Dear Reader,

We recognize that a letter is an unconventional way to open a pitch deck, but what we’re building is deeply personal to us, and our passion for it is rooted in our individual experiences — so we felt it essential to share. Assuming you’re human, and living in the same world we do, you or someone you know likely has a similar story. I thank you for taking the time to hear ours.

I began experiencing anxiety as a child. At age 8, my symptoms led to a misdiagnosis of IBS. I spent the next ten years medicated and struggling through what should have been the easier years of my life. My only escape from daily instability and discomfort was music — and I truly don’t think I’d be here today without it. As an adult, I find myself making discoveries, and treading new ground daily. I’ve developed tools to support my mental health, but emotional resilience has been an ongoing journey, and I expect that it will be lifelong. 

Burnout and overwhelm became prevalent in my co-founder (& younger brother) Zander’s life during college, and again throughout his career, as he watched the effects of stress and exhaustion ripple through his colleagues, teams, and friends. I remember talking him down from ledges during long-distance calls, and at times, begging — even bribing him not to quit. Over the years, Zander developed his own creative outlets in classical piano, dance, and choir. Even now, they remain his anchor throughout uncertainty and change.

Five years ago, COVID forced the world to confront the conditions we’ve built into society. Zander and I watched people around us come apart — I lost friends, his team broke down. Daily life in urban society is filled with constant high-stimulation activities and environments, but offers few approachable opportunities to regulate or relieve the nervous system’s response to stress therein. Systemically, we wind people up and leave them to deal with the consequences.

Humankind can’t afford the cost of what modern society has put into motion. The degradation of our brains, bodies, relationships with ourselves and others — and ultimately, life as we know it — is happening every day, all around us. It’s baked into how we live, and it’s shaping where we’re headed.

But nothing is laid in stone. There are encouraging signs of a growing awareness and a desire to change course. We’ve seen early traction in wellness apps, dedicated venues, and the rise of the longevity space - but it’s only the beginning.

Our company Setl exists at the intersection of wellness, immersive technology, and entertainment. We aim to redefine how people think of self-care by making it accessible, entertaining, and rooted in the passion and intention of the cultural arts. We are creating experiential wellness, and we cannot wait to share it with you. 

Warmly,                       

Sarah Thiele
Co-founder, Chief Creative Officer