Upswell Pauses Operations to Regroup and Improve

Upswell, a neighborhood wellness club founded by CEO Heather Holland, has decided to take a break from regular operations to reevaluate and enhance its business model. The club, known for its unique approach to wellness, has temporarily stopped selling memberships to focus on creating a more sustainable long-term plan.

After opening its first studio on South Broadway in 2023, Upswell expanded to locations in RiNo and Central Park. However, in light of the challenges faced over the past few years, Holland felt it was necessary to pause and incorporate the lessons learned into a revised blueprint for the future.

While the RiNo and Central Park locations are currently open three days a week, offering a range of therapies and classes, the original South Broadway studio is facing uncertainty due to regulatory issues surrounding its above-ground cold plunge pool. Holland is exploring options to either modify the pool to comply with regulations or potentially close the location.

Despite these challenges, Holland remains optimistic about Upswell’s future. She plans to fully reopen all locations early next year with membership prices similar to the previous $189 per month fee. By tailoring schedules and offerings to each neighborhood’s specific needs, Upswell aims to provide a more personalized and cost-effective experience for its members.

With a focus on retention and sustainability, Upswell is committed to navigating the evolving wellness landscape and paving the way for future innovation in the industry.