Robbie Bent and his 4 co-founders didn’t just build a wellness brand—they've built an emotional experience people cry in (literally).

In this episode, we go deep on the origin and evolution of Othership: how it went from backyard ice baths to a multisensory space where people breathe, feel, and transform.

We talk about building a 100-year brand, the power of consistent design, why vulnerability is a strength, and how Othership became a space for everyone—not just the “wellness elite.” Whether you’re building a business, a community, or a category, this one’s packed with insights.

Skip to the bits you fancy:

01:54 — BACKYARD BATHS // Othership’s journey begins in a backyard, with a few baths.

04:00 — SAUNA LOVE STORY // How a sobriety journey and a Valentine’s Day date turned into an emotional wellness movement.

11:04 — SCIENCE NOT SPIRITUALITY // We chat about why the language brands use is critical.

12:12 — EMOTIONAL GYMS // A future where emotional wellness classes are as normal as SoulCycle—Robbie’s 100-year vision.

16:54 — VULNERABILITY FOR ALL // It’s not just tech bros crying in saunas. But why that diversity is a good thing.

20:43 — BRICK & MORTAR BATTLES // The unseen complexity of scaling a business that has walls.

25:05 — EVERY DETAIL MATTERS // Custom scents, audio, even receipts—why obsessive brand execution is the the secret to success.

29:15 — THE SECRET SAUCE // The one big lesson every brand can learn from Othership’s journey.

30:37 — FRIENDSHIP FIRST // How to make a 5-founder model work. How co-founding with your partner and friends can work—if you're willing to do the hard stuff.

37:07 — QUICK FIRE STARTS // Robbie answers our lightning round.

46:32 — THE BIG TAKEAWAYS // Kirsten and I get into our big takeaways from the conversation.

ABOUT

Chris and Kirsten are the founders of IN GOOD CO, a consultancy that ignites challenger brands with fearless and proactive positioning.

Chris writes a weekly newsletter for +14K subscribers that shares the best-of-the-best on culture, trends, marketing, etc. What she's dropping to friends on Slack or finding useful in meetings with brands | Follow her on Substack

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