The Nike of Wellness
From 'Talk of the Town' in The New Yorker of July 9, 2007 :
"Global Spa Summit at the Waldorf-Astoria (is) fostering "thought leadership" in the forty-billion-dollar-a-year spa industry. One of the keynote speakers was Steve Case, the co-founder of America Online. He now owns a spa in Arizona called Miraval, whose motto is "Life in Balance".
In his address, Case said, "Four years ago, I was pushed out of my comfort zone by the revelation of how to transform industries in need of change. ....It was a profound moment. I found balanced living, We are the modern healers. I don't just want to feel better. I want to be better. ...Remember when the man who started Nike was selling his sneakers from the back of a truck? I want that unique collaboration between real estate and spas. Destination spas! Wellness must go beyond just the facial and the massage. We are building what I call 'the Nike of Wellness"
Newyorker notes that "Gerald Levine, Case's partner in what was then AOL Time Warner, "has also made a second carreer of self-improvement, running a holistic mental-health institute in Los Angeles"
This is what the world really needed - The Nike of Wellness. I feel better already.

