The other day I walked past a branch of a gym that had a service for walk-in on-site intravenous (IV) drips. It was made clear that this was an independent business, not a service offered by the gym itself, but a private company operating on their premises.
They had fancy multicolored brochures describing their services, highlighting the purpose of all the different fluids they offer and all the supplements that can be included with each bag of saline.
I've heard that these kinds of services have become increasingly popular, part of the wellness/longevity/functional medicine/lifestyle medicine/concierge medicine industry. They target healthy people who are not treating a particular disease, but instead addressing something they're feeling and wanting an answer or an edge for.
The advertisements included powerful keywords like "sleep," "memory," "beauty," "repair," "rejuvenation," "energy," and "cognition." They target muscle building, immune boosting, replenishing nutrients, enhancing fertility, optimizing performance, and detoxing systems. There were extensive menus of add-on vitamins and supplements, and other compounds with promises to cure or prevent your hangover, or just make you feel better or give your skin that vital glow.
