CONCEPT
Summary
HooHa Plunge + Wellness is a next-generation contrast therapy and integrative wellness spa designed for Boulder’s highly active, health-conscious, and affluent community. Launching in April 2027, HooHa blends science-backed recovery modalities with elevated hospitality to create a social yet deeply restorative wellness destination.
Rooted in Boulder’s culture of athleticism, outdoor adventure, and progressive health optimization, HooHa caters to endurance athletes, fitness enthusiasts, college students, busy professionals, and longevity-focused individuals seeking both performance enhancement and holistic wellbeing.
The Experience
HooHa is designed to be both personal and communal - a place where guests can recover, connect, and recharge. The space balances private therapeutic rituals with shared social wellness experiences, all delivered in a warm, modern, and approachable environment.
Core Offerings
​​
​
​
​
​
​
​
​
​
​
​
​
​
Social & Lifestyle Amenities
​​
​
​
​
​​​​​Target Market
HooHa Plunge + Wellness is intentionally positioned to serve Boulder’s unique demographic mix:
​​
​
​
​
​
​
​
​
​
Brand Positioning
HooHa is playful, welcoming, and science-forward—bridging high-performance recovery with joy, warmth, and community. The brand removes intimidation from advanced wellness while maintaining credibility through evidence-based practices and expert staff.
Vision
HooHa Plunge + Wellness aims to become Boulder’s go-to hub for recovery, resilience, and connection—where modern wellness meets community ritual. By combining cutting-edge therapies, personalized care, and inviting social spaces, HooHa supports healthier bodies, calmer minds, and longer, more vibrant lives.
​
Concept Photos
​
-
12 Private Plunge Rooms featuring individual hot and cold plunge tubs and private sauna for contrast therapy
-
​Mobile phone app enabling booking sessions and workshops with temperature control of tubs and sauna
-
Community Cold Tub (10-person) and Community Hot Tub (10-person) for social soaking and recovery
-
Coed Sauna designed for detoxification, relaxation, and post-workout recovery
-
Red Light Therapy for cellular repair, inflammation reduction, and skin health
-
Massage & Acupuncture Services delivered by licensed practitioners
-
Functional Medicine & Nutrition with an on-site functional medicine provider/registered dietitian
-
Guided Wellness Classes including mobility, recovery-focused movement, meditation, and nervous system regulation
-
Yoga and Pilates classes, workshops, and teacher trainings
-
Wim Hof–Style Breathwork Sessions integrating breath, cold exposure, and mindset training
-
Dharma Talks & Mindfulness Gatherings centered on resilience, purpose, and conscious living
-
Community Events & Workshops featuring guest practitioners, educators, and local wellness leaders
-
Weekend Group Plunge Experiences designed to foster connection, accountability, and shared challenge
-
Wellness Bar serving functional elixirs, adaptogenic drinks, ceremonial-grade coffee, premium teas, and chai
-
Fireplace Lounge Area designed for post-session relaxation, connection, and community building
-
Daily group events led by practitioners to build vibrant and healthy community helps the community and the indivial
-
Endurance athletes, climbers, cyclists, runners, and yogis
-
Biohackers and longevity-focused individuals
-
CU Boulder students and young professionals
-
Wellness-minded residents with disposable income
-
Visitors seeking a premium recovery experience
Concept Photo 2 - Private Tubs
