324. Michelle Larivee, Founder & CEO of WTHN
Fitt Insider
Balancing legitimacy, pricing, and unit economics
Michelle describes WTHN's membership model, pricing sweet spot, high-volume capacity, and rent discipline.
Today, I'm joined by Michelle Larivee, founder & CEO of WTHN.
With five NYC clinics and a recent Ulta Beauty launch, WTHN is modernizing acupuncture — offering personalized TCM treatment plans and tools to address bodily dysfunction at its root.
In this episode, we discuss taking ancient healing practices mainstream.
We also cover:
-
Ulta and Canyon Ranch partnerships
-
The healthcare-meets-wellness studio model
-
Breaking down barriers like myths, access, and education
Subscribe to the podcast → insider.fitt.co/podcast
Subscribe to our newsletter → insider.fitt.co/subscribe
Follow us on LinkedIn → linkedin.com/company/fittinsider
WTHN's Website: www.wthn.com
Use code FittInsider25 for 25% off first time client session in NYC or online purchase
Visit studios in New York or shop products nationwide
Michelle's LinkedIn: https://www.linkedin.com/in/michelle-larivee-35640012/
The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart fitness ecosystem for fitness and health facilities.
Fitt Talent: https://talent.fitt.co/
Consulting: https://consulting.fitt.co/
Investments: https://capital.fitt.co/
Chapters:
(00:00) Introduction
(01:17) WTHN's mission
(02:02) Personal healing journey
(03:35) Why acupuncture is inaccessible
(05:30) Barriers to entry
(07:00) Progress in New York
(08:22) Education as the key
(09:21) Following yoga and meditation's path to accessibility
(10:32) Omnichannel strategy
(12:00) Core of the business
(14:15) Physical expansion strategy
(15:15) Why New York
(16:33) Operational challenges
(19:43) Consumer trends
(21:00) The original longevity tool
(22:15) Healthspan over wellness
(23:30) Balancing medical legitimacy with accessibility
(24:24) Membership model
(26:15) 2026 priorities
(27:00) Ulta and Canyon Ranch partnerships
(27:30) Corporate wellness and hospitality convergence
(29:43) Breaking down barriers between practitioners
(30:30) Where to try WTHN
(31:32) Conclusion
Keywords:
Fitt Insider, Joe Vennare, Michelle Larivee, WTHN, Acupuncture, Traditional Chinese Medicine, Wellness, Longevity, Preventative Healthcare, Pain Management, Fertility, Stress Management, Nervous System, Studio Model, Omnichannel, Corporate Wellness, Health Span, Business, Entrepreneurship, Fitt Insider Podcast
The AI-powered Podcast Player
