A space designed to reset your mind and recover your body. T H E
O V E
Richa and Nikhil
Meet the team
Richa Jain
Nikhil Dhanwatey
Strategic Designer and Yoga instructor
Strategic Designer and Fitness enthusiast
Ethnographic Research/
Design Research
Our journey
India’s hidden health crises
Research & Discovery
Semi-structured & In-depth Interviews
Secondary Research
Observations
Focus Groups
Surveys
Journey Mapping
Ethnographic Fieldwork
Our toolkit
Startegy & Framing
Design & Prototyping
Business Model Canvas
Stakeholder Maps
Landscape Analysis
Site Visits
Digital Prototyping
A/B Testing
Surveys
Journey Mapping
Yoga & movement
Breath work
Meditation
Classes in parks
Sports
Climbing
Animal flow
Research
Spa/ massage centres
Ayurveda centres
Physiotherapy
Othership
Bathhouse
Kings Spa
Digital apps
The Well Open Calm
Headspace
Waking up
Alternative therapies
Sound baths
Expressive art sessions
Sleep sessions
Music and listening sessions
Our stakeholders
Industry& businessmentors
Working professionals
Ages 27 - 45
& Pfor e s s o r s
Health & fitness influencers
High performing individuals
Wellness experts Athletes
In depth interviews
Fitness influencer
CWT expert
Wellness startup founder
Architect, SOM
Co-Founder, Aurah Health
Professor of entrepreneurship, ETH Zurich
Product Manager, Channable
Burnout
Needforrecovery
Insights
Burnout
Needforrecovery
Insights
Needs
Space to digitally disconnect
Quiet, accessible third spaces beyond work/home
Routines that fit seamlessly into daily life
Opportunities for social wellness & connection
Science-backed, trusted therapies
Needs Learning pillars
Space to digitally disconnect
Action is taken only when crisis hits
Quiet, accessible third spaces beyond work/home
Low awareness; wellness not seen as a need
Routines that fit seamlessly into daily life
People want quick, tangible results
Opportunities for social wellness & connection
Wellness is layered physical, emotional, sensory
Science-backed, trusted therapies
Health is becoming a priority— investment mindset is growing
Prevention is key
Prioritize wellness early to enhance both longevity and life quality.
C O V E T H E
At The Cove, we have created a guided journey for recovery and renewal, designed for the needs of people in India
C O V E T H E
At The Cove, we have created a guided journey for recovery and renewal, designed for the needs of people in India
Expert-guided Contrast Water Therapy (CWT)
C O V E T H E
At The Cove, we have created a guided journey for recovery and renewal, designed for the needs of people in India
Expert-guided Contrast Water Therapy (CWT) Breath work techniques for hormesis
C O V E T H E
At The Cove, we have created a guided journey for recovery and renewal, designed for the needs of people in India
Expert-guided
Contrast Water Therapy (CWT)
Breath work techniques for hormesis
Private and shared experiences
C O V E T H E
At The Cove, we have created a guided journey for recovery and renewal, designed for the needs of people in India
Expert-guided
Contrast Water Therapy (CWT)
Breath work techniques for hormesis
Private and shared experiences
Full sensory immersion
Our guided protocol
60 min sessions
hot exposure cold exposure
n e r v o u s s y s t e m breathwork as intentional stressor r e s e t
Our guided protocol
60 min sessions Enter sauna Breath work Rinse
hot exposure cold exposure
n e r v o u s s y s t e m breathwork as intentional stressor r e s e t
Ice plunge
Connect or be zen Repeat Deep breath
Full body reset
Our guided protocol
60 min sessions
hot exposure cold exposure
Enter sauna Breath work Rinse
n e r v o u s s y s t e m breathwork as intentional stressor r e s e t
Ice plunge
Connect or be zen Repeat Deep breath 11 mins 29% 250% of cold exposure a week boosts metabolism reduction in sickness absence increase in dopamine Improves sleep by decreasing cortisol levels
Full body reset
The Experience
Guidance
Our experts offer support and guidance to lead individuals through structured recovery
Guidance
Our experts offer support and guidance to lead individuals through structured recovery
Impact
a system to track and reflect each individual’s recovery journey
Guidance
Our experts offer support and guidance to lead individuals through structured recovery
Impact
a system to track and reflect each individual’s recovery journey
Community
A safe space to form connections and reflect.
Howwill we measure impact?
Qualitative
Instant gratification
Quantitative
Long term passion
Qualitative
Feeling calm, relaxed
Regulated
Mood shifts
Increased clarity/focus
Better blood circulation
Instant gratification
Instant heart rate
Resting heart rate
Breath rate
Quantitative
Long term passion
Instant gratification
Qualitative
Quantitative
Sleep quality scores
Body awareness and mindfulness
Mood shifts
Checking immunity
Long term passion
Repeat customers
Cold tolerance time
Cortisol levels
Better sleep
Inflammation markers
Heart rate variability
Lavani Agarwal (36) Leading Brand & Reputation at Google, India
Built for real life
Instant Reset → Habitual Ritual → Lasting Change
Ashwin Laxminarayn (40) Filmmaker and fitness enthusiast
Anisha (31) and Yash (32) Couple
Product Managers
Uses Cove before pitch days to decompress and get mental clarity
Visits Cove every Sunday as part of his creative reset and muscle recovery
Make Cove a regular ritual to reconnect and decompress together.
Prototyping
Ethnographic Research/ Site Visits
Initial Concept Testing $50 challenge Cross Classroom Testing Neurosprints Workshop
Breath work + Sound Bath events
Digital Testing
The Cove LinkedIn page
Breath work + sound sessions
Before
overwhelmed tired anxious busy sleepy
Pre-session Post-session
How mentally fatigued do you feel right now?
(-5 = not at all, 5 = extremely)
How physically fatigued do you feel right now?
(-5 = not at all, 5 = extremely)
How tense does your body feel right now?
(-5 = not at all, 5 = extremely)
Are you feeling emotionally regulated or overwhelmed?
(-5 = overwhelmed, 5 = regulated)
City of Mumbai
Target Audience Working Population
Magic Number
How might we build in data collection in the experience itself?
Next steps
Can we design different experiences based on people’s profile?
Find more corporate partnerships and pop ups.
Think of unique design for the space.
Thank you!
Inhale Exhale
Show journey mapping
The Experience
What We Offer: Specialized wellness sessions combining Contrast Water Therapy, Soundbaths and Community Yoga Sessions
Target Audience: Urban professionals experiencing stress and early burnout (Ages 25 and above)
Initial Market Entry: Wellness-conscious, affluent neighborhoods with proximity to business hubs
Business Model
Revenue Streams:
Direct consumer sessions (B2C)
Corporate packages (B2B)
Membership subscriptions
ClassPass-like options
Payment Flow:
Individuals pay directly for sessions
Corporates get “credits” that they offer to their employees at the behest of HR
Financial Projections