Investor Presentation · 2025

VITRA

This is what vitality feels like.

Renew| Restore| Optimize| Connect| Evolve
Explore
The opportunity

A $5.6 trillion market
with no one owning the ritual.

$5.6T Global wellness economy Growing 10% annually
78% Americans report chronic stress Post-pandemic baseline
$0 Competitors in multi-sense circuit format No direct competition
4,100 Square feet · Astoria NY High-traffic corridor

The wellness industry is exploding — yet no one has solved the fundamental friction problem. Spas require appointments. Cold plunge studios require swimsuits. Float tanks feel clinical. Sound baths are isolated.


Vitra is the first space to combine infrared heat, cold air therapy, and sound healing into a single frictionless 75-minute circuit — no swimsuit, no planning, no friction. Walk in off the street. Walk out transformed.

What exists today
Single-modality sauna clubsSwimsuit required
Cryo / cold plunge studiosClinical, no experience
Float tank centersIsolated, no community
Sound bath studiosNo thermal component
VitraAll three. Zero friction.
The brand

Not a spa.
Not a gym.
A ritual.

"Your body is capable of more than you've been given access to. Vitra is where that changes."

Vitra is designed as a sensory art gallery — you enter as one person and exit as another. The space moves you through five deliberate acts. Each room is a chapter. The sequence is the product.


Science-backed. Design-driven. Results-focused. Built for the longevity generation — the same people driving the cold plunge movement, the biohacking culture, and the growing understanding that recovery is performance.

Brand identity
Display fontCanela — light, editorial
Body fontNeue Haas Grotesk
Primary paletteObsidian · Parchment · Ember
Accent paletteForest · Deep Water · Vitality
TaglineThis is what vitality feels like.
Renew Rejuvenate at the cellular level.
Restore Reset body and nervous system.
Optimize Enhance performance and longevity.
Connect Return to yourself. Find your people.
Evolve Build the version of you that lasts.
The experience

Three rooms.
One designed sequence.

The Vitra Circuit is 75 minutes, $65, no swimsuit required. Each room amplifies the next. Sauna opens the body. Cold fires the brain. Sound consolidates both. It is the most neurochemically potent sequence available outside a clinical setting.

Step 01
Ember Room
30 min · heat primes
→
Step 02
Frost Room
5 min · contrast fires
→
Step 03
Echo Room
30 min · sound settles
→
After
Health Bar
integrate · nourish
The Ember Room infrared sauna
Room 01 · Thermal
The Ember Room
Infrared sauna · cedar · dry heat
150°F cedar-lined chamber. Infrared penetrates 2–3 inches into tissue — not surface heat, cellular heat. Heart rate climbs, growth hormone rises, heat shock proteins activate.
Temperature120–150°F
Session length30 min
Capacity6 guests
Drop-in price$28
Tier 1 clinical evidence
The Echo Room
Room 02 · Sound
The Echo Room
Sound bath · crystal bowls · vibroacoustic
Crystal singing bowls, fiber optic star ceiling, vibroacoustic floor. Brainwaves shift to alpha/theta within 7 minutes. Guests describe this as the most profound 30 minutes of their week.
Live sessions3× daily
Session length30 min
Capacity6 guests
Drop-in price$32
MIT · Harvard research
The Frost Room
Room 03 · Cold
The Frost Room
Cold air chamber · 50–55°F · mineral mist
Cold air + mineral mist at 50–55°F. No swimsuit. No planning. Norepinephrine surges 250%. Dopamine elevates for hours. The most neurochemically potent 5 minutes in the building.
Temperature50–55°F
Session length5 min
Capacity4 guests
Drop-in price$22
Søberg et al. 2021
Five senses framework

Every sense.
Intentionally designed.

No other wellness operator has systematically designed around all five senses. This is Vitra's core differentiator and the reason the experience is impossible to replicate cheaply.

👁 Sight Amber lighting throughout. Fiber optic ceilings. Biophilic design. Zero screens anywhere.
👂 Sound Crystal bowls, 432Hz ambient tones, vibroacoustic floor panels. Silence zones enforced.
✋ Touch Cedar heat, cold mineral mist, bouclé robes, vibroacoustic floor resonance.
👃 Scent Signature diffuser at the threshold. Eucalyptus in the sauna. Pine mist in the Frost Room.
👅 Taste Adaptogen elixirs, herbal shots, functional food. Every item mapped to a wellness pillar.
The space

29-30 12th St
4,100 sq ft.

4,100 Square feet total
$16,800 Monthly rent ($4.93/sf)
White box Clean buildout — no demo needed
Vitra at 29-30 12th Street
Zone 01 · Frontage
Street lounge
Bouclé sofas, work seats, floor-to-ceiling 32 St windows. Visible from street.
Zone 02 · Public
Green Health Bar
24 ft bar counter. Full-width. Drives walk-in traffic and anchors the brand.
Zone 03 · Threshold
Robe + prep ritual
Scent introduction. Guide desk. Lockers. The ritual begins here.
Zone 04 · Experience
Three rooms
Ember · Echo · Frost. The circuit. 2,000+ sq ft of transformative space.
The diagonal wall advantage
The Astoria Blvd diagonal wall is not a constraint — it is the most dramatic architectural feature in the neighborhood. Clad in dark travertine with the VITRA name backlit in brass, the diagonal facade creates a presence on the boulevard that cannot be replicated by a standard storefront. It is a building that markets itself.
The science

Every room is
peer-reviewed.

Vitra's three anchor modalities are among the most studied interventions in preventive medicine. This is not wellness theater — it is applied physiology.

Infrared sauna · Tier 1 evidence
"Regular sauna use is associated with a 48% reduction in cardiovascular mortality."
Finnish longitudinal cohort study, 2,300+ men tracked over 20 years. Additional findings include 66% reduced dementia risk for 4–7 sessions per week. Heat shock proteins activate at every session, repairing damaged cellular proteins.
↓48%CV mortality
↓66%Dementia risk
↓32%Cortisol
JAMA Internal Medicine · Kuopio cohort study
Cold air therapy · Tier 1 evidence
"Cold exposure produces a 250% sustained elevation in dopamine — not a spike, a baseline shift."
Søberg et al. 2021. Unlike stimulants that spike and crash, cold-induced dopamine elevation is sustained for hours. Brown adipose tissue activation increases metabolic rate 300% during exposure. Vagus nerve stimulation immediately activates the parasympathetic nervous system.
+250%Dopamine
+250%Norepinephrine
+300%Metabolic rate
Søberg et al. 2021 · van Tulleken meta-analysis 2023
Sound therapy · Tier 2 evidence
"40Hz stimulation clears amyloid plaques and activates the brain's cleanup crew."
MIT and Harvard research demonstrates 40Hz gamma frequency stimulation activates microglia — the brain's immune cells — to clear amyloid plaques associated with Alzheimer's. Human trials ongoing. Vibroacoustic therapy reduces anxiety 65% and chronic pain 41% in RCTs.
↓65%Anxiety
↓41%Chronic pain
7 minTo theta state
MIT Media Lab · Harvard · Cleveland Clinic vibroacoustic RCTs
Red light therapy · Tier 1 evidence
"Photobiomodulation increases ATP production 54% — your cells make more energy."
5,000+ peer-reviewed studies. NASA-funded original research for wound healing in space. Near-infrared penetrates 2–3 inches into tissue — muscle, bone, neural tissue. Used clinically for traumatic brain injury recovery (DARPA-funded). Future expansion modality for Vitra.
+54%ATP production
+40%Recovery speed
↓50%Pain markers
5,000+ peer-reviewed studies · NASA · DARPA-funded research
Financial model

Rent covered by
members alone.

At 150 members paying $169/month, Vitra generates $25,350 in recurring revenue — covering the full $16,800 rent before a single drop-in session or drink is sold. That is the foundation of a stable business.

$65 Full circuit price
150 Members to cover rent
38% Target profit margin
M6 Break-even target
Monthly overhead (updated)
Rent — 29-30 12th Street$16,800
SBA loan payment (10yr @ ~11%)$3,780
Labor — 4–5 staff, 2 shifts$22,000
Utilities (IR + frost room heavy)$3,500
Insurance$1,200
F&B COGS (~30%)$6,500
Equipment maintenance$800
Marketing + software$2,600
Consumables + laundry$900
Total monthly overhead$58,080
Daily + weekly snapshot (moderate)
Daily revenue target$4,480
Daily overhead$2,234
Daily net$2,246
Weekly revenue$26,880
Weekly net$13,476
Break-even circuits/day22 circuits
Membership MRR (150 members)$25,350 covers rent
Revenue scenarios
Conservative · months 1–3 $58,270
– $800 / month
20 circuits/day · 50 members · 40 bar covers. Lean but survivable with working capital reserve.
Moderate · month 6 target $116,870
+ $58,790 / month profit
35 circuits/day · 150 members · 70 bar covers. 5 new members/week from launch. 50% profit margin.
Strong · year 2 $168,470
+ $110,390 / month profit
50 circuits/day · 300 members · 100 bar covers. Proof of concept complete. Expansion viable.
Membership tiers
Restore
$99/mo
Circuits per month6
Guest passes1 / month
Bar discount10%
Most popular
Optimize
$169/mo
Circuits per monthUnlimited
Guest passes2 / month
Bar discount15%
Evolve
$299/mo
Circuits per monthUnlimited + private
Guest passes4 / month
Bar discount20% + protocol consult
Operations

Lean. Intentional.
Scalable.

Daily schedule
7:00 AMCafe + bar opens
7:30 AMFirst circuit sessions
10:00 AMFirst live sound bath
1:00 PMSecond live sound bath
5:00 PMAfter-work circuit peak
6:30 PMThird live sound bath
9:30 PMLast circuit entry
10:00 PMClose + deep clean
Staffing per shift
Guide (1)Entry, robes, pacing, tone
Bar (1–2)Drinks, food, cashier, retail
Practitioner (1)3× daily Echo Room sessions
Floor (1)Rooms, temps, robes, resets
Total / shift4–5 people
Two shifts7am–3pm · 2pm–close
Avg labor rate$18–26/hr
Monthly labor~$22,000
The 5 rules that protect the experience
  • 01No phones past the threshold. Phones stay in lockers. Non-negotiable. This is your single biggest differentiator.
  • 02Silence in all three rooms. Conversation happens at the bar. The rooms are sacred.
  • 03Echo Room is always last. The sequence matters scientifically. Sound after cold is the protocol.
  • 04Guide greets by name. Booking system captures first name. That moment is where loyalty starts.
  • 05Every guest exits through the health bar. The layout enforces this. The membership conversation happens naturally here.
Why now · why here

The window is open.

📈
Market timing
Cold plunge culture, biohacking, longevity medicine — these are all peaking simultaneously. The audience that wants Vitra is larger today than it has ever been. Waiting 12 months means competitors catch on.
📍
Astoria is the right first market
Dense, health-conscious, underserved by premium wellness. Not Manhattan pricing, but Manhattan-adjacent demographics. 4,100 sq ft at $16,800/month would be $80K+ in SoHo. Astoria lets Vitra prove the model at viable economics.
🔒
No direct competition exists
No operator anywhere combines infrared sauna + cold air therapy + sound bath in one frictionless circuit with a health bar brand. Single-modality operators are growing fast. The multi-sense category is unclaimed. The window to own it is now.
🔄
Membership creates a moat
Once a guest experiences the circuit three times, it becomes a habit. The neurochemical response is genuinely addictive — dopamine elevation, stress reduction, community. Churn rate for habit-forming wellness services runs below 8% monthly.
🏗
White box is a gift
No demo. No asbestos. No surprises. A clean white box in a 4,100 sq ft space with an existing restroom and staircase is the ideal buildout scenario. The $300K estimate is achievable precisely because we're not fighting the building.
📱
Built to go viral
Sound baths. Frost mist. Amber cedar glow. Butterfly pea flower drinks turning purple. Every element is inherently shareable. Vitra is a content machine that markets itself. The guest guest pass program is a built-in referral loop.
The ask

Join us at the
beginning.

$350K Total capital raise · founding round
Capital stack
Equity raise (investors + founder)$150,000
SBA 7(a) loan · 10yr term$200,000
Total available$350,000
Use of funds
Construction + buildout$300,000
Security deposit (2 months)$33,600
Opening inventory + ops equipment$14,000
Branding, signage, marketing launch$14,000
Working capital reserve$28,000
Total use$389,600
Investor returns (illustrative)
Target EBITDA · month 6$58,790/mo
Annual EBITDA run rate · yr 1~$450K
Equity multiple target · 3yr3–5× capital
Expansion optionality2nd location yr 2
Franchise / licensing potentialYear 3+
What we're building toward
Astoria flagship · proof of concept2025
150 members · break-evenMonth 6
Second NYC locationYear 2
Red light + PEMF expansionYear 2
Franchise modelYear 3
"At 150 members, rent is covered before we open the doors. Everything else is profit."
That is the floor. The ceiling is a category-defining wellness brand.
Vitra · Astoria NY · 2025
Restore what
is possible.
Science-backed · Design-driven · Results-focused
Location
29-30 12th Street, Astoria NY 11102
Space
4,100 sq ft · White box · $16,800/mo
Raise
$350,000 · Founding round