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At a glance

Reco HQ is a next-generation social wellness club offering sports recovery services for everyday athletes. It blends spa-grade recovery amenities with a vibrant, community-driven atmosphere and flexible access models.

• B2C & B2B Recovery Hub: Offers infrared and Finnish saunas, ice baths, compression therapy, and a healthy café via pay-as-you-go, memberships, and packages.

• Community & Corporate Partnerships: Engages local fitness communities, sports teams, and corporates through B2B memberships, space rentals, and wellness events.

Quick fire details

• Headquarters: London, UK

• Employee count: 1

• Business model: B2C (pay as you go, bulk packages, memberships and cafe revenue) and B2B

• Backed by: £375k from 3 x angels

• S/EIS: ✅

• Funding amount: £750,000 to build and launch their proof-of-concept site in Battersea, London.

The founders

• Founder, Emily Hughes: 3x founder across the beauty, wellness, and F&B industries. Prev. Jeco Bowl - built an event catering brand, which is now franchised.

The market

• The £26B UK wellness market, growing rapidly with consumer demand for holistic wellness and recovery experiences. For example the 1,000% growth in Hyrox participation over 5 years offer a huge opportunity to become the category-defining brand in the emerging “social recovery” space for high-performance lifestyle athletes.

This startup is solving one key problem:

• Lack of Modern Third Spaces for Wellness: Traditional gyms are transactional, and spas are silent. Reco fills the gap with a social, performance-driven recovery hub.

• Accessibility of Advanced Recovery: Makes sports recovery tools like contrast therapy, compression, and infrared saunas accessible to everyday athletes.

Traction metrics

• 150+ signups via the landing page in under a month.

• Strong engagement on LinkedIn and Instagram from fitness communities.

• 30+ warm leads for memberships and ambassadorships via Emily’s network.

• Proof-of-concept site secured in prime Battersea location with generous lease terms and strong local fitness footfall.

Competitive landscape

• Rebase, Arc Community, Sauna & Plunge.

  • Competitors lean toward spiritual/mindfulness wellness. Reco is performance-driven, community-first, and designed for the “social wellness athlete” (e.g., Hyrox, triathlon, CrossFit communities).

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Our Take

Appeals

• Massive market tailwinds: The UK wellness and recovery market is booming, fueled by growing demand for functional fitness, mental well-being, and social connection. Trends Reco HQ is directly built around.

• Scalable, capital-light expansion model: Reco HQ’s approach of using management agreements, licensing, and franchising enables rapid scale with lower upfront capital requirements, making the business more investor-friendly and defensible.

Risks

• Operational complexity: Running multi-service, wellness-focused spaces requires tight execution and high service standard. Scaling without losing consistency will depend on clear systems and solid operators running the day to day.

• Tech & IP risk: A key part of the experience relies on building a strong digital layer (e.g., bookings, community features), which can be costly and complex without proven tech talent or the right execution partners.

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