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Ignite Cycle Executive Director Amy Stanaland and The Wellness Passport Owner Emma Riley stand in front of wings painted on a wall at Ignite Cycle prior to the 2026 season for The Wellness Passport — Ignite Cycle Executive Director Amy Stanaland, left, and The Wellness Passport Owner Emma Riley, right, are pumped to kick off the 2026 season for The Wellness Passport, with passports on sale now. (Nathan Watson / Bham Now)

We have a great way to help you get ahead of holiday hustle and save some money while you’re at it: Try more than 60 Birmingham wellness spots with The Wellness Passport this fall.

Unlock deals to sweat, savor and do self care in Birmingham over nine weeks—Sept. 7 through Nov. 8, 2026—all for just $111.

Launched in 2019, the wellness program has many new experiences on deck this year. We caught up with new owner Emma Riley to get all the fun details you need to get on board with The Wellness Passport.

Quick guide

What do you get with The Wellness Passport?

Two women use rowers at HOTWORX Vestavia Hills, one of many Birmingham wellness businesses participating in The Wellness Passport — Nearly 60 businesses in Birmingham are offering great deals through The Wellness Passport. (Credits from top left, clockwise: HOTWORX Vestavia Hills; True40 Studio Birmingham; Kale Me Crazy / Bham Now; Mockingbird Day Spa / Bham Now; House Plan Collective / Bham Now; Bitty’s Living Kitchen).

Four women stretch in a class at True40 Studio Birmingham — Nearly 60 businesses in Birmingham are offering great deals through The Wellness Passport. (Credits from top left, clockwise: HOTWORX Vestavia Hills; True40 Studio Birmingham; Kale Me Crazy / Bham Now; Mockingbird Day Spa / Bham Now; House Plan Collective / Bham Now; Bitty’s Living Kitchen).

Participating gyms and studios typically give away three to six classes, and other wellness businesses offer discounted or free services.

More than 60 Birmingham businesses are part of this season’s lineup, spanning three categories. Here’s a peek:

💪 Sweat: Enjoy over 60 free fitness classes + exclusive discounts at Birmingham’s top studios, trying all types of workouts including Ignite Cycle, True40 Studio, Pure Barre, SUPERTONE, the wrkt + more.
🧖‍♀️ Self Care: Massages, spas, skincare, chiropractic care + more, including Mockingbird Day Spa, Society Wellness and Skin Spa, Elite Nutrition + RCVRY House
🍽️ Savor: Great spots for a post-workout refuel or treat, including Kale Me Crazy, Clean Eatz Hoover, Bitty’s Living Kitchen + more

Visit The Wellness Passport website for a full list of all of the 2026 participating businesses + what they offer.

Meet The Wellness Passport’s new owner, Emma Riley

Ignite Cycle Executive Director Amy Stanaland assists The Wellness Passport Owner Emma Riley with adjusting her cycling shoes at Ignite Cycle prior to the 2026 season for The Wellness Passport — Emma Riley, center and pictured with Ignite Cycle Executive Director Amy Stanaland, took the helm of The Wellness Passport in December 2025. (Nathan Watson / Bham Now)

The Wellness Passport Owner Emma Riley adjusts her hat and shows a passport booklet ahead of the 2026 season for The Wellness Passport — Emma Riley, center and pictured with Ignite Cycle Executive Director Amy Stanaland, took the helm of The Wellness Passport in December 2025. (Nathan Watson / Bham Now)

Back in 2019, True40 Studio CEO Kaitlyn Bentley founded The Wellness Passport to help connect people and build a community around Birmingham wellness and fitness businesses. Over the years since, the list of participating businesses grew to include fitness studios, gyms, spas, restaurants, and other self care businesses all over the metro and beyond.

Birmingham resident Emma Riley took over as owner of The Wellness Passport in December of 2025 after first experiencing the business as a passport holder. She later worked closely with Bentley through her marketing agency, Stiley Media, leading The Wellness Passport’s marketing and growth before stepping into ownership.

A Charlotte, North Carolina, native, Riley earned undergraduate and graduate marketing degrees from the University of Florida before moving to the Magic City with her husband, Griffin, and their pup. The Rileys recently welcomed their first child.

How to unlock Birmingham wellness deals

A participant in The Wellness Passport receives a booklet stamp for completing a workout in Birmingham — Collect stamps at each location to qualify for great prizes. (Nathan Watson / Bham Now)

Ignite Cycle Executive Director Amy Stanaland gives The Wellness Passport Owner Emma Riley a high five as she exits Ignite Cycle — Collect stamps at each location to qualify for great prizes. (Nathan Watson / Bham Now)

Local wellness businesses may join for free as long as they meet requirements for the deals offered.

For individuals, it’s simply purchase, pick up, show up, stamp and repeat. Here’s the flow:

🎟️ BUY ONLINE: $111 gets you instant access to your digital passport so you’re ready to start redeeming exclusive offers on Sept. 7.
📍 Pick up your booklet: Get your physical stamp booklet at Society Wellness and Skin Spa, then bring it with you to every participating business to redeem your offers and collect stamps.
🤩 Enjoy sweating, savoring + self care: Take advantage of all the great deals across 60+ businesses throughout the nine-week season, including 60+ free fitness classes + many more exclusive discounts.
🏆 Enter your passport for prizes: Submit your stamped passport for great end-of-season raffle prizes.
✅ Extend your experience: Get year-round perks by joining The Well, an $8 monthly subscription exclusive to Birmingham. Each month, you’ll receive exclusive offers from two The Wellness Passport businesses, typically including at least one free fitness class + special discounts at a savor or self care business.

Ready to find your new favorite workout? Visit The Wellness Passport to explore the full list of participating local businesses + their exclusive offers + purchase your passport.

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