Uber Founder Teams Up with Equinox Chair to Launch $300M Apartment Startup—Will It Change Your Life?

Receiving investment from the likes of Travis Kalanick and Harvey Spevak, Sekra blends circadian lighting, curated community and shared wellness values

The landscape of wellness real estate is rapidly evolving, shifting from mere vacation retreats to the integration of health optimization directly within the home. This emerging arena is exemplified by Sekra, a new wellness apartment concept that has garnered attention and investment from notable figures including Travis Kalanick, the founder of Uber, and Harvey Spevak, the executive chairman of Equinox.

Recently, Sekra successfully closed a $12.5 million seed funding round that was co-led by Fifth Wall and 8VC. The concept is designed with features that prioritize wellness, such as sleep-optimized circadian lighting and events focused on longevity. Notably, applicants will be screened based on their shared wellness values, reinforcing the community-centric approach that Sekra aims to cultivate.

This innovative idea is the brainchild of Oliver Ripley, a serial entrepreneur who also founded the Habitas hotel chain, known for its social-wellness principles. Ripley emphasizes the increasing disconnect in modern society, stating, “Changes in society have transformed the way we live, creating more loneliness and separation than ever.” He further critiques the traditional criteria for selecting a home—location, price, and square footage—arguing that community and shared values should take precedence.

“Remote work, AI, social media are isolating us and community has become an afterthought that we search for, but growing up we knew all our neighbors. Sekra is a way of life based around shared values and human connection,” Ripley added.

The launch of Sekra enters the market at a time when the wellness real estate industry is on a significant upward trajectory, projected to reach a staggering $1.1 trillion by 2029. This growth signals a broader societal shift towards valuing health and well-being within our living environments.

Sekra is not alone in this wellness-focused arena. Other developments, such as the luxurious Four Seasons Resort and Residences Telluride in Colorado, are taking similar steps to enhance resident well-being. This resort is integrating in-home oxygenation systems designed to alleviate altitude effects, thereby promoting better sleep and recovery.

Furthermore, connected fitness giant Peloton has also recognized the significance of wellness-driven development. The company recently published a white paper advocating for greater integration of wellness features in residential, hospitality, and campus environments, highlighting a growing consensus around the importance of health in housing.

As Sekra and other wellness-oriented developments gain traction, they represent a shift in how we define living spaces. No longer merely places to reside, homes are becoming havens for health, community, and connection. The question remains: how will this trend reshape our understanding of home in a world increasingly defined by isolation?