As medical startup names go, Eternal is certainly not subtle.
An athlete-focused care clinic started by a cofounder of The Athletic, Eternal raised $13 million earlier this year for its high-performance healthcare business, with locations in New York and San Francisco. Clients come in for proprietary testing in what’s essentially a wired gym, submitting to bloodwork, bone scans, and workout sessions measuring numerous performance metrics to arrive at an action plan that gets reevaluated after six months. Annual membership costs $4,800.
Like other startups catering to high-end clientele, Eternal highlights how new demand for preventative care — as well as a boom in venture capital funding — is creating a new tier of boutique fitness and healthcare. The wellness industry’s push into brick-and-mortar spaces represents an upgrade for clients who want even more data-driven health and a “concierge-level experience,” Joe Vennare, cofounder of industry newsletter Fitt Insider, said.
But the med office real estate boom isn’t limited to upper-crust athletes. Eternal represents just one facet of a real estate explosion focused on smaller, more dispersed medical, wellness, and healthcare offices. Real estate brokerage JLL found the medical outpatient building sector is seeing “significant growth,” with leasing for these types of tenants up 15% nationally in Q4 2024, reaching 19 million feet of new leasing activity.
Indeed, new healthcare startups, hospitals, and tech and retail giants are all helping to plug some of the real estate gaps left by flailing retailers.
