Hi all,
I’m so stoked for this episode. Ever since I dragged Kirsten to an 8am Soundbath guided sauna and cold plunge one fine New York City Sunday, we’ve been pretty obsessed with Othership’s brand. The level of detail they go to is impressive. The experience is designed to a degree that makes one giddy.
So, when
, Othership’s CEO, kindly agreed to come on the pod, we were, needless to say, pretty excited
Meet Othership
On the surface, Othership seems like a contrast therapy ‘spa’ brand on the rise. But even a brief look at their offerings, and it’s obvious they are thinking bigger.
But it was only once I connected with Robbie and his partner, Emily (partners in life and business and part of a 5-part co-founding team!), that it became clear how differently they are thinking.
Contrast therapy and restorative wellness are booming. And that’s helping Othership grow. But they are thinking way beyond bio-hacking and longevity dads. Othership is aiming to build a mental health movement in a beautifully designed disguise.
And if you’re paying attention, there’s good reason. Fit Insider says, fitness event attendance has risen 146% last year, and “sober-curious options sprang 92%”…95% of young people want to take their web communities offline.”
Robbie Bent and his 4 co-founders haven’t just built a wellness brand—they've built an emotional experience people cry in (literally). And it’s made for this moment.
In this episode, we go deep on the origin and evolution of Othership. How it went from backyard ice baths to a multisensory space where people breathe, feel, and transform.
We talk about building a 100-year brand, the power of consistent design, why vulnerability is a strength, and how Othership became a space for everyone, not just the “wellness elite.”
This brand, in my opinion, is the perfect example of active brand positioning. This brand is being built with difference in mind. Every action is taking them to the next level—always evolving, always growing. With the ultimate goal being way bigger than you’d initially perceive. It’s an approach that’s setting them up to take on any amount of competition.
It’s a super fun convo. And at the end, Kirsten and I unpack our big takeaways (a new segment we’re testing—let us know what you think!).
Enjoy!
Hit the links to skip to the bits you fancy
01:54 – BACKYARD BATHS // Othership’s journey begins in a backyard, with a few baths.
04:00 — SAUNA LOVE STORY // How a sobriety journey and a Valentine’s Day date turned into an emotional wellness movement.
11:04 — SCIENCE NOT SPIRITUALITY // We chat about why the language brands use is critical.
12:12 — EMOTIONAL GYMS // A future where emotional wellness classes are as normal as SoulCycle—Robbie’s 100-year vision.
16:54 — VULNERABILITY FOR ALL // It’s not just tech bros crying in saunas. But why that diversity is a good thing.
20:43 — BRICK & MORTAR BATTLES // The unseen complexity of scaling a business that has walls.
25:05 — EVERY DETAIL MATTERS // Custom scents, audio, even receipts—why obsessive brand execution is the the secret to success.
29:15 — THE SECRET SAUCE // The one big lesson every brand can learn from Othership’s journey.
30:37 — FRIENDSHIP FIRST // How to make a 5-founder model work. How co-founding with your partner and friends can work—if you're willing to do the hard stuff.
37:07 — QUICK FIRE STARTS // Robbie answers our lightning round.
3 things every brand should do?
“You have to be obsessed with the product[obsessed enough to trust your intuition to create.”
“Stand for what you believe in and like take a real stance…For most brands the problem isn't being too controversial, the problem is that nobody cares.”
“Empathy for the customer is going to lead to your best ideas.”
What’s your biggest learning / what would you do differently?
“Have more belief in yourself when you're starting”
“I wish I believed in myself more earlier.”
“I’m stepping into fuck off territory.”
If you could collaborate with one other brand on something, who would it be and why?
“We're bringing in world class programmers into our space to help level up our emotional programming…so an example might be like an Esther Perel…Deepak Chopra…or Andrew Huberman.”
“And then the other side of things that I'd love to is take our programming and put it in places that we really respect like Canyon Ranch…or Aman.”
“We actually got in touch with Canyon Ranch. I'm going to have a panel with them and we're going to be designing a number of talks with their facilitators at our space.”
One word that sums up your brand, what would it be?
“Transformation.”
46:32 — THE BIG TAKEAWAYS // Kirsten and I get into our big takeaways from the conversation.
Huge thank you to Robbie for joining us on the pod. And go check out an Othership in NYC or Toronto when you have the chance. You can also check out the Breathwork app, here.
And if you're building a brand, new or established, pushing things. Reach out! chris@weareingoodco.com
That’s all, folx.
-Chris
If you listened/read this and liked it, that little heart is there for that. The algo and I appreciate it.
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