For four days in September, the people who write nine-figure checks for health and wellness ventures gathered in Gstaad for the Longevity Investors Conference. Your members may never attend an event like it — but they are already living downstream of it. The clinics, diagnostics, and protocols that get funded in rooms like these become the treatments your members ask about eighteen months later, usually while standing in a spa you built for massages and facials. That downstream effect is exactly what’s driving the longevity club spa trends reshaping private club amenities right now: if you run a club with a spa — or a club that keeps tabling the spa conversation — what happened in Gstaad is a preview of your members’ next set of expectations.
Why the Money Is Watching Longevity
Start with the scale. The Global Wellness Institute’s 2024 Economy Monitor puts the global wellness economy at a record $6.3 trillion in 2023 — 6.03% of global GDP — larger, by GWI’s accounting, than the green economy, IT, or sports. Investors are not chasing a niche; they are chasing one of the largest consumer categories on earth.
Within that economy, longevity is the segment moving fastest among the customers clubs care most about. The BCG–Altagamma True Luxury 2025 study identifies a “health-as-wealth” mindset among top-tier luxury consumers, with wellness and longevity treatments growing 8% recently and projected to grow 10% going forward — a growth outlook BCG flatly labels a boom, and one that outpaces the personal luxury categories those same consumers are pulling back from. Notably, BCG frames wellness and longevity treatments as a category where true-luxury clients concentrate an outsized share of spend with top-tier brands — meaning the affluent households in your membership pipeline are already paying premium prices for this, somewhere.
Guia Ricci, BCG Managing Director and Partner, and Lucia Casagranda, BCG Principal, say the shift runs deeper than a spending category. “Health, longevity and time have overtaken status as the primary currency of luxury,” they told Private Club Marketing. “For private clubs, the opportunity is clear: those that move beyond traditional hospitality to offer truly holistic, health-driven experiences are not chasing a trend, but responding to a fundamental shift in how the world’s most affluent consumers now define and spend on luxury.”
According to the Global Wellness Institute’s 2024 Global Wellness Economy Monitor, hotel and resort spa revenues worldwide grew 40.3% from 2022 to 2023, reaching $66.0 billion, while the day, club, and salon spa category — the bucket most club spas sit in — grew 16.3% to $39.1 billion over the same period. The results-driven, destination-worthy wellness experience is being captured by hospitality operators, not clubs. Your members are buying it on vacation and comparing it to what they find at home.
Longevity Club Spa Trends Already Live at Private Clubs
You don’t have to wait for Gstaad’s verdict to see these longevity club spa trends taking shape — several private clubs have already moved, at very different budgets and scales. At Boca West Country Club in Boca Raton, a 38,000-square-foot spa with 23 themed treatment rooms and a 72,000-square-foot fitness center anchor a five-pillar Live Well Program — Nourish, Connect, Move, Focus, Recover — that produces more than 600 curated wellness events a year across the club’s 55 neighborhoods. “Today’s spa experience is about more than relaxation,” says Vanessa Delarrue, Boca West’s Director of Spa. “[We’re] creating spaces and programs that support how people want to feel every day — energized, balanced, and restored.”
Silverado Resort and Spa in Napa just reopened its renovated Spa and Longevity Center in April 2026, built around a Recovery Lounge with dynamic compression therapy, PEMF mat therapy, and a Technogym Checkup platform that hands members a personalized “wellness age” — then sells multi-day wellness-journey packages built around that number. “We’ve created a destination that blends Napa Valley’s restorative spirit with the most advanced recovery and longevity technologies available,” says Alison Abbott, Silverado’s Director of Spa & Recreation.
Capital City Club (Capital City Country Club) in Atlanta’s Brookhaven neighborhood took a different entry point: a $40 million renovation added 3,000 square feet to the fitness center and built out a Titleist Performance Institute-backed golf performance program that opens with a physical therapist’s head-to-toe assessment before customized training, according to Club + Resort Business. The project ran from July 2022 to March 2024 — roughly 20 months — and covered the locker rooms, fitness areas, kitchen, golf shop, and a vertical rooftop expansion, per general contractor Hodges & Hicks. The result — 14 personal trainers, roughly 35 fitness classes a week, and a member base averaging in their 50s — led leadership to call the wing the club’s most-used amenity. “The fitness and wellness aspect of our club is definitely the most used amenity,” says Jennifer Polic, Health and Fitness Director of Capital City Country Club.
Members’ reasons for training have shifted, too. “Over the past five years, I’ve heard more and more members come in to train so that when they do retire, they can travel and live with mobility, strength and endurance,” Polic says. The assessment is where that starts: “This is when we find out their ‘why’ and can suggest programming and services revolved around their wants and needs.”
Smaller clubs are proving this doesn’t require a nine-figure build-out. CDA National Reserve in Coeur d’Alene bundled a members-only longevity package with partner clinic 5C — hyperbaric oxygen therapy, IV infusions, stem-cell banking, infrared sauna, quarterly checkups, and an Oura ring for biometric tracking — turning a partnership, not a renovation, into a market differentiator.
“Rather than building a standalone facility, we saw an opportunity to partner with 5C to bring specialized, science-backed health and longevity offerings to CDA National Reserve while enhancing the current wellness offering,” says John Cochrane, the club’s chief operating officer. The club keeps the everyday routine on property, where members use cold plunges, red light therapy and sauna, and sends the advanced work to the clinic, a short boat ride or drive away. His advice for clubs weighing the same move: “The key is finding a partner whose philosophy and approach to wellness align with the club’s existing lifestyle and member expectations.”
At the high end, Surrenne Belgravia at The Emory in London built a four-floor private wellbeing club around longevity science from the ground up — work that earned it “World’s Best Private Members’ Club Spa” honors from the World Spa Awards in both 2024 and 2025.
The Gap Sitting on Your Property
Here is the operational reality the capital flows are colliding with: most clubs have not built for this. According to the 2024 Club Leaders Perspective Report, 55% of clubs operate a gym or fitness center and 70% have a swimming pool, but only 24% offer spa or wellness facilities. The physical infrastructure for a longevity-oriented member experience — recovery, diagnostics-adjacent services, results-driven treatments — simply is not there at three out of four clubs.
PCM’s own data points the same way. A PCM analysis of more than 7,000 private club websites, completed in September 2026, found that 63% of clubs promoting a fitness offering mention no spa, massage, recovery or longevity service. Across every club reviewed, just 6% promote any recovery or longevity offering, and the newer modalities barely register: cold plunge appears on 0.7% of club websites, red light therapy on 0.3%, and the word “longevity” itself on 0.5%. A website is not a facility audit, and some clubs keep amenities behind the member login, but it is the page a prospective member reads first.
That gap is a liability and an opening at the same time:
- The liability: members with a health-as-wealth mindset will meet their longevity needs off-property — at hotel spas that, per GWI, grew revenue 40.3% worldwide in a single recent year, at standalone longevity clinics, at medical spas. Every one of those visits is a relationship your club doesn’t own.
- The opening: clubs already hold the two assets longevity ventures are spending millions to build — a captive, affluent, recurring-revenue membership, and a physical “third place” members visit weekly. Adding credible longevity programming to that foundation, the way Boca West and Capital City Club already have, is far easier than what the startups are attempting: building the community from scratch.
- The precedent: the private club membership market itself now treats this as core product. Growth Market Reports’ 2025 global analysis breaks out “Wellness & Recovery” as a distinct application segment of club membership alongside gym, racquet sports, and aquatics — a signal that analysts covering the club industry consider wellness a structural component of the offering, not an amenity footnote.
Zack Bates, CEO of Private Club Marketing, who has spent more than 20 years working in and with the country’s top private clubs, sees the gap as a relationship problem before it is a facilities problem:
“Members don’t leave a club because the golf course got worse. They drift when the club stops fitting the life they actually live, and right now that life includes a longevity routine. The club sees these members every week. The hotel spa sees them twice a year. If the club still loses that relationship, it’s because it never asked for it.”
The Longevity-Washing Trap
Before you rename the fitness annex “The Longevity Center,” hear the warning coming from inside the spa industry itself. In the European Spa Leaders’ Resource for 2026, industry advisor Gibson cautions against the “saturation of the term longevity, which is being utilised in both genuine and dubious contexts,” noting that “this phenomenon mirrors the previous hype surrounding terms like spa, sustainability and wellness.” His advice to operators: a longevity focus should be authentic and matched to your actual guest profile — “ensure a deep understanding of your customers and how long they spend with you.”
That is precisely the discipline club operators should apply. A country club spa where the median treatment is a 50-minute massage before a member dinner is not a longevity clinic, and pretending otherwise will read as hollow to exactly the sophisticated members you’re trying to impress. The credible path is the one premium spa brands — and the clubs cited above — are taking: pair proven scientific methodology and new technology with a holistic foundation, rather than a label. As ESPA puts it, previewing its 2026 direction in the same publication:
“Spa guests are savvier than they’ve ever been; they want results-driven treatments backed by scientific research and technology.”
For a club, “authentic” might mean starting with recovery programming tied to your existing golf and racquet operations, adding validated services like body-composition tracking to fitness, and partnering with medical providers for anything clinical — the CDA National Reserve model — rather than bolting the word “longevity” onto a brochure.
Next Checkpoint: The Global Wellness Summit, November 10–13
Gstaad told us where the capital is going. The next signal on where consumer-facing wellness is going comes at the Global Wellness Summit, November 10–13 in Phuket, Thailand — the event whose annual trends reports have repeatedly set the industry’s vocabulary, longevity included. Per the European Spa Leaders’ Resource, longevity was the buzzword on everyone’s lips coming out of the last Summit, and this year’s gathering is expected to sharpen that theme into more specific, operator-facing guidance: which modalities are proving out, which are fading, and where consumer demand is actually concentrating. We’ll cover that recap here in November.
Between now and then, the clubs already ahead — Boca West, Silverado, Capital City Club, CDA National Reserve, Surrenne Belgravia — aren’t waiting for either conference to validate the opportunity. They’re building the longevity club spa trends other clubs will spend the next two years catching up to. If your spa strategy is still “more massage rooms,” this is the moment to rethink the brief. Talk to Private Club Marketing about positioning your club’s wellness offering for the members who are already shopping this category elsewhere — before they find what they’re looking for somewhere that isn’t yours.
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