Life Time continues to expand its presence across New York City, with members remarking on the luxury experience from the moment they walk in the door. That luxe environment is felt in every space — including the locker rooms, complete with rejuvenation suites featuring steam rooms, saunas, whirlpools, and other amenities.
Starting in fall 2023, the locker rooms in Life Time’s eight Manhattan and Brooklyn athletic country clubs will also feature a variety of premium personal-care products from Five Wits, a new-to-Life Time partner, but an established name in the New York beauty space.
Joey Silvestera founded the New York–based brand in 2012, building on the success of his independent hair salon, The Blackstones Collective. “We’re hairdressers, and we didn’t like the products that were available to us, so we started creating our own,” he says. “We believe you don’t need more products — you need the right ones. I’ve been doing hair for 20 years and we have done a lot of research on formulations. Our approach is versatile and simple; we want the consumer to be able to pick up any of our products and be able to use it. They’re for everyone.”
Life Time’s commitment to luxury and serving our members aligns with this new initiative. “We’re thrilled to bring Five Wits into our New York City clubs as a premium amenity for members and guests,” says Ryan Brister, vice president of northeast club operations. “As Life Time grows its presence in the city, collaborations with known, respected, and elevated brands and personalities that align with our healthy-way-of-life philosophy are important. Our members want — and expect — cache with their memberships.”
Members can enjoy Five Wits Daily Shampoo, Daily Conditioner, and Body Wash in the showers, and hydrate their skin with the Body Lotion. “We couldn’t think of a better partnership between Five Wits and Life Time,” says Silvestera. “We really like the Life Time brand, the alignment, and the diversity. Overall, it’s a very good fit.”
Meet the Products
Five Wits’s Daily Shampoo and Conditioner, Body Wash, and Body Lotion are created with a pepo and olive fragrance, which is light and gender neutral. “People have freaked out over our fragrance,” Silvestera says. “When creating it, I wanted it to smell like you are walking through an olive grove in full bloom — like the wind is blowing through — and there’s a light melon element. They call it pepo and olive, but it’s almost like premium olive oil.”
The Daily Shampoo is designed for every hair type and could be used every day. “We thought the Daily Shampoo and Daily Conditioner duo would be a great fit for Life Time because its members are diverse and include such a wide range of people with different hair types, textures, lengths, and more,” says Silvestera.
This product is sulfate-free and gently cleanses hair while strengthening, smoothing, and softening it.
Like the Daily Shampoo, the Daily Conditioner is designed for every hair type and could be used every day. This product helps detangle, soften, and rehydrate without weighing hair down. It also adds shine and protects from breakage.
Created for all skin types, the Body Wash cleanses while soothing and hydrating the skin. “The Body Wash and Body Lotion are in the middle of the road; meaning they’re not too heavy and not too light,” explains Silvestera. “They’re not going to strip your skin of oils, and instead will hydrate your skin the right amount.”
The Body Lotion enriches and moisturizes, leaving skin hydrated and soft. This product is particularly effective on dry skin. “Along with the Body Wash, our Body Lotion was created for all skin types, which we believe is a perfect match for Life Time,” says Silvestera.