A new social wellness concept curated by three industry veterans will open soon in Amsterdam before being rolled out to key cities.

432 – a name which comes from 432 hertz, the earth’s natural frequency – has been created by wellness consultant, Jamie Waring, Jonathan Fisher, CEO of Holmes Place and Tribute Brands and Emlyn Brown, who is currently vice president of wellbeing at Accor.

Speaking in this month’s HCM, Waring says the concept is aimed at health-orientated 25- to 40-year-olds who want to meet friends and have social experiences that don’t revolve around alcohol.

“With democratised pricing, 432 is aimed at people who don’t see themselves as a “fitness person”, or a “meditation person” but are interested in something wellness related,” he says.

The experience starts with an instructor-led breathwork class, next up is a sauna which involves a multi-sensory aufguss ritual, followed by a cold plunge.

While people will be able to use the facilities independently, the majority of users are expected to follow the journeys which will be held several times each day and will cost around €25 per visit.

The first site will open in Amsterdam in Q3 and locations are currently being sought in London, Helsinki, Dubai and Saudi Arabia.

“Europe is the primary focus as many of its countries already have a sauna culture which we identify as being ripe for innovation,” says Waring.

To read the full interview in this month’s issue of HCM, click here.

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Social wellness is one of the top trends featured in HCM's Fitness Foresight trends report in the brand new HCM Handbookyou can read online or sign up for your free digital copy here.