Whole Foods Plans Fee for Wellness Clubs

MARK HAMSTRA

BOSTON — Whole Foods Market plans to charge a monthly fee of about $40 or $50 when it begins opening in-store wellness clubs in its stores later this year, Walter Robb, co-chief executive officer, said at an analyst conference here Tuesday.

As previously reported, Austin, Texas-Whole Foods plans to test five of the clubs, which will offer nutrition education, discounts on groceries, and other health-related benefits.

In a press release on Whole Foods' website, the company said the first of the wellness clubs — an outgrowth of its "Health Starts Here" nutrition education program — is scheduled to open in mid-August in Dedham, Mass. That release also states that members will receive a 10% discount on "healthy foods." It does not mention a monthly fee.

(Click here for a previous REFRESH blog about the Wellness Club.)

"The mission of the Wellness Club is to provide an inviting environment where members are empowered to make educated and positive lifestyle choices that promote their long-term health and well-being through coaching, delicious food and a supportive community," Whole Foods said in the release.

"It will feature courses and lectures developed by medical doctors, inspirational and informative skill-building classes, supper clubs and special events, coaching and support."

A company spokeswoman told SN the specific monthly fee has yet to be determined.

Robb, speaking at the Jefferies & Co. Global Consumer Conference here, said the wellness clubs would be tested in five different cities with an initial investment of less than $5 million in total.

Whole Foods previously had said the first five clubs would be located in New York; Chicago; Boston; Oakland, Calif.; and Princeton, N.J.