Hyatt Hotels & Resorts has made yet another acquisition in the wellness space, part of an effort by the company to invest in what CEO Mark Hoplamazian has called “adjacent spaces.” This time, the company Hyatt has purchased for an undisclosed amount is Exhale. The company, founded in 2002, has 25 locations throughout the United States and the Caribbean, which offer boutique fitness classes and/or spa services.
 

This is the second wellness company acquisition Hyatt has made this year. In January, Hyatt announced it acquired Miraval Group, a wellness resort and spa company for $375 million with plans to integrate the Miraval brand into Hyatt’s portfolio through experiences, amenities, and exclusive offerings to loyalty members. The acquisition also covered the development of more Miraval-branded resorts. Likewise, Hyatt has similar plans for its newly acquired Exhale brand. “The big story is, going forward, what we can do to leverage this brand … ” said Steve Haggerty, Hyatt’s global head of capital strategy, franchising and select service. “That will be in our hotels and in storefronts. It’s also further strengthening the value of our World of Hyatt [loyalty] proposition.” 
 
Specifically, Haggerty noted Hyatt will work to expand Exhale’s storefronts in “markets where they will have the most impact to the customer base that we’re referencing. The second way in which we will integrate this is through our existing hotel portfolio. That will be on a case-by-case basis how that actually materializes in each hotel.” He added, “It’s really, in our view, quite plausible to deliver certain elements of the Exhale experience within the hotel without necessarily having a full-blown storefront in the hotel environment. We think the strength of the brand and the performance of the brand speaks for itself.”