From yacht to beach club: what the GAIA season taught us about wellness experiences
Four places, four formats, and one clear lesson: when an experience brings together people who share the same values, connection happens naturally, between guests and with the brands around them.
This season, NEW STORIES designed and produced four editions of GAIA Society, a social club built around movement, beauty, longevity and community. A day aboard a 43-metre yacht in Montenegro, a longevity morning in Monaco, a sunset Pilates session our guests asked us to bring back, and a final chapter in Ibiza.
GAIA, a concept built around community
At the end of every edition, guests leave with gifts from our partners and a GAIA Pilates set.
GAIA rests on four pillars: movement, beauty, longevity and community. The last one sits at the heart of it all.
Each edition brings together women who share the same interests and the same vision of wellbeing, in a setting designed as much for meeting people as for being cared for.
Porto Montenegro, a day at sea
It continued with a skin analysis and a lifting, hydrating treatment by Biologique Recherche, a recovery area with compression boots and LED masks, and a selection of brands made for summer and sun protection, from eyewear to hair care, alongside Bird's Nest collagen from Asia.
1 August 2026, Riana Yacht
The season opened aboard a 43-metre yacht. The day began with a movement session on deck led by SIRO, a benchmark in wellness hospitality and our movement and recovery partner for both Montenegro editions.
Monaco, a longevity morning
The morning carried on over brunch with a live singer. Partners included ProLon, a leading name in fasting-mimicking nutrition, Olyxir and its functional teas, as well as eyewear, hair care and lip care brands.
28 August 2026, La Môme Riviera
From 10am to 3pm, a morning dedicated to longevity and movement. After a Pilates class, guests attended a longevity talk by Josephine Musco, entrepreneur and biotech innovator, then discovered two signature protocols by Maison Epigenetic focused on cellular regeneration for the face and body, a lifting treatment, an intraoral facial massage and a cold plunge for recovery.
Porto Montenegro, the return
Technogym presented its new reformer and its Checkpoint station, which measures wellness age, alongside Zisu’c, a Korean biotech skincare brand.
15 September 2026, Aura Beach Club
The edition our first guests asked us to bring back. A sunset Pilates session with SIRO from 5pm, lifting and hydrating treatments with Forled, a reference in high-end skincare, a recovery area with compression boots, LED masks and infrared mats, followed by dinner overlooking the marina.
Ibiza, closing the season
After the experience, guests had the private Dolce & Gabbana lounge to themselves, with sun loungers and a DJ set until the end of the day.
30 September 2026, CLAP House
Long known for its nightlife, Ibiza has become one of Europe’s wellness capitals, and that is the side of the island GAIA chose to close the season.
The day opened with rooftop Pilates overlooking the sea, followed by longevity protocols from Eterna Longevity Club, the island’s leading longevity destination, with oxygen therapy for cellular regeneration. Compression boots and infrared therapy rounded out the recovery programme.
What this season taught us
A community that comes back is the best measure of success. When guests ask for an edition to return, it says more than any figure could.
Community creates the experience. Some guests asked whether they could come on their own. They never really were: twenty-five other women were sharing the same day. Through the same treatments, the same sessions and the same values, they talked, saw themselves in one another and left with new connections.
Brands become part of the story. Woven into the programme rather than simply on display, products are tried, understood and adopted. The relationship with guests is built through a shared moment, not a marketing message.
The setting is part of the narrative. A yacht, a beach club or a seaside terrace each create a different experience, and the choice of venue shapes everything else.
What about your brand?
For beauty, skincare, fashion and luxury houses, this format opens up a new way to connect with your audience: a signature day, a retreat for creators and press, a wellness seminar for your teams or a private moment for your best clients.
Each experience is designed around your world, your audience and your goals, in the destination of your choice.
Let’s create your next experience.