The Regenerative
Sanctuary
El Salvador's first world-class wellness destination, fusing cutting-edge biohacking with a regenerative ecosystem. Fully de-risked and ready for launch.
De-Risked Before
Day One
This is not a ground-up build. The land is owned, the building is complete, the operator is signed, and government approvals are secured. We are seeking a partner to launch a fully-realized vision.
In Q4 2024, MurphsLife published a 6-part documentary series filmed on-site at the Casa Conejo property in Juayúa — showcasing the farm, the hiking trails, and the vision for the wellness center. The series was produced with zero paid promotion.
The content generated over 4.2 million organic views across TikTok and Instagram Reels within 30 days, drove a measurable spike in direct messages asking about visiting the property, and produced the first inbound partnership inquiry from a regional hotel group — all before a single dollar of marketing spend.
Source: MurphsLife internal analytics, Q4 2024.
Built by Proven Operators
The founding team behind Casa Conejo has collectively raised over $10M for impact projects, navigated a Nasdaq IPO process, and built one of the most-followed regenerative agriculture platforms in the world.
Aaron Murphy
Founder — Impact & Fundraising
Community-driven impact leader and the creative force behind MurphsLife, one of the most-followed regenerative agriculture and humanitarian platforms globally. Aaron has raised $10M+ for impact projects, built an 11.5M+ follower distribution engine across Instagram, TikTok, YouTube, and Facebook, and has deep government relationships in El Salvador built over years of on-the-ground work in Juayúa and the Ruta de las Flores corridor.
$10M+ raised · 11.5M+ followers · El Salvador government relationships
Lucas George
Co-Founder — Growth & Partnerships
Seasoned operator with rare capital markets experience — Lucas was a key contributor to Skullcandy's IPO process, giving him a depth of financial and investor relations expertise uncommon at this stage. He has co-raised $10M+ for impact projects through MurphsLife and leads all strategic partnerships, operator relationships, and capital formation for the Casa Conejo project.
Skullcandy IPO · $10M+ raised · Strategic partnerships lead
Advisory Board
Ryland Engelhart
Regenerative Agriculture
Founder of Kiss the Ground & Sovereignty Ranch
Nate Siggard
Technology
Founded SkinMotion and developed its IP
Jeremy Brooks
Operations
Co-founded Stay Boots
Tijo Bear
Blockchain & IoT
Blockchain and IoT integration expert
Caleb Chapkra
Brand Partnerships
Influencer and brand partnerships specialist
Central America's
Recovery Gap
The global wellness market is no longer just about relaxation — it's about optimization. The new luxury traveler seeks quantifiable results and deep, authentic connection to place. No such facility exists in El Salvador.
A Destination Experience,
Not a Clinic
Advanced Contrast Therapy
Core Revenue Driver3 private, guided cold plunge & sauna suites. The primary revenue driver — 24–30 sessions per day at premium pricing.
The Bio-Optimization Suite
BiohackingRed Light Therapy stations for cellular repair and recovery. Hyperbaric Oxygen Therapy and PEMF are planned as Phase 2 optional enhancements, subject to regulatory confirmation.
The Thermal Sanctuary
Volume DriverSteam cajones (traditional Salvadoran steam boxes), communal steam rituals, and infrared sauna. A Himalayan salt room is planned as a future optional enhancement.
The Compression Lounge
Recovery AcceleratorPressotherapy / circulation boots for lymphatic drainage and muscle recovery. A high-throughput, low-cost modality that drives session volume and day-pass add-on revenue.
The Movement Studio
Community AnchorRooftop yoga, breathwork, and meditation classes with volcano views. Community building at near-zero marginal cost.
The Bodywork Program
Revenue ShareA curated menu of massage, cupping, and stretching therapies. Practitioner revenue-share model — high margin, low fixed cost.
The Regenerative Ecosystem
Competitive MoatDirect access to a farm-to-table café, 30+ hiking trails, and the Murphslife botanical gardens. The integrated property is the competitive moat.
Phase 1 Standalone
Projections
26 operating days per month. Phase 2 medical services excluded from base case — modeled as optional upside only after Phase 1 achieves ≥80% of base revenue for 90 consecutive days.
Assumes 26 operating days/month. Phase 2 excluded from all scenarios. Source: Wellness Pro Forma v3.1 (1,700 sq ft integrated model).
Revenue Streams — Base Case
Phase 2 Optional Upside
Modeled on Phase 1 non-medical operations only. Conservative scenario reflects a 20% revenue reduction from base; Optimistic reflects a 20% increase. All figures are monthly unless noted.
| Scenario | Monthly Revenue | Monthly EBITDA | EBITDA Margin |
|---|---|---|---|
Conservative Lower volume across all lines | $124,415 | $47,432 | 38.1% |
Base Case Modeled Projection | $226,433 | $112,688 | 49.8% |
Upside Higher throughput + premium attach | $442,662 | $255,237 | 57.7% |
Base case assumes a mix of day passes, membership holders, and bookable modality sessions (contrast, steam, red light, compression, yoga, massage, acupuncture, foot detox). Conservative scenario reflects lower volume across all lines; Upside reflects higher throughput and premium session attach rates.
Base case daily revenue of approximately $8,709 (across 26 operating days) is supported by a mix of day passes, bookable modality sessions, and memberships. Comparable day-use recovery centers in Mexico City, Panama City, and Costa Rica operate in the $50–$95 per-visit range.
Monthly fixed costs are modeled at an illustrative level consistent with the v3.1 pro forma. Full cost assumptions are available in the data room under NDA. Phase 2 medical services are excluded from all three scenarios — they represent unmodeled upside only.
Source: Wellness Pro Forma v3.1 (1,700 sq ft integrated model). Full assumptions available in the data room under NDA.
1,700 sq ft wellness center. Phase 1 non-medical only. 26 operating days/month.
These figures are not additive with the standalone run-rate. They represent the wellness vertical's share of the integrated campus model. Source: Ecosystem Rollup v0.3.
Risks We've
Already Addressed
Sophisticated investors expect risk transparency. Below are the eight material risks for this investment, alongside the specific structural decisions made to mitigate each one before capital is deployed.
Regulatory & Permitting
El Salvador's wellness permitting environment is actively evolving under the Bukele administration. In 2023, a competing spa project in San Salvador waited 14 months for Ministry of Health clearance after a mid-process reclassification of hydrotherapy as a 'medical service.' Delays of this kind could defer Phase 2 IV therapy and neurofeedback services indefinitely.
Real-world precedent: A Costa Rican biohacking center (Numu Wellness, 2022) lost 8 months of revenue after regulators retroactively reclassified its hyperbaric oxygen chambers as Class II medical devices, requiring a separate clinical license.
Already done: Ministry of Health clearance and NTS 03.101.01:17 standard approval are secured for Phase 1. Phase 2 is deliberately structured as a separate, optional module — the base case financials require zero Phase 2 approvals to hit projections. We have engaged a local regulatory attorney on retainer to monitor reclassification risk.
Construction & Buildout Delays
Remaining FF&E installation (cold plunge units, sauna modules, steam room tiling) involves imported equipment from U.S. and European vendors. Port congestion at Acajutla and customs clearance delays are a documented reality in El Salvador — a 2024 USAID logistics report cited average 18–22 day customs holds for specialized equipment.
Real-world precedent: A wellness resort in Playa El Tunco, El Salvador (2023) experienced a 3-month delay when their infrared sauna units were held at customs pending an import classification review, pushing their opening from Q1 to Q3.
Already done: The building structure is 100% complete — no civil construction risk remains. Equipment vendors have been pre-qualified and lead times mapped. Milestone-tranched capital (Tranche 3) is released only after ≥90% buildout completion is independently verified, protecting investor capital from delay exposure.
Market Demand Uncertainty
El Salvador's premium wellness consumer market is nascent. The country's per-capita income ($4,800 USD) means the addressable local market is narrower than in Mexico or Costa Rica. Willingness to pay $45–$120 per visit is unproven at scale outside of San Salvador's wealthiest neighborhoods and the expat community.
Real-world precedent: Bodhi Tree Yoga Resort in Nosara, Costa Rica, spent its first 18 months operating at 40% capacity before international wellness tourism (not local demand) became the primary revenue driver. The Juayúa market may follow a similar adoption curve.
Already underway: MurphsLife's 11.5M+ combined followers provide a pre-qualified, pre-warmed audience — many of whom have already expressed interest in visiting the property. The soft launch plan includes a 60-day discounted founding membership drive to validate price sensitivity before full pricing activates. Revenue model is designed to be profitable at 70% capacity.
Operational Execution
Delivering a consistent, premium guest experience across contrast therapy, bodywork, movement classes, and café service simultaneously requires disciplined SOPs, staff training, and quality control. First-year operations at multi-service wellness venues are notoriously prone to service inconsistency — the leading cause of negative early reviews that damage brand positioning before it is established.
Real-world precedent: The Aire Ancient Baths Chicago (2021 opening) received significant early negative press due to overcrowding and inconsistent staff training, which suppressed their Yelp rating below 3.5 stars for their first 6 months despite a $12M buildout.
Already underway: An experienced branded operator partner is committed with SOPs in active development. The milestone-tranched capital structure ensures Tranche 3 (hiring & training) is fully funded and verified before Tranche 4 (opening runway) is released. A 30-day staff training period is built into the pre-opening budget.
Currency & Inflation
While El Salvador's dollarization eliminates currency conversion risk, imported equipment and specialty wellness supplies (essential oils, sauna accessories, IV therapy consumables) are priced in USD and subject to global commodity inflation. A 15% increase in consumable costs would compress EBITDA margin by approximately 2–3 percentage points.
Real-world precedent: Several wellness centers in Panama (2022–2023) saw consumable costs rise 22% due to post-COVID supply chain normalization, temporarily compressing margins before local supplier relationships were established.
Already structured: El Salvador's dollarization is a structural advantage — no FX hedging required. The regenerative farm on the same property provides a direct supply of produce, herbs, and botanical ingredients at near-zero cost, reducing exposure to imported consumable inflation. Local labor costs remain 60–70% below comparable U.S. or European markets.
Environmental & Climate
El Salvador sits on the Pacific Ring of Fire. While Juayúa's highland location (1,050m elevation) is historically stable, the Santa Ana Volcano (Ilamatepec) — 18km from the property — last erupted in 2005 and is classified as active. Tropical storm season (June–November) brings heavy rainfall that can affect road access to the Ruta de las Flores.
Real-world precedent: A boutique eco-lodge near Lago de Coatepeque, El Salvador, lost 3 weeks of revenue in September 2020 when Tropical Storm Amanda damaged the primary access road, isolating the property for 11 days.
Already planned: The property's highland location provides natural protection from coastal flooding. Business interruption insurance is budgeted in the opening runway. The regenerative landscaping design includes natural drainage systems. A secondary road access route has been identified and will be documented in the site plan available for diligence.
Talent & Staffing
Recruiting and retaining qualified wellness practitioners — licensed massage therapists, certified yoga instructors, breathwork facilitators, and cold therapy guides — in Juayúa's secondary market is a genuine challenge. El Salvador has no formal certification body for most wellness modalities, meaning practitioner quality varies widely and staff turnover in the hospitality sector runs 35–50% annually.
Real-world precedent: Hacienda AltaGracia in Costa Rica (a $1,200/night resort) publicly acknowledged in a 2023 Travel + Leisure profile that staffing their wellness program required 18 months of active recruitment and a partnership with a San José wellness school before they achieved consistent service quality.
Already structured: The revenue-share practitioner model (rather than fixed salaries) reduces fixed payroll risk and attracts practitioners motivated by performance. MurphsLife's 11.5M+-follower platform is a direct recruitment channel — practitioners seeking visibility and a premium facility are actively reaching out. Formal training partnerships with regional wellness schools are in early discussion.
Competitive Response
A successful launch will attract attention. Regional hotel groups (Decameron, Barceló) have the capital to build competing facilities. Local entrepreneurs may attempt to replicate individual service lines (cold plunge, sauna) at lower price points. In a nascent market, even a lower-quality competitor can dilute brand positioning if it captures early price-sensitive customers.
Real-world precedent: When Bathhouse opened in New York (2021), three competing contrast therapy concepts launched within 18 months in the same borough, forcing Bathhouse to accelerate its membership program to lock in loyal customers before the market fragmented.
The competitive moat is the integrated ecosystem — not any single service. the combination of 30+ hiking trails, a working regenerative farm, MurphsLife botanical gardens, a farm-to-table café, and 11.5M+ followers cannot be replicated quickly or cheaply. The membership program, launching at soft open, is designed to lock in the founding customer base before any competitor can respond. First-mover brand recognition in a nascent market compounds over time.
Choose Your
Lane
Capital Partner
- Bridge or equity capital
- Financial structuring expertise
- Network & strategic guidance
- De-risked hospitality investment
- Convertible note or equity position
- Platform for regional expansion
Operator Partner
- Hospitality operations expertise
- Staffing & training systems
- Supplier relationships
- Equity stake + performance comp.
- Brand-building opportunity
- Platform for scaling model
Practitioner Network
- Bodywork, yoga, or wellness expertise
- Client relationships
- Content & programming
- Revenue share on sessions
- Access to premium facility
- Marketing & distribution support
Strategic Brand Partner
- Recovery equipment (cold plunge, sauna)
- Brand visibility & co-marketing
- Product innovation access
- Showcase facility in high-growth market
- Pilot testing & feedback
- Content creation & social distribution
Bridge Note
Overview
A $350K milestone-tranched convertible note covering equipment, buildout completion, and opening runway. Milestone tranching ensures capital is deployed only against verified progress.
Ready to
Partner?
Casa Conejo represents El Salvador's first premium day-use recovery center — backed by proven infrastructure, government partnerships, and 11.5M+-follower distribution. We are seeking partners who understand the first-mover opportunity in Central America's fastest-growing tourism corridor.