Why wellness and recovery are the next big revenue opportunity for gyms – and how ice baths are leading the charge
The fitness industry is undergoing a seismic shift. While strength and conditioning remain core pillars, the next wave of growth isn’t about fitness – it’s about feeling better.
Driven by growing consumer demand for stress relief, better sleep, stronger mental health, and faster recovery, wellness is fast becoming the new frontier of fitness. With the global wellness market expected to reach $8.5 trillion by 2027, for gyms, this isn’t a trend – it’s a golden opportunity.
Recovery is no longer a luxury. It’s the key to attracting premium members, boosting retention, and unlocking fresh revenue streams. And it’s nothing to do with massage guns and stretching zones. Early adopters are already investing in dedicated recovery experiences that complement performance with real rest, resilience building and nervous system resets. And right at the top of the wellness wish list? Ice baths.
Brass Monkey has worked with gym operators of every size who all say the same thing: “We know we need an ice bath, but…” From cost concerns to space, safety, and maintenance worries – they’ve heard it all.
Many gyms make the mistake of buying cheaper, consumer-grade or inflatable models, only to face burnt-out chillers, hygiene issues, constant breakdowns, and costly maintenance. These aren’t built for the daily demands of a commercial setting – and members notice.
Introducing the new Brass Monkey Pro – the only truly commercial ice bath engineered specifically for gyms.
This plug-and-play solution is compact, powerful, and robust enough to serve up to 75 people per day with its own ice-generating technology and always-on filtration. It’s available in 23 custom colours, comes with full team training, ROI modelling, and ongoing support for your operations team. This isn’t just cold water – it’s a premium wellness service that drives new member acquisition and keeps your existing community coming back.
The shift to wellness is real, and it’s happening now. With the right recovery strategy, gyms can lead the change, differentiate from competitors, and grow a stronger membership in every sense.
Good recovery is the future of fitness. Ice cold, high impact, and built for business.
Discover the new Brass Monkey Pro – the only truly commercial ice bath for gyms:
Download our free guide on how to grow your gym or studio business with ice baths: