ReCOVER

When did you come up with the idea of RecoverNYC? What made you decide to 'go through with it'?

The short answer is that mid-summer 2018 Rick approached me and said “Hey man, what would you think about opening a recovery studio”. I said “let’s do it”, and we were looking at real estate 2 days later before we even drafted the business plan. Three variables lead to the quick movement. First, I don’t hesitate with much of anything. Whenever there is something I want to do, I jump in with both feet. I have zero fear of failure at this point in my life. Secondly, as educators in the fitness space focusing on corrective exercise and performance enhancement, we knew that there is a major market of people who aren’t willing to settle for good enough. New Yorkers especially want the most out of their life, work, and play experience. Third, there was a major hole in the market. A hole so large that the market didn’t exist before us. I knew the time was right and that we had something special to bring to the world.

What are some common misconceptions about wellness and how does RecoverNYC break bad habits or encourage overall better approaches to wellness?

I think one misconception prior to RēCOVER opening was that people had to “just deal” with an imbalanced physical instrument. They believed that as long as they could muscle through, they were doing all they could. Now that we have opened and people understand they can optimize soft tissue health, sleep quality, stress management, cognitive function, cell health, and anti-aging, that “good enough” is no longer good enough. The biggest misconception though was that recovery was synonymous with athletic recovery. People believed that only athletes needed recovery to enhance performance. This is where we stepped in and said “hey, anyone with a performance demand has performance stressors. When those stressors aren’t mitigated and balanced, performance declines”. Moms have performance demands. Business professionals have performance demands. Creative professionals and “everyday people” all have performance demands. RēCOVER has created a home and an answer for all. Our mission is to revolutionize the way we live, work, play, and train. If you want the most out of your life, we’ll help you create the balance to do so.

If you can only experience one treatment at RECOVERNYC, which would you suggest and why?

This is a tough one. Considering we focus on the “who, when, and why” over the what, we like to know what each client’s story, stressors, and desired outcomes are. Each of our technologies have been put in place to facilitate the systemic demands based on their answer. However, if I had to pick just one it would be NuCalm. First and foremost, we are currently the only facility in NYC that delivers public access to this ground breaking device. It is an FDA-approved class III medical that recalibrates and balances the autonomic nervous system. It pulls you away from fight or flight dominance and delivers 2-3 hours of restorative sleep in a 30-minute experience. “Rest and digest” dominance is where the body heals itself. Muscles, stress, cognition, and overall sleep quality all benefit. It doesn’t matter if you’re a professional athlete like those on the Golden State Warriors, Philadelphia Eagles, Chicago Blackhawks, or the copious amounts of UFC fighters using NuCalm, or if you’re a business mogul like Tony Robbins, or a music legend like Roger Waters from Pink Floyd; NuCalm balances and benefits everything you do.

What has been surprising to you and the brand since opening in NYC a year ago? Any major challenges you have overcome or want to overcome since launching?

The biggest surprise is who is walking through our doors. We assumed it would be the athletes kicking our doors down to jump on NuCalm, CVAC, etc. However, well over half of our consumer base is business professionals and people who are less concerned with athleticism and more concerned with stress management and sleep quality. In hindsight, it was pretty silly for us not to foresee this. We do live and operate in NYC after all. New York city is definitely a fast paced, “fight or flight” dominant town to function in! As far as challenges it would most likely be spreading the word. I imagine this holds true for most new businesses, especially when they are first to market. We are growing each month though, and are finding more effective ways to let NYC know where we are and that we are here to help.

What is the favorite recovery method of your customer since day 1?

From month to month NuCalm and our Sunlighten full spectrum infrared saunas go back and forth for the “King of the hill” title. Surprisingly, in August when it was brutally hot, the infrared sauna crushed it and was our most popular. Perhaps it’s because our saunas have Netflix and it’s a nice was to seclude yourself, have some “me time”, and get tons of health benefits at the same time!

BONUS Question: What can new and current customers look forward to from RecoverNYC in the next hear ahead? Any new treatments or experiences etc or promotions!?

We are always aiming to first and foremost improve customer service before trying to razzle dazzle our clients with new “stuff”. Within the next week or two we will have an ipad and headphones at each table on the floor so that each person visiting can enjoy their time even more by watching Netflix, or Pandora. We will also be launching a new experience combining a CBD topical supplement for sore muscles. The thing we are most excited about though is we are now making it possible to experience RēCOVER without having to visit RēCOVER. We have beta tested and will soon be launching “RēCOVER: on-site”, our mobile platform where we bring technologies such as NuCalm, Normatec compression, hyperice venom for the lower back, and more directly to offices, events, and conventions. Can you imagine getting 2-3 hours of restorative sleep instead of slamming a 2nd or 3rd cup of coffee just to get through the day? Well….you won’t have to work too hard to imagine it, as we are making that a reality for NYC!