Bangkok is building on its reputation as a wellness and hospitality destination, showing that a capital city can sustain a wide range of luxury wellness offerings with continued demand.
Next up is a collaboration between Asset World Corp (AWC) and CUBIC, a boutique high-performance fitness and wellness studio in Bangkok with locations at Emsphere and President Tower in Ploenchit.
CUBIC has built a loyal following and plenty of online buzz with its high-performance fitness and spin classes, personal training and HYROX-specific sessions. Now it is set to expand as Bangkok’s wellness boom gathers pace.
Together, the two companies will launch CUBIC Social Club at EA, a new lifestyle destination at The Empire in Sathorn, Bangkok’s central business district, set to open in 2026. The venue will bring wellness, movement and socializing together in a round-the-clock experience, which it bills as a first for the city.
The EA Wellness Club will feature preventive health, physical recovery, and holistic well-being services, with the first phase slated to open later this year and full completion by 2027. Meanwhile, VitalLife Scientific Wellness Center, a subsidiary of Bumrungrad Hospital, will join to consult on health components.
The venue isn’t meant to be just another fully equipped gym, but a wellness community in its own right. By teaming up with AWC and bringing VitalLife into the ecosystem, CUBIC is moving beyond traditional fitness into wellness and longevity, two segments where consumers are increasingly willing to pay a premium.
Key Takeaway
Combining CUBIC, a well-positioned and highly-sought after brand with AWC’s vast real estate portfolio and well-positioned locations means that customers will have more exposure to these growing wellness communities.
The collaboration highlights the importance of community in the crossover ecosystems of wellness, fitness and longevity, often going hand-in-hand, as consumers’ interest and investment in wellbeing goes beyond weekly gym classes.
Thailand’s fitness and wellness market is worth around 14 billion baht and is set to keep growing, helped by trends such as HYROX. The catch is that new wellness venues are chasing the same small pool of affluent consumers, so they will largely be competing for the same slice of the pie.
