Research, strategy, and design direction for a brand that sits where recovery becomes performance.
Simply Kneaded is evolving from a massage therapy center into SK Performance Therapy — a comprehensive performance recovery and wellness destination in Palm Beach, FL. The current website doesn't reflect this evolution. The rebrand is an opportunity to own a positioning no competitor in this market occupies.
The goal: A website that communicates "luxury performance recovery" to Palm Beach's affluent, health-conscious clientele — earthy, warm, and grounded. Not clinical. Not generic. A sanctuary for people who take performance seriously and expect the best.
We analyzed national benchmark brands and the South Florida wellness market. Here's where SK Performance fits — and where the white space is.
West Palm Beach & Palm Beach Gardens · 210+ studios nationwide
Credit-based memberships: Level Up $240/mo (8 credits), Elevate $370/mo (14 credits), Core $420/mo (31 credits). Clinical-modern franchise aesthetic. Nurse practitioners on-site.
Palm Beach, FL · Ultra-premium "sanctuary" positioning
Unlimited membership: $2,500/mo. Unlimited cryo: $199/mo. "Antidotes" for recovery/performance. Discreet, state-of-the-art. Cold/clinical luxury aesthetic.
Palm Beach Gardens, FL · Award-winning integrative med spa
IV therapy, NovoTHOR red light, NormaTec, ozone sauna, infrared, halotherapy, medical aesthetics, hormone therapy. Pricing not disclosed.
Palm Beach Gardens, FL · Established IV therapy brand
IV therapy, HRT, aesthetics, medical weight loss. HSA accepted. Clean medical wellness positioning. Limited to IV/medical services.
| Service | SK Performance | Restore PB | MedHouse | Nouveau | Liquivida |
|---|---|---|---|---|---|
| Whole Body Cryotherapy | ✓ | ✓ | ✓ | — | — |
| Infrared Sauna | ✓ | ✓ | — | ✓ | — |
| Normatec Compression | ✓ | ✓ | — | ✓ | — |
| PEMF Therapy | ✓ | — | — | — | — |
| Red Light Therapy | ✓ | ✓ | — | ✓ | — |
| Performance Massage | ✓ | — | — | — | — |
| Performance Stretch | ✓ | ✓ | — | — | — |
| HBOT + Red Light | ✓ | ✓ | — | — | — |
| IV Drip Therapy | ✓ | ✓ | ✓ | ✓ | ✓ |
| NAD+ Therapy | ✓ | — | — | — | — |
| Peptide Therapy | ✓ | — | — | — | — |
| Medical Weight Loss | ✓ | — | — | — | ✓ |
| Cryoskin/NeveSkin/T-Shape | ✓ | ✓ | — | — | — |
| European Facials | ✓ | ✓ | — | ✓ | ✓ |
| Hormone Therapy | — | — | — | ✓ | ✓ |
| Membership from | $495/mo | $240/mo | $2,500/mo | Undisclosed | N/A |
| Aesthetic | Earthy Sanctuary | Clinical franchise | Sterile luxury | Med spa glamour | Clean medical |
The takeaway: The Palm Beach wellness market is split between clinical chains (Restore), ultra-luxury exclusives (MedHouse at $2,500/mo), and med spas. Nobody occupies the "earthy premium sanctuary" space. SK Performance has the broadest service menu and a brand concept that's completely uncontested.
Every competitor has picked a lane. SK Performance occupies white space that nobody else in this market has claimed.
Two Palm Beach locations. Corporate franchise, credit-based. Clean but impersonal. Feels like a chain — not what Palm Beach clientele expects.
Ultra-luxury exclusivity. Cold, sterile aesthetic. Prices out most of the market. Premium but not warm or inviting.
Luxury positioning with sanctuary soul. Priced to compete with MedHouse's caliber while offering 15+ services they don't. Earthy, warm, personal — the premium experience Palm Beach deserves.
15+ services spanning recovery, body sculpting, IV wellness, and skin — more than any competitor within 30 miles. One location for everything.
$495–1,295/mo places SK squarely in the luxury tier alongside MedHouse, but with 2× the service menu and a warmer, more inviting experience. Premium pricing signals quality to Palm Beach's affluent clientele.
All therapists licensed with 500+ hours of training. They customize every session. Not just someone pressing buttons on a machine.
Wood walls, rock wall, greenery everywhere. The physical environment IS the brand. When photography is ready, this sells itself.
Not a franchise. Personal relationships. Seasonal member programs for snowbirds. Partnerships with local athletic clubs, corporate wellness for WPB financial district. Physician referral network.
Nobody else owns this space. Athletic results delivered in a calming, natural environment. The brand IS the differentiator.
The aesthetic direction: "Performance Sanctuary" — where science meets serenity. Earthy, warm, grounded. Not clinical white, not neon fitness.
15+ services organized into 4 clear categories. Every page drives toward a booking action.
Four pillars of service, each designed around different client goals. The point-based recovery system keeps people coming back.
What gets people in the door. Athletic recovery, pain relief, and performance optimization.
Included in recovery membership · 1-2 points per session
Non-invasive body contouring and weight management. Premium add-on services with visible results.
Package pricing · $350/session, 6-packs from $1,800
Direct nutrient delivery and cellular rejuvenation. The fastest-growing category in wellness.
Package pricing · $100-250/session
Premium skin treatments combining technology with traditional techniques. Broadens appeal beyond performance athletes.
Package pricing · Cryo facials from $200, HBOT from $225
SK's pricing model is a major competitive advantage. Here's how to present it.
Entry to the SK Performance lifestyle
For serious athletes & executives
The definitive Palm Beach recovery experience
| Cryotherapy | $65 |
| Infrared Sauna | $55 |
| Compression / Red Light | $45–55 |
| IV Therapy | $185–295 |
| Specialty Treatments | $125–350 |
Priced at premium luxury level · Competitive with MedHouse tier
| HBOT | $225 / session |
| Cryo Facials | $200 / session |
| NeveSkin / T-Shape | $350 / session |
| IV Therapy | $200 / session |
| Vitamin Shots | $100 |
| Peptide Therapy | $250 |
Package discounts available (3/5/6/10/12/18/25/60 packs)
Don't list services — lead with results. "Recover faster. Perform better. Feel incredible." The services are the how, not the what.
Position membership as the key to an ongoing performance lifestyle — not just discounts. Exclusive access, priority booking, curated recovery protocols.
The wood walls, rock wall, and greenery ARE the brand. When real photography is ready, it should dominate every section.
Most wellness bookings happen on phones. Sticky "Book Now" button on mobile. 2 taps to schedule. Zenoti integration must be seamless.
Pull Google/Yelp reviews. Before/after photos for body sculpting. Video testimonials. Real results from real Palm Beach residents.
Palm Beach has massive seasonal influx (Oct–Apr). Flexible memberships for snowbirds, corporate wellness for WPB financial district, partnerships with local athletic clubs and physician referral networks.