Premium gym brands are shifting from traditional fitness and leisure models to holistic wellness ecosystems. Consumers in 2025 need and expect more than access to treadmills and weight machines – they seek personalised health experiences, mental wellbeing, recovery solutions and social connection.

According to the Global Wellness Economy Monitor 2024, the US$6.3 trillion global wellness economy is growing faster than the global GDP, projected to reach US$9 trillion by 2028.

This shift represents a massive commercial opportunity for gyms to redefine their value proposition.

At Brass Monkey, we’re helping gyms shift gear in their wellness offering to maximise this opportunity. Our clients seek us out when searching for a partner over a transactional ice bath provider. We create experiences in collaboration with our clients and build ice bath solutions that deliver on that experience, with staff training and ongoing support as part of our service.

From Canary Wharf’s Arc, a stunning social contrast therapy club, the ‘Reset’ recovery spaces at 1Rebel to helping David Lloyd Clubs elevate their spa offering and Village Health & Wellness Club’s rollout out a UK-wide ice bath experience, our knowledge in commercial ice baths space helps brands realise their wellness goals.

We want to share our learnings with other gyms to help them explore the huge potential of a great recovery and wellness offering. So, we created a free guide that takes you through the opportunities and benefits, operational considerations and what to look for in a commercial ice bath.

Download it here today.

“We live in a stressed-out society in dire need of a way to reset and recover,” said Dan Bosomworth, Brass Monkey founder.

“The opportunity out there for gyms to be the answer to that with simple upgrades to their offering is enormous. We’re seeing massive growth in this space and have the experience to guide others who want to see what it can do for them.”