Healing Waters will be located in a new commercial construction in the Montrose area of Houston (504 W Gray St, Houston, TX 77019).
This location puts Healing Waters in a new, premium space within the heart of Houston, just minutes away from downtown and the Texas Medical Center. Montrose is home to a creative and increasingly wealthy populace, and Healing Waters will be positioned in close proximity to several other prosperous communities, including River Oaks, West University, Memorial, Galleria, Bellaire, Heights, Washington and Midtown, with easy access to several major highways. This location specifically provides access to two primary target customer markets for Healing Waters: busy professionals and the growing yoga community.
Further, Houston has one of the strongest and fastest growing yoga markets in the nation with hundreds of locations and instructors offering classes on a daily basis. A high concentration of the busiest and most popular yoga studios are located in the neighborhoods surrounding Healing Waters. As with floatation, yoga is a practice that facilitates meditation and mental focus, relaxation and spinal alignment. As a result, the Healing Waters team expects its float spa to draw a large number of yoga practitioners as well as health-conscious clientele of organic restaurants and grocery stores in neighboring areas. The image below shows the concentration of yoga studios and organic restaurants and grocery stores within a 10-minute drive from Healing Waters.
The Healing Waters team has closely examined the Houston market and found only a limited offering of floatation experiences.
Only three locations currently offer Houstonians with floatation pods, and all three are located on the outskirts of the metropolitan area. One location is a home-based business, and two provide salon services (hair, nails and massages) and have floatation as a secondary or complimentary service.
Given the similarity of benefits sought from yoga and floatation therapy, the Healing Waters team believes that the strength of Houston’s yoga community is indicative of robust demand for floatation therapy in the city. This correlation is clearly identifiable among U.S. cities with large yoga communities. New York City, San Francisco, Los Angeles, Seattle and Austin are ranked as the top 5 most active yoga cities (as ranked by Yoga Alliance), and new floatation centers have continued to emerge in those metropolitan areas in recent years. For example, according to Gothamist (as of August 2015), New York City has the largest numbers of Yoga Alliance registered teachers and schools in the nation, and the city is currently home to six floatation centers. As of January 2016, Austin is ranked 5th in yoga population and currently hosts three dedicated floatation centers.
In contrast, Houston ranks 10th in the country in concentration of yoga practitioners but still does not have a single dedicated floatation center that offers a top-of-the-line floating experience. The opening of Healing Waters will change this.