NICK BLAIR OF KULA RECOVERY WHERE LUXURY IS IN THE SHAPE OF A COLD PLUNGE
Nick Blair was a UAE National Team American football player, and is now an entrepreneur with Kula Recovery. He spoke to Communicate about his visions of luxury.
Nick Blair was a UAE National Team American football player, and he endured all kinds of injuries in the process, which led him to cold plunge recovery, which eventually got him to become an entrepreneur with Kula Recovery, the premium cold plunge therapy accessible to the masses. The goal was clear: create a product that combined efficiency, affordability, and the ability to withstand the extreme Middle Eastern climate.
For Blair, “a first-class Emirates Airline suite feels luxury to many, and justifies the hefty price tag. However, if I was to tell you your home lounge area at your Arabian Ranches villa would be replaced by a 2sqm box with a reclining chair and TV with limited Wi-Fi, you would be furious.” Blair explains that “luxury makes you feel good. Luxury thrives on contrasting the alternatives.”
However, on the marketing side Blair explains that “our typical clients are hotel spas & boutique fitness centers, where a cold plunge integrates into their other offerings to make the client feel rejuvenated and ready to take on the world. One of our clients, 1847 for Men, offer a sauna, followed by massage, ending with a refreshing cold plunge.” For those who do not know a sauna followed by a cold plunge is an excellent way to get blood flowing and opening the body’s veins.
As for the psycho-demographics, Blair rounds it up saying that “most of our clients are busy entrepreneurs or senior business executives that want to get an endorphin and adrenaline boost before they go to the office.”
Blair is adamant – “Luxury isn’t dying. It’s just being rebranded. With our brand, we realize that luxury isn’t just about price. It’s about delivering an experience that feels unique, exclusive and worthy of investment. Kula Recovery’s goal is to provide a luxury product and experience without charging through the roof.”
So, is cold plunge a part of what Gen Z addresses as experiences instead of possessions? Blair totally agrees. “100%. That’s why cold plunging, run clubs and group fitness classes are on the rise. Gen Z want community and new experiences which are shareable and create lasting memories.”
Living in today’s world, he goes on saying, “having a luxury handbag might get you some likes on Instagram – but these days, sharing an experience or breathtaking trip is going to spark a lot more interest!” He even comes up with a motto “Gen Z want luxury that enhances their lives, not just their closets.” Further rounding things up with “experiences create change and help people find their best selves. They aren’t something that can be ‘duped.’”
Blair however goes back to the basics, “I feel that to be truly luxury – quality is still very important. If we made products that didn’t last, but created a false luxury narrative, consumers would demand refunds, post negative reviews – and all the other powerful tools that put consumers in the driving seat.” But he understands that “luxury is also driven by storytelling, branding, social proof and influence.” Which truth be told as the basics of anything labelled luxurious, “you need these elements to be considered in the first place, then the quality of your product and service leads to happy customers and evangelists.”
We live in a world, according to Blair where, “luxury is no longer exempt from scrutiny.” It is indeed a post-pandemic world where Covid “reshaped consumer values. Ethics, sustainability and transparency and now key factors in purchasing decision making.”
But how do companies lure back all these 60 million shoppers they lost as aspirational consumers one wonders? “I think brands can benefit from accessible entry points to their products for sure. Kula Recovery can offer very high end products but also other products at accessible entry levels so everyone can experience the benefits of cold plunge. The entry level model is still best in class and been through rigorous testing to ensure its quality in line with our more expensive products.”
“Customization and personalization is one way that we stand out from our competitors. We want to provide unique products that make customers feel the luxury experience chased by GenZ. We also create luxury experiences such as private group sessions with guided breathwork and cold plunges – in turn also building a community of likeminded individuals.”
