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Published: 19 Sep 2011

Honest to Goodness Wellness

Extra

Whole Foods, the market’s leading organic food retailer, is launching Wellness Clubs in the US, designed to help members lead healthier, happier lifestyles. For a fee, members gain access to lectures, courses designed by medical doctors, support, supper clubs and cooking demos.

The club model tries to amalgamate all areas of the health sector into a single destination – shoppers can do a cookery class, see a nutrition counsellor and even do some yoga all in one place. The initiative broadens the Whole Foods brand from being a retailer to a healthy lifestyle provider – an attractive prospect for the busy modern consumer. And at $45 a month it doesn’t cost the earth, either.

Having opened five pilot Wellness Clubs in Dedham, Massachusetts in August, the first Wellness Club hits New York in October.

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