Wellness seekers are spending thousands on retreats, cold plunges, and longevity supplements. Lexington, Kentucky has a simpler suggestion: touch grass. Specifically, Bluegrass.
In collaboration with long-time partner Cornett, VisitLEX, the Lexington Convention and Visitors Bureau, today launches Bluegrass Bathing, a new destination-wide wellness experience that invites locals and visitors to kick off their shoes, settle into Lexington’s iconic Bluegrass landscape and reconnect with nature.
The concept draws inspiration from the growing popularity of “grounding,” also known as “earthing,” a wellness practice centered on making direct contact with the Earth’s surface, allowing the body to absorb its natural electrical charge. According to recent medical reports, this connection can help improve sleep, lower stress levels, and reduce inflammation.
“You can sit on the ground anywhere. But there’s something special about sitting on the same earth that nourishes the world’s best Thoroughbreds,” said Jonathon Spalding, Group Creative Director at Cornett. “Why touch regular boring grass when you can touch Bluegrass?”
As the Horse Capital of the World, visitors are surrounded by more than 450 horse farms. Set among the rolling hills and lush green spaces that define Kentucky’s Bluegrass Region, Bluegrass Bathing transforms one of Lexington’s most recognizable natural assets into an immersive wellness experience.
“If grounding is all about reconnecting with the Earth, then we’re inviting folks to start their wellness journey with the best, most natural and nutrient-rich ground in America,” said Mary Quinn Ramer, President of VisitLEX. “For centuries, these rolling hills have nurtured some of the world’s most celebrated Thoroughbreds and the limestone water that runs beneath it has become the bedrock of our bourbon industry. But it’s also the way this Bluegrass makes you feel. Visitors consistently report they feel more relaxed the moment they touch down in Lexington. Bluegrass Bathing is our invitation to slow down, take a breath and experience the landscape that makes Lexington unlike anywhere else in the world.”
Visitors can “Bluegrass Bathe” at some of Lexington’s most iconic outdoor spaces, including a selection of Visit Horse Country farms and a handful of Lexington’s scenic parks (including Kentucky Horse Park, Gatton Park, and designated Parks & Rec locations). By booking at participating locations, guests will receive access to a series of curated wellness experiences including Pilates and sound baths along with a selection of guided meditations designed specifically for the program. Additionally, guests can deepen their connection to the Bluegrass by booking a dedicated tour of their host farm after the bathing experience.
Each of the guided meditations was inspired by the natural elements that shape Lexington’s landscape, encouraging participants to slow down, engage their senses and connect with their surroundings. VisitLEX has also produced a guided Sound Bath video set amidst a local horse farm and led by Amy Hudson, a certified Reiki master and sound healer from the Sound Healing Center of Lexington.
To celebrate the launch, VisitLEX has also released a promotional video inspired by luxury wellness retreats. The video follows a solitary Bluegrass Bather enjoying a lush field of Bluegrass while a soothing narrator extols the virtues of one of Kentucky’s most abundant natural resources.
“We love creating experiences that could only happen in Lexington,” added Ramer. “Bluegrass Bathing playfully reminds travelers that sometimes the best reset is simply being present and reconnecting our bodies with the Earth in a beautiful, natural setting. It’s wellness, Kentucky-style.”
Visitors can learn more about Bluegrass Bathing at VisitLEX.com/Bluegrass-Bathing, where they can access all of the guided meditations, explore participating locations and discover additional wellness experiences throughout the destination.
