The Price of Feeling Well: How Clubs Charge for Spa, Fitness and Longevity

This piece sorts the published examples into the three models a board actually chooses between, using fee sheets and menus we could open, and says plainly where a club does not publish a number. It makes no claim about what any service does for a member’s health. It is about what the bill looks like.

Model One: Wellness Inside the Dues

One structure is the quiet one. Great Hills Country Club in Austin lists five categories on a membership sheet updated in September 2024, per Great Hills Country Club. Its Social tier has a $12,000 initiation fee and $402 a month, and the sheet lists “access to our Wellness Programs and Fitness Center,” per Great Hills Country Club. So does the $25,000, $520-a-month Tennis tier and the $75,000, $1,000-a-month Executive tier, per Great Hills Country Club. Wellness is not a line on the invoice. It is a reason the invoice is not smaller.

Dataw Island Club in South Carolina bundles differently. Its 2026 sheet lists a $60,000 initiation fee and $346 a month, and the base membership includes a community center with a fitness facility, indoor pool and dance and yoga studio, per Dataw Island Club. It adds that members may use services such as spa treatments, trainers and fitness classes, and does not print a price for them, per Dataw Island Club. Golf, tennis, pickleball and croquet are sold as optional sports packages on top of the base, most of them priced by the month, per Dataw Island Club. In effect it is a hybrid, with the wellness building paid for in dues and the sport chosen a la carte.

The strength of this model is that every member funds the facility and nobody feels charged for walking into it. The weakness is that it hides use. A member who never enters the building and a member who is there daily pay the same.

Model Two: Wellness as Its Own Tier

The cleaner version is a separate category. Medina Golf & Country Club lists a fitness membership on its operator’s page at a $10 enrollment fee and $135 a month, or $215 with the XLife add-on, per Invited Clubs. XLife carries 50% off daily dining at the home club and extended dining and golf benefits when members travel, per Invited Clubs. The fitness tier includes unlimited use of the fitness facilities, dining and social events, per Invited Clubs. The same page lists a Sports category at $1,500 enrollment and $545 a month, and does not print golf prices, per Invited Clubs. The page states no date.

A tier like this lets a club sell to people who will never buy golf. It is also the point at which a member can compare wellness against the rest of the menu, so the price needs to hold up next to the court and the clubhouse.

At the top end, the tier becomes a package. CDA National Reserve in Idaho offers a members-only longevity package through a nearby clinic, Clinic 5C, a short boat ride from the club’s private beach, as reported by GOLF.com on August 21, 2026. The listed contents include quarterly checkups, customized health plans, an Oura ring and discounted access to stem-cell therapy and regenerative treatments, per GOLF.com. The article gives no price for the package, and we did not estimate one.

Model Three: Wellness by the Hour

The third model prices the service itself. The spa page at Florida Yacht Club in Jacksonville lists its Revitalize & Renew massage at $145 for 60 minutes and $185 for 80 minutes, a 90-minute hot stone massage at $200, and add-ons of $35 each for a scalp treatment, foot scrub or cupping, per Florida Yacht Club. Other massages on the page are priced lower, at $135 for 60 minutes and $175 for 80, per Florida Yacht Club. The page does not say whether members receive a different rate, so we make no claim about one.

A la carte pricing is honest and it is variable. It earns revenue only from members who book, and it asks every booking to justify its price. It can sit beside a bundle: at Dataw, the sheet lists spa treatments and trainers as services members may use without printing a price, so we cannot say how they are billed, per Dataw Island Club.

Where Standalone Wellness Clubs Set the Ceiling

Standalone wellness clubs show what is charged when wellness is the whole product. The WELL starts at $355 a month, Remedy Place runs $300 to $2,250 a month depending on package and location, and Continuum Club, which had just opened in New York, charged $10,000 a month, as reported by Fortune in June 2024. A December 2025 piece repeats the $10,000 figure and puts Continuum’s membership cap at 250, as reported by AOL. The annual total of $100,000 to $120,000 that the piece gives includes initiation fees, per AOL, and it does not reconcile cleanly with $10,000 a month. Continuum’s release describes a $25,000-a-year entry tier beginning in January 2026 within a $25,000 to $100,000 range, per Continuum, in a release published by PR Newswire on December 22, 2025. That makes the monthly figure a launch price.

On the program side, Equinox’s Optimize costs $3,000 a month for at least six months at its May 2024 launch, with the gym membership extra, bringing the total to about $40,000 or more for the year, as reported by CNBC. The same report also ran on NBC News. Canyon Ranch’s Fort Worth wellness club lists a 30-day trial membership at $375 and a complimentary 25-minute service each quarter, and gives a phone number for membership inquiries, per Canyon Ranch.

These are not club dues, and a country club is not trying to be one. They show what some members pay when wellness is the whole product, and how much of that pricing reaches the public through press reports and phone calls rather than a printed sheet.

What a Board Should Decide

Choose what the dues are paying for. If the facility is a reason to belong, fund it through dues and say so on the fee sheet.

Publish what you can. Great Hills, Dataw and Medina print their tiers. Print a range with a year on it, so a member can compare without calling.

Keep claims to the service. Describe what a package includes. If you cite a result, name the study.

Do not copy a standalone club’s price. Those clubs sell wellness to people who joined for it. Yours sell it to people who joined for something else.

The Wellness Pricing FAQ

Do country clubs charge extra for spa and fitness?

It depends on the club. Some include fitness in dues, some sell fitness as a separate tier, and some price spa treatments individually. The examples above show all three.

How much does a wellness-only club membership cost?

Published figures run from $135 a month for a fitness tier at Medina Golf & Country Club, per Invited Clubs, to $10,000 a month at launch for Continuum Club, as reported by Fortune. The range reflects very different products. Continuum’s later pricing is stated a year at a time, from $25,000 to $100,000, per Continuum.

Can a club price longevity services?

Some packages are described without a price. The one members-only package we found in the press listed contents but not cost, per GOLF.com. Any price should be set against actual cost, staffing and licensing, with counsel’s review of claims.

How We Did This

We opened every page linked above except CNBC’s own page, which would not load; we confirmed its figures against NBC News’ copy of the report. Club figures come from the clubs’ own fee sheets or menus, and are limited to what each document states, with its year. The figures for standalone clubs come from press reports and, for Continuum, the club’s own release, and in the case of the Equinox program, a business news outlet, not from the operator. Fee sheets change, and the Great Hills sheet is from 2024, per Great Hills Country Club. Some sources disagree, and we have said where. For more on how recurring wellness revenue works, see our look at the economics of wellness membership, our overview of longevity trends for the club spa and our guide to what a country club membership costs.

If your board is deciding how to price wellness for 2027, Private Club Marketing has worked only with private clubs since 2009, per its country club marketing page published by Private Club Marketing. Talk with us.