Author | Wang Wang, Editor | Manman Zhou

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What kind of fitness center is worthy of $10,000 per year?

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Are you sick?

If not, do you want to go to the hospital?

Don't hit me first, this isn't a provocation, but a question Love.Life wants you to think about.

Located in California, this company with a name reminiscent of a Japanese shojo manga magazine is the brainchild of John Mackey, co-founder of Whole Foods, who embarked on a new venture 44 years later: a luxurious wellness center.

Image source: VegNews

In 1978, 24-year-old Mackey and his 20-year-old girlfriend borrowed money to open a small shop selling green and healthy foods. Two years later, he acquired another brand and founded Whole Foods Market, a natural and organic food retailer. Mackey dedicated half of his life to Whole Foods until it was acquired by Amazon in 2017, and he stepped down as CEO in 2022.

However, at the age of 70, Mackey clearly has no intention of retiring. He immediately threw himself into the operation of Love.Life, hoping to make people healthier, this time not just through food.

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A 40-year entrepreneurial dream continued

Returning to the question at the beginning of the article.

'Going to the hospital' is not generally seen as a good thing, especially for today's sub-healthy workers and fragile young people, who tend to avoid seeking medical attention: they can still survive without going to the hospital, but once they do, they find themselves riddled with illnesses.

During his time at Whole Foods, Mackey did some calculations regarding the company's employee welfare insurance. He discovered that 90% of the money spent was on the treatment of chronic diseases, with the exception of a few special cases such as accidents and childbirth. This led him to reflect on the current relationship between people and medical services.

Image source: CNBC

Mackey believes that we tend to go to the hospital only when we feel something is wrong with our bodies, receiving quick treatment from doctors, which is too impersonal and backwards. Moreover, the core concept of modern medicine is also to 'treat the symptoms rather than the root cause.'

A better approach is to 'prevent disease' by seeing a doctor regularly to keep track of one's health and develop personalized health plans.

This idea is consistent with the healthy living philosophy that Mackey has always advocated at Whole Foods. At Love.Life, he wants to promote not only organic diets but also overall health, including physical, mental, and spiritual well-being. Thus, Mackey, now in his 60s, teamed up with two Whole Foods executives to embark on another entrepreneurial journey.

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An extravagant experience, solely for your health

It's difficult to define what Love.Life is exactly.

Currently, it has opened a flagship offline wellness center in Los Angeles, California, featuring state-of-the-art gyms, high-end spas, medical examination centers, traditional Chinese and Western medicine clinics, meditation spaces, pickleball courts, cafes, and more.

Upon becoming a Love.Life member, you will undergo a series of medical examinations so that doctors from over 20 departments can have a comprehensive understanding of your health status. Based on these results, Love.Life's licensed physicians and health experts will develop personalized fitness, nutrition, and lifestyle plans for you. You can track your progress, schedule appointments, or order healthy meals with detailed nutritional information on the mobile app. Up to this point, what Love.Life offers doesn't sound particularly special, but they offer even more amazing experiences.

Image source: Love.Life

For example, experience the Ballancer Pro lymphatic compression therapy to enhance lymphatic drainage, eliminate toxins from the body, and reduce swelling and muscle soreness. Use OxeFit to create a digital twin of yourself, providing real-time feedback on strength, speed, load, and balance during exercise to enhance workout effectiveness. Take a seat in a cryotherapy chamber at -84°C to help reduce inflammation and promote blood circulation. There are also hyperbaric oxygen chambers, red light therapy beds, and more.

However, Mackey emphasizes that members and the community are the key to the experience. Love.Life's 4,000 square meter offline space provides members with an ultimate social atmosphere. The wellness center's lobby is opulent and modern, while the spa center is dimly lit with a fountain gurgling and a moss wall emanating a subtle life force. The gym is futuristic with screens flashing on various high-tech equipment.

During the design phase, Love.Life invited an acoustic engineer to manage sound flow. Even the crystals, mirrors, and wind chimes in the space have their significance, with many being designated as 'auspicious locations' by feng shui experts. In short, Love.Life has thought of everything you can and can't imagine to ensure that all your senses receive the most prestigious and healthy experience.

03

The joy of the wealthy, too difficult to imagine

Of course, enjoying such super VIP service comes at a price.

The starting price for core Love.Life members is $750 per month, with three categories of 'Complete,' 'Heal,' and 'Longevity' based on different health goals. Members can have five consultations with primary care physicians each year and receive health guidance, medical testing, fitness, and rehabilitation services. For unlimited consultations and round-the-clock care, members can upgrade to the 'Concierge' level for $50,000 per year.

However, Love.Life's cafes, select treatments, and spas are also open to the public. Anyone can purchase a $100 day pass to experience the joy of the wealthy.

Image source: Produce Blue Book

When Mackey was still at Whole Foods, he was asked by the media if Whole Foods, being so expensive, only served wealthy people. Mackey cleverly avoided the question, arguing that Whole Foods simply provided the best ingredients possible for consumers, with prices reflecting the true value of the products, catering to those who prioritize their health.

Love.Life seems to continue this philosophy, offering top-tier resources and configurations to those who prioritize their health – who happen to be wealthy. Therefore, Mackey admitted that Love.Life had to be tested in Los Angeles; if the people there didn't accept the product, it would be even less likely to succeed elsewhere.

Are the people of Los Angeles enjoying such a prestigious wellness service? During the soft opening of the wellness center flagship store, many media outlets and influencers were invited to experience it. They all expressed that while the experience was excellent, they wouldn't pay for it out of their own pockets due to the cost. It seems that the pursuit of longevity among high-net-worth individuals is beyond the reach of ordinary people.

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