Maison Phoenix is pioneering a new typology of gathering space called a Wellness Lounge— a hospitality-driven, membership-based model where movement is the gateway, and connection, continuity, and belonging are the product. This is not another sauna, box or luxury gym, single-format studio, or private club, but a distinct category of community space designed to sit between— and disrupt— both luxury and transactional wellness concepts.

Invest in the future of community gathering.

Phoenix is designed to meet a cultural moment defined by:
- record wellness spend
- declining third spaces
- rising loneliness
- a fragmented wellness market polarized between luxury and transactional concepts
- and a growing desire for places that people don’t just attend— but return to
Phoenix is launching with a flagship location in Los Angeles, designed as:
- a premium, design-forward daily destination
- a scalable physical model rooted in hospitality, not throughput
- and a long-term platform for expansion across major urban markets
The business blends:
- high-margin group fitness as the acquisition engine
- a membership-anchored social lounge as the retention driver
- ancillary revenue streams including food & beverage partnerships, brand residencies, events, and programming.
- and a proprietary “booking-to-belonging” system that turns repeat attendance into real relationships over time
This is not wellness as usual. This is a new, repeatable model for modern gathering.
High-quality, multi-format group fitness is one of the few categories that consistently drives repeat, scheduled, in-person behavior, with members attending 2–3x more frequently than traditional open gym models.
Shared physical effort lowers social barriers and increases familiarity over time, making group movement one of the last places people are still willing to show up together regularly in real life.
By consolidating multiple formats and top-tier instructors into one destination, Phoenix increases engagement, retention, and lifetime value — without relying on single-format dependence.
Group fitness is not the product— it is the gateway into a broader hospitality-led membership model.
We are selectively engaging with:
- early-stage investors
- strategic angels
- hospitality, real estate, wellness, and consumer brand operators
Who believe:
- community is a durable business advantage
- physical spaces still matter
- and the next generation of iconic brands will monetize belonging, not just access
- Flagship location: Narrowed to three locations in Los Angeles.
- Stage: Pre-seed / seed
- Structure: Private
- Materials: Available upon request via form below.

Kalli Gillmer | Founder of Phoenix

Wellness is everywhere— but community is here.

The first social space built for well-being & belonging

𖡡 Launching | Los Angeles, 2027