-going demographic.
Shom Chowdhury - Strategy & Operations Advisor
Former Global Head of Health & Wellness of Soho House & Co), Shom oversaw strategy, operations and expansion of the brand's spa programming and facility, both locally and internationally. Prior to Soho House, Shom was Chief Operating Officer of the healthy food concept, Juice Press. Shom has advised for many major brands in wellness including industrial design & manufacturing firm VDG (Peloton), and group fitness concept Rumble (backed by Equinox) and brings deep expertise in hospitality, operations, and strategy to BADEN BADEN.
Alonso Balaguer & Associated Architects - Architecture Partner
We are beyond honored to have the partnership of world-renowned Alonso Balaguer & Associated Architects (headquarters in Barcelona, and satellite offices in New York, Bogotá, Lima, and Santiago). Since 1978 Alonso, Balaguer and Associated Architects have developed more than 700 projects across 12 countries including skyscrapers, hotels, hospitals, wine cellars, sports centers, wellness spas and multifunctional office and leisure centers.
Though known for the award-winning Torre Bacatá (Latin America’s tallest building), Alonso Balaguer & Associated Architects are especially known for their expertise in sports and health centers (they have designed over 74 around the world). This architectural firm is the designers and architects responsible for Aire Ancient Baths in New York (Tribeca and the Upper East Side), Chicago, Barcelona, London and Paris. Aire New York (Tribeca) was awarded "Best Spa in the World" in 2015 by Conde Nast Traveler and "Best Interior Design" in 2014 by NAN Construction and Architecture. Luis Alonso also published a book entitled "Spa, Salutem Per Aquam" in 2019 showcasing a collection of 30 of his favorite and most innovative Spas and Wellness Centers of recent years. Alonso Balaguer & Associated Architects have been awarded 48 International Awards for their unique approach to architecture and design and we hope BADEN BADEN will be their 49th.
The Industry
- US Market: $877 Billion plus massive growth ahead
- All wellness sectors expected to outpace global GDO growth
- Consumer spending increased in the wellness sector due to the growing middle class, the aging population, the rise of chronic disease, and interest in healthy lifestyle habits
- Consumer value shifts to prevention & wellness.