Bringing a modern fitness and recovery model into an established spa brand.

exhale had spent years building a recognizable name in spa and wellness. But the opportunity was bigger than spa alone.

We saw a way to bring Salt Fitness Collective into the business and create a more complete membership experience around fitness, recovery, and spa.

The goal wasn’t to simply add some classes. It was to build a fitness business that could live inside exhale, work operationally, and give members more reasons to use the club throughout the week.

We developed the Salt model inside exhale around three core offerings: Train hybrid group training, Reformer Pilates, and Recovery, including red light therapy and contrast therapy.

From there, we built out the programming and operating systems behind each part of the experience.

That included developing the class structures, programming standards, progressions, coaching expectations, and the playbooks coaches needed to deliver the product consistently.

We also built coach certification and training systems around the formats so the model could be taught, repeated, and scaled without losing the experience we wanted members to have.

Beyond programming, we worked through the full operating model: studio schedules, instructor structure, membership and pricing, recovery services, staffing, technology, equipment, and the systems required to run the business day to day.

In Atlanta, we brought the model together inside exhale at the Loews Atlanta Hotel, combining Salt fitness with exhale’s existing spa business and a dedicated recovery offering.

The work went well beyond programming. We were involved in how the spaces were used, what equipment belonged in them, how the membership should work, how the team should be structured, and how fitness, recovery, and spa could operate together as one experience.

Salt gave exhale a new fitness and recovery platform and expanded the business beyond the traditional spa model.

The Atlanta location became the first full expression of the concept, bringing Train, Reformer Pilates, recovery, and spa together under one membership experience.

Just as importantly, we built the programming, training, and operating playbooks behind the concept so it wasn’t dependent on one location or one group of coaches.

The model created a path for Salt to expand into additional exhale locations through licensing, without requiring exhale to build an entirely new fitness brand or operating system from scratch.