Prestige Wellness Group (PWG) was founded in 2015 as the exclusive North American distributor for Effe Perfect Wellness, Italy’s leading manufacturer of luxury saunas and steam rooms. In 2019, the company was acquired by Federico Checo, who restructured its strategy to focus on the contract market, serving high-end residential developments, hotels, spas, and wellness-focused amenities across North America.
Over the course of ten years distributing Italian wellness excellence, PWG built a reputation for reliability, design sensitivity, and technical precision. This deep market insight led to a strategic shift: in 2025, PWG launched its own proprietary sauna collection ( Sentora ), marking the company’s evolution from distributor to manufacturer. This change allows full control over production, lead times, quality, and customization, enabling tailored solutions for the unique needs of American clients.
The company had already started manufacturing EPS steam cabins in-house in 2019 and continues to expand its offering through a combination of product innovation and integrated services. PWG operates as a one-stop shop for wellness architecture, offering not only product supply and installation, but also technical consulting, project design support, and long-term aftersales service.
PWG is headquartered in New York City, with a European operations team based in Italy to manage procurement, logistics, and supplier coordination. Today, the company counts over 20 employees in the United States and 11 team members between Italy and South America, ensuring a seamless transatlantic operation.
Following its role as sponsor of the 2024 Global Wellness Summit in Scotland, PWG will proudly sponsor the 2025 edition in Dubai, reaffirming its commitment to shaping the future of wellness globally.
To design and deliver premium wellness solutions that enhance health, wellbeing, and quality of life — at home, at work, and in spaces dedicated to relaxation.
We integrate advanced spa technologies into everyday environments, promoting thermal wellness as a way to support physical and mental health through meaningful design and innovation.
Our goal is to build the next-generation wellness infrastructure by:
- Establishing ourselves as theleading brand in North America for the design and manufacturing of premium thermal cabins (saunas, steam rooms, wellness systems)
- Creating aglobal standard for thermal wellness experiences — enabling international hospitality groups, hotel chains, and wellness operators to:
- Rely onone unified product platform
- Share a consistentdesign, usage, and maintenance protocol
- Offer guests the same high-quality experienceworldwide
From North America to the world — we are shaping the future of thermal wellness, one cabin at a time.
At PWG, our values are the foundation of everything we do—from how we design and deliver wellness spaces, to how we build long-term relationships with our clients and partners.
Customer-Centric Excellence
We are committed to delivering an outstanding client experience at every stage of the journey—before, during, and after each project.
Uncompromising Product Quality
Our solutions are engineered to meet the highest standards of reliability, durability, and flawless performance.
Bespoke Wellness Solutions
We specialize in tailor-made environments that reflect each client’s vision, lifestyle, and architectural context.
Relentless Innovation
We continuously evolve by integrating the latest technologies, design trends, and wellness science into our offerings.
Integrity and Transparency
We believe in honest, ethical business practices that build lasting trust with clients, partners, and team members.
Environmental Responsibility
We prioritize sustainable materials and responsible processes to minimize our environmental impact and support global wellness.
Collaborative Spirit
We work hand-in-hand with architects, designers, developers, and end users to co-create exceptional outcomes.
Design-Driven Functionality
We merge form and function to craft spa spaces that are as aesthetically inspiring as they are technically advanced.
Foundation of PWG
PWG is established in the U.S. as a distributor of premium Italian furniture brands, bringing European design and craftsmanship to the American market.
Entry into the Wellness Sector
PWG launches its Wellness Division through the exclusive North American distribution ofEffe Perfect Wellness saunas and steam rooms.
First Luxury Commercial Project
Delivery of our first major contract project:Arte by Antonio Citterio in Surfside, Florida—a landmark in luxury wellness design.
Strategic Ownership & Focus
FC Holdingacquires 100% of PWG and relocates operations to New York City, shifting the company’s focus toward the contract and commercial wellness sector.
Major Commercial Milestones
PWG delivers two flagship projects:QC NY on Governors Island and Ritz Carlton Nomad.
The company opens its new Wall Street headquarters and begins scaling operations for the luxury development market.
Operational Growth
Formation of a dedicated installation and operations team. PWG expands to 14 employees, covering major U.S. markets.
Geographic Expansion & Iconic Spa Delivery
Completion of the award-winning Mii amo Spa. PWG establishes commercial presence with sales teams in California and Florida.
Scaling & Service Innovation
PWG surpasses150 projects delivered. Launch of its Aftersales Division and expansion of consulting services, reinforcing its full-service model.
New Headquarters & Brand Partnerships
PWG relocates to its newflagship headquarters in the Madison Design District, New York, and becomes the official U.S. distributor for Aquaform, a premium water experience brand.
First Mega Project Delivered
PWG completes its first ultra-luxury pool project: a custom-built wellness installation on the 58th floor of a Fifth Avenue skyscraper in Manhattan. Our team of Designer has grown to 7 people to support operations.
Brand Independence & Product Launch
PWG ends its exclusive distribution partnership withEffe and officially launches its own proprietary sauna brand: Sentōra, designed and engineered for the North American market.
Organizational Restructuring & Expansion
PWG opens asecond office in Miami to serve South Florida. A complete reorganization of the company is implemented, introducing new Operations and Project Management leadership, and supporting the next phase of growth.
In the heart of Manhattan, just one block from the Empire State Building, on Madison Avenue, PWG has established its 15,000 sq ft flagship headquarters—a multifunctional space designed to inspire, engage, and support the world of wellness design.
Our location combines corporate offices with a curated product gallery, where visitors can explore the full range of our offerings. The Architects’ Lounge is a dedicated area where design professionals can select from over 120 wood finishes, compare stove technologies, and interact with a wide variety of textures and materials—building their own bespoke sauna concept.
Opening in October 2025, the space will also feature a fully operational live spa showroom, allowing clients and partners to experience our wellness environments in action—from steam rooms and saunas to multi-sensory water features.
More than a showroom, it’s a creative hub where craftsmanship meets innovation, right in the heart of New York City.
Top Quality Materials
We source our woods directly from the forests of Estonia, Italy, Austria, Finland, and Canada, bypassing distributors to ensure full control over quality and origin. Our team personally selects the best lots and species—chosen for durability, aesthetic value, and thermal performance. Every sauna we produce is made with natural, untreated wood, free from synthetic coatings, plastics, or chemicals that could compromise purity or release harmful emissions.
Sustainability
Our woods comply with the highest international standards, including FSC and PEFC certifications. We design every component with environmental responsibility in mind: from our energy-efficient steam generators with advanced insulation and consumption-reduction modes, to our building methods that minimize waste and maximize lifecycle efficiency.
Technology
While preserving the ancient wellness benefits of heat and steam, PWG and its brand Sentōra integrate top-tier components—such as steam generators and sauna stoves—supplied by the most reputable European manufacturers and branded exclusively under private label for our product lines. The result: performance, reliability, and smart integration without compromise.
Design & Customization
PWG collaborates with leading international architecture and design studios to create iconic wellness spaces. From layout to finish, our approach is fully customizable—we don’t say no to creative vision. Whether it’s a luxury residential installation or a large-scale commercial spa, each project is crafted to reflect the identity and expectations of the client.
Award-Winning Results
Many of our completed projects have received industry accolades for design, functionality, and innovation, including recognition from top platforms in architecture, wellness, and hospitality. We measure our success by both industry praise and long-term client satisfaction.
Proven Experience
With over 10 years of presence in North America and more than 200 completed projects, PWG brings unmatched expertise to every phase—from consulting and design to installation and aftersales. Our experience spans a wide range of commercial and residential contexts, and we regularly support clients in delivering successful wellness environments, even when third-party products are involved.
At PWG, our commitment doesn’t end with design, construction, or delivery—we take care of what we build.
Our dedicated Aftersales Support Team operates across all of North America, ensuring timely maintenance, technical support, and long-term performance of every installation.
Thanks to advanced remote technologies, we’re also able to provide real-time diagnostics and remote assistance, minimizing downtime and maximizing peace of mind.
Federico Checo, CEO and Founder of PWG, brings over 14 years of hands-on experience in the luxury spa and wellness industry—first in Italy, then in the United States.
Starting his career as a sales professional, Federico progressively took on roles of increasing responsibility, gaining deep expertise across product development, international distribution, and project management. This diverse background gave him a comprehensive understanding of what it takes to deliver excellence—not just in products, but in service, execution, and long-term client relationships.
Driven by a clear vision, Federico founded Prestige Wellness Group with one mission:
to deliver the best wellness products, at the highest quality standard, with the most complete and reliable service in the market.
Under his leadership, PWG has evolved into a one-stop solution for wellness architecture, known for its tailor-made approach, uncompromising attention to detail, and ability to support complex projects from idea to realization—and beyond.
