The U.S. wellness economy reached $2 trillion in 2025, the largest wellness market in the world and roughly one-third of the global total, according to the Global Wellness Institute. The sector spans coaching, holistic health, fitness, spas, and corporate programs. Entrepreneurs enter independently or through franchise models. This guide describes what starting a wellness business in the U.S. typically involves, from concept to startup costs.
What is a wellness business?
A wellness business provides products or services aimed at physical, mental, or emotional health that fall outside conventional medical treatment. The category is broad. It includes wellness coaching, holistic wellness practices, fitness and recovery studios, spas, nutrition services, and corporate wellness programs sold to employers.
The models vary widely in scale and setup. A wellness coaching business can operate solo and online, often built around a certification and a client base. A wellness center business typically occupies a physical location and offers several services under one roof. A wellness consulting business or wellness program business usually sells expertise and structured programs to organizations rather than to individuals. Each model carries different cost, staffing, and regulatory profiles.
Good to know
The global health and wellness coaching market alone was valued at roughly $20.1 billion in 2025 and is projected to reach about $37.96 billion by 2034, a compound annual growth rate of 7.32%, according to Precedence Research.
How to start a wellness business, step by step
The path from idea to opening generally follows a sequence of common steps. Requirements vary by state, municipality, and the specific services offered.
Choose a niche
Wellness covers many distinct service categories, and most businesses define a focus before launching. The niche shapes nearly every later decision, from certifications to location to pricing. Common areas of focus include:
- Health and wellness coaching
- Holistic and integrative wellness
- Fitness, recovery, and bodywork
- Spa and personal care
- Corporate wellness and consulting
- Nutrition and lifestyle programs
Validate demand
Validation is the stage where entrepreneurs test whether a defined audience exists for the service. Operators commonly research local competitors, survey potential clients, and review demographic and spending data. Wellness spending in the U.S. averaged more than $6,000 per person annually in 2025, though demand varies significantly by region and service type.
Build a business plan
A business plan is typically the first document lenders and investors request. It generally outlines the concept, market, services, pricing, staffing, and financial projections. The U.S. Small Business Administration publishes a free business plan guide that many founders reference.
- Executive summary and concept
- Market and competitive analysis
- Services and pricing structure
- Marketing and operations plan
- Financial projections and funding needs
Choose a business structure and register
Business structure affects taxes, liability, and paperwork. LLC structures are among the most common choices for small business formation in the U.S., partly because of liability separation. Sole proprietorships, partnerships, and corporations are other options described by the IRS. Registration generally takes place at the state level, and most businesses obtain an Employer Identification Number from the IRS.
Secure financing
Funding sources differ by business size and model. The SBA guarantees loans through participating lenders and lists financing options on its site. Common sources entrepreneurs use include:
- Personal savings
- SBA-backed and conventional bank loans
- Investors or partners
- Equipment financing
Choose and set up a location
Location needs depend on the model. A coaching or consulting business may operate entirely online, while a wellness center or spa requires leased space and a buildout. High foot traffic and proximity to the target audience are factors operators commonly cite when evaluating sites.
Obtain licenses, permits, and insurance
Opening a wellness business in the U.S. typically requires several licenses and permits before operations begin. Requirements vary by state and by service. Practices such as massage therapy, nutrition counseling, and certain bodywork are regulated and may require state licensing. Common requirements include:
- Business license
- Professional or practitioner licenses (varies by service)
- Certificate of occupancy for physical locations
- Sales tax permit
- General liability and professional liability insurance
Obtain certifications and hire staff
Many wellness roles rely on recognized credentials. Health and wellness coaches often pursue certification through the National Board for Health and Wellness Coaching, which administers the NBC-HWC credential. According to NBHWC survey data, 58% of certified coaches reported being self-employed. Businesses with employees also address payroll, training, and labor compliance at this stage.
Market the launch
Marketing approaches in the sector commonly combine a website, social media, local partnerships, and introductory offers. For corporate wellness and consulting models, sales often run through direct outreach to employers and benefits managers rather than consumer advertising.
Types of wellness businesses
The sector spans several distinct formats, each with its own setup and cost structure:
- Wellness coaching business : often solo and online, built around certification and one-on-one or group sessions.
- Holistic wellness business : combines practices such as bodywork, energy work, nutrition, and mindfulness.
- Wellness center business : a physical location offering multiple services, from fitness to recovery to spa treatments.
- Wellness retreat business : destination-based programs combining lodging, activities, and wellness services.
- Corporate wellness business : programs and services sold to employers. Nearly 85% of Fortune 500 companies offer some form of corporate wellness service.
- Wellness consulting business : advisory and program-design services for organizations or other operators.
The U.S. corporate wellness market alone was valued at roughly $22.64 billion in 2025 and is forecast to grow over the following decade, according to Grand View Research.
How much does it cost to start a wellness business?
Startup costs span a wide range, from a few hundred dollars for a solo online coach to more than $1 million for a full-service franchise studio. The figures below reflect ranges commonly cited in industry resources.
| Business Model / Setup Type | Estimated Startup Cost Range |
|---|---|
| Solo wellness coaching (online) | $500 to $2,500 |
| Boutique studio / small wellness space | $20,000 to $150,000 |
| Wellness center (leased, multi-service) | $60,000 to $200,000 |
| Comprehensive center (larger, equipment-heavy) | $300,000 to $750,000 |
| Franchise wellness studio | $62,000 to $1,323,000 |
Key factors that affect startup costs include:
- Location and lease terms
- Buildout and specialized equipment
- Licenses, permits, and certifications
- Staffing and training
- Initial inventory and supplies
- Branding and marketing
Wellness franchise opportunities
Franchising is one route into the sector, offering an established brand, operating systems, and training in exchange for fees. Investment levels range widely. The figures below come from each brand’s published Franchise Disclosure Document or franchise materials.
- Restore Hyper Wellness : recovery and wellness studio offering cryotherapy, IV therapy, and infrared sauna. Total investment of $777,174 to $1,323,425, with a franchise fee up to $44,500. Ranked on Entrepreneur’s 2025 Franchise 500.
- Hand & Stone : massage and spa franchise with 600+ locations, named the top brand in its category on the 2026 Entrepreneur Franchise 500.
- Star Wellness : lower-cost wellness model with an investment of roughly $62,000 to $94,000, including a $45,000 franchise fee.
- Glow Sauna Studios : boutique infrared sauna studio with a turnkey build-out commonly cited between $262,000 and $454,000.
Under the FTC Franchise Rule, franchisors are required to provide a Franchise Disclosure Document, which details fees, investment ranges, and obligations. Investment figures and terms change between filings.
Key challenges and common pitfalls
Operators in the sector frequently encounter a set of recurring challenges. These are factual observations from industry reporting, not predictions about any specific business.
- Regulatory complexity : licensing requirements for practices like massage and nutrition differ by state.
- Time to profitability : solo coaching models often reach profit faster than centers, which carry higher fixed costs.
- Competition : the sector’s growth has drawn many new entrants across most service categories.
- Client retention : recurring revenue models such as memberships depend on sustained engagement.
The bottom line
The U.S. wellness sector is large and growing, spanning models that range from a solo online coaching practice to a multi-service franchise studio. Startup costs, regulatory requirements, and operating complexity differ sharply across those models. The process generally moves from defining a niche and validating demand through planning, registration, financing, licensing, and launch. Entrepreneurs can build independently or join an established franchise system, each path with distinct cost and support implications.
Costs vary widely by model. A solo online wellness coaching business can start for roughly $500 to $2,500, while a leased wellness center commonly ranges from $60,000 to $200,000. Franchise studios can exceed $1 million. Figures depend on location, services, and equipment.
Requirements vary by state and service. A general business license is typically required, and regulated practices such as massage therapy or nutrition counseling may require additional professional licensing. Requirements are set at the state and local level.
Many health and wellness coaches pursue the NBC-HWC credential administered by the National Board for Health and Wellness Coaching. Certification is one common path in the field, though requirements differ by employer and service type.
This content is provided for informational purposes only and does not constitute legal, tax, financial, or professional advice. Laws and regulations vary by state and individual circumstances and may change over time. Readers should consult a qualified attorney, tax professional, or other licensed professional regarding their specific situation. Nothing herein creates an attorney-client relationship.
