Home Bodies
Emotional showers, hyperbaric chambers and minus-90 degree cryotherapy: wellness has reached our houses.
Australian Financial Review magazine, 2025
When Simon Beard needs a mid-afternoon pick-me up, he doesn’t reach for a coffee or a chocolate bar. He heads downstairs to the wellness and recovery zone on the ground floor of his palatial Gold Coast home.
There, the founder of streetwear empire Culture Kings and Young Rich Lister might bathe in the warm glow of his LED-light bed or stand on his state-of-the-art Lumati Recharge Station, which offers a range of therapies like vagus nerve stimulation and hydrogen inhalation.
Most mornings he steps into his cryotherapy chamber, where – clad only in shorts, gloves and earmuffs – he’ll spend four-and-a-half minutes meditating at minus 90 degrees. “It is so cold you can feel it in your bones,” says Beard with a borderline religious reverence. “But when you get out, you feel like a million bucks – like you can run towards hard things.”
Beard is no stranger to the concept. The 41-year-old and his wife, Tahnee, built Culture Kings into a global business, before selling it in 2021 for $600 million to US outfit a.k.a Brands. These days, Beard funnels much of his considerable energy – and cash – into a new obsession: longevity and wellness. So far, he’s invested more than a million dollars in his personal wellness centre. But the father of four sees it as a considered value-add. “I’m in a very lucky state, where I’d say I’ve earned my last dollar,” he says. “Now I want to make sure I live as long as possible to enjoy it.”
Read the full story at the AFR here or download it below.