Gen Z Turns 'Wellness Darties' into a Business Venture

The viral "wellness darty" phenomenon, a daytime party focused on health and well-being, has become a nationwide trend this fall semester, with startups like Peak Pulse and Sweat and Soak turning it into a lucrative business.

Videos of college students partaking in activities like chugging energy drinks, participating in cold plunges, and attending sauna sessions in matching athletic wear have spread widely across social media. This trend marks a departure from the substance-heavy parties of previous generations, leaving some older observers confused.

Young entrepreneurs and recent graduates are packaging these wellness events for students, sensing that the focus on health is more than a fleeting phase. Aydan Child, 25, founded Peak Pulse, which he describes as having "pioneered wellness events on college campuses." Initially launched as a run club at the University of Florida, Peak Pulse evolved to curate and package wellness parties nationwide, bringing amenities such as cold plunges, saunas, and workout classes to fraternity and sorority houses, often with sponsorships from brands like Lululemon, New Balance, Red Bull, and Gatorade.

"When you have a platform like the one we've created, the brands reach out first," Child stated. He noted that his motivation stemmed from wanting to create social opportunities for students seeking alternatives to traditional bar scenes and excessive drinking. Peak Pulse events are often branded with Greek organization logos and include media packages with photos and videos for social media sharing.

Child addressed criticism from older generations, particularly millennials, whom he believes misunderstand the shift. "People are always resistant to change," he said. "For whatever reason, these millennials have an idea of stereotypical college being ‘let’s see how much we can drink.’... They aren't quitting cold turkey. I promise you, they’re still drinking, partying, and having fun — they’re just bringing balance to it."

Martin "Marty" Moćs launched his wellness darty venture, Sweat and Soak, in 2024, branding it as a "Greek Life Wellness Experience." Inspired by a bonding experience with his college hockey team during a sauna and cold plunge trip to Finland, Moćs saw potential in bringing similar wellness activities to U.S. college campuses. His initial events grew through word-of-mouth and collaborations, including a "wellness Coachella" at UCLA that combined a concert with fundraising for breast cancer charities.

Sweat and Soak is expanding across several states and has plans for a college tour. Moćs acknowledged that sponsorships are crucial due to the financial constraints of many college students. Event costs can range from a few hundred to several thousand dollars, depending on the school's resources. He emphasized that the core idea is to offer alternatives to alcohol and substances, promoting genuine connection and self-care.

Philanthropy is a significant component for Sweat and Soak, with partnerships often benefiting breast cancer awareness charities, aligning with the national philanthropy of Zeta Tau Alpha sorority. Maya Podzorov, a Zeta Tau Alpha member at Florida Gulf Coast University, highlighted how these events allow students to socialize and feel energized without the negative aspects of traditional party culture.

Both Peak Pulse and Sweat and Soak aim to provide a balanced social experience. While traditional partying may still occur, these wellness darties offer a distinct alternative focused on physical and mental well-being, increasingly backed by brands and embraced by a generation prioritizing a different approach to college life.