Founders Row Launches better.states, a Tech-Enabled Wellness Studio for Intentional Rest
Event summary
- Founders Row partners with Morphus to launch better.states, a daydream studio focused on brain health and intentional rest.
- The studio features the LayFlat portal, a proprietary technology combining light, sound, and vibration for sensory immersion.
- Four better.states studios are planned for 2027, with corporate-owned flagships in New York City and South Florida.
- Founders Row plans to franchise better.states, with an Atlanta studio serving as the prototype.
- Jamie Weeks, Founders Row's founder, previously scaled Orangetheory Fitness and SweatHouz.
The big picture
Founders Row's launch of better.states taps into the growing demand for mental wellness solutions, particularly those that offer a respite from digital overload. The partnership with Morphus brings together expertise in wellness branding and sensory technology, aiming to create a new category in the wellness industry. The strategic move follows Founders Row's successful incubation of other wellness brands, indicating a focused effort to dominate the sector.
What we're watching
- Market Adoption
- Whether better.states can attract a significant customer base in an increasingly crowded wellness market.
- Franchise Scaling
- The pace at which Founders Row can replicate the better.states model through franchising.
- Technology Integration
- How effectively the LayFlat portal's technology can differentiate better.states from competitors.
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