The doomsday bunker has gone full wellness retreat. In 2026, a company called SAFE opens “Aerie,” a roughly $300 million underground sanctuary near Washington, D.C., fitted with hyperbaric oxygen chambers, ice-plunge recovery rooms, IV therapy and AI-powered massage. It joins a quietly booming market — Mark Zuckerberg’s reported Hawaii bunker, and firms like Survival Condo, Oppidum and Vivos selling architect-designed underground residences with pools, cinemas and gyms — where the rich can seal themselves off for years.
What is telling is the framing. The same wellness language used to sell longevity and recovery is now used to sell insulation from collapse — war, pandemics, unrest. For the ultra-wealthy, the ultimate luxury is no longer a view but the ability to disappear safely. It is an extreme signal of a broader mood: as the world feels less stable, security and self-sufficiency become the things people will pay almost anything for.
So: As the world feels less certain, how does safety and reassurance show up in what your customers want from you?
Source: foxnews.com
Picture: NAC / Wikimedia Commons (CC BY-SA 4.0)