Natureland founder Fion Wu on why robot massages could be the chain’s next big move
After 13 years building a business around human hands, Wu is exploring AI and robotics to tackle manpower constraints and take Natureland into its next phase.
Natureland founder Fion Wu is considering the integration of AI and robotics into her massage business to address manpower constraints and expand the company. For over a decade, Natureland has provided respite to Singaporeans seeking relief from soreness and tension. The company has seen significant growth, with nearly 600 therapists and staff currently employed.
Wu envisions launching Natureland Plus in 2026, a new concept that will combine AI-powered wellness assessments, smart therapy machines, and robotic massage technology. The robots are not meant to replace human therapists but to augment their capabilities by providing consistent pressure and personalized treatments. Natureland Plus will also offer shorter, more affordable treatments targeted at time-poor professionals and younger customers.
The chain currently has 15 outlets and aims to open two or three Natureland Plus locations annually, contingent on suitable locations becoming available.
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