THE ANTOINETTE DENS
Cori Roach, Owner
Created on April 1 st, 2026
EXECUTIVE SUMMARY
Antoinette LLC Business Plan
The Antoinette Dens is an innovative thermal cycling spa dedicated to advancing the social wellness movement through a unique and
holistic approach. Located in Portland, Oregon, our spa offers a serene environment featuring private rooms designed for pers onalized
relaxation experiences. Central to our offerings is hot and cold contrast therapy, which helps improve circulation, reduce stress, and
promote mental clarity. Additionally, The Dens features an outdoor area that includes community saunas and a singular spacious cold
plunge, ensuring access to contrast therapy for our daily practitioners.
The Antoinette Dens combines luxury, privacy, and social engagement to create a communal yet individualized wellness experience. Our
mission is to foster connection and well-being by providing a retreat that emphasizes health, relaxation, and social interaction. With a
focus on holistic health and modern wellness trends, The Dens aims to become a leader in Portland's wellness community, inspiring a
healthier, more connected lifestyle for our guests.
COMPANY DESCRIPTION
Antoinette LLC Business Plan
PROVIDING AN UNPARELLED THERMAL
CYCLING SPA EXPERIENCE DEDICATED TO
ADVANCING THE SOCIAL WELLNESS
MOVEMENT THROUGH A UNIQUE AND
HOLISTIC APPROACH IN THE
HEART OF PORTLAND
The Antoinette Dens is a bathing spa in central Portland whereyou can reserve a private space, called a den, and transport from the outside world to an inside haven. Immerse yourself in its sanctuary, where a rain shower, soaking tub, dry sauna, and cold-plunge await, all this while open aired to an outside garden.Embark on a self-guided ritual, cycling through hot, cold, wet, and dry. Experience it alone or share the journey with a small group of friends. The Dens will also include a more simplified experience for the daily practitioner, featuring communal saunas encircling a generous cold plunge This setup offers an elevated wellness experience while remaining cost-effective.
The Antoinette Dens is here to serve the health enthusiast, the
date-night, the friendships, and those that need to decompress
from stressors large or small.
PRODUCT + SERVICES
EXPERIENCE. Reserve a purposefully curated den for yourself and a small group of friends that includes a rain shower, soaking tub, sauna, & cold plunge. This hydro-spa experience touches on all senses with an optional open- air and custom sound design.
COMMUNITY. This outdoor area is called the Covi.The Covi provides four saunas of varying sizes and a single large cold plunge in a garden setting. Designed for communal socializing rather than private rituals, the Covi offers an affordable option for regular thermal cycling and represents a meaningful revenue driver for the business.
RETAIL. Within each of the Dens there will be a plethora of product and luxuries as part of the experience. Take the experience home with you by purchasing from the retail wall- a curated array of custom bathing essentials, clean beauty product, plush robes, cozy slippers, and captivating scents.
COMPANY OWNER
Antoinette LLC Business Plan
The Antoinette Dens operates under THE ANTOINETTE LLC in Portland, OR / Owner, Cori Roach
Based in Portland, OR, I bring over 20 years of experience in commercial photography as photo art director, specializing in orchestrating large teams to produce impactful campaigns for renowned American brands such as Gap, Banana Republic, Walmart, and Levi's, as well as local favorites like Hanna Andersson and Pendleton.
Throughout my career, I have gained invaluable insights into marketing strategies, operational processes, and organizational flow. This extensive background equips me with the expertise needed to successfully launch and manage a service-oriented business. My branding-first philosophy, combined with years of creative leadership, has consistently resulted in effective brand storytelling and market penetration.
Also, as Partner of Little Rumble Inc., my husband's video production agency, I have played a pivotal role in startup operations over the past five years, encompassing everything from hiring and payroll to operational management and creative direction. This hands-on experience has fortified my capabilities as a business owner. I believe in authentic leadership that cultivates creativity and collaboration, and I am excited to bring this ethos to THE ANTOINETTE DENS.
STATEGIC PARTNERSHIPS
BUSINESS OPPORTUNITY
Antoinette LLC Business Plan
Unique Value Proposition: As Americans seek new, healthier ways to socialize, we are innovating a new way to relax, recharge and spend time together in a private and unique setting. With a projected growth to include 5 locations along the PNW by 2032, The Antoinette Dens will be known as the premier space to reconnect with loved ones while investing in our wellbeing.
INDUSTRY ANALYSIS
Antoinette LLC Business Plan
Market Overview
· Value: Over $4.5 billion (Statista, 2024)
. Trend: Growing focus on holistic health & community-centered well-being
Growth Drivers
· Consumer Preference: 65% seek social &
community experiences (Mindbody, 2022)
. Mental Health Focus: Pandemic
highlighted need for social engagement
. Holistic Wellness: Combining physical,
mental & social health
Industry Trends & Innovations
. Community Models: Retreats & shared
experiences
. Experience-Based: Group activities & social
lounges
. Hybrid Spaces: Relaxation + social hubs (e.g., herbal lounges, cafes)
. Tech Integration: Apps for booking, virtual
events
. Niche Players: Boutique centers targeting urban Millennials & Gen Z
Market Challenges
. Differentiation: Stand out with unique experiences & branding
. Operational Costs: Investment in staff, space, events
. ROI Measurement: Difficult to quantify social engagement impact
Future Outlook
. Growth: Sustained increase in offerings & participation
. Key Demographics: Millennials & Gen Z prioritize social & holistic health
. Innovation: Wellness clubs, social cafes & hybrid models
. Global Influence: Scandinavian sauna traditions & other international trends
MARKET ANALYSIS
Antoinette LLC Business Plan
health-conscious, eco-friendly, and community-oriented culture,
currently has few dedicated social wellness spas. This presents a
significant market opportunity for entrepreneurs and
stakeholders.
interested in social activities, Portland’s demographic—including
Millennials, Gen Z, and health-conscious residents—likely exhibits
similar, if not higher, interest levels.
Fit Portland’s Wellness
Culture
sustainability, and community engagement, aligning well with the
core principles of social wellness spas.
environmental responsibility, and quality of life, making social spa
concepts a natural extension of local values.
- Limited Presence of Social Wellness Spas: Portland, known for its health-conscious, eco-friendly, and community-oriented culture, currently has few dedicated social wellness spas. This presents a significant market opportunity for entrepreneurs and stakeholders.
- Based on national data showing 65% of wellness consumers interested in social activities, Portland’s demographic—including Millennials, Gen Z, and health-conscious residents—likely exhibits similar, if not higher, interest levels.
- The city is renowned for its emphasis on holistic health, sustainability, and community engagement, aligning well with the core principles of social wellness spas.
- Portland’s residents place high value on social connection, environmental responsibility, and quality of life, making social spa concepts a natural extension of local values.
MARKET ANALYSIS cont.
Antoinette LLC Business Plan
Considerations
but also reflects potential market skepticism or operational barriers
benefits of social wellness spas will be crucial. Highlighting Portland’s
values—sustainability, community, and holistic health—can help shape
initial marketing and educational campaigns.
Opportunities
Entrepreneurs can introduce innovative social wellness spa models—
combining traditional treatments with group classes, social lounges,
workshops, and outdoor wellness activities tailored to Portland’s
community ethos.
profile, the city is primed for growth in this segment. The current
limited supply indicates a clear market gap that, if effectively
addressed, can capture an engaged and health-conscious customer
segment.
- The scarcity of social wellness spas suggests a pioneering opportunity but also reflects potential market skepticism or operational barriers.
- Consumer Education & Visibility: Raising awareness about the benefits of social wellness spas will be crucial. Highlighting Portland’s values—sustainability, community, and holistic health—can help shape initial marketing and educational campaigns.
- The Niche for Social & Community-Focused Experiences: Entrepreneurs can introduce innovative social wellness spa models—combining traditional treatments with group classes, social lounges, workshops, and outdoor wellness activities tailored to Portland’s community ethos.
- For Portland, OR: Given the nationwide trend and Portland’s cultural profile, the city is primed for growth in this segment. The current limited supply indicates a clear market gap that, if effectively addressed, can capture an engaged and health-conscious customer segment.
COMPETITOR MARKET ANALYSIS
Antoinette LLC Business Plan
- Sauna
- Cold Plunge
- Sophisticated Design
- Nature
- Privacy
OPERATIONAL PLAN
Antoinette LLC Business Plan
* This is an initial start plan. As momentum grows, we will be open for more days.
Days per week
Hours of operation
Quantity of dens
Sessions per day /per den
50% cap sessions per day / covi
Weeks per year
Sessions per year: Dens & Covi
OPERATIONAL PLAN_ Pricing
Antoinette LLC Business Plan
*Trends in the Spa and Wellness sector indicate that post-service product purchases typically range from $50 to $150. This reflects common customer spending
patterns documented in market research reports, industry articles, and retail data up to 2023.
CAPACITY + UTILIZATION
Antoinette LLC Business Plan
UTILIZATION ASSUMPTIONS
MARKETING PLAN
MARKETING OBJECTIVES
Antoinette LLC Business Plan
Increase Brand Awareness: Forge the spa’s identity as Portland's go-to destination for social wellness experiences, leveraging word-of-mouth and digital presence.
Revenue Growth: Target a 20% revenue increase within the first operational year to ensure financial sustainability.
Customer Acquisition: Engage newcomers, particularly those seeking novel and personalized wellness journeys with partners, friends or colleagues.
Customer Retention: Strengthen loyalty among guests through exceptional service, personalized experiences, and enticing membership perks. Be best in class.
Antoinette LLC Business Plan
MARKETING PLAN
MARKETING STRATEGIES
Brand Development: Cultivate a powerful + unique brand identity. This will involve a cohesive logo design, aesthetically pleasing color schemes, and messaging that resonates with the audience's desire for relaxation and most importantly, social wellness.
Website Creation: Design a visually stunning, intuitive website that comprehensively presents the services offered, pricing details, and emphasizes the unique group experience. Incorporating a seamless online booking system will enhance customer convenience.
Social Media Engagement: Leverage platforms such as Instagram, Facebook, and Pinterest to disseminate captivating visual content, evoke wellness themes, and share customer feedback. Engaging actively with followers through regular posts, stories, and interactive content will foster community engagement. Leverage Portland + Travel influencers to promote the experience.
Email Marketing Campaigns: Initiate newsletter campaigns to provide subscribers with updates, wellness tips, and exclusive promotions. Offering discounts for first-time bookings to help grow the email list and entice new customers. Offer membership and packages.
Strategic Partnerships: Collaborate with local businesses that cater to wellness-oriented lifestyles, such as Barre 3, social clubs
like Soho House, corporate employee benefits programs, event coordinators, hosting events like sound baths for cross-
promotional opportunities that will expand the spa's visibility.
Local Advertising: Utilize local media outlets, community newsletters, and platforms for targeted advertising to effectively reach
the specific demographics of the Portland area. Focus on Consumer Education + Visibility: Raising awareness about the benefits
of social wellness spas will be crucial. Highlighting Portland's values-sustainability, community, and holistic health.
Antoinette LLC Business Plan
MARKETING PLAN
12 MONTH MARKETING ROADMAP: BUILDING BRAND PRESENCE
initiatives
social media
presence
website
advertising
efforts
marketing
marketing
campaigns
adjustments to
campaigns.
effectiveness of
marketing
strategies
promotional
events
partnership opportunities to bolster brand visibility.
- Launch branding initiatives
- Establish initial social media presence
- Develop the website
- Initiate local advertising efforts
- Begin content marketing
- Kick off marketing campaigns
- Make necessary adjustments to campaigns.
- Evaluate the effectiveness of marketing strategies
- Host promotional events
- Concentrate on maintaining customer loyalty and exploring further partnership opportunities to bolster brand visibility.
RAMP UP PLAN
Antoinette LLC Business Plan
Operation
Therapies
Treatments
Packages
Operation
Therapies
Treatments
Packages
Antoinette LLC Business Plan
FINACIAL PROJECTIONS_ Dens
Top Line Revenue
| Average Customer per Den | Income per Den | Retail Average per Session | Capacity w/120 Sessions per Month | Monthly Run Rate | Annual Run Rate |
|---|---|---|---|---|---|
| 1 | $95 | 10% | 50% | $76,560 | $957,000 |
| 2 | $160 | 10% | 65% | $99,528 | $1,244,100 |
| 3 | $225 | 10% | 80% | $122,496 | $1,531,200 |
| 4 | $290 | 10% | 100% | $153,120 | $1,914,000 |
Days of Week: Wednesday - Sunday
Hours of OP: 10:30 AM- 930 PM / 11 hours total of Operations Time
Reservation Total: 90 Minutes
- Max Sessions/Day: 24
- Max Sessions/Week: 120
- Max Sessions/Month:480
- Max Sessions/Annual: 6000
- Rate per Den: $95
- + Guest within Base Rate: $65
- Retail Sale per Guest: 10%
Antoinette LLC Business Plan
FINACIAL PROJECTIONS_ Covi
Monthly Top Line Revenue
| Average Customer Per Day | Capacity | Average Income Per Day | Retail Average Per Person 10% Return | Monthly Run Rate | Annual Run Rate |
|---|---|---|---|---|---|
| 132 | 50% | $5,133 | $513 | $102,667 | $1,283,333 |
| 172 | 65% | $6,673 | $667 | $133,467 | $1,668,333 |
| 211 | 80% | $8,213 | $821 | $164,267 | $2,053,333 |
| 264 | 100% | $10,267 | $1,027 | $205,333 | $2,566,667 |
Days of Week: Wednesday - Sunday
Hours of OP: 10:30 AM- 930 PM / 11 hours total of Operations Time
Reservation Total: 60 Minutes
- Max PPL Covi/Hour: 24
- Total Hours/Day: 11
- Max Guest/Day: 264
- Rate: $35
Antoinette LLC Business Plan
OPEX
| Wages x 5 | $325,000.00 |
| Health Ins | $24,000.00 |
| Payroll Expenses | $24,376.00 |
| Utilities | $36,000.00 |
| Merchant Fees | $67,512.00 |
| Owners Payroll | $150,000.00 |
| Insurance | $18,500.00 |
| Retail/ Wholesale | $82,455.00 |
| Pool Maintenance | $24,000.00 |
| Maintenance Repairs | $8,500.00 |
| Janitorial | $28,800.00 |
| Den Supplies | $62,106.00 |
| Maintenance Supplies | $7,500.00 |
| Laundry Expenses | $7,500.00 |
| Office Expense | $6,000.00 |
| Developmental Cost | 37,686.00 |
| Advertising & Marketing | $60,000.00 |
| Software | $6,000.00 |
| POS Bookkeeping | $22,480.00 |
| Taxes & Licenses | $1,700.00 |
| Unforeseen Expenses | $120,000.00 |
| Annual OPEX | $1,130,115.00 |
* Does not include capital payback
Antoinette LLC Business Plan
START UP COSTS + INVESTMENT
Antoinette LLC Business Plan
FINANCIAL PROJECTIONS
Profit and Loss Chart Annual
Total Sales: $2,240,333.00
Gross Profit: $1,110,218.00
Operating Expense: $1,130,115.00
Total Sales: $2,912,433.00
Gross Profit: $1,612,800.75
Operating Expense: $1,299,632.25
Total Sales: $3,584,533.00
Gross Profit: $2,259,473.16
Operating Expense: $1,325,059.84
Total Sales: $4,480,667.00
Gross Profit: $2,956,848.19
Operating Expense: $1,523,818.81
*does not include payback capitol
Antoinette LLC Business Plan
THE ASK
1
2
Commercial Property
3
4
•Bulk Merch Research & Investment
•Interior Design Soft goods
5
•POS Implementation
•Legal & Professional
6
- Milestone
1- Secure Architectural Firm
- Milestone
2- Secure Adaptive Reuse Commercial Property
- Milestone
3- Build out
- Milestone
4- Implement Marketing Plan
- Bulk Merch Research & Investment
- Interior Design Soft goods
- Milestone
5- Staff Up & Training
- POS Implementation
- Legal & Professional
- Milestone
6- Open Doors!
