Da Nang, Vietnam
Recovery + Community = Longevity
An open-air longevity club on My Khe beach — sauna, cold plunge, compression therapy, sea air, and a community that keeps coming back.
Sauna 20–25 · Hot pool 38–40°C · Cold pool 8–12°C · Two solo ice baths
The equation
Recovery + Community = Longevity.
Our whole model in one line. Recovery alone is a treatment. Recovery inside a community becomes a habit — and habit is what makes it longevity.
Recovery
Community
Longevity
R
Recovery
Heat, cold and rest, used deliberately. Sleep, stress load and training capacity all move when the practice becomes weekly instead of occasional.
C
Community
The room is the reason people return. Shared rounds, familiar faces and an open lounge turn a session into a standing appointment.
L
Longevity
Consistency compounds. Recovery you actually keep doing, with people you want to see, is what carries into the decades ahead.
The idea
Feel reset in 60 minutes.
Move through sauna, heat, cold and rest at your own pace. Then stay. Rehydrate. Open your laptop. Meet someone. Take a morning class. Frost & Fire is designed as a habit, not an appointment.
- 01
Sauna
Proper commercial heat
- 02
Cold
Shared pool or solo ice bath
- 03
Rest
Recline, rehydrate, repeat
The core ritual runs for 2–3 rounds. Average visit: approximately 60–90 minutes.
The experience
One club. Five modes.
Heat, cold, recovery, work and community in a single open-plan facility of roughly 250 m² indoors plus 100 m² of covered outdoor space.
Heat
Large commercial Finnish-style sauna, designed for 20–25 people, plus a shared hot pool at 38–40°C for 5–10 people.
Cold
Shared cold pool at 8–12°C for 5–10 people, plus two individual ice baths for solo plunges.
Recover
Compression therapy stations for legs and full body, open wet transition zone, showers, changing rooms, lockers, towels and a hydration bar.
Work
Recliners, sofas, a communal table and laptop-friendly seating with Wi-Fi, seconds from the sauna.
Belong
A covered outdoor deck for yoga, Tai Chi, trainer sessions, community mornings and social events.
The club
The lounge is the heart of the club.
No maze of treatment rooms. No unnecessary doors. The thermal facilities, compression stations, recovery seating and outdoor zone remain visually connected so moving from a laptop to the sauna — or from an ice bath to a recliner — takes seconds.
- Recliners, sofas, a communal table and laptop-friendly seating with Wi-Fi
- Low dividers and planting instead of full-height walls, so sightlines stay open
- Compact reception, retail display and hydration bar at the entry
- Wide openings and sliding doors connecting indoors to the movement deck
Outdoor & movement
Open air when you want it. Covered when you need it.
A flexible outdoor deck for yoga, Tai Chi, trainer sessions, community mornings and social events, protected by a retractable weather canopy.
The outdoor zone is part of the business model, not decorative overflow. It extends dwell time, supports low-cost programming, creates atmosphere and gives Frost & Fire a destination quality.
Recover. Work. Move. Belong.
Floor plan — concept design
One open plan. No corridors.
From the central lounge a member can see the whole club: sauna, thermal pools and compression stations in one direction, reception and hydration nearby, the outdoor movement deck in the other.
Selected zone
Sauna
Large commercial Finnish-style sauna. Design ambition 20–25 people.
Indoor
250 m²
Covered outdoor
100 m²
Total
≈350 m²
Concept design. Labels and dimensions are directional, not construction drawings.
Ground level
Open air, sea breeze, and the sound of My Khe.
Eye-level views built from the open-plan layout, imagined on the beachfront at My Khe. Concept design only — final site, finishes and fittings follow the lease and fit-out.
The main hall
Standing at the entrance: sauna on one side, the plunge line on the other, and the far end open to the palms and the sea.
The plunge line
Four cold plunges on an open covered terrace — sea breeze, planting, and the water in view while you sit in the cold.
Arrival and hydration
Shutters open to the sand path. Check in, grab water or an electrolyte, pick up a towel and walk through to the heat.
Rest and work
An open pavilion facing the water: the long table and low chairs where a visit becomes a habit.
Exploration gallery
Three more ways the club could feel.
Alternate concept directions built from the same floor plan — comparing moods for the hero of the club. Concept design only.
Concept A — sauna hall & plunge line
Evening in the main hall: the glowing timber sauna on one side, steaming cold pools on the other, palms and sea at the far end.
Concept B — lounge & juice bar
Golden hour in the lounge: timber bar, copper pendants, deep armchairs, shutters open to the beach.
Concept C — dusk, fire & ice
The fire-and-ice contrast: a sauna glowing warm against the blue dusk, steam rising off the plunge pool, the sea beyond.
Membership
Recovery works when it becomes routine.
Membership is the commercial heart of Frost & Fire. Pricing sits close to the local benchmark to signal quality, with a clearer reason to subscribe. All figures are planning prices in USD.
Frost 4
$59/mo
Best for once-a-week locals
- 4 visits per month
- Member rate on extras
- 5% off drinks & retail
- Unused visits roll 30 days
Contrast 10
$109/mo
Best for 2–3x per week regulars
- 10 visits per month
- Priority booking
- 10% off drinks & retail
- 1 guest pass per quarter
Fire Unlimited
$169/mo
Best for the high-frequency core
- Unlimited standard access
- Priority waitlist
- 15% off drinks & retail
- 1 guest pass per month
Passes & packs
- Single day pass
- $15
- 5-visit pack / 60 days
- $65
- 10-visit pack / 90 days
- $115
- Tourist 7-day pass
- $55
- Founding Unlimited — first 100 members
- $139/mo for first 6 months
- Corporate / gym partner
- 10–20% negotiated volume discount
Firepoints loyalty
Rewarded for coming back.
Firepoints reward visits, referrals, streaks, partner activity and selected purchases, redeemable against guest passes, drinks, merchandise, events and member perks. Earn and redeem values are being finalised before launch.
Hydration & retail
- Filtered chilled water
- Free
- Coconut water
- $2.00–$2.50
- Electrolyte drink
- $2.50–$3.50
- Salt / lemon hydration shot
- $1.50–$2.00
- Protein / functional drink
- $3.50–$5.00
- Branded bottle, towel or cap
- $12–$30
Why Da Nang
A resident market, a sports market and a tourism layer.
Da Nang combines a substantial resident fitness market, expatriates and digital nomads, active travellers and a large tourism layer. The business case is built on recurring local membership, with tourism as incremental demand.
≈9.8M
Visitors served by accommodation establishments, H1 2026 (Phase 1 research)
≈5.2M
Of those, international visitors
Local first
Model built on recurring membership, not tourist volume
| Segment | Need | Commercial role |
|---|---|---|
| Local / expat regulars | Routine recovery, stress relief, social ritual | Membership backbone |
| Gym & sports community | Post-training recovery and performance ritual | High-frequency packs |
| Tourists | Distinctive wellness experience near the beach | Higher-yield day passes |
| Remote workers | Recovery, lounge and social connection | Off-peak utilisation |
| Corporate / hotel guests | Curated wellness activity | Group and referral revenue |
Competitive edge
Demand is already proven locally.
Recharged Da Nang validates local demand for sauna and cold therapy. Frost & Fire is positioned differently: a longevity club, with a stronger membership structure, an athletic identity, multiple thermal and compression experiences, fast ritual flow, member recognition, partnerships and real social and work utility.
Benchmark — published pricing
- Day pass
- $15
- 10-visit card
- $114
- 20-visit card
- $209
- Monthly unlimited
- $209
Approximate USD equivalents of published local pricing, used as market context.
Recharged Da Nang
Established venue with sauna, 3–4°C plunge, steam, garden and spa
Our openingMembership architecture, athletic positioning, multiple temperatures, social club identity
Oneness Retreat Da Nang
Wellness, sauna and ice-bath alternative
Our openingConsistency, club model and performance partnerships
R Zone / CrossFit recovery
Embedded in the fitness ecosystem with a private contrast room
Our openingLarger social capacity and an independent destination brand
Hotel spas / onsens
Convenience and luxury
Our openingMore frequent local use, community and better membership economics
Business case
Designed as a club. Modelled as a business.
The headline case is the Phase 2 36-month model. It uses a slower opening ramp, payment fees, beverage COGS, 5% annual rent escalation, 6% payroll escalation and a modelled 20% corporate income tax on positive operating profit. These are planning scenarios, not guaranteed forecasts.
Month 12 revenue
$23,830
Month 12 EBITDA
$11,038
Year 1 revenue
$198,580
Year 1 EBITDA
$48,740
Year 2 revenue
$308,064
Year 2 EBITDA
$148,483
Year 3 revenue
$347,463
Year 3 EBITDA
$180,106
Month 36
$189,624
Cumulative cash after CAPEX and modelled corporate income tax at Month 36.
Mature monthly revenue build
- FROST 4 — 60 target members
- $3,540
- CONTRAST 10 — 70 target members
- $7,630
- FIRE UNLIMITED — 40 target members
- $6,760
- Day passes / packs / tourists
- $3,800
- Hydration / retail
- $1,200
- Private groups / partnerships
- $900
- Total
- $23,830
Earlier Phase 1 feasibility framing estimated mature revenue of $21,000–$24,000 per month, operating costs of $12,500–$14,000, EBITDA of $7,500–$10,000, cash break-even around $13,000–$14,500 of monthly sales and simple payback around 24–32 months. Phase 2 is the current planning case.
Opening investment — planning budget
$110,000
Target range $95,000–$125,000. Nothing above $125,000 without a clear capacity or revenue gain.
- Lease deposit + advance rent
- $7,000
- Design, engineering, permits & professional fees
- $5,500
- Demolition, waterproofing, drainage & wet-zone civils
- $13,000
- Commercial sauna build + heater/controls
- $18,000
- 4 cold plunges + commercial chillers/filtration
- $20,000
- Electrical upgrade, distribution & protection
- $6,500
- Plumbing, hot water, pumps and filtration
- $6,000
- Showers, lockers, changing rooms and WCs
- $7,000
- Reception, lounge, joinery and signage
- $6,000
- HVAC / ventilation / dehumidification
- $4,500
- POS, CCTV, access, Wi-Fi, sound
- $2,500
- Opening towels, robes, cleaning and beverage stock
- $2,000
- Pre-opening marketing & launch
- $4,000
- Contingency
- $8,000
A planning target, not a confirmed contractor budget. The selected property and written RFQs must validate it.
Site strategy
The site is an operating asset, not a branding decision.
Frost & Fire does not need trophy frontage. Destination recovery can trade one or two streets off the prime strip if access, signage, motorbike parking and atmosphere are strong.
| Lead | Area | Rent/mo | Score |
|---|---|---|---|
| An Thuong 30 commercial house | 250 m² | $1,523 | 9.0/10 |
| Hồ Xuân Hương open-plan frontage | 200 m² | $1,485 | 8.5/10 |
| Hoài Thanh / Chương Dương villa | 250 m² | ~$1,903 | 9.2/10 |
| Chương Dương villa with pool | 250 m² | ~$1,903 | 9.5/10 |
| Hòa Hải frontage | 250 m² | ~$685 | 7.2/10 |
| Võ Nguyên Giáp | 250 m² | ~$2,665 | 7.0/10 |
A prime An Thuong corner at roughly $7,195 per month is rejected at the quoted rent.
Property screen
- Catchments: My An / An Thuong edge, Hồ Xuân Hương / Chương Dương, An Hải / Sơn Trà
- Villa, open commercial house or former wellness venue with wet-work potential
- Hard rent ceiling $2,200/month; target at or below $1,900
- 3-phase power preferred; engineer to validate sauna, chillers, pumps, HVAC and hot water
- High-flow water, legal drainage, waterproofing, floor falls, ventilation, dehumidification
- Minimum 15–20 m² ventilated plant area
- 15–25 motorbike spaces at peak, or a documented nearby solution
- 3-year minimum lease, 5 preferred, with fit-out, signage, exhaust and MEP rights
Operating model
Run tight, metered and hygienic from day one.
Planning payroll of $4,300 per month across 5.5–6.0 FTE, with sub-metered sauna, chillers and HVAC, staged start-up, covers on pools when idle and heavy chilling shifted away from peak electricity windows.
Staffing plan
Club manager1 FTE
$850
Senior host / shift lead1 FTE
$550
Recovery hosts / reception3 FTE
$1,350
Cleaner / laundry attendant1.5 FTE
$600
Part-time / weekend cover— FTE
$300
Employer on-cost / incentives— FTE
$650
Total
$4,300
Monthly utilities & support
- Electricity
- $1,300–$1,800
- Water + wastewater
- $120–$220
- Internet / software / POS
- $120–$180
- Laundry / towels
- $450–$700
- Cleaning / chemicals / filters
- $350–$550
- Repairs / preventive maintenance
- $450–$700
Growth engine
Built to connect with Da Nang's fitness, hospitality and wellness ecosystem.
Founding members are pre-sold through partners and community before the doors open: at least 50 paid founding members before opening and 100 within the first month.
Instagram / TikTok
High-quality build diary, cold challenges, member stories, creator previews
$500–$800/mo
Meta paid media
Geo-target An Thuong, My An and Son Tra; gyms, running, wellness, expat interests
$600–$1,000/mo
Google Maps / Search
Optimised profile, review generation, local intent search
$250–$400/mo
Gym / CrossFit / run clubs
Founding partner codes and recovery nights
$200–$400/mo
Hotels / hostels / villas
Concierge QR and referral, commission or guest perk
$150–$300/mo
Creators / athletes
Invite-only sessions with tracked codes rather than vanity reach
$250–$500/mo
Days −45 to −15
Partner with 10–15 gyms, run clubs and hotels; sell the first 50 founding memberships before opening.
Days −14 to 0
Creator previews, soft-opening sessions, staff drills and genuine guest review generation.
Days 1–30
Opening campaign, partner recovery nights, member referral push, day-pass conversion.
Days 31–90
Optimise membership conversion, add off-peak offers, corporate packs and the tourist 7-day pass.
Roadmap
Seventeen weeks from feasibility to opening.
Feasibility + entity
Weeks 1–3
Counsel and accountant, scope, site shortlist, engineering brief
Lease + design
Weeks 3–6
Conditional lease, measured drawings, MEP design, equipment orders
Build
Weeks 7–14
Wet works, sauna, pools and plunges, electrical, plumbing, ventilation, reception, lockers
Commissioning
Weeks 13–15
Thermal systems, water SOPs, safety signage, staff training
Presale
Weeks 10–15
Founding memberships, partners, creators, booking system
Soft launch
Week 16
Invite sessions, load test, feedback fixes
Full launch
Week 17
Public opening plus a 90-day acquisition sprint
Go
- A suitable site at or below $2,200/month on a 3–5 year term with fit-out rights.
- Engineering confirms sufficient electrical capacity or an affordable upgrade path.
- All-in opening budget held at or below approximately $125,000.
- At least 50 paid founding members pre-sold, 100 within the first month.
Rework or no-go
- Rework if rent exceeds $2,500/month unless capacity or ancillary revenue materially improves.
- No-go if drainage, waterproofing or electrical upgrades are structurally uncertain, or landlord approvals are weak.
Join
Be there from the beginning.
Founding Unlimited is $139 per month for the first six months, limited to the first 100 members. Registering interest costs nothing and does not book a session — the booking system is selected once the site is secured.
Founding 100 waitlist
For members: heat, cold, lounge and community from day one, at the founding rate.
Partner & investor enquiry
For gyms, hotels, trainers, corporate wellness teams, landlords and investors.
Questions, answered.
Plan for 60–90 minutes. The core ritual is sauna, then cold, then rest, repeated for 2–3 rounds.
Risk & disclosure
- Financial figures on this page are Phase 2 planning scenarios, not guaranteed forecasts.
- Floor plans and ground-level views are concept design, adapted later to the selected property and MEP engineering.
- The $110,000 opening budget is a planning target validated by written supplier RFQs, not a contractor quotation.
- No site, opening date or address is confirmed until a lease is signed.