Wellness Your Way

What Wellness Your Way does

Wellness Your Way is a UK-based direct-to-consumer e-commerce retailer operated by HLS Retail Ltd, selling cold plunge equipment and related home wellness hardware to individual consumers. The company was launched in 2024 by founder Hayley, who has operated the adjacent fitness retail site fitboutique.co.uk since 2014. The catalogue centers on galvanized steel Hastings Stock Tanks (sourced from Nebraska, USA) in sizes ranging from 3ft to 7ft at price points between £350 and £790, alongside the H20 Spa Chillax chiller-equipped plunge unit and hot tub conversions via a partnership with Firetree Metal Works.

The business is built as a Shopify storefront with a content marketing layer via the Wellness Hub blog targeting cold exposure, recovery, and home wellness purchase intent. Products are imported and held in local UK stock with free delivery offered, positioning the company as an authorized UK distribution channel for US-origin tank manufacturers rather than a manufacturer itself. The revenue model is one-time hardware sales with no subscription, no recurring service contracts, and no software component.

The customer base is fragmented across individual wellness consumers — fitness enthusiasts, families, and hot tub buyers — with no enterprise or B2B anchor accounts disclosed. The company is bootstrapped and founder-led, operates exclusively in the UK, and has not disclosed headcount, revenue, or external funding. Multiple best-seller SKUs are listed as sold out, indicating early demand exceeding current inventory turnover, but no scale metrics are publicly available.

Name

Wellness Your Way

Legal name

HLS Retail Ltd

Website

https://wellnessyourway.co.uk

Company type

Private

Founded year

2024

Operating status

Operating

Short description

Wellness Your Way is a UK direct-to-consumer e-commerce retailer selling cold plunge stock tanks, chillers, and wellness hardware to individual consumers via a Shopify storefront, operating as an authorized UK distributor for US manufacturers.

Ownership category

akta.pro rank

Product category

Cold Water Therapy Equipment Retail

NAICS

Other Health and Personal Care Retailers (45619)

akta.pro primary industry

Hydrotherapy & Thermal Spa Services (Sauna/Steam/Hot Tubs) (HSALAFAF)

akta.pro secondary industries

Wellness Retreats & Immersions (Multi-day, Digital Detox, Mind-Body Programs) (THAJAHAB), Medical Wellness & Longevity (Health Screening, Biohacking, Anti-aging Programs) (THAJAHAI)

Keywords

• Ice bath equipment
• Cold water therapy
• Wellness equipment retail
• Stock tank ice baths
• Home recovery products

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Product Sales: One-time purchase revenue from selling ice baths and stock tanks directly to consumers. Products include Hastings Stock Tanks in various sizes (3ft-7ft round, 3ft-6ft oval) and H20 Spa Chillax ice bath units. Revenue is generated through individual transactions with no subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Wellness Your Way is a UK-based direct-to-consumer e-commerce retailer selling premium cold water therapy and wellness equipment, primarily Hastings galvanized steel stock tanks (round and oval, 3ft-7ft) repurposed as ice baths, plus the H20 Spa Chillax ice bath and cool tub with built-in circulation pump. The company operates exclusively online through a Shopify storefront with free UK delivery, locally held UK stock, and a price match guarantee, targeting fitness enthusiasts, wellness seekers, and families for home use.

Product overview

Wellness Your Way is an e-commerce retail platform offering a curated selection of premium health and wellness products, with its core product line consisting of Hastings Stock Tanks and the H20 Spa Chillax Ice Bath. The Hastings Stock Tanks are galvanised steel containers manufactured in Nebraska, USA, available in both oval and round configurations, ranging from 3ft to 7ft in size. These multi-purpose tanks are designed for ice bathing and cold water therapy but can also function as paddling pools, hot tubs (when paired with heater coils), planters, dog pools, or fish ponds. The H20 Spa Chillax is a dedicated ice bath and cool tub with built-in circulation pump functionality. The product portfolio is positioned for personal, home, and business wellness use, with free UK delivery and a price match guarantee.

Differentiator

Problem solved

Functional benefit

Products and services

• Hastings 6ft (1.8m) Oval Steel Stock Tank | Ice Bath

Quantifiable outcome

• Water can be kept fresh for up to 4 weeks with pump and treatment, or 3 months with built-in circulation pump
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Five partnerships are on record, tiered supporting and core.

• Firetree Metal WorkssupportingTechnology or IntegrationRecommended supplier for fire-heated coils to convert stock tanks into hot tubs. Also provides bulkhead connectors and hoses. Wellness Your Way offers to pre-drill required holes for customers who order through them.
• ShopifycoreTechnology or IntegrationE-commerce platform powering the online store. Provides payment processing, order management, and store infrastructure.
• Hastings Stock TankscoreOEM/ Whitelabel/ Licensing PartnerManufacturer of galvanized steel stock tanks made in Nebraska, USA. Wellness Your Way is an authorized UK retailer selling authentic Hastings Stock Tanks as ice baths.
• H20 SpasupportingOEM/ Whitelabel/ Licensing PartnerManufacturer of the Chillax ice bath and cool tub product line sold through Wellness Your Way.
• Courier Network (FedEx, Royal Mail, DHL, UPS, DPD)supportingChannel Partner/ Reseller/ DistributorRange of shipping couriers used for order fulfillment across the UK, including specialist private couriers for larger items.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Ice Barrel: DTC cold-therapy barrel brand selling 50-gallon recovery tubs directly to fitness and biohacking consumers. Closely comparable on cold-immersion product focus and direct online retail model.
• Renu Therapy: Premium hot and cold therapy brand selling cold plunges, saunas, and accessories direct. Comparable on product category (cold immersion tubs), wellness positioning, and premium DTC positioning.
• Chill Tubs: UK-based hot tub and cold plunge brand offering chill-and-heat combo tubs. Directly comparable because it operates in the UK market with the same hot/cold wellness equipment positioning.
• Wellis: European hot tub and swim spa manufacturer with UK distribution. Comparable as a wellness-equipment brand competing for the same premium at-home hydrotherapy buyer.
• Plunge: Direct-to-consumer cold plunge brand (US) — the category-leading premium ice bath retailer. Highly comparable on product category, target customer (fitness/wellness consumers), and DTC e-commerce model.

Broad incumbents

• Hot Spring Spas: Global premium hot tub brand with UK presence. Comparable as a broader incumbent in the residential wellness/spa hardware category, particularly relevant on the hot tub side of Wellness Your Way's catalog.
• Bullfrog Spas: Established modular hot tub manufacturer with US/UK presence. Comparable on the residential hot tub side of Wellness Your Way's product offering as a broader incumbent in the same category.
• Vortex Spas: UK-based retailer of hot tubs, swim spas, and wellness equipment. Comparable as a broader wellness equipment incumbent that competes for the same 'hot tub/hydrotherapy at home' use case.
• Hydropool: Established UK hot tub and swim spa manufacturer/retailer. Comparable as a broader incumbent in the UK hydrotherapy/spa equipment space where Wellness Your Way's hot tub use case competes.

Others

• H20 Spa: Manufacturer of the Chillax ice bath and cool tub products that Wellness Your Way resells. Included because it is the company's OEM partner and a directly adjacent peer in the cold-plunge product category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/wellnessyourway.co.uk
• Instagraminstagram.com/wellnessyourway_uk

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wellness Your Way