Credit: White Rabbit Projects

We want to keep things democratic, the benefits are so profound I want to make them available to all
– Chris Miller

The social wellness club movement that has taken the US East Coast by storm looks set to reshape London’s wellness scene in early 2025. ARC, an all-new urban wellness brand, is due to launch in January, bringing a fresh concept that blends connection, community and evidence-based wellness practices to the UK.

The brand’s flagship location will open in London’s bustling Canary Wharf business district, specifically chosen so that ARC can serve as a sanctuary for professionals prioritising peak performance and wellbeing.

Facilities will include the UK’s largest sauna (created by Finnmark Sauna and big enough for up to 65 people), eight two-person Brass Monkey ice baths, an amphitheatre-style lounge area – complete with a striking central wooden art installation – and mixed changing rooms.

The vision

The new social bathhouse brand is the brainchild of Chris Miller, CEO and founder of White Rabbit Projects, a hospitality incubator that designs, develops and operates hospitality concepts.

With a background as the commercial director for Soho House Group, Miller was inspired to create ARC after experiencing leading US wellness clubs including Remedy Place, Othership and Bathhouse.

"I visited these places alone, and by the time I'd completed my cycles of extreme heat and cold, not only did I feel physically incredible, but I’d also met amazing people and felt a genuine sense of community," Miller told Spa Business magazine in an exclusive interview.

Recognising a gap in the UK for a similar concept, Miller saw an opportunity to create a space where connection and wellness intersect.

Having observed the lack of community focus first-hand in many boutique fitness and wellness offerings in London, he was motivated to design a space where people could come together as part of their wellness journey.

"I don’t think anyone in the UK has yet fully captured the communal aspect of wellness," he says. "At ARC, we’ve crafted a large, community-focused space with class-based, science-backed programming to enhance connection."

Miller's personal experience further shaped his vision. After an autoimmune diagnosis, he explored various wellness practices including contrast therapy alongside a range of nutritional approaches. After an 18-month journey, Miller's case was ruled a misdiagnosis which he says only deepened his appreciation for the power of holistic health.

Through his own transformation, Miller recognised the growing demand for a wellness environment that fosters both personal health and a strong sense of belonging.

A democratic approach to wellnessUnlike most other social wellness club businesses, ARC is breaking from the traditional membership model to ensure accessibility. Visitors will be able to choose between multi-class packages or one-off drop-in sessions.

“We want to keep things democratic, the benefits are so profound I want to make them available to all,” Miller explains.

The programming, developed by neuroscientist and former Othership facilitator Alanna Kit, will include guided contrast bathing classes tailored for energy boosts, relaxation, athletic recovery and dopamine resets.

On select evenings, ARC will also transform into a vibrant social space with DJs and events, offering an alternative space for nightlife.

Audio and multisensory elements will play a critical role in creating a rich and immersive customer journey.

Miller’s ambition is that ARC will stand out by leveraging White Rabbit’s hospitality expertise and deep understanding of the customer journey.

“Our goal is to reimagine the traditional spa experience,” he says, “offering a space where visitors feel supported and guided at every step, much like the personalised care you’d find in high-end hospitality settings.”

The future of ARC

While the focus remains firmly on perfecting the Canary Wharf location, the White Rabbit team is eyeing up other areas in London ripe for expansion.

“Ultimately, ARC will offer an alternative to alcohol-fueled social spaces, providing Londoners with a vibrant, health-focused community experience,” concludes Miller.

Remedy Place opens third location as social wellness trend accelerates

Australia's Soak Bathhouse accelerates national rollout with plans for new Sydney bathing oasis in 2025

Othership launches flagship NYC bathhouse in Manhattan’s Flatiron District

FEATURE: Everyone's talking about – Longevity clinics