Today, I'm joined by Robert Hammond, president & CSO of Therme Group US. After co-founding New York's High Line, Robert is now helping Therme bring thermal bathing to America through large-scale wellness destinations. In this episode, we discuss reimagining social bathing culture across US urban centers. We also cover:   <ul> <li dir="ltr" aria-level="1"> Creating affordable wellness spaces for the masses </li> <li dir="ltr" aria-level="1"> The social and spiritual benefits of communal bathing </li> <li dir="ltr" aria-level="1"> Building destinations that generate tax revenue and jobs </li> </ul>   Subscribe to the podcast → <a href= "http://insider.fitt.co/podcast">insider.fitt.co/podcast</a> Subscribe to our newsletter → <a href= "http://insider.fitt.co/subscribe">insider.fitt.co/subscribe</a>Follow us on LinkedIn → <a href= "http://linkedin.com/company/fittinsider">linkedin.com/company/fittinsider </a> Website: <a href= "https://www.thermegroup.com/therme-group-us">https://www.thermegroup.com/therme-group-us</a> Therme Group IG: <a href= "https://www.instagram.com/thermegroup/">https://www.instagram.com/thermegroup </a>Robert’s IG: <a href= "https://www.instagram.com/thehighlineguy/">https://www.instagram.com/thehighlineguy/</a> The Culture of Bathing Newsletter: <a href= "https://cultureofbathing.substack.com/">https://cultureofbathing.substack.com/</a> The Culture of Bathing IG: <a href= "https://www.instagram.com/cultureofbathing">https://www.instagram.com/cultureofbathing</a> - The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart workout solutions for fitness and health facilities. Fitt Talent: <a href= "https://talent.fitt.co/">https://talent.fitt.co/</a> Consulting: <a href= "https://consulting.fitt.co/">https://consulting.fitt.co/</a> Investments: <a href= "https://capital.fitt.co/">https://capital.fitt.co/ </a> Chapters: (00:00) Introduction (01:15) Robert's background and Therme's scale (03:00) How Therme's model differs from American wellness concepts (05:00) The three main areas: Play, Relax, and Restore (07:15) Creating an indoor tropical experience year-round (08:45) Bathing as a universal cultural experience (10:45) The social aspect as the "sticky" part of the bathing business (12:30) Using scale to keep prices accessible (14:15) Working with cities to develop urban locations (16:30) Creating new downtown destinations and tax revenue (18:30) The Peter Attia effect on wellness adoption (21:15) How different bathing businesses serve different needs (24:15) Making bathing inclusive and body-positive (27:00) Marketing wellness vs. marketing fun (29:45) The social value of bathing experiences (31:30) The meditation-like quality of bathing (33:30) The beginning of a bathing movement (35:15) Democratizing wellbeing through scale (37:00) Conclusion

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285. Robert Hammond, President & CSO of Therme Group US

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