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From Ice Baths to Red Light: Why Recovery Is Becoming Big Business
From ice baths and saunas to compression boots, recovery is becoming a bookable consumer experience. The challenge is turning first-visit curiosity into an economically durable habit.
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Neverlater
12 November 2026
A first look
A good workout used to end with a shower. Now it might end with a sauna booking, a cold plunge and a group chat about which recovery studio has the best atmosphere.
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