new: soul

new: soul operates a chain of massage therapy studios in Germany, positioning massage as a recurring health and self-care routine rather than a one-off spa visit. Treatments offered include a Signature Massage, Deep Tissue, Brazilian lymphatic drainage, sport massage, stress recovery (formerly Inner Balance), prenatal massage, massage for two, infrared light therapy and assisted stretching. Appointments are booked online, with customers able to pre-select preferences such as massage intensity, organic massage oils and music.

Studios are designed around a consistent interior concept of dimmed lighting, oak wood accents and clay tones, with private and double treatment rooms, double sound insulation and heated massage tables described as award-winning and made in Germany. Therapists receive ongoing training through the company's own new: soul academy programs, and the company describes itself as a certified education institution for its staff. Alongside treatments, the company sells physical wellness products and gift boxes (home scent, sleeping mask, tote bag, scented candle, kimono, slippers, "The Rest Kit" and "The Calm Edit" gift boxes) as well as gift vouchers and treatment bundles.

Business model

Direct-to-consumer services delivered through company-operated massage studios. Revenue comes from single treatment bookings, 12-month memberships that include a monthly allowance of massage minutes with rollover of unused minutes, gift vouchers and bundles, and the sale of branded wellness products and gift boxes. Corporate gift vouchers are also offered.

Pay-per-treatment bookings plus subscription memberships. Membership gift cards are sold in three tiers for 12 months: Basic Relax (S) with 50 massage minutes/month at €679.25, Extended Calm (M) with 100 minutes/month at €1,295.80, and Ultimate Unwind (L) with 200 minutes/month at €2,445.30. Members are said to save up to 50% versus standard bookings, based on a 12-month membership at €65 per month. Massage gift vouchers start at €79 and product/bundle prices range from about €12 to €289.

Traction

The company reports more than 20,000 satisfied patients and an average rating of 4.9 out of 5 stars from 1,427+ reviews. It is hiring across multiple German cities and for headquarters roles in Berlin.

Latest developments

Active expansion and hiring, including massage therapist and reception roles in several cities, an Area Manager role covering Munich and Stuttgart, and headquarters roles in Berlin such as Entrepreneur in Residence, Strategy and Expansion Intern, Founders Associate Intern and Talent & Development Manager. The company also runs an Entrepreneur in Residence program in Berlin in which participants work directly with the founding team.