Market & Mission

The global wellness economy is over US$5 trillion and growing, with contrast therapy among the fastest-rising segments:

• Medical experts such as Andrew Huberman and Peter Attia
• Bio-hackers such as Wim Hof and Bryan Johnson
• Athletes and celebrities such as LeBron James and Jennie

Businesses abroad have been expanding internationally, with prime examples in North America and Asia:

• The Ice Bath Club (Singapore, Hong Kong + expanding) — 4 locations in under 2 years
• Othership (Toronto & NYC) — 4 locations, US$21.3M annual revenue

Taiwan's wellness market is early but accelerating — dense urban population, rising health consciousness, strong fitness culture. Chill is the first mover.

The importance of community and how we value our brand

Physical businesses are important for every brand to foster community and build brand loyalty.

• What's happening: Dior is building spas. Lululemon is opening yoga hubs. Alo Yoga launched a wellness club. Kith is opening a padel court.
• McKinsey · 2024: 89% of consumers say being part of a like-minded community is the number one driver of emotional connection with a brand — not the product, not the price. The community.
• The exhausted consumer: 84% of US consumers say wellness is now a top priority, redirecting money away from fashion and toward experiences that make them feel something real. The brands winning are the ones building those experiences.
• Why it works: Dior, Lululemon, and Erewhon (free drinks in all 50 stores, no purchase required) aren't trying to sell you a product — they're trying to give you a place to belong. Belonging creates loyalty no product ever can.

Our positioning: We combine Othership's guided contrast therapy experience to educate the market with The Ice Bath Club's community-driven F&B model to make it sticky.

Moat:

• First-mover advantage — speed is essential
• Established brand and community, proprietary programming and instructor training
• Deep celebrity and influencer relationships, who are supportive and bought into the brand's values
• Operational know-how from 7 months of live operations
• A proven, profitable model that can be replicated directly

Replicate, Franchise, then Flagship

Raising NT$20M to open two more Taipei stores that replicate our proven, profitable Store #1 — the foundation for franchising nationwide and, ultimately, a flagship.

Growth Plan

• Stores #2 & #3 — Replicate (Taipei): Duplicate the proven Store #1 format in two more Taipei locations. Lowest-risk use of capital — we're optimizing our existing setup, building brand density in our home market.
• Stores #4 & #5 — Franchise (other cities): Expand into new Taiwan cities through franchising. Franchisees fund their own buildout; Chill earns an upfront franchise fee plus ongoing royalties — capital-efficient national reach without raising for every store.
• Store #6 — Flagship: Build one signature destination — the full "Chill Compound" with F&B, a sober bar, gym, longevity center, yoga studios, and community programming — as the brand's cathedral, funded from store and franchise cash flow. Location to be determined — doesn't have to be city center for the business economics to work.

Founding Team