F
redrik Eklund, a real estate mogul and star of Million Dollar Listing New York, says his high-end clients are splurging on at-home wellness trends, including cold plunges, saunas, hot tubs, and IV drips. Instead of visiting spas or sports clubs, these wealthy individuals are installing the luxury gadgets in their own apartments and mansions.

    The trend is driven by successful business leaders who swear by the benefits of morning cold plunges and sauna steams. American entrepreneurs like Dave Asprey and Bryan Johnson have been proponents of "biohacking" for years, and many CEOs, including Jack Dorsey and Melinda French Gates, can attest to its benefits.

    Eklund notes that his clients want these perks in the comfort of their own homes, even if it means breaking the bank. Saunas can cost between $2,000 to $10,000, while high-quality cold plunges run up a $13,000 check. One of Eklund's previous luxury residential buildings, 40 Bleeker St. in Manhattan, was one of the first properties to feature these amenities.

    The trend is intensifying, with more and more business leaders incorporating wellness activities into their daily routines. Nicolai Tangen, CEO of Norges Bank Investment Management, starts his day with a workout followed by an ocean dip and sauna session, while Jason Buechel, leading Whole Foods, swears by infrared saunas and cold plunges.

    Thrive Market cofounder Nick Green takes it to the next level by installing a barrel sauna and ice bath on his balcony, doing hot-cold therapy two to three times per week. Eklund says that his clients are willing to pay top dollar for these luxury amenities, making at-home wellness a must-have for high-end homeowners.