Called ARC, the concept is due to launch in Canary Wharf by the end of January 2025.
ARC will offer affordable wellness options, including contrast therapy classes and social events.
The brand aims to redefine the spa experience, offering a vibrant and health-oriented alternative to traditional social spaces.
The social wellness club movement, which has conquered the US East Coast, looks set to transform London's wellness scene in early 2025. ARC, an entirely new urban wellness brand, will launch in January, bringing a fresh concept that blends social connection, community spirit and wellness practices.
The brand's flagship location will open in London's dynamic Canary Wharf business district, specifically chosen for ARC to serve as a preferred venue for professionals who prioritize top professional performance and wellbeing.
Facilities will include the UK's largest sauna (created by Finnmark Sauna, big enough for up to 65 people), eight Brass Monkey ice baths for two, an amphitheatre-style lounge area - complete with a central wooden art installation - and mixed-use changing rooms.
The new social bathhouse brand is the brainchild of Chris Miller, CEO and founder of White Rabbit Projects, a hospitality incubator that designs, develops and operates hospitality concepts.
With previous experience as commercial director for the Soho House Group, Miller was inspired to create ARC after visiting top wellness clubs in the US, including Remedy Place, Othership and Bathhouse.
"I visited these places alone, and after completing the cycles of exposure to the extreme heat and cold, not only did I feel physically incredible, but I also met wonderful people and experienced a real sense of community," Miller told the magazine Spa Business.
Seeing a gap in the UK market for a similar concept, Miller saw an opportunity to create a space where human connection and wellbeing intersect.
"I don't think anyone in the UK has fully grasped the communal aspect of wellness," he says. "At ARC, we've created a large, community-focused space with scientifically based programs to facilitate human connection."
Miller's personal experience contributed greatly to his vision for this project. After a diagnosis of autoimmune disease, he explored various wellness practices, including contrast therapy, along with various nutritional approaches. After an 18-month journey, his diagnosis was invalidated, which reinforced his appreciation for the power of holistic health practices.
Through his own transformation, Miller recognized the growing need for a wellness environment that fosters both personal health and a strong sense of belonging.
Unlike most traditional initiatives in this field, ARC is moving away from the traditional subscription model to ensure accessibility for as many different categories of customers as possible. Visitors will be able to choose between multi-class packages or single sessions.
"We want to have as democratic a commercial approach as possible, because the benefits are so profound that I want to make them available to all," Miller explains.
The programs, developed by neuroscientist Alanna Kit, will include guided contrast bathing classes tailored for energy boosts, relaxation, athletic recovery and dopamine resets.
On certain evenings, the ARC will transform into a vibrant social space with DJs and events, offering an alternative to traditional nightlife. Audio and multi-sensory elements will play a very important role in creating an immersive and rich experience for customers.
While the focus remains on perfecting the Canary Wharf location, the White Rabbit team is looking at other areas of London that could benefit from expansion.
"Ultimately, ARC will offer an alternative to social spaces and experiences revolving around alcohol, providing Londoners with a vibrant and health-focused community experience," concludes Miller.
Source - spabusiness.com
Virtual Wellness Explorer
