Asset World Corp (AWC) and premium movement brand CUBIC have unveiled plans for a 24-hour wellness and social hub at The Empire, a mixed-use development in Bangkok's Sathorn financial district. The CUBIC Social Club, slated to open in 2026, will combine fitness, recovery, and community programming in a single venue, targeting residents, office workers, and international visitors.
The project forms part of AWC's broader EA Wellness Club initiative, described as Thailand's first integrated wellness lifestyle destination. The first phase of EA Wellness Club is due to open in 2026, with full completion expected in 2027. The CUBIC Social Club will be a key component, offering a community-driven approach to wellness that extends beyond traditional gym memberships.
Wellness infrastructure in a business district
The Empire, located in Sathorn, is being positioned as a live-work-play environment that combines offices, hospitality, dining, and wellness. The EA Wellness Club will feature preventive health screenings, physical recovery therapies, and holistic well-being services. VitalLife Scientific Wellness Centre, a subsidiary of Bumrungrad International Hospital, will consult on the health components, bringing clinical expertise to the project.
CUBIC, founded in 2018, has built a reputation for premium movement experiences in Bangkok. Its partnership with AWC aims to scale that model across multiple properties. Wallapa Traisorat, CEO of AWC, said: “AWC is very excited to partner with CUBIC to create destinations that bring people together through wellness.”
The collaboration reflects a broader trend in Asian hospitality and real estate, where developers are integrating wellness into urban environments. Similar initiatives include Six Senses' debut in the UAE and Clinique La Prairie's upcoming Phuket resort, both targeting the growing demand for preventive health and recovery travel.
Beyond The Empire, AWC and CUBIC plan to roll out tailored wellness concepts at other AWC destinations, including Asiatique The Riverfront in Bangkok and The Aquatique Pattaya. This expansion underscores AWC's strategy of converting real estate into integrated lifestyle destinations that foster community engagement and business growth.
The 24-hour format is a differentiator in Bangkok's competitive wellness market, where most clubs operate during standard business hours. By offering round-the-clock access, the CUBIC Social Club aims to accommodate shift workers, early risers, and international travelers with varying schedules.
For travel professionals, the project signals a shift toward wellness as a core component of urban hotel and mixed-use developments, not just a spa add-on. As BodyHoliday St Lucia has shown in the Caribbean, wellness can be a powerful driver for repeat visits and longer stays. Bangkok's Sathorn district, already a hub for corporate travel, could see increased demand from business travelers seeking recovery and fitness options.
The EA Wellness Club and CUBIC Social Club are part of AWC's wider portfolio, which includes hotels, retail, and convention centers. The company's investment in wellness aligns with Thailand's national strategy to promote medical and wellness tourism, a sector that has grown steadily in recent years.
With construction underway and a 2026 opening target, the CUBIC Social Club is expected to be a landmark project for Bangkok's wellness scene. Its success could influence how other developers in Southeast Asia approach the integration of health, movement, and social connection in urban environments.
