A new medical spa brand has made its debut with two outposts in the region.
Vita Pure IV, which offers IV drip therapy and other services, recently opened a spa at 7110 Forest Ave. in western Henrico County as well as one at 2025 Waterside Road in Prince George County.
In addition to IV drips, Vita Pure also offers intramuscular vitamin shots, Botox, dermal fillers and weight loss injections.
Vita Pure comes as a complement to a co-located concept owned by one of the med spa’s founders. CEO Annette Bennett, who is among the group that founded Vita Pure, also founded Infusion Solutions, which shares the same buildings that Vita Pure does in both Henrico and Prince George.
Infusion Solutions offers intravenous and injectable drug treatments for diseases and infections, and opened its first location in 2021 in the same building in the Glen Forest Office Park as the Henrico Vita Pure.
Bennett said the idea is that the two neighboring businesses will feed off each other.
“Some patients want to add functional medicine with the traditional medicine,” Bennett said. “If a patient upstairs says, ‘Well, I really need vitamin C today, because I’m feeling under the weather, to go with my rheumatoid arthritis medicine (received at Infusion Solutions), we’re able to offer it in the same building for the patients.”
Robert Call is also a co-founder of Vita Pure, and he teamed up with Bennett in 2011 to launch Clinical Research Partners, which runs clinical trials of medicines and treatments. Clinical Research Partners also has a presence in the same Henrico building as the other two firms.
Other partners in the venture are Daniel Smith, Anna Smith, Rob Long, Mimi Franzen and Christina Franzen.
The group largely came together through a shared interest in VCU athletics. Bennett and Call are donors to VCU’s sports program. Daniel Smith is advisory chairman of the Ram Athletic Fund, and his wife, Anna, is an alumnae of the school.
Bennett said she and Daniel Smith tried out an IV drip while in Winston-Salem for a baseball tournament that VCU’s team participated in a few years ago, and liked it enough to start talking about a business venture.
“We were down there for the tournament and we were exhausted,” Bennett said. “We were sitting in there doing a Myers cocktail infusion together and we said you know, we felt so great afterwards. We were like one day we should bring this to Richmond.”
That idea has come to fruition in recent weeks as Vita Pure opened first in Henrico in December and then in Prince George in January.
Smith said that the concept is trying to tap into wider trends in society toward increased interest in one’s wellness and health.
“People are taking more time and looking deeper into their own health and wanting to empower themselves to make themselves feel better,” Smith said.
The 3,000-square-foot Henrico location has 10 suites for patients to receive services in a 3,000-square-foot space. The Prince George outpost has eight suites. In addition to its brick-and-mortar presence, Vita Pure also offers a mobile IV therapy clinic that sets up shop around the region for events and parties. Bennett estimated it cost about $300,000 to launch the business.
Vita Pure’s IV treatments range from $49 for a hydration treatment to $349 for a dosage of vitamin C, per the company’s website.
“What we really want to do is offer a really high-end experience in the space, like a premium product that’s still competitively priced,” said Long, who owns River City Roll and does marketing work for Vita Pure.
Looking forward, Vita Pure plans to add more services. Next month, the company plans to expand its offerings with microneedling, chemical peels, laser hair removal, hydrafacial and diamond glow facial. The company is also planning to further grow by opening spas out of state.
