And the new must-have for wealthy homeowners is at-home biohacking: luxury pads complete with infrared saunas, IV drips, cold plunges, and hot tubs.
“Celebrities have their own things because they can be weird, very specific about things including privacy. There are certain trends that come and go,” Eklund tells Fortune. “Right now—and it’s been going on for a very long time, of course—is the wellness trend.”
Rich people espousing the benefits of morning cold plunges and sauna steams is no new fad—American entrepreneurs like Dave Asprey and flamboyant venture capitalist Bryan Johnson have been strong proponents of “biohacking” in their quest for trillion-dollar success. And many business leaders including Square’s Jack Dorsey, philanthropist Melinda French Gates, and food TV icon Gui Fieri can’t deny the benefits of a good cold soak. But the push for wellness has gone beyond the gym or wellness spa—Eklund says that his wealthy clientele want these perks in the comfort of their own homes.
“Especially in a city like New York or Miami, it’s in the building or in the compound. But now it’s gone further, because now people want it in their home, like in the apartment,” Eklund explains. “We’re doing a building now which has cold plunge, hot tubs, and even infrared inside the apartments—not only in the common gym of the building, or in the spa.”
“The trend is intensifying, which is great,” Eklund adds. “We purposely picked that tenant so that, let’s say you’re hungover, you just go down from your penthouse to the ground floor and you get a vitamin IV [drip]. This is a few years ago, but that’s a good example of what people are looking for right now.”
Johnson has become a poster child for rich individuals who want to live forever—and other CEOs see the potential of wellness activities in boosting their performance.
