Redefining Lifethyme
It All Starts Here:
The Story Behind Lifethyme
As we enter our 30th year in business at Lifethyme we would like to say, thank you! Lifethyme is deeply appreciative for our legacy customers who were a part of the Village community supporting our mission. We continue attracting new customers and explorers who come through to see what we’re all about, because we’re constantly evolving with the times. With your continued support a second generation owned business has managed to remain open while facing many challenges, none less than the significant impact of the pandemic-related shutdown of NYC and the exodus. The impact of the shutdown on the city significantly impacted us and is still affecting many businesses today. Unlike many small businesses who were forced to close, Lifethyme managed to keep our doors open with the help of a hearty group of village residents who stood by our side during an extremely worrisome couple of pandemic years.
Today, we have an ambitious set of goals, a need for more desire, energy and a belief in our vision to continue this legacy.
Our dream was born over 30 years ago. I was living across the street on 6th Ave next to St Joseph's Church when my father Stuart came to me with an idea. Greenwich Village was, at the time, a neighborhood entirely made of small, independent shops, cafe’s, restaurants, bars, music stores among the legendary bakeries and specialty food stores. It was cool with a gritty side and more than a few vacant buildings (such as the two abandoned buildings that became Lifethyme). My father, Stuart, envisioned an NYC version of a greatly admired chain around Boston, MA called Bread and Circus. Lifethyme’s concept was clear - a complete natural market - with an entire wellness department (herbs, supplements, skincare, hair care, books, oils, etc), a juicebar, a vegan bakery and strictly organic produce. It was a complete natural market unlike any other business model in NYC. This natural market would provide health, beauty, skincare, prepared foods, locally and regionally sourced produce.
Living here played a crucial role in bringing the idea to fruition. Many of our longstanding staff today were a part of health food stores that led to our growth. Together, we created the opportunity we all needed.
We came across a building that was empty and needed a lot of work. Through hard work, a supportive team, and unwavering determination, Lifethyme opened its doors in 1995. During a time when social media did not exist, limited internet and little to no small business broadcasting. Marketing efforts were primarily driven by word of mouth and print advertising.
Almost three years later while many challenges arose, we had to take a step back. And say how we could overcome these challenges and stay true to who we are? A natural market that prides itself on remaining true to their mission. We asked ourselves:
What steps can Lifethyme take to deliver an exceptional and memorable customer experience?
How can Lifethyme leverage social media to strengthen its brand and connect with a new generation of consumers?
What new offering can we introduce for customers in a growing cafe-centric city where dining and remote work are becoming increasingly popular?
We have had to adapt to the changes happening around us. Like many who approach change thoughtfully, we strive to ensure our customers feel truly heard and valued. After thirty years we would like to offer a new and rewarding program to our customers. By January of 2026 we aim to launch our first ever loyalty program. Supporting our customers in return is something we truly care about. Connecting with our supporters remains a key priority for us. Our social media platform is one of the many ways we connect with our community and share what Lifethyme is all about. In the near future, we plan to put even more effort into utilizing this platform to engage, inform, and inspire our audience. Our second floor once served as a space where customers could explore health, beauty, and lifestyle products, as well as enjoy prepared foods from our hot bar. As part of our ongoing evolution, we’re excited to begin transforming that area into a cafe: a welcoming space for those looking to dine out and enjoy organic, vegan, freshly made-to-order dishes from our farm partners to your plate. Here’s to celebrating 30 incredible years of Lifethyme. With gratitude for our legacy and the customers who made it all possible. We're excited to continue sharing our journey with our community, both familiar faces and new ones to come.
Written by: Jason Bander
Editor: Sasha Barnett
