Sport as Lifestyle
Where performance meets identity.
Luxury Wellness in Motion
An experiential and media platform for sports organizations, health, wellness, beauty, and luxury brands — where performance, culture, and premium lifestyle converge through live experiences and cinematic content.
Built by teams with decades of experience producing celebrity-driven campaigns, global brand partnerships, and high-visibility cultural moments.
Trusted By
The Experience Lab creates premium experiential and media platforms that connect performance, beauty, wellness, and luxury lifestyle into cohesive, sponsor-ready environments.
Our experiences are designed to be:
- Culturally relevant
- Visually cinematic
- Operationally scalable
- Media-integrated by design
Each platform functions as both a live experience and a content engine.
What We Create
Live Brand Experiences
Invitation-only events blending sport, wellness, beauty, and luxury hospitality into immersive environments.
Architectural & Destination Activations
Custom experiences inside private estates, clubs, resorts, and iconic properties.
Performance & Lifestyle Programming
Training, recovery, beauty, fashion, and social culture woven into a single guest journey.
Franchise-Ready Formats
Concepts designed to repeat, travel, and evolve — not remain one-off moments.
For Brands & Sports Organizations
We build experiences people feel — not ads people scroll past.
Whether you are a global brand or a sports organization, we design premium moments that strengthen community, elevate partnerships, and generate lasting media value.
Integration Philosophy
Lifestyle First
Brands and partners live inside preparation, recovery, style, travel, and social connection.
Participation Over Placement
No booths. No banners. Experiences over exposure.
Built for Long-Term Partnerships
Platforms designed for repeat engagement and multi-season visibility.
Partner Categories
Beauty & Skincare
Wellness & Recovery
Performance Apparel & Equipment
Luxury Automotive
Hospitality & Travel
Premium Beverage
Sports Teams & Leagues
Private Clubs & Athletic Communities
What Partners Receive
- Experiential integration into premium environments
- Community and guest engagement
- Hospitality and VIP access strategies
- Editorial-quality photography and film
- Social and long-form content assets
- Long-term platform and franchise visibility
Production & Design
Beautiful experiences require more than great ideas — they require teams who understand how to operate in high-visibility, brand-sensitive, and talent-driven environments.
The Experience Lab provides full-service experiential design and event production for brands, sports organizations, and premium venues.
Experiential Design
- Creative concept development
- Spatial and guest journey design
- Brand integration planning
- Hospitality and VIP flow
- Scenic and environmental styling
Event Production
- Venue and club partnerships
- League and team coordination
- Athlete and talent logistics
- Technical production and staging
- Staffing, security, and operations
- Sponsor deliverables and integrations
Production + Content Integration
Every experience is built with content capture in mind:
- Social-first filming strategies
- Editorial photography
- Episodic storytelling formats
- Brand asset capture
So partners leave with both memorable moments and usable media.
Media & Content
Every Experience Lab platform is designed as both a live experience and a media property.
The experience is the moment. The content is the multiplier.
Content Strategy
- Editorial storytelling
- Social-first video
- Episodic short-form series
- Brand-owned content libraries
Distribution Channels
- Luxury publications
- Digital editorial platforms
- Brand and partner channels
- Social and streaming ecosystems
Philosophy
The Cultural Shift
Beauty as Ritual
Preparation, transformation, and confidence.
Wellness as Optimization
Recovery, longevity, and resilience.
Luxury as Access
Intimate experiences over mass visibility.
Why Experiences Matter
People don't remember impressions. They remember moments.
Connection builds loyalty. Participation builds affinity.
Luxury Wellness in Motion
Movement, ambition, beauty, and community are shaping modern premium culture. We are not observers — we are architects of these moments. The Experience Lab exists at the intersection of aspiration and action, where lifestyle becomes legacy and presence becomes influence.
The Experience Lab
Founder-led. Built by luxury operators. Designed to scale globally.
We create experiential and media platforms that connect brands with culture through sport, wellness, beauty, and premium lifestyle — across cities, venues, and digital channels.
Leadership
Heather Heller
Co-Founder | Creative & Cultural Direction
Lauren Plutsky
Co-Founder | Brand Strategy & Partnerships
NM
Nithin Mettu
Strategic Advisor | Sports, Fitness & Experiential Systems
Partner With Us
Partnership Paths
Brand Partnerships
Experiential integration and platform sponsorships.
Sports Organizations & Clubs
Team, league, and venue collaborations for fan, member, and sponsor experiences.
Media & Distribution
Editorial, streaming, and content collaborations.
Venues & Properties
Luxury estates, clubs, hotels, and destination partnerships.
Talent & Athletes
Participation, hosting, and performance formats.