KEEN Wellbeing
KEEN Wellbeing is a Zurich-based Active Recovery Club operating a single physical studio offering contrast therapy (sauna, ice baths, breathwork) guided classes, solo journeys, and corporate wellness programs, serving individual consumers and enterprise clients in Switzerland.
- Company typePrivate
- Founded-
- HeadquartersZurich, Switzerland
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What KEEN Wellbeing does
KEEN Wellbeing, operating under the legal entity Frisson AG, is a privately held Zurich-based Active Recovery Club founded in 2023. The company delivers in-person contrast therapy experiences that combine heat (a custom infrared bio sauna operating at 50-60°C with 40-60% humidity, alongside a 90°C Finnish sauna), cold exposure (four ice baths at 0-10°C), and guided breathwork in a single 35-guest facility at Viaduktstrasse 25 in Zurich's Kreis 5 district. Its core products are 60-minute guided group classes across 10+ branded formats (ENERGIZE, CHALLENGE, PULSE, EXTRA COLD, RELAX, REPAIR, SOUND IMMERSION, UNWIND, EXHALE, STILLNESS, HEAT+BEAT), self-guided Solo Journeys capped at 15 participants, weekend Socials with DJs in the 35-person sauna, and a Corporate Wellness Program for enterprise clients.
The business model combines recurring subscriptions (Member Unlimited at CHF 249/month, 8x at CHF 176, 4x at CHF 96, Daytime Unlimited at CHF 170), credit packs (10-Pack CHF 270, 20-Pack CHF 500, 50-Pack CHF 1,100), a capped 20-member Founding Circle annual membership at CHF 2,400, and drop-in sessions (CHF 25-45). Group sessions are Qualicert certified and eligible for reimbursement through Swiss supplementary health insurance. KEEN serves two primary customer segments: individual wellness seekers in the Zurich metro (consumers, athletes, women-focused events, community/social attendees) and corporate/enterprise clients including UBS, BCG, DKD, VNTRR, and Aepsy.
Go-to-market is multi-channel: direct-to-consumer bookings via website, iOS/Android app, and the BSport platform, combined with field sales into Zurich-based corporates and event-driven acquisition through Run + Recover, KEEN Lab, DEEP Listening, and Among Women community events. Content marketing via a research-backed blog/journal, email newsletter, organic social, and earned media supplements acquisition. The company employs approximately 9 people, has no disclosed funding or institutional investors, and is operated as a founder-led, single-location Swiss business with no subsidiaries, no M&A activity, and no public-market presence.
KEEN Wellbeing firmographics
Firmographics- Name
- KEEN Wellbeing
- Legal name
- Frisson AG
- Website
- https://keenwellbeing.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- KEEN Wellbeing is a Zurich-based Active Recovery Club operating a single physical studio offering contrast therapy (sauna, ice baths, breathwork) guided classes, solo journeys, and corporate wellness programs, serving individual consumers and enterprise clients in Switzerland.
- Ownership category
- akta.pro rank
KEEN Wellbeing industry classification
Industry- Product category
- Wellness Studio Services
- NAICS
- Fitness and Recreational Sports Centers (713940)
- SIC
- Services-Membership Sports & Recreation Clubs (7997), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Hot/Cold Contrast Therapy (Hot Tubs, Plunge Pools & Hydrotherapy) (HSADAKAD)
- akta.pro secondary industries
- Hot/Cold Therapy Services (Cryotherapy/Ice Baths) (HSALAFAH), Spa & Massage Services (Day Spas, Massage Studios, Treatment Packages) (THAJAHAC)
Keywords
Where KEEN Wellbeing is headquartered
LocationHeadquarters
- HQ city
- Zurich
- HQ country
- Switzerland
- HQ region
- Europe
Offices2 records
Markets served
KEEN Wellbeing business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Membership Subscriptions: Recurring monthly subscriptions offering unlimited or limited monthly visits. Includes Founding Circle (CHF 2400/year for 20 members), Unlimited (CHF 249/month), 8x monthly (CHF 176/month), 4x monthly (CHF 96/month), and Daytime Unlimited (CHF 170/month). Minimum 3-month commitment required.
- Credit Packs: Pre-purchased credits for drop-in sessions. Options include 50-pack (CHF 1100, 10 months), 20-pack (CHF 500, 10 months), 10-pack (CHF 270, 5 months), and single credits (CHF 32). Social credits available separately (CHF 45).
- Drop-in Sessions: Single session purchases including daytime single credit (CHF 25), one class credit (CHF 32), and ice pass summer special (CHF 15).
- Corporate Wellness: Corporate wellness programs offering exclusive team packages, workshops, and dedicated group sessions for business clients.
- Gift Cards: Gift certificates sold at CHF 32, 60, 80, 150, and 270 for gifting purposes.
- Events and Workshops: Special events including Socials (CHF 45 credit), 100% Zero workshops (CHF 59), Run + Recover, KEEN Lab, and DEEP Listening experiences.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Unlimited Summer Special - 1 month unlimited access |
| Subscription | Pay-as-you-go | Frequent Flyer Summer Special - 10 credits |
| Unit Pricing | Pay-as-you-go | Ice Pass Summer Special - Ice baths only |
| Subscription | Pay-as-you-go | Drop-in 2-Week Intro - Unlimited for 2 weeks |
| Unit Pricing | Pay-as-you-go | One Class - Single session credit |
| Subscription | Pay-as-you-go | 10 Pack - 10 credits over 5 months |
| Subscription | Pay-as-you-go | 20 Pack - 20 credits over 10 months |
| Subscription | Pay-as-you-go | 50 Pack Pioneer - 50 credits over 10 months |
| Subscription | Monthly | Member 4x Monthly - 4 visits per month |
| Subscription | Monthly | Member 8x Monthly - 8 visits per month |
| Subscription | Monthly | Member Unlimited - Full access membership |
| Subscription | Multi-year contract | Founding Circle - Yearly unlimited membership |
| Unit Pricing | Pay-as-you-go | Daytime Single Credit |
| Subscription | Monthly | Unlimited Daytime Membership |
| Unit Pricing | Pay-as-you-go | Social Credit |
| Unit Pricing | Pay-as-you-go | 100% Zero Credit |
| One time/ perpetual license | Pay-as-you-go | Gift Cards |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
KEEN Wellbeing product offering
Product offeringCore offering
KEEN Wellbeing operates a single physical Active Recovery Club studio in Zurich (Viaduktstrasse 25, 8004 Zurich) delivering contrast therapy experiences that combine heat (infrared bio sauna up to 90°C, accommodating up to 35 guests), cold (four ice baths at 0–10°C), and guided breathwork. It sells 60-minute guided group classes, self-guided solo journeys, weekend socials with DJs, and corporate wellness packages through memberships, credit packs, and drop-in sessions.
Product overview
KEEN Wellbeing is an Active Recovery Club offering contrast therapy wellness experiences combining heat (sauna) and cold (ice baths) with breathwork. The core product portfolio includes Guided Group Classes (10+ class formats like ENERGIZE, CHALLENGE, RELAX, HEAT+BEAT), Solo Journeys (self-guided sessions), Corporate Wellness Program, Socials & Events, and Packages/Memberships. All offerings are delivered at their Zurich facility with a custom bio sauna (up to 35 guests), four ice baths (0-10°C), and recovery tools. Sessions are available in multiple languages (English primary, German/French available) and bookings are managed through the BSport platform.
Differentiator
Problem solved
Functional benefit
Products and services
- Guided Group Classes 60-minute guided contrast-therapy sessions rotating through sauna, ice baths, and breathwork led by an experienced coach, with multiple class formats targeting outcomes such as peak performance or sleep quality. Delivered at the Zurich studio for individual and corporate attendees.
- Solo Journeys Self-guided 60-minute sessions providing full access to the 90°C sauna, cold plunges, and recovery zone equipped with massage guns, compression boots, and self-massage tools; available in quiet and social variants (max 15 participants for the quiet format).
- Corporate Wellness Program B2B offering of workshops, team experiences, recovery days, and personalized coaching in recovery, mindfulness, and transformation, sold to employers seeking to improve employee well-being through science-backed nervous-system reset programs.
- Socials & Events Weekend community events held in the 35-person sauna (e.g., Run+Recover, KEEN Lab, DEEP Listening) featuring live DJs, visionary brands, and local communities as a reimagined, alcohol-conscious nightlife experience.
- Packages & Memberships Credit-based packages and subscriptions (Drop-in, 10/20/50 Packs, 4x and 8x Monthly memberships, Unlimited, Daytime Unlimited, and the CHF 2400/year Founding Circle annual membership) plus gift cards, granting access to Guided Classes, Solo Journeys, and Socials.
Quantifiable outcome
- 27% lower cardiovascular mortality from 2-3x weekly sauna use vs once weekly
- +7 more outcomes
Companies that use KEEN Wellbeing
Customer profileNamed customers10 records
Segments5 records
Ideal customer profiles3 records
KEEN Wellbeing technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature6 records
KEEN Wellbeing partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered minor and core.
- BalboaminorPartnership for 100% Zero events and workshops held at KEEN. Balboa co-creates specialized wellness experiences combining contrast therapy with other modalities.
- VNTRRminorCorporate wellness partner for brand activations and employee wellness experiences.
- AepsyminorMental health and wellness partnership bringing therapeutic expertise to corporate wellness programs.
- BSportcoreBooking and membership management platform. Provides the technology infrastructure for online bookings, profile management, credit tracking, subscription handling, and payment processing.
- KKminorTrusted partnership for wellness brand collaboration (logo visible in partner section).
- BRminorTrusted partnership for wellness brand collaboration (logo visible in partner section).
- SPminorTrusted partnership for wellness brand collaboration (logo visible in partner section).
Scale indicators6 records
Recent moves2 records
Expansion highlights5 records
KEEN Wellbeing competitors and assessment
Company assessmentDirect peers
- Remedy Place: Los Angeles 'wellness social club' offering sauna, cold plunge, breathwork, and community programming under a membership model. Closely matches KEEN's combination of contrast therapy, breathwork, and an explicitly social/community-oriented positioning.
- The Well: Norwegian membership-based wellness club combining fitness, sauna, cold plunge, and holistic programming. Comparable in offering a multi-modality wellness experience under a subscription model with strong community identity.
- The Bathhouse: Spa/contrast-therapy operator offering sauna, cold plunge, and recovery amenities in a hospitality format. Comparable in combining hot/cold modalities with a curated, premium consumer experience.
- AIRE Ancient Baths: Operator of thermal bath and spa experiences across multiple cities, offering hot/cold contrast bathing as a guided, hospitality-grade experience. Comparable in the thermal-recovery product, premium positioning, and multi-format session offering.
- Brrrn: NYC-based cold-exposure fitness studio built around cold plunging and breathwork programming. Similar in modality emphasis (cold + breathwork) and in using class-based, coach-led sessions as the primary product.
- Othership: Toronto-based operator of guided sauna, cold plunge, and breathwork sessions with a membership and class-based model. Directly comparable to KEEN in core modality (heat + cold + breathwork), format (60-minute guided classes), and target audience (wellness-focused urban professionals).
- Plunge: Cold-plunge-focused brand that combines retail products with physical cold plunge/sauna studios. Comparable in operating cold exposure as a core modality and in selling a ritualized contrast-therapy lifestyle, though with a stronger consumer-product revenue stream than KEEN.
Regional players
- 7132 Hotel & Thermal Baths (Vals): Swiss destination thermal-bath and hotel complex in Vals (Graubünden). Comparable as a regional premium thermal/wellness experience in Switzerland, though it competes via a destination hotel model rather than an urban recurring-membership studio.
Broad incumbents
- Equinox: Luxury fitness incumbent with sauna, cold plunge, and recovery amenities integrated into high-end clubs. Comparable as a competitor for the same premium wellness consumer wallet in major cities, though Equinox's primary product is fitness rather than contrast therapy.
- Therme Group: Large-scale operator of thermal-wellness and wellbeing destinations across Europe. Comparable in the thermal-bath/contrast-therapy offering and premium positioning, but at a much larger scale and broader scope (including water parks and family attractions).
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
KEEN Wellbeing social profiles
Digital presenceKEEN Wellbeing compliance and trust
Trust signalCompliance1 record
KEEN Wellbeing financial estimates
Financial estimateRevenue estimate
Valuation estimate
KEEN Wellbeing leadership team
Management profileNumber of profiles
Profiles9 records
KEEN Wellbeing funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
KEEN Wellbeing M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about KEEN Wellbeing
What does KEEN Wellbeing do?
KEEN Wellbeing operates a single physical Active Recovery Club studio in Zurich (Viaduktstrasse 25, 8004 Zurich) delivering contrast therapy experiences that combine heat (infrared bio sauna up to 90°C, accommodating up to 35 guests), cold (four ice baths at 0–10°C), and guided breathwork. It sells 60-minute guided group classes, self-guided solo journeys, weekend socials with DJs, and corporate wellness packages through memberships, credit packs, and drop-in sessions.
Is KEEN Wellbeing a public or private company?
KEEN Wellbeing is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was KEEN Wellbeing founded?
KEEN Wellbeing was founded in -1. It employs 1 to 10 people.
Where is KEEN Wellbeing based?
KEEN Wellbeing is headquartered in Zurich, Switzerland, in the Europe region.
How does KEEN Wellbeing make money?
Six revenue lines are on record. Membership Subscriptions are the primary driver. The others are credit Packs, drop-in Sessions, corporate Wellness, gift Cards and events and Workshops.
Who are KEEN Wellbeing's main competitors?
Direct peers on record are Remedy Place, The Well, The Bathhouse, AIRE Ancient Baths, Brrrn, Othership and Plunge. 7132 Hotel & Thermal Baths (Vals) is listed as a regional player. Broad incumbents are Equinox and Therme Group.
Does KEEN Wellbeing have an API?
No public API is recorded for KEEN Wellbeing.
What industry is KEEN Wellbeing in?
KEEN Wellbeing's product category is Wellness Studio Services. Its primary akta.pro industry code is HSADAKAD, Hot/Cold Contrast Therapy (Hot Tubs, Plunge Pools & Hydrotherapy), with a secondary code of HSALAFAH, Hot/Cold Therapy Services (Cryotherapy/Ice Baths). Its NAICS code is 713940 and its SIC code is 7997.