Therabody is opening its sixth treatment destination Reset this November at Manhattan West located at Hudson Yards in New York City.
At Reset locations — which also include Los Angeles, Chicago, Houston, Philadelphia and Manhattan Beach, Calif. — guests can experience an array of wellness treatments, such as Infrared Sauna, $40; Theragun Massage + Stretching, $75; Whole Body Red Light Therapy, $50; PowerDot Electrical Stimulation, $25, and several IV drips and vitamin injections, ranging from $35 to $499. Guests can also shop Therabody products in a retail section of the storefront.
“Recovery has been a more and more important part of our life,” said Therabody executive chairman and chief strategy officer Benjamin Nazarian. “A lot of these technologies are not things that people can have at home, and we want to make it accessible to people where they can come to a Reset, and we are helping them with either recovery, pain relief, stress, or overall health.”
According to Nazarian, New York was a key market for the brand to expand its Reset footprint.
“We know how important New York is as a market and also their focus on wellness and recovery,” he said. “Once we have this location open, we can start thinking about how do we want to go from here.”
In terms of expansion, the team is eyeing markets like Miami and perhaps additional areas in New York, according to Nazarian.
Core consumers at Reset locations span a wide range of ages and goals, but many are opting for services routinely, according to Nazarian, who noted they offer a membership to promote consistency.
“We have people who are very much into fitness and they are looking at this as recovery, but we’re also seeing older people who are looking at this and saying, ‘This will help me stay younger longer and stay healthy,’” he said. “A lot of these technologies, you don’t really get the benefit unless you do it multiple times, so we are encouraging multiple uses and membership is the easiest way to do that.”
Other trends have arisen in terms of services, as well, which the team expects to continue at the Manhattan West location.
“We had a lot of our consumers asking us for contrast therapy, which is infrared sauna and the cold plunge,” Nazarian said, noting Manhattan West will open with this service already available. “That’s the biggest learning and improvement we’re making here [at Manhattan West].”
The brand also recently launched its TheraFace Mask, $599, as it has continued to expand its beauty-centric offerings. The mask and the TheraFace Pro, $399, will be available as add-ons to treatments at Reset.
“We’re making each one of the services multitechnology, multitreatment,” Nazarian said.
The brand declined to share specific sales figures but expects this location to be the highest-grossing Reset storefront.