No pain, no gain? Ice baths, new-age therapies and why we pay to suffer in the name of health
What if we told you there's a $5.6 trillion industry built on making people deliberately uncomfortable — and it's projected to hit $8 trillion by 2027? Arabian Business journalists Tala Michel Issa and Nicole Abigael dive into the counterintuitive world where paying hundreds of dollars to sit in ice baths, hyperventilate through breathwork, and sweat in saunas has become the ultimate status symbol.
From Dubai's luxury spas targeting stressed-out executives to Thailand wellness retreats designed specifically for Middle Eastern clients, they unpack how discomfort became the new luxury. Discover…
The skinny
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