# Summer-Long Wellness Series ATEAM Joins Forces with The Surf Lodge in Montauk By Kalin Ned | Published 2026-07-12 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/the-surf-lodge References: [facebook](https://www.facebook.com/wellworthymedia/posts/ateam-and-the-surf-lodge-launched-a-summer-wellness-series-in-montauk-in-partner/122180425874850100/)  ATEAM, a private members-only wellness dating app, has partnered with The Surf Lodge in Montauk to launch a summer-long wellness series. This activation debuted over the Fourth of July weekend and continues every Saturday throughout the season. The ATEAM x The Surf Lodge partnership delivers beachside movement sessions, recovery experiences, brand activations, and community gatherings. The series, presented in partnership with Wellworthy, grants access to cold plunges, IV drips, B12 injections, DJ sets, and interactive product sampling. All of this activity is set against the coastal backdrop of the iconic venue, which adds to the value proposition. The ATEAM x The Surf Lodge partnership also features programming from partners such as [SoulCycle](https://www.trendhunter.com/trends/applicationbased-membership-platform), [Gotham Gym](https://www.trendhunter.com/trends/khloud-x-gotham-fc), [Club Athletics](https://www.trendhunter.com/trends/club-athletic), and Adidas trainers, along with early brand participants including Patrick Mahomes-backed Sport Coffee, Brain Juice, and IV Revive. Image Credit: The Surf Lodge ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 45% | Activity: 49% | Freshness: 84% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Wellness Dating Experiences:** Private social platforms are extending beyond digital matchmaking into curated in-person wellness gatherings that blend intimacy, exclusivity, and lifestyle alignment. - **Beachside Recovery Activations:** Coastal venues are becoming premium settings for cold plunges, IV treatments, and fitness programming that transform leisure destinations into experiential health hubs. - **Brand-sponsored Fitness Communities:** Consumer brands are embedding product sampling and influencer-led movement sessions into community events to create more immersive paths for discovery and loyalty. ### Where This Applies - **Wellness Technology:** Members-only apps are evolving into lifestyle ecosystems where software, events, and health services converge around shared identity and premium access. - **Hospitality:** Resort and nightlife destinations are differentiating through recurring wellness programming that adds daytime utility and health-focused cultural relevance. - **Functional Beverages:** Performance-focused drink brands are gaining visibility through experiential partnerships that position sampling within fitness, recovery, and social wellness occasions. ## Related on Trend Hunter - [Mega-Yacht Wellness Experiences](https://www.trendhunter.com/trends/alo-voyage.md) - [Application-Based Membership Platforms](https://www.trendhunter.com/trends/applicationbased-membership-platform.md) - [Surf-Focused Dating App Partnerships](https://www.trendhunter.com/trends/world-surf-leagues.md) - [Luxe Wellness Apparel Activations](https://www.trendhunter.com/trends/french-riviera-takeover.md) - [Pre-Alcohol Resort Partnerships](https://www.trendhunter.com/trends/pre-alcohol.md) - [Sunrise Cold Plunge Experiences](https://www.trendhunter.com/trends/sunrise-cold-plunge.md) - [Holistic Sports Equipment Partnerships](https://www.trendhunter.com/trends/moon-world-resorts.md) - [Integrated Wellness Retreats](https://www.trendhunter.com/trends/integrated-wellness-retreat.md) - [Immersive Athlete-Focused Ambassador Programs](https://www.trendhunter.com/trends/freak-team.md)